Destination Canada Study Reveals the Lasting Legacy Power of Business Events

Destination Canada has unveiled the final results of its Business Events Legacy & Impact Study, a landmark multi-year research initiative that demonstrates how international business events (when intentionally designed) can generate measurable economic, social and environmental value far beyond tourism.

Launched in 2022, the three-year study examined 15 business events across Canada across six strategic sectors: advanced manufacturing, agribusiness, life sciences, natural resources, digital industries, and finance and insurance. The findings show that purpose-driven business events can influence policy, accelerate sector growth, and strengthen destination competitiveness on the global stage.

Building on insights gathered throughout earlier phases of the research, the study identified the core ingredients required to create meaningful long-term impact, including legacy drivers, intentional planning, collaborative delivery and clearly defined success factors.

“For decades, the business events industry has shared powerful stories about legacy,” said Virginie De Visscher. “Now we have the data, and a clear blueprint for delivering extraordinary event impact.”

The study’s key findings were presented at IMEX Frankfurt, one of the world’s leading platforms for the international business events industry, reinforcing Canada’s leadership in championing an impact-driven approach to meetings and conventions. The research also arrives at a time when Canada’s global reputation continues to grow as a welcoming, stable and forward-looking destination for international meetings, conventions and incentive travel.
 

Over the course of the three-year initiative, the study revealed that:

• Business events generate impact across eight interconnected domains, extending well beyond direct economic return
• Impact develops as a chain reaction, transforming events into long-term influence
• Legacy must be intentionally designed, collaboratively delivered and actively stewarded
• Eighteen strategic accelerators can expand and deepen impact across sectors and systems
• Diverse perspectives embedded in event design and governance strengthen legacy outcomes

The research also aligns with broader national priorities, including the Canadian Business Events Sustainability Plan, supporting efforts to reduce environmental impact while maximizing long-term economic and societal value.

“Case studies within the research demonstrate how business events are powerful catalysts for change — from influencing climate policy frameworks and advancing scientific research partnerships to mobilizing community engagement and strengthening global collaboration,” added De Visscher. “This research highlights how, with the right approach, meetings and conventions can deliver measurable impact beyond economics.”

At IMEX Frankfurt, Destination Canada also unveiled a new case study examining the impact of the 11th International Conference on Isotopes, held in Saskatoon in 2023. The case study highlights the event’s enduring legacy, where global leaders in nuclear science came together to strengthen isotope supply chains, accelerate innovation in cancer treatment, and advance international collaboration.
 

Together, the findings confirm that impact is not accidental — it is engineered. When intentionally designed, business events can become powerful instruments for shaping policy, accelerating sector growth and strengthening destination competitiveness for the future.
 

The final report, including collated evidence and case studies, is available here.

Business Events Legacy & Impact Study Overview 

Year One Findings 

The first phase of the study established that by leveraging four key factors, business events can create a positive policy, financial and intellectual legacy that drives transformational impact: 

Pre-event Activities 
Pre-event workshops, advocacy campaigns, seminars and community engagement initiatives were shown to strengthen participation, awareness and long-term outcomes before conferences even began. 

Government Participation 
The involvement of elected officials, policy announcements and government-supported initiatives often increased policy influence, funding opportunities and long-term societal impact. 

Destination Marketing Organization (DMO) Involvement 
DMOs played a critical role in shaping event legacy by convening stakeholders, investing in long-term strategies and aligning conferences with local priorities and community needs. 

External Collaboration 
Collaboration between organizers, industry, academia, community groups and destination partners expanded networks, increased participation and strengthened long-term outcomes. 
 

Year Two Findings 

Building on Year One, the second phase identified the essential elements required to intentionally design and deliver long-term legacy and impact including: 

Legacy Drivers 
The study identified nine core legacy drivers that help business events generate both immediate and sustained outcomes: knowledge transfer, capacity building, sector innovation, legacy frameworks, diversity, equity and inclusion initiatives, showcasing local expertise, sustainable practices, community engagement and advocacy activities. 

Success Factors 
Year Two confirmed that the four success factors identified in Year One — pre-event activities, government participation, DMO involvement and external collaboration — consistently amplified social, intellectual and policy impact when strategically integrated into event planning. 

Profound Outcomes 
The study found that while every business event is unique, the most common outcomes consistently emerged across six categories: social, intellectual, policy, human, financial and cultural impact. 

Intentional Planning 
Events designed with clearly defined legacy objectives consistently delivered broader and more meaningful outcomes. Strategic alignment between stakeholders, messaging, programming and community priorities proved essential to maximizing long-term impact. 

Year Three Findings 

The final phase of the study consolidated three years of research into a blueprint for how business events can intentionally create extraordinary impact. 

Key final takeaways include: 

• Business events generate impact across eight domains, far beyond economic return
• Impact unfolds as a chain reaction, transforming events into sustained influence
• Legacy must be intentionally designed, collaboratively delivered and actively stewarded
• 18 strategic accelerators expand and deepen impact across systems and sectors
• Diverse perspectives embedded in event design and governance strengthen legacy 
   

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