After more than two years of struggling through virtual meetings and events, we now truly appreciate the value of connecting with others face-to-face. Meetings Means Business Canada Coalition (MMB Canada) revives Global Meetings Industry Day, first launched in 2016, to promote the importance of face-to-face meetings, trade shows, exhibitions and conferences in bringing businesses and communities together Have done
These large industry events not only help local businesses through profitable networking opportunities, but also promote positive economic growth. According to MMB Canada,
In 2022, professional events are expected to generate nearly $100 billion in travel spending nationwide. Prior to the pandemic, business events held across Canada also had a direct economic impact of $41 billion, a direct GDP impact of $24.3 billion and generated 229,000 direct jobs.
As one of Canada’s most popular visitor cities, Toronto contributes generously to those growing economic figures. According to a 2018 report by Destination Toronto (formerly tourism toronto), the city hosted 26 conventions, had 500,200 delegates and had an overall economic impact of $565 million. Now, as we head back to normalcy, those numbers are expected to rise.
For a more personal look at the positive impact of industry events, we reached out to three business stakeholders and asked them to share their stories.
Monica Gomez, Founder and CEO of The Concierge Club
Monica Gomez launched the first The Concierge Club, a premium Toronto-based event and experiential marketing agency, back in 2011. Initially as a staffing agency, she saw that it had more potential. She has now executed successful campaigns and events for dozens of global and national brands including Sephora, Cadillac Fairview and Hyundai Canada.
“Brands are looking to create more interactive, buzz-worthy events that customers can share on their social channels,” says Gomez. “We work with each brand to understand their overall objectives. From there, we create an enhanced, tailored, unique experience that caters to the five senses that excite the customer.
Gomez’s work has generated a lot of national and international recognition, but of course, the success of her business relies heavily on Canada’s events and tourism sectors.
Lori Nickel, CEO of Second Harvest
second crop is Canada’s largest food rescue organization, and prevents food loss and waste through redistribution, research and education. Lori Nikkel first joined the organization in 2014 as its director of programs and partnerships, and was appointed CEO in 2018. With food insecurity on the rise in Canada, Nickell says she relies on large industry events to spark and raise awareness of the issue. for partnership.
“The Metro Toronto Convention Center (MTCC) is a premier hub for networking and thought leadership. Second Harvest took every opportunity to participate in the conference to raise awareness of the importance of food rescue and the negative effects of food waste on climate change. supports goals,” says Nickell. “It also helps us make new connections for future collaborations in many different areas.”
Vivian Fleet, vice president of operations at MTCC, says their food donation program donates to several organizations across the city, including the Toronto District School Board’s student nutrition program and the Daily Bread Food Bank. To date, MTCC has donated over 370,000 meals.
Joanne Galatli, George Brown Hospitality and Tourism Management Professor
Joan Galatli is a professor at George Brown’s Hospitality & Tourism (H&T) Management Program. She is passionate about educating students on the vitality of tourism in the global economy and preparing the next generation of workers for a more hybrid future.
“Conferences and tradeshows have moved to a hybrid model in the reopening of our H&T economies,” Gelatly says. “Digital communication is the next generation for delivering quality content and context.”
This deeper level of digital integration also helps business owners and event planners prepare their guests for their business trips and events.
“Integrated options like this in partnership with the local area are part of what sells our unique, multicultural destination,” she says. ,[It allows] Guests can plan an itinerary including local attractions while they are attending our city.
Click here to learn more about Destination Toronto and Global Meetings Industry Day,
