Key Trends in Business Events: Sustainability, AI, Well-being, Inclusion, and Collaboration

In today's rapidly evolving business landscape, staying ahead of the curve and identifying the key trends that can significantly impact business events is crucial. A Meeting Professionals International article recently popped up in my feed, sharing Michel Wohlmuth 's perspective on the emerging trends shaping the business events industry, focusing on sustainability, artificial intelligence (AI), personalized experiences, inclusion, and collaboration. At Destination Canada, we have the knowledge of being the destination host, event planner, and attendee. By embracing these trends, we can all create meaningful, purposeful, and inclusive experiences for all stakeholders.

Sustainability: A Game-Changer for Business Events?

Sustainability is no longer just an option—it's a necessity. Businesses across industries recognize the importance of environmental protection, social equity, economic stability, and long-term well-being. Destination Canada is leading the way with its groundbreaking Business Events Sustainability Plan , spearheaded by Virginie De Visscher . This national program aims to enhance the sustainability practices of business events held in Canada, positioning Canadian destinations as trailblazers in achieving the industry's 2050 net-zero targets. Recently, the program received the prestigious 2023 IMEX -EIC Innovation in Sustainability Award, cementing its success and inspiring others to follow suit.

The recent Innovate Canada event in the Waterloo Region focused on Advanced Manufacturing and was Destination Canada's first carbon-neural event. Our next one will be in Victoria , focused on Oceans. Very excited!

AI: Unlocking New Possibilities for Business Events?

Artificial intelligence (AI) is revolutionizing the event landscape, offering a myriad of opportunities for enhanced experiences. From data analytics and virtual assistance to voice and facial recognition, AI transforms how events are planned and executed. Beth Surmont, FASAE, CMP-Fellow, CAE highlights the potential of AI in various event-related aspects, such as identifying industry challenges, supporting session descriptions, generating fireside chat questions, crafting invitation letters, and curating lists of experts. It is essential, however, to verify the reliability of AI tools and ensure authentic and (quite frankly) human outputs. AI provides a unique opportunity to augment value and foster purpose-driven work and connections.

Collaboration: The Power of Working Together?

Collaboration lies at the heart of innovation and success. By fostering collaboration among attendees, organizers, and destinations, remarkable outcomes can be achieved. Embracing collaboration means going beyond traditional event elements and involving local businesses to provide authentic experiences, cultural immersion, and culinary delights. Moreover, leveraging the intellectual capital of the local community adds a whole new dimension to events. By connecting with industry, research institutions, academia, and government programs, attendees can enjoy unique technical tours, world-renowned keynote speakers, and exciting business and research collaborations. Collaboration elevates business events and paves the way for exceptional experiences.

I love how our Destination Canada economic sector strategy supports this. My portfolio includes Life Sciences , Natural Resources , and Advanced Manufacturing , while my colleague - Bryan Blue - focuses on Technology , Agribusiness , and Finance & Insurance . Along with the Canadian Visionary Network led by Robert McCreight , we support and leverage our city partners across these sectors and visionary representatives to host smart and beautiful experiences.?

Inclusion: Meeting the Diverse Needs of Attendees?

Diversity and inclusion are imperative for any successful event. Wohlmuth emphasizes the importance of meeting the needs of a diverse audience by incorporating technologies and experiences that cater to everyone. At Destination Canada, our team is dedicated to ongoing education and growth in this area. We actively participate in central Diversity, Equity, and Inclusion (DEI) initiatives, including workshops focused on inclusive language. Creating an inclusive environment ensures that every attendee feels valued and respected, contributing to a more vibrant and engaging event experience.

Special shoutout to Jeffrey Fehr , Aida de la Mata Llorca , and Jennifer Attersall, CIS who represent our Business Events team at Destination Canada through their leadership of DEI initiatives while facilitating programs and ongoing education.?

Personalized Experiences: Tailoring Events to Individual Preferences?and Well-Being

In today's era of customization, personalization is key to satisfying attendees' desires for unique experiences. Technology plays a crucial role in delivering personalized event experiences, from curated food and beverage offerings to customized event-related activities. Moreover, well-being considerations are gaining significant attention, integrating wellness activities, program breaks, quiet areas, and maps highlighting green spaces, healthy dining options, and fitness facilities. By prioritizing personalization and well-being, businesses can create memorable events that resonate with attendees on a deeper level.

I recently shared our experience incorporating such measures during our latest Signature Event . It's a passion of mine, and I continually find opportunities to bring well-being on the road. When an event and destination help facilitate this, all the better.

In conclusion, these key trends—sustainability, AI, well-being, inclusion, and collaboration—provide exceptional opportunities for event organizers and destinations to elevate stakeholder experiences. It is essential to recognize that these themes impact society and individuals at a personal level, making our collective lives, well, better. By embracing these trends, we can continue to grow, explore, and create meaningful connections that shape our futures and the future of business events together.