CMW had the pleasure of speaking to Virginie De Visscher, executive director of Business Events at Destination Canada, as she discusses how the industry is transforming with sustainability shifting from differentiator to essential requirement. With Canada hosting 2,555 business events in 2024 and generating $47 billion in economic impact, De Visscher explores changing attendee expectations, geopolitical challenges, and Canada’s pioneering sustainability leadership – including a 72% success rate securing international events and ambitious net-zero goals by 2030.
CMW: How would you characterise the current health of the business events industry in North America? Are we still in a recovery phase or in a transformation?
VDV: Canada’s business events industry is in a period of transition, with both challenges and strong opportunities heading into 2026 and beyond. While we’ve seen some softening in domestic and international event volumes so far this year, the U.S. market remains steady, with anticipated growth of delegate numbers per event. Early indicators also point to positive long-term trends, with international bookings showing encouraging growth despite global uncertainties.
For added context: In 2024, Canada hosted approximately 2,555 business events and welcomed about 1.2 million business event delegates. These events contribute significantly to our economy — approximately $47 billion in direct impact and more than 240,000 jobs supported.
CMW: What emerging trends or shifts are you noticing right now that destination organisations should take note of?
VDV: We are seeing a dynamic evolution across the business events and tourism landscape, driven by innovation, shifting values, and accelerating digital transformation. One of the most exciting current trends is the growing demand for immersive, meaningful experiences rooted in value-based storytelling and genuine community benefits.
Across Canada, we often speak of a “depth of place” — going beyond the “sense of place” to create authentic, transformational moments for delegates. Today’s attendees are more intentional with their travel and increasingly seek experiences that contribute to personal well-being, social connection, and cultural enrichment. Whether it’s curated wellness breaks in nature, Indigenous-led programming, or neighbourhood explorations that support local businesses, the emphasis is on enrichment over entertainment.
Sustainability has also moved from being a unique selling point to becoming expected and essential. A clear, transparent commitment to sustainability, regenerative tourism, and local community benefit is critical. Businesses and destinations that champion responsible practices — from net-zero commitments to cultural preservation — are more attractive to planners and attendees alike.
At Destination Canada, we continue to build on these values with initiatives like our Business Events Sustainability Plan and the Sustainability Storybook, which offers practical examples of responsible innovation — such as upcycled event furniture in Ottawa, Indigenous fashion showcases in Banff, and community marketplaces in Winnipeg. These case studies align with the United Nations Sustainable Development Goals (SDGs) and are designed to inspire global adoption of similar best practices.
Additionally, Artificial Intelligence (AI) is beginning to have a profound impact on how destinations are marketed and how events are designed. AI tools help planners personalise attendee journeys, optimize event logistics, analyse delegate sentiment in real time, and predict trends before they emerge. AI is also enhancing storytelling by enabling targeted content delivery based on interests and behaviours, making communication more relevant and engaging for international and domestic audiences.
Behind all of this is the growing importance of data — not just more of it, but better access to meaningful, timely insights. That’s where the Canadian Tourism Data Collective (CTDC) plays a vital role. This ground-breaking collaboration supports the Canadian tourism industry with a centralised data ecosystem that empowers industry partners with access to reliable, standardised, and actionable insights.
For destination organisations, this means smarter decision making when choosing event locations, tailoring experiences, understanding market demand, and measuring economic and social impact. As we navigate an increasingly competitive and globalized events marketplace, the CTDC is a critical tool in helping Canadian destinations stay innovative, accountable, and strategically aligned with both planner needs and delegate expectations.
In short, the convergence of regenerative values, wellness travel, technological innovation, and data-driven planning is reshaping how business events are imagined and delivered. By embracing these trends and tools, destination organisations can ensure they remain relevant, resilient, and ready to create legacy impacts for communities and visitors alike.
CMW: Looking ahead, what role will sustainability and social impact play in how global business events are planned and promoted?
VDV: In 2025, sustainability is considered a standard, non-negotiable element in business event delivery. Planners must go beyond “greenwashing” to demonstrate real, measurable improvements in areas such as carbon emissions, waste minimisation, sustainable sourcing, energy use and community impact.
Industry leaders and clients are demanding proof of impact, and transparent ESG (Environmental, Social, and Governance) reporting is essential. However, no one destination is going to do this alone.
This past April, Destination Canada hosted our first Business Events Sustainability Roundtable, gathering a small group of leading global experts to discuss opportunities and barriers to reaching our collective goal of global business events having net zero emissions by 2030. Consistent definitions, measurements and success criteria across the business events globally are badly needed. Collaboration is critically important which is why we are so open to sharing what we are learning across Canada in our nation-wide commitment to a more sustainable and regenerative business events industry.
CMW: How do you foresee geopolitical tensions and economic fluctuations affecting international participation in US and Canadian events over the next 3–5 years?
VDV: Increased global trade tensions, such as escalating tariffs between the US, Canada, and other trading partners, are creating a chill in cross-border event participation. Symbolic policies, reciprocal tariffs, shifting visa requirements, travel advisories, and publicised diplomatic disputes all contribute to making international travel riskier and less attractive for both delegates and exhibitors.
Despite these challenges, Canada remains relatively well positioned due to its reputation for safety, reliability, and a collaborative approach to international relations. Attendees and organisers continue to value Canada’s accessibility and infrastructure, our openness and welcoming nature. Our brand, based on open hearts, open minds and open spaces, is more relevant than ever.
CMW: What are the consequences if destination organisations don’t evolve quickly enough to meet the changing expectations of business event planners and attendees?
VDV: As global business event organizers place greater emphasis on safety, transparency, responsible impact, and inclusivity, I believe destinations that lag behind in these areas will see reduced demand for international conferences, trade shows, and marquee events. Over time, this erodes the destination’s reputation and diminishes its influence within the global meetings and events sector.
This is why we are investing so heavily with our destination partners on our sustainability and regeneration efforts as well as highlighting immersive community and cultural experiences that are not only in demand but also increase the positive economic impact for host destinations. We hope our open and welcoming nature shines through in all our interactions.
CMW: With competition increasing globally, how do national destination organisations like yours maintain relevance and distinctiveness on the world stage?
VDV: The business events team for Destination Canada has learned to showcase not just the physical attributes of our destination partners, but our nation’s underlying values, local character, and the positive impact visitors can make by engaging with our people and culture. For Destination Canada, this involves elevating Indigenous voices, promoting authentic cultural exchanges, and highlighting initiatives that drive reconciliation, inclusivity, and community wellbeing.
Distinctiveness comes from telling the real stories that only your destination can claim. For example, Destination Canada was among the first in the world to launch a national business events sustainability plan. We took this bold, comprehensive approach to position Canada as a true leader and innovator in sustainable business events.
The creation and implementation of the plan, which includes coaching, tools and resources, workshops, educational opportunities, provides a road map for creating best practices that has been openly shared and accessible for destinations around the world. We also knew we had to be transparent. By benchmarking destinations through the Global Destination Sustainability Index (GDS-Index), today Canada boasts the highest national concentration of GDS-Index cities worldwide.
And we keep our work in sustainability relevant by sharing our plan and updating our resources as we learn, for the benefit of the industry as a whole. We are participating in a Legacy & Impact Study for business events, for example, and will be sharing our report from our inaugural Business Events Sustainability Roundtable in the coming weeks.
CMW: What keeps you up at night when you think about the future of business events – and what gives you hope?
VDV: What gives me hope is the passion and commitment that I see around me for a more sustainable and regenerative business events industry, every day. The 12 thought leaders and sustainability experts we brought together in Montreal this year for our Business Events Sustainability Roundtable are excellent examples. We continue to work together to break down barriers and leverage opportunities for the sustainability of business events globally.
What keeps me up at night is that we are running out of time and it will take a massive collaborative effort to ensure we combat the negative impacts of climate change, and truly use tourism including business events, as a force for good in this world.
CMW: Do you have the support
