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for Indigenous Guardians programmes and domestic conservation initiatives. These outcomes continue to shape policy and practice well beyond the conference dates.
In a very different sector, the Insects to Feed the World Conference held in Québec City in 2022 demonstrated how targeted events can accelerate emerging industries. Research tracked after the event shows that advocacy and visibility generated by the conference contributed to the Québec government formally recognising insects as livestock and as an agricultural science. This shift unlocked new regulatory support, investment and education pathways, helping to professionalise and scale an emerging agri-food sector.
“ These are not abstract benefits,” says Geneviève Leclerc, co-founder & CEO, # MEET4IMPACT.“ They are tangible changes to policy, funding and sector development that would not have happened in the same way, or at the same speed, without the event.”
Designing for impact, not just attendance One of the study’ s most important contributions is its focus on how impact is created.
The research identifies nine‘ legacy drivers’, specific activities that can be intentionally built into event design to support long-term outcomes. These range from knowledge transfer and capacity building to showcasing local expertise, embedding sustainable practices and engaging communities before, during and after an event.
Supporting these drivers are four success factors that consistently amplify impact: pre-event activities, active involvement from destination marketing organisations and community leaders, government participation and strong external collaboration.
Pre-event activity stands out as particularly influential. Ahead of COP15, for example, Montréal leaders launched the Tiohtià: ke Pledge, inviting
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cities worldwide to commit to concrete biodiversity actions. The pledge is now embedded within Canada’ s 2030 Nature Strategy, providing an ongoing mechanism for tracking progress and accountability.
Similarly, government participation has proven to be a critical enabler. Events with visible government engagement are more likely to result in policy adoption, sector recognition and funding commitments. The study shows that when governments use events as platforms for announcements, dialogue and collaboration, the impacts extend far beyond the host destination.
Destination Marketing Organisations( DMOs) also play an evolving role. Traditionally focused on bidding and promotion, DMOs in Canada are increasingly acting as convenors, connectors and legacy stewards. Their involvement helps align event goals with local priorities and ensures that relationships built during an event continue to generate value over time.
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Why Canada’ s approach resonates globally While the study focuses on events hosted in Canada, its relevance is international. |
Left: Innovate Canada, Victoria
Middle left: Rouge Restaurant, Calgary
Bottom left: Eagle Wing Tours- Indigenous Stories, Victoria
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The findings reinforce a broader shift within the meetings industry toward purpose-led event design.
Legacy planning is closely aligned with Destination Canada’ s Business Events Sustainability Plan and the country’ s broader commitment to regenerative tourism.
“ Planners are increasingly looking for destinations that share their values and ambitions,” said De Visscher.“ This includes encouraging organisers to partner with local businesses, Indigenous knowledge keepers and guides, artisans and community organisations as speakers, suppliers, and experience designers. These choices create real points of connection, and help ensure the benefits of hosting are felt locally, long after an event ends.”
For international planners, this positioning matters. Hosting an event in Canada means working with partners who are prepared to support outcomes, not just logistics.
Looking ahead to IMEX Frankfurt As the study enters its third year, the focus is shifting from insight to application. Additional events are being analysed, interviews expanded and methodologies refined.
The final, consolidated report, scheduled for release at IMEX Frankfurt in May, will bring together multi-year evidence, expanded case studies and practical guidance for destinations and organisers worldwide. It is designed not as a retrospective, but as a roadmap for the future of business events.
At a time when the industry is redefining its purpose, the message is clear. Business events are more than moments in time. When designed with intention, they can help shape policies, strengthen sectors and leave communities better than they found them. That is a legacy worth measuring. n
n All images- Credit: Destination Canada
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