Canada Launches Study to Measure the Full Economic Impact of Business Events

Destination Canada and Meetings Mean Business Canada (MMBC) announced the kickoff of the Canadian Business Events Economic Impact Study (CBEEIS), marking a significant milestone in the advancement of Canada’s business events industry by researching its value to the Canadian economy.

The CBEEIS will measure the total economic impact of business events in Canada, such as meetings, conferences, trade shows, and incentive travel. This includes direct spending to host events, indirect effects across the supply chain, and additional spending driven by earnings from event-related activities.  

“The launch of the Canadian Business Events Economic Impact Study marks a transformative moment for our industry. For the first time, Destination Canada and our partners are establishing a unified, comprehensive baseline to accurately measure and advocate for the immense value business events bring to our national economy,” says Virginie De Visscher, Executive Director, Business Events, Destination Canada. “Our commitment to ongoing data-driven measurement ensures that Canada’s business events sector will be recognised, valued, and primed for sustainable growth well into the future.”

The study will also identify tourism activities generated by out-of-town business event attendees and highlight their role in unlocking the full economic potential of business events.

“This is more than just data – it’s about giving our industry the tools it needs to thrive,” said Minto Schneider, Chair, Meetings Mean Business Canada. “With the new study underway, our industry leaders and policymakers will have the insight they need to advocate for investment, support job creation, and unlock new opportunities in every region of the country.”

The global business events industry is valued at approximately €1.366 trillion euros, with this figure representing its annual contribution to global GDP, according to the Events Industry Council and Oxford Economics. For Canada’s business events industry, the CBEEIS will deliver credible and actionable data to support planning and investment decisions nationwide, ensuring Canada remains a leader globally for sustainable business events.

The Conference Board of Canada has been selected to conduct the CBEEIS, following a comprehensive and competitive procurement process led by Destination Canada. As the chosen research partner, they bring extensive expertise in economic modelling, data analysis, and tourism industry research to deliver a landmark study that will, for the first time in over a decade, provide a modern and accurate national baseline of the economic contribution of business events across Canada. 
 

Along with MMBC and Destination Canada, the Canadian Business Events Economic Impact Study is being supported by the participation of partner destinations and convention centres from across Canada:  

Gold level – Ottawa Tourism

Silver Level – Tourism Montréal; Palais des congrès de Montréal; Destination Toronto; Metro Toronto Convention Centre; Calgary TELUS Convention Centre; BMO Centre at Calgary Stampede; Destination Vancouver; Vancouver Convention Centre

Bronze level – Rogers Centre Ottawa; Centre des congrès de Québec; Air Canada; Québec City Business Destination; Tourism Calgary

Partner level – Destination St. John’s; Meet PEI; Discover Halifax; Discover Saint John; Destination Moncton-Dieppe; Tourism Fredericton; Explore New Brunswick; Explore Edmonton; Visit Mississauga; Exhibition Place; Tourism Saskatchewan

“We are incredibly grateful to all of our partners who have helped bring this important project to life,” said John C. Dunn, Chair of the MMBC Research Committee. “Their commitment underscores how vital it is to clearly understand the true value business events bring to communities across Canada. As we move forward, I encourage more destinations and organisations to engage with this study and invest in this critical research – because the better our data, the stronger our ability to advocate, grow, and lead on the global stage."
 

Next Steps

Now that a vendor has been selected, the project team will immediately move into the research design and stakeholder engagement phase. Key milestones include:

• Q1 2026 Survey and tool development begins.
• Q2 2026 National data collection across business event stakeholders.
• Q3 2026: Analysis and modelling of economic contributions.
• Q4 2026 / Early 2027: Final report and executive summary released via the Canadian Tourism Data Collective platform.

The final report will offer stakeholders – including destination marketing organisations, venues, and all levels of government – a robust evidence base to guide policy, funding, and future planning.

MMBC and Destination Canada will continue to work closely with partners, industry collaborators, and all levels of government to ensure the study reflects the breadth and diversity of Canada’s business events landscape.

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