Meetings + Events

A key component of the Worth It initiative is reinforcing the value of the business events industry. A new report from Destinations International (DI) does just that by shedding light on the role the visitor economy—of which business events are a key part—plays in Canada's export growth.

Developed in partnership with EY-Parthenon, the report examines how inbound visitation contributes to long-term trade performance, investment and economic development. 

At a time when Canada is focused on competitiveness and trade diversification, the research positions tourism as more than a hospitality sector—framing it instead as a strategic economic platform. Using more than two decades of econometric data, the study identifies a statistically significant relationship between international visitation and export performance. Notably, a one-per-cent increase in inbound visitors is associated with approximately CAD $1.06 billion in additional goods and services exports over a two-year period, beyond direct tourism exports. 

The report attributes this impact to several reinforcing factors: business events that foster deal-making and partnerships, visitor-driven air access that strengthens trade corridors and enhanced destination branding that builds global trust in Canadian industries. 

Industry leaders say the findings reinforce the visitor economy’s broader value. By attracting international travellers, conferences and investment interest, destinations also help draw capital, talent and export-oriented business—positioning tourism as a foundational driver of Canada’s long-term economic resilience and global engagement. 

READ THE REPORT