s the events industry strives towards net zero , sustainability has become a must for event

organisers . If event professionals want to protect the planet , drive delegate satisfaction , and ensure overall event success – they must consider the impact of their gathering .

This is why Destination Canada ’ s Business Events team recently decided to host their first ever carbon-neutral event – Innovate Canada 2023 . The event took place from 8-11 May in Waterloo , Ontario and gave clients from across the world a chance to see Canada ’ s expertise in the advanced manufacturing sector and dedication to sustainability .

As with any event , strategic planning was key – but this is especially true when sustainability considerations are at play . Destination Canada reveals to CMW

exactly what their planning process looked like , and how communication played a crucial role in their success .

Creating your strategy According to the destination , a shift in mindset is essential . Event organisers must engrain sustainable thinking into the team from the outset . Destination Canada achieved this by having a sustainability standing item on every meeting agenda – which ensured the topic remained at the forefront of everyone ’ s mind .

Commenting on this strategic thinking , Virginie De Visscher , acting executive director , business events , Destination Canada , said : “ When sustainability at the core of what you ’ re trying to achieve and you begin discussing it with every agenda item , it doesn ’ t take more time . It ’ s just another consideration that you are adding into the process .

“ Whereas , if sustainability is not

“ When sustainability is at the core of what you are trying to do and you begin discussing it with every agenda item , it doesn ’ t take more time . It ’ s just another consideration that you are adding into the process .”

consistently part of your discussions , then it can become time consuming because you are always leaving it to the last minute , so it becomes an add-on . But when it ’ s engrained from the get-go , then it eliminates that friction .”

Their team was also sure to dedicate the appropriate time to setting sustainability goals . Destination Canada decided there was benefit in aligning their aims with 12 / 17 of the United Nations ’ Sustainability Development Goals .

“ In retrospect , you can ’ t tackle all of them ,” said De Visscher , “ so my advice would be to choose a few and execute them really well . I ’ d also tell event organisers to take a bitesize approach .”

For example , event organisers should evaluate each part of the