How Business Events Montréal is Redefining Impact in the Events Industry

Montreal Skyline © Leo Films - Tourisme Montréal

How do you prove what a business event leaves behind? Business Events Montréal is using AI to turn fragmented event data into evidence of economic, social, academic and policy impact, revealing how meetings can create measurable value long after the delegates have gone home. Two case studies show what becomes possible when impact is measured as more than attendance, satisfaction or spend.
 

Measuring the true impact of business events has long been one of the industry's most persistent challenges. Measuring the true impact of business events has long been one of the industry's most persistent challenges. In recent years, destinations and their association partners have become increasingly aware of the significant societal impact, and subsequent ripple effects, generated by professional events. But knowing your event has been impactful and being able to accurately measure the extent of that impact, where it’s being felt and by whom, hasn’t always been a simple task.

To that end, Business Events Montréal has taken the bull by its proverbial horns with its participation in the development of ImpactAIQ, an AI-powered impact measurement and reporting platform co-led by event transformation agents #MEET4IMPACT and event management software platform Gevme.

In a nutshell, ImpactAIQ’s overriding ambitions are to, first and foremost, measure and deepen understanding of the impact of business events with the goal of inspiring transformation across the events industry. And second, position Montréal as a destination keenly focused on the societal and economic advancement of the city.
 

How ImpactAIQ Works

In short, ImpactAIQ leverages artificial intelligence to process large volumes of qualitative and quantitative data in the creation of detailed impact reports following meetings and events. These reports are developed through a collaborative evaluation process led by the organisers of the event in partnership with Business Events Montréal, with methodological support from #MEET4IMPACT.

Following the evaluation process, the actual report texts are generated using ImpactAIQ. The analysis in the reports draws on multiple data sources, including post-event surveys, session feedback, semi-structured interviews, digital platform analytics and operations records collected before, during and after the business event. Put another way, it delivers the rich data the events industry needs to evaluate performance and measure real impact.
 

Creating a Legacy of Positivity

Business Events Montréal is the first destination organisation to partner with ImpactAIQ to measure events. This partnership goes a long way towards reinforcing Montréal’s reputation and role as a catalyst for innovation and lasting change.

As a city that cares deeply about positive legacy, the development of ImpactAIQ demonstrates Business Events Montréal’s commitment to attracting business events that bring positive impact to the city while helping them adopt impact management and measurement strategies to better understand and demonstrate their contributions.

The ImpactAIQ Effect: Case Studies

The following two case studies underline ImpactAIQ’s far-ranging ability to measure event achievements, determine event value, obtain reusable results and align with destination priorities.
 

Welcome ceremony of the Canadian Circular Economy Summit 2025 © Sylviane Robini Photographe

Case study #1: Canadian Circular Economy Summit 2025, in Montréal, April 15-16, 2025

Business Events Montréal played a central role in facilitating partnerships with local enterprises, ensuring site visits and coordinating operational elements.

Before ImpactAIQ

• No clear structure for assessing contributions beyond economic impact.
• Data scattered across multiple sources and formats.
• Narrative difficult to communicate and rarely reusable for reports, partnerships or communications.

After ImpactAIQ

• Five structured impact dimensions aligned with Business Events Montréal’s framework for measuring and managing the impact of business events.
• Nine stakeholder groups were actively engaged, including event organisers, the local event committee, partners, researchers and the hospitality sector.
• Four documented outputs: measurable results, circular purchasing practices, policy alignment and innovation funding.
• Contributed to updating Canada’s Circular Economy Action Plan.

CAEH25 - Canadian Alliance to End Homelessness © Impact Production

Case study #2: The CAEH National Conference on Ending Homelessness 2025, in Montréal, October 28-30, 2025

The annual CAEH (The Canadian Alliance to End Homelessness) conference is Canada’s leading national event dedicated to preventing and reducing homelessness. Each year it brings together researchers, frontline workers, programme managers, policymakers and people with lived experience. It serves as a unique forum for sharing knowledge, circulating best practices and testing new solutions.

Hosting the conference in Montréal was a strategic opportunity for the city’s ecosystem of community and advocacy organisations. It strengthened both Montréal’s social impact and its economic reach, while firmly positioning the city as a hub for social innovation and forward‑thinking public policy. Business Events Montréal played a pivotal role by supporting efforts to attract the conference and embed it in the local ecosystem.

Before ImpactAIQ

• Measurement focused mainly on participation and satisfaction, with a narrative that was difficult to consolidate.
• Data not integrated across stakeholders and organisations within the homelessness ecosystem.
• Systemic impacts, such as mobilisation, coordination and follow-up actions, were difficult to make visible.

After ImpactAIQ

• Four structured impact dimensions, aligned within a framework for measuring and managing the impacts of business events.
• Four stakeholder groups actively engaged: event organisers, the local committee, partners and community organisations.
• Interviews with federal stakeholders indicated that the announcement by the Canadian Minister of Housing and Infrastructure of the first investments from the Innovation Fund to Reduce Homelessness (IFRH) helped drive internal discussions and ensure follow-up actions, as it was made publicly at a major national event.
   

The OM at the foot of Mount Royal © Eva Blue - Tourisme Montréal

Future case studies will include the UCI Road World Championships, which will be held in Montréal from September 20-27, 2026, and promise to be the most significant sports event in the city since the 1976 Summer Olympic Games. ImpactAIQ will measure economic outcomes, social engagement, media coverage and more.

ImpactAIQ illustrates Business Events Montréal’s broader commitment to understanding and demonstrating how business events deliver not only tourism outcomes, but also profound societal, economic, academic and policy‑level impact.

Is your event a good fit? Contact Business Events Montréal today to explore what could be possible.
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.