Transforming Tourism with Purpose and People
TMS. How is Destination Canada integrating sustainability into its business events strategy, and what lessons can global destinations learn from Canada’s approach?
Virginie De Visscher. Destination Canada launched the Canadian Business Events Sustainability Plan in 2022, aiming to raise economic, socio-cultural, and environmental sustainability standards across global meetings, conferences, and exhibitions. With a goal to share findings and learnings, we took a collaborative and evidence-based approach, embracing transparency (including ESG reporting), net-zero commitments, and a commitment to research legacy impacts. Since then, Destination Canada has been sharing best practices nationally and globally, actively encouraged knowledge sharing and regularly convenes business events stakeholders-including our recent 2025 Sustainability
Roundtable—to accelerate sector-wide change. I believe a key lesson for other destinations is that success requires collaboration, measurable outcomes, and a willingness to be vulnerable and openly share learnings and resources.
TMS. What are the key outcomes you expect from the Impact & Sustainability track you are moderating at ICCA Congress 2025?
Virginie De Visscher. The Impact & Sustainability track is designed to highlight real, tangible progress being made across the industry. We will be emphasizing global consistency in definitions and measurement, and our goal is to equip attendees with actionable strategies for achieving net zero emissions and committing to regenerative event outcomes. We couldn’t be in a better place – as the Porto Cruise Terminal showcases Portugal’s commitment to sustainable tourism, research and really forward-thinking design. And how fitting to be in a cruise ship terminal to speak about sustainability and impact. The workshops and speakers have been curated with experts from around the world, each bringing their own unique lens to the challenge. I am looking forward to being shaken out of our comfort zones, to share, learn and bring these lessons home to impact our own environments and challenges.
TMS. How can business events contribute to local economic and social development while minimizing environmental impact?
Virginie De Visscher. Business events encourage delegate spending and support jobs in local economies all year, not just peak season, especially as destinations spread visitor activity
more evenly. By embracing sustainable practices such as showcasing local businesses, artisans, and cultures, these events broaden positive economic impact and support equity, local sourcing, and fair labour. Environmental impact is minimized through sustainable sourcing, waste reduction, carbon measurement, and serving meals created from locally sourced ingredients. It is all about minimizing our environmental footprint while maximizing our social and economic handprints.
TMS. What innovative tools and metrics are proving most effective for destinations in measuring sustainability performance?
Virginie De Visscher. Many destinations now benchmark their progress using tools like the Global Destination Sustainability Index and self-assessments modeled after GSTC standards, tracking results across governance, socio-economic, cultural, and environmental pillars. Metrics such as GHG emissions, waste reduction, local economic benefit, SDG alignment, ESG reporting are widely adopted. As industry collaboration grows, new tools and resources are being openly shared each year, accelerating meaningful sustainability progress and highlighting the legacy of sustainable business events focused on regeneration.
TMS. How does Destination Canada support its partners in aligning with the Global Destination Sustainability Index (GDS-Index)?
Virginie De Visscher. Destination Canada supports our partners by providing guidance, resources and valuable insights into the ever-changing world of sustainable and regenerative tourism. We are proud that Canada has a national cohort of GDS-Index participants from coast to coast. This important index supports cities in benchmarking, training, and finding ways for continuous improvement as sustainable destinations. Our role at Destination Canada is to provide resources, guidance, and shared learning opportunities and platforms. For example, we partner with the Events Industry Council to deliver Sustainable Event Professional Certificate (SEPC) training nationwide, building environmental, social, and economic sustainability leadership across Canada’s business events sector. Through this support we hope to enable cities to align their event practices and policies with global best practice, and potentially even set those best practices. This helps accelerate our progress toward sector-wide net-zero and regenerative tourism goals.
TMS. Can you share examples where Destination Canada’s sustainability initiatives have directly improved event outcomes or enhanced community engagement?
Virginie De Visscher. In 2024, we were proud to launch the Canada Sustainability Storybook which showcased positive examples with the goal to inspire others. Examples include upcycling event furniture, integrating Indigenous culture through fashion and performance in conferences, and supporting local artisans by incorporating “neighbourhood experiences” into programs. In cities across Canada, connecting planners with local social enterprises for events has deepened legacy impacts, fostered community inclusion, and created responsible event models that are adaptable worldwide. Another powerful initiative is Destination Canada’s recent and ongoing Legacy & Impact Study which is redefining how business events are evaluated, moving beyond economic impact to measure long-term social, intellectual, policy, cultural, and environmental benefits. Reviewing 12 major conferences across six key sectors, the study found that purposeful event design drives sustained collaboration, sector innovation, and knowledge transfer. Early outcomes demonstrate that business events can spark research partnerships, investment, and policy change, as well as social inclusion and community engagement. These findings are setting new standards for legacy-building and providing an evidence-based blueprint for the global events industry.
