Published on : Wednesday, December 19, 2018
Yes, 2018 was a very busy year for the Meetings Mean Business Canada (MMBC) coalition board and advisory council. Throughout the year we traveled across Canada to share our goals and ask for a commitment to support the importance of Meetings & Business Events. I would like to use this recap to re-state our goals, deliverables to date and advocacy efforts.
The Curation of Data
The recently launched Global Economic Impact Study validated the importance of Business Events worldwide. The study sites that business events in 2017 generated more than $1 Trillion of direct spending, over 10 million in direct jobs and globally generated $621 Billion of direct GDP.
The study also confirmed some economic drivers for Canada. We ranked 6th out of the top 50 countries with $33 Billion in direct spend, 229,000 direct jobs and $19.3 billion of direct GDP.
During the Tourism Industry Association of Canada (TIAC) conference this past November, we heard that the Tourism industry in Canada is a $95B industry. We were also told that business travelers are worth four times (4x) a leisure traveler from an economic impact perspective.
So, that means:
Business Events account for 34.7% of all tourism in Canada WITHOUT knock-on leisure tourism.
Business Events’ contribution to Canada’s GDP of 19.3B is a solid 54.5% of the entire GDP of the Tourism industry.
If we included the leisure travel that gets booked around Business Events, our sector would be about 50% of the entire Tourism industry in Canada.
We encourage you to share this economic impact story with your teams, industry colleagues, local and provincial governments. We intend to do the same as we share this positive news in our travels across Canada, during our presentations at industry events and through our 2019 advocacy initiatives with TIAC.