by Joanne Burns Millar
The business events industry has been a key driver of economic growth and cross-border collaboration between Canada and the United States for decades. With Canadian companies meeting in U.S. destinations, and U.S. organizations selecting Canada for their corporate gatherings, the sector consistently fuels job creation, sparks innovation, and drives tourism on both sides of the border. Extreme political and economic tensions are raising serious concerns for this vital sector.
Strong Ties: The Power of Canada-USA Business Event Partnerships
The most obvious worry for Canada is that U.S. corporations will choose to keep business on their side of the border, which would have significant, negative impact on business events in Canada. The same concern is true for the U.S. business events industry, should Canadian companies decide to keep their events at home.
There are some reports of this happening already, as destinations deal with cancellations of scheduled events on both sides of the border. According to a recent article in SKIFT Meetings, this reality is extending to global events. The article cites a January 27 withdrawal of an international conference in Rhode Island, USA and the painful impact of the short-term cancellation. Replacing the lost business into the destination will be nearly impossible.
Industry colleagues in Western Canada have reported few instances of meeting and incentive cancellations at this stage, however a significant threat remains. Of greater concern is future lead generation amid the present uncertainty.
With shifting policies, market fluctuations, and strained political relations, the sector must build on and support a highly sensitive and dynamic approach to marketing and managing business events. With flexibility and forward-thinking, we will continue to identify opportunities within both established and emerging markets.
Canada’s Competitive Edge: Attracting U.S. Corporate Events in Uncertain Times
Recent discussions with corporate executives in the U.S. reveal that there remains a strong sentiment among American corporations that they “love working with Canadians” and that they are keen to hold business events in our “safe, impressive and friendly” destinations. One executive noted, “Canadians have a holistic understanding of American business culture and hospitality service expectations, which translates to seamless and high-quality event experiences.”
The strength of the US dollar remains a compelling, cost-effective advantage for U.S. companies to host corporate meetings and incentive programs within Canada.
These advantages reinforce why Canadian destinations will remain prime choices for hosting business events.
Positive statements from our U.S. clients support the actions of many Canadian DMOs, DMCs, and hotels to maintain their investment strategies and continue efforts to strengthen relationships in the U.S. corporate market.
Now more than ever, it is crucial that we assure our U.S. clients and counterparts that Canada remains a welcoming, professional, and collaborative partner.
Homegrown Success: The Impact of Canadian Companies on the Business Events Sector
Canadian companies have consistently contributed to the success of business events across our country, and for that we are grateful. The most recent example is our post-pandemic recovery, where domestically held meetings and events have been a mainstay for much of the Canadian business events supply chain’s resurgence and sustainability.
Canada’s domestic corporations play a vital role in our industry and there is great potential to be realized both for our sector and for the corporations themselves. When Canadian companies choose to host their meetings and events within Canada, the economic spin-off benefits are enormous. Their business generates investment, employment, innovation and collaboration in our industry extending through our entire supply chain of service and product providers. They will continue to play a crucial role in our strategies going forward as we navigate through this challenging environment.
Beyond Borders: Canada’s Growing Appeal for Global Business Events
Change and uncertainty present opportunities to reaffirm our value and strengthen global partnerships. Interest in Canada as a global destination for business events is increasing and companies and organizations in countries such as Mexico, the UK, Europe, and Australasia present exciting and increased potential.
Canada will continue to position our country as a leader in the global business events industry and as a preferred destination for corporate gatherings by intentionally engaging with and attracting new and expanding markets.
Moving Forward with Confidence
The business events industry in Canada is experienced and skilled at navigating dynamic environments. Our ability to adapt, innovate, and lead with confidence will continue to drive our success. We will remain proactive, we will build and support strong partnerships, and we will embrace new opportunities that rise from challenges. Our agility, adaptability, and unwavering professionalism shape a thriving future for the business events sector—one that is open, welcoming, and ready for the next chapter.
Joanne Burns Millar is CEO of Pacific Destination Services. She also sits on the board of directors for Destination Vancouver, and formerly served on the board of Tourism Industry Association of BC and the Business Events Advisory Committee, Destination Canada.
