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SKIFT Report Release

New SKIFT Report Reveals Canada’s National Meetings Strategy is Driving Regional Economic Growth

SKIFT, the largest industry intelligence platform in travel has released their 2019 trend report analyzing how Business Events Canada’s national meetings strategy is driving regional economic growth.

The report blueprints Business Events Canada’s approach to growing Canada’s share of international business events while future-proofing its visitor economy by leveraging the country’s intellectual capital in seven priority sectors: Information and Communication Technology, Life Sciences, CleanTech, Natural Resources, Advanced Manufacturing, Agriculture, and Aerospace and Defence. Un-precedented in scale and scope, the strategy aligns with Canada’s international trade priorities.

“Conferences are catalysts for thriving economies,” says Business Events Canada’s global executive director, Chantal Sturk-Nadeau. “It’s no longer enough to talk exclusively about Canada’s impressive landscapes and dynamic conference infrastructure. We must change the conversation to set Canada apart on the world stage. By demonstrating Canada’s competitive edge, we are better able to grow Canada’s share of international business events.”

An Innovative Way to Reach Existing and New Customers

Senior business event organizers, destination procurement agencies, and C-suite executives have a new methodology to source conference destinations, based on access to knowledge. The SKIFT report details how Business Events Canada is providing a platform to deliver that access, to benefit both visiting organizations and the host destination.

In creating the report, SKIFT profiled more than 10 Canadian Destination Marketing Organizations (DMOs) of various sizes, budgets and governance models, and how they’re adapting their business event sourcing strategy with that of Business Events Canada. Organizations profiled include: Ottawa Tourism, Tourism Toronto, Tourisme Montréal, Waterloo Region Tourism Marketing Corporation, Tourism Saskatoon, Calgary Meetings + Conventions, Explore Edmonton, Tourism Kelowna, Business Events Victoria, Tourism Yukon, Economic Development Winnipeg and Invest in Canada. 

"We're seeing a surge of cities and countries worldwide leveraging their innovation economy more intentionally to engage conference organizers in advanced industries," said Greg Oates, Editor at Large at SKIFT, who led the development of the report. "However, we've never seen this level of buy-in from regional destination organizations as in Canada, where each city's business event leaders have rallied around a shared vision to promote the country's priority sectors. That kind of coalition is rare on a national scale."

The SKIFT Report explores how those organizations are collaborating more intentionally and strategically with the national organization to elevate their city on the world stage. Two key areas of interest: how destination organizations are succeeding at acquiring new event business by leveraging their priority sectors in collaboration with Business Events Canada’s global outreach, and the long-term economic benefit to the larger community.