Sustainable Event Goals Launched as New Global Framework for the Business Events Industry

L_R: Elena Fis, Kenes Group Sustainability Manager; Sherrif Karamat, PCMA CEO; Sherrif Karamat, PCMA CEO; Virginie de Visscher, Destination Canada Executive Director; Ori Lahav, Kenes Group CEO. © Kenes Group

At a pivotal moment for the global business events industry, where sustainability ambitions increasingly require measurable action, the Sustainable Event Goals (SEGs) are launching as the first globally aligned framework designed to embed sustainability across the entire event lifecycle.

The Sustainable Event Goals consist of 13 interconnected goals aimed at reducing negative environmental and social impacts while strengthening positive economic outcomes. Designed specifically for the business events sector, the SEGs translate the United Nations Sustainable Development Goals (SDGs) into clear, practical and event-focused guidance for organisers, suppliers, destinations and industry partners worldwide.

The framework emerged from Destination Canada’s inaugural Business Events Sustainability Roundtable, held in Montréal in April 2025. Bringing together sustainability leaders from across the global events ecosystem, the roundtable identified a common industry challenge: while sustainability commitments continue to grow, practical alignment and implementation remain fragmented.

“What began in Montréal as an open and honest conversation about the future of sustainable events has evolved into a global framework the industry can rally around. The Sustainable Event Goals reflect what’s possible when destinations, organisers, and industry partners work together to create practical solutions that move beyond intention and into action. Destination Canada is proud to have helped convene the conversations that sparked this collaboration and is excited to see the SEGs support more sustainable decision-making across the global business events community,” says Virginie De Visscher, Executive Director, Business Events, Destination Canada.

One of the key outcomes of the roundtable was therefore the creation of the Sustainable Event Goals — a shared operational framework intended to bridge the gap between ambition and execution.

Developed by a global, volunteer-led and cross-sector working group, the SEGs have already secured support from leading industry organisations including Destination Canada, PCMA, Convene 4 Climate, the Events Industry Council (EIC), Kenes Group and Amex GBT Meetings & Events, with broader industry engagement continuing to expand.

“The SEGs align with PCMA’s continued commitment to advancing sustainability as a core principle of how we design and deliver experiences for the global business events industry. The 13 interlinked goals represent a phenomenal example of what’s possible when the global industry comes together to lead with intention, accountability and a shared vision for a more sustainable future,” says Sherrif Karamat, CAE, President & CEO, PCMA and CEMA.

Rather than replacing existing sustainability standards, the SEGs are designed to complement them by providing a shared language and practical decision-making structure that can be integrated into existing sustainability strategies without duplication.

“Sustainability only delivers real impact when it is embedded into everyday decisions. The Sustainable Event Goals respond to a clear need within our industry for greater alignment and practical direction, helping organisations move from ambition to action in a consistent and credible way. At Kenes, we see the SEGs as an important step forward for our industry, offering event planners worldwide clear direction and a practical way to integrate sustainability into planning and delivery,” says Ori Lahav, CEO, Kenes Group.

Structured around three interconnected pillars — Environmental, Social, and Economic Governance — the framework is intended to influence operational decisions across the full event lifecycle, from venue selection and mobility to food and beverage, supplier engagement and community impact.

To mark the launch, industry leaders and partners will gather during IMEX Frankfurt for a dedicated press conference and SEGs luncheon focused on the practical implementation of the framework and the next phase of industry collaboration beyond the launch itself.

“The launch of the Sustainable Event Goals marks an important evolution in our industry’s shared sustainability journey. We see the SEGs as a unifying resource that supports the EIC Sustainability Journey and the momentum of the industry-wide effort underway to refine the EIC Sustainable Event Standards, the Sustainable Event Professional Certificate (SEPC), as well as the broader work underway across our global business events community to turn ambition into measurable action. We are deeply grateful to the subject matter experts and volunteer leaders whose insight, time and commitment helped shape the SEGs. Their work reflects the collaborative spirit our industry needs as we move forward with greater alignment, clarity and accountability,” says Amy Calvert, President and CEO, Events Industry Council

With the introduction of the Sustainable Event Goals, the global business events industry now has a common framework designed to move sustainability from aspiration to operational practice. Stakeholders across the sector are being invited to engage with the SEGs and contribute to embedding sustainability into every stage of event planning and delivery.
 

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