Now that in-person meetings are roaring back, organizations and planners are turning their energy to strategies designed to engage, delight, and impress their delegates, clients, sponsors, and partners. The focus? Ensuring these in-person events provide high impact that generates excitement and unquestionable value for all attendees.
According to Omnipress’ 2023 Conference Industry Report, published in March, the number of organizations hosting in-person conferences increased significantly in 2022. Results showed that meeting face-to-face got higher marks from exhibitors and attendees, and revenue shot up as well. And American Express’ 2023 Global Meetings & Events Forecast revealed that 87% of this year’s global events are expected to have an in-person component.
With a renewed emphasis on thought-provoking programs and speakers, and a drive towards sustainability and inclusivity, this is an exciting time for planners. To ensure the success of your in-person meetings, consider implementing these three key components.
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1. Create illuminating agendas
An inspiring event takes shape while crafting a unique, engaging agenda that offers exceptional value to delegates and organizations. Attendees want to hear from industry-leading experts and authoritative keynote speakers. Groups crave the insider knowledge gained from touring state-of-the-art facilities and thrive when experiencing worthwhile business-to-business exchanges.
In Canada for example, planners can draw from local ambassador networks that act as one-stop-shops to access the top experts their field of interest. For example, the Toronto Leaders Circle can connect planners with academics, scientists, researchers and global-minded thought leaders that add depth to programing in the technology, life sciences and other key economic sectors. Meanwhile, Québec City’s Ambassador’s Club can introduce you to more than 150 innovative thinkers and changemakers to elevate your speakers’ list.
Some major events that leveraged Canada's immense knowledge capital include the 2023 World Summit AI Americas in Montréal, which heard from Yoshua Bengio – founder of Québec’s MILA AI Institute and winner of the 2018 Turing Award, the "Nobel Prize of Computing" for his pioneering work in deep learning — as its keynote. Attendees at Collision 2022 in Toronto — known as "the Olympics of tech" — were treated to hearing from local expert Jeff Shiner, CEO of 1Password, share insights as a leader in human-centric security and privacy.
Canada boasts many cutting-edge institutions across a range of sectors worthy of site visits, including the world-class ACE research and development facility at Ontario Tech, Memorial University’s Marine Institute in St. John’s – home to the world's largest flume tank – and the Fedoruk Centre for Nuclear Innovation in Saskatoon, to name just a few.
Centers of Excellence
Canada is an ideal destination for business events in numerous innovative sectors.
Click here to learn about Canada's leadership in sectors including technology, agribusiness, life sciences and more.
Because it is home to established industry giants and disruptive start-ups in every sector, Canada is well-placed to foster exciting B2B exchanges during your event. For example, the Toronto-Waterloo area is the largest tech cluster in North America outside of Silicon Valley. More than 1,100 companies in Canada work on cleantech — 13 of which feature on the Global Cleantech 100 — and the world’s 10 largest biopharmaceutical companies operate in the country, most with R&D and manufacturing operations. Planners can therefore find leading businesses in their arena to enhance any program, and Canada’s collaborative approach makes it an ideal destination where organizations and delegates can connect, share, and grow.
Photo Credit: Mathieu Dupuis - Tourisme Montréal2. Align with your organization’s values
Today’s organizations want to meet in destinations that reflect their values, goals, and corporate culture. Canada makes it easy to align with important mandates including sustainability and diversity, equity, and inclusion.
In 2022, Destination Canada launched the highly anticipated Canadian Business Events Sustainability Plan — a first-of-its-kind national program with an aim at improving the economic, social, and environmental sustainability practices of business events hosted in the country.
Many cities reinforce Canada’s stellar reputation for sustainability with innovative initiatives: Montréal’s Palais de Congrès introduced its Eco-Conditionality Policy, giving discounts of up to 10% to organizations making concrete steps towards sustainable development. In Edmonton, new rooftop solar arrays on the EXPO Centre will be the largest in Canada, and 35% of the venue’s food comes from local suppliers. As proof of its strong commitment, Toronto has the third-highest percentage of sustainable hotels in the world, according to Booking.com's Travel Sustainable certification program. Impressive Vancouver – the birthplace of Greenpeace – boasts the smallest carbon footprint per capita of any North American city and the world’s first and only double LEED Platinum certified convention center.
Another example is Calgary’s light rail transit system. It's 100% powered by renewable energy, and the city has the fourth-highest percentage of sustainable hotels in the world, as recognized by Booking.com's Travel Sustainable certification program. In addition, the Victoria Convention Centre is designated as carbon neutral, with a 79% waste diversion rate.
Canada is renowned for its welcoming atmosphere where anyone who visits feels instantly at home. Nearly one in four people are, or have been, a landed immigrant or permanent resident, and the country is proud to have some of the most diverse cities in the world – in Toronto, for example, 200 languages are spoken.
Hosting events in destinations like Canada allows organizations to meet their mandates and celebrate their values.
Photo Credit: Explore Edmonton3. Host your event in an awe-inspiring setting
Looking for a destination that will truly enliven your delegates – both inside and outside of the convention center? Choosing the right site can elevate the attendee experience. Delegates will feel safe and welcome, and can share their ideas freely and openly. This fosters a culture of creativity, sparking transformative ideas, and leaving everyone feeling energized and motivated.
From the majestic Rocky Mountains to its breathtaking seaside landscapes, Canada offers outstanding event spaces from coast to coast to coast, including the award-winning Vancouver Convention Centre in the heart of downtown, which overlooks the North Shore Mountains and the glistening Pacific Ocean. Love the idea of a water feature at your next event? The Niagara Falls Convention Centre sits adjacent to the magnificent falls, while the Prince Edward Island Convention Centre is located on the historic Charlottetown waterfront.
Canada’s charming, walkable cosmopolitan cities draw delegates from around the world who are eager to explore their surroundings when their sessions are done for the day. Québec City is renowned for its Historic District, a UNESCO World Heritage site, and features cobblestone streets, world-class dining, and a European vibe. A culinary gem, Toronto has 13 new Michelin-starred restaurants, plus fantastic sports culture, and dramatic Lake Ontario views. Nature abounds in Victoria, where your delegates can wander abundant gardens and parkland, or take in stunning mountain and ocean views.
To invigorate your attendees while exposing them to breathtaking natural beauty and one-of-a-kind local experiences, Canada provides extraordinary settings — both inside their state-of-the-art conference centers and outdoors — that leave everyone wanting more.
Canada offers everything required for impactful events
To captivate delegates and create a truly inspiring event, it’s vital to design fabulous agendas featuring fascinating speakers, tours of pioneering facilities and the opportunity to foster meaningful exchanges. It’s also important to align with your organization’s driving vision in a destination that welcomes everyone while providing stunning natural landscapes and plenty of activities and culture for attendees to soak up and remember for a lifetime.
All of this is readily available in Canada. Add in the easy accessibility of these world-class destinations, the country's sophisticated convention infrastructure and the desire of Team Canada partners to collaborate and personalize your event so it’s unforgettable, and your work is done.
For impartial insights, inspiration and introductions, contact the Destination Canada team: Virginie De Visscher, Senior Director, Business Events, Destination Canada. [email protected], and BusinessEventsCanada.ca
Top image photo credit: Destination Vancouver/Hubert Kang