Destination Canada’s legacy & impact study: Redefining the power of business events

As the global meetings and events industry continues to evolve, Canada has emerged as a trailblazer in measuring and maximising the true value of business gatherings. At the heart of this transformation is Destination Canada’s Legacy & Impact Study – a groundbreaking, multi-year initiative that is changing how the world thinks about conferences, congresses and summits.

Rather than limiting its focus to the immediate economic benefits that business events bring to host cities, the Legacy & Impact Study aims to uncover the deeper, long-lasting effects these gatherings can have on communities, industries and the environment. Launched in partnership with #MEET4IMPACT and GainingEdge, and supported by the GDS-Movement, this ambitious project is the largest of its kind, evaluating up to 16 major conferences held in Canada between 2018 and 2024.

A holistic approach to measuring impact

The study is remarkable not only for its scale but also for its innovative methodology. It goes beyond simply counting hotel nights or direct spending, instead tracking what Destination Canada calls the “positive handprint” of business events – their enduring, often transformative influence.

Virginie De Visscher, executive director of business events at Destination Canada, describes the project as a world-first. “Through this research, our goal is to gain a deeper understanding of an event’s real impact,” De Visscher explains.

“We want to uncover insights and guidance on the type, scale, and scope of events that are most likely to have medium-to-long-term benefits, such as novel ideas, research collaborations, new trade deals, investments, policy changes, economic development, and social progress. These findings will serve as an invaluable tool in showcasing the value of business events.”

The study evaluates events across six sectors where Canada excels – life sciences, natural resources, finance and insurance, advanced manufacturing, agribusiness, and digital industries. Using the BE Impactful Framework, it maps outcomes across eight dimensions of capital: Natural Built Financial Political Human Social Intellectual Cultural

This comprehensive approach ensures that both planned and unplanned, positive and negative, tangible and intangible outcomes are identified and measured, offering a complete picture of each event’s legacy.

The Edmonton declaration: A case study in global leadership

One of the most striking examples to emerge from the Legacy & Impact Study is the 2018 CitiesIPCC Cities and Climate Change Science Conference, held in Edmonton, Alberta. This event was a catalyst for the creation of the Edmonton Declaration – a powerful call-to-action for mayors around the world to lead on climate change.

Inspired by his experience at the United Nations Climate Change Conference (UNFCCC COP-22) in Marrakech, then Mayor Don Iveson spearheaded the initiative. “The Edmonton Declaration is a bold call-to-action for mayors to take the mantle of leadership on climate change and amplify the message that rising greenhouse gas emissions severely impact cities,” Iveson said at the time.

His leadership, and the momentum generated by the conference, helped the Declaration gain traction. Today, it has been adopted by over 1,800 cities, predominantly in the United States, and has become a touchstone for municipal action on sustainability, influencing policy on infrastructure, transport, and housing.

The Edmonton Declaration’s global reach demonstrates the power of intentional legacy planning. It shows how a single event, when thoughtfully conceived and executed, can spark policy change and empower cities to reclaim agency over climate action – especially during periods when federal commitments to international agreements like the Paris Accord may be uncertain.

Early findings and lasting legacies

As the Legacy & Impact Study progresses, annual reports and case studies are being released, offering valuable insights for destinations, policymakers, and event organisers worldwide. Early findings, presented at IMEX Frankfurt, highlight that business events can leave extraordinary policy, financial, and intellectual legacies, particularly when certain factors are present: Government participation and leadership Collaboration with external stakeholders Active involvement of destination marketing organisations (DMOs) Strategic pre-event activities to build momentum

Geneviève Leclerc, co-founder and CEO of #MEET4IMPACT, underscores the significance of this approach: “There’s not a massive amount of data giving us growing evidence of how these impacts from events grow from being small impacts to big impacts over time, so the whole purpose of this study is to bridge this gap.”

The study’s methodology combines qualitative outcome harvesting with quantitative surveys, providing a robust evidence base for how business events can drive sectoral development, innovation, and community advancement. For example, the “Insects to Feed the World” case study from Quebec City in 2022, highlighted how a single event can catalyse new research and commercial partnerships in sustainable food systems.

A blueprint for the future

Destination Canada’s commitment to legacy and sustainability is not just about national pride, it is setting a global benchmark. The organisation’s Business Events Sustainability Plan, which aims to reduce the environmental footprint of meetings while maximising their socio-cultural and economic benefits, is already influencing how destinations worldwide approach event planning.

The Legacy & Impact Study is providing actionable insights that enable: Evidence-based advocacy for the long-term benefits of business events Identification and sharing of best practices for legacy-building Strengthening of key Canadian industries through strategic events Enhanced competitiveness and sustainability for Canadian destinations

As the final report approaches in 2026, the study is poised to become a vital resource for the global business events community. By embedding legacy and sustainability into the DNA of event planning, Canada is ensuring that every meeting, conference, and summit leaves a lasting, positive impact – on people, cities and the planet.