Business events in Canada are shifting from being mere economic engines to becoming platforms of lasting legacy. Destination Canada’s Legacy & Impact Study, now in its second year, shows that when conferences begin with purpose and foresight, they generate benefits far beyond hotel-bookings or delegate spend.
The Study evaluated twelve international events across sectors such as life sciences and natural resources, using interviews, surveys and outcome-mapping to measure six outcome areas: social, intellectual, policy, human, financial and cultural. Social connection, knowledge sharing, and policy influence surfaced as the strongest impacts. Examples included stronger advocacy, increased visibility for underrepresented groups in science, and policy shifts in environmental recognition.
What matters most is embedding legacy from the very start. Associations and event organisers who define goals during bidding, align with destination strengths, and plan post-event follow-through are far likelier to produce measurable, intertwined outcomes. Among the nine legacy drivers identified are capacity building, sustainable practices, diversity, equity & inclusion, community engagement, and advocacy.
For associations, adopting intentionality means designing events to nourish long-term impact: shaping intellectual capital, influencing policy, cultivating social value, not just checking financial or tourism metrics. These deeper outcomes build reputation, trust and stakeholder loyalty—anything less risks rendering events forgettable once the last session ends.
