Championing a new era of travel — one that’s regenerative and benefits everyone involved
Destination Canada were the winners of the 2023 IMEX-EIC Innovation in Sustainability Award. Presented during IMEX Frankfurt, the award honours outstanding achievements in sustainable innovation in the business events industry.??
IMEX Brand Ambassador, Tanja Knecht spoke to Virginie De Visscher, Senior Director at Business Events at Destination Canada about their winning project, the Canadian Business Event Sustainability Plan and their strategy to drive positive change within the global business events industry. ??
Virginie, how does it feel to have won this year’s award??
We're absolutely thrilled to receive this recognition! It's truly an incredible accomplishment for Canada and a huge victory for sustainability. It's also a clear indication that Destination Canada is heading in the right direction with our Canadian Business Event Sustainability Plan. This award is evaluated by a global panel of judges from across the business events sector and knowing that we have their support and acknowledgment feels incredibly rewarding.?
Tell us about your winning project???
A year ago, almost to the day of receiving this award, Destination Canada launched a groundbreaking initiative called the Canadian Business Event Sustainability Plan. The goal was to improve the economic, socio-cultural, and environmental sustainability practices of business events hosted in Canada. By taking a national approach, we set out to support city-led sustainability programmes and exponentially expand their impact – and adaptability – across Canada.??
Currently, we’re in Phase 2 of the plan, which is an exciting phase of analysis. We‘re carefully assessing the inventory of business event sustainability options available across Canada. A total of 16 destinations, stretching from coast to coast, are participating in the Global Destination Sustainability Index’s (GDS-I) annual benchmarking process. This is the largest national rollout globally. ?
Propelling the business events industry towards a more sustainable future?
?Our ultimate goal is to guide global clients in developing business events that are built on a foundation of sustainability. By collaborating with industry partners and destinations across the country, we're providing solutions to help them progress their sustainability efforts and empowering our partners to become stewards of sustainability in their communities. Together, we‘re propelling the entire business events industry towards a more sustainable future.?
By spring 2024, once the plan is completed, we’ll have a comprehensive collection of turnkey economic, socio-cultural, and environmental sustainability programmes ready for rollout. It's an exciting time, and we can't wait to see the positive impact it’ll have.?
Why is sustainability within our industry so important for you and your team and what’s your personal mission???
Developing and launching sustainable business event programmes is not optional anymore. Our industry is striving to meet net zero targets by 2050, but as people we also have a collective responsibility to leave a positive legacy behind in the host communities and global ecosystems we visit. ?
“We could be the rising tide that lifts all boats”?
When we were considering what role Destination Canada had to play in the industry’s journey toward sustainability, we very quickly recognised that, as the country’s National Tourism Organization, we were in a unique position. We’re not just one destination. With one of the largest land masses in the world, Canada had the potential to be a gamechanger for the industry’s pursuit of sustainability. We could be the rising tide that lifts all boats. So we set out to establish a plan that would not only advance Canada’s sustainability and regenerative approach to tourism, but that could be emulated, globally, to support real, positive change within the business events industry. ?
Sustainability is more than a competitive advantage, it’s a collaborative one, too — the entire supply chain must work in partnership to find and implement powerful solutions to advance the industry. This collaborative approach is my personal driving force and lies at the core of how I believe we can make a meaningful impact not only within Canada but also beyond our borders.?
How long has sustainability been on your agenda???
Sustainability has been a hot topic in the travel and business event industry for quite some time. In fact, back in November 2021, during the UN Climate Change Conference, known as COP26, the Glasgow Declaration on Climate Action in Tourism was launched. It brought together major players from the tourism industry, along with governments and destinations, all committed to cutting emissions in half by 2030 and achieving net zero by 2050. This was a significant step toward addressing the environmental challenges we face. At COP27, the event industry took further strides by launching?the Net Zero Carbon Events roadmap to achieve net zero carbon.?
领英推荐
While sustainability has been on our collective radar for a while, a national and holistic approach wasn't something that many had considered deeply. That's where we saw a unique opportunity for Canada to take bold action and drive progress. We recognised the need to think beyond individual destinations and work together on a larger scale.??
“Our ultimate goal is to lead the charge toward a new era of travel,
one that’s regenerative and benefits everyone involved.”?
It's clear that globally, we're standing at a critical juncture when it comes to sustainability. The choices we make now will shape the future of travel and events. We firmly believe that through our dedicated work and coordinated efforts with our partners and clients, we can make a meaningful contribution to the prosperity and well-being of all Canadians. Our ultimate goal is to lead the charge toward a new era of travel, one that is regenerative and benefits everyone involved.?
What′s your personal hope for the future of business events???
Business events are a force for good and the impact they can have on hosting communities and economies is profound. By working together in collaboration, we can raise our handprint?— our positive effects — leaving communities better for having hosted us, while minimising our footprint on the planet. ?
What′s your message to the IMEX community??
Each and every one of us, from event organisers to participants, has a role to play in driving sustainability forward. Whether it's reducing waste, promoting responsible resource consumption, or implementing sustainable transportation options?—?every action counts. Remember —?we have the power to move the needle and make a real difference!?
Read the Canadian Business Events Sustainability Plan:
Applications for the 2024 IMEX-EIC Innovation in Sustainability award will open later this year. Contact Hannah Lee ([email protected]) for more info.??
Find out more about?Net Zero Carbon Events - an industry initiative to address climate change.?
?
?
?
Board Managing Director/Directrice générale World Trade Centers Association (Headquarters, NYC)
1 年Bravo Virginie!! C’est big!
Executive Director, Business Events | Destination Canada | Thought-leader | Sustainability Excellence Professional | International world view | Certified International Trade Professional | Opinions are my own
1 年I still get chills and amazing vibes when thinking about this award, such a great honour! Thanks ??