Intentionality is redefining the value of business events in Canada
August 19, 2025
Year two of Destination Canada’s study identifies the practices that turn a gathering into a driver of lasting change.
Destination Canada released the second year of its Business Events Legacy & Impact Study, conducted with MEET4IMPACT and GainingEdge. The research follows multiple events to understand how social, intellectual, policy, human and economic outcomes develop over time.
The findings identify nine legacy drivers, including knowledge transfer, capacity building, sector innovation, community engagement, inclusion, sustainable practices and advocacy activities. They show that impact depends on intentional action embedded in the event strategy.
Four conditions stand out: acting before the event, involving government, engaging the destination organization and collaborating with external partners. These factors create an environment in which congress content can connect with the host community’s needs and ambitions.
The study invites destinations and associations to broaden their definition of success. An event does not end when delegates leave: it can support new collaborations, stronger skills, changes in practice and better-informed policy when the intention is clear and sustained.
