Advocating for the Meetings and Events Business in Canada

The Meetings Mean Business Canada (MMBC) Resource Toolkit for Advocacy is an invaluable asset for meeting and event professionals looking to play a part in strengthening their industry. In a world where in-person meetings, conferences, and events are critical to organizational success, advocacy is key to ensuring the industry’s value is well-understood.

The MMBC Toolkit equips professionals with the knowledge, tools, and strategies needed to promote the importance of face-to-face events and drive industry growth. Here are three key takeaways from the Toolkit that every meeting and event professional should have available to them.

1. Emphasizing the Economic Impact of Meetings and Events 

The MMBC Toolkit provides insightful data and case studies that highlight just how crucial meetings are to the broader economy. It references industry research and statistics that quantify the financial impact of events on local and national levels.

As an event professional, having access to these figures allows you to communicate the broader economic importance of meetings to stakeholders, clients, and government officials. This can prove invaluable when advocating for policies that support the industry, securing investment for large-scale events, or gaining buy-in on the importance of attracting and servicing events in your community. By underscoring the role that meetings play in job creation, tourism, and local economic stimulation, you can help solidify the understanding that meetings are not just a luxury but a necessity for sustainable economic growth.

2. Building Relationships with Key Stakeholders

Another core element of the MMBC Toolkit is its focus on relationship-building. Advocacy isn't just about presenting facts and figures—it’s about forging connections with key stakeholders, including government officials, business leaders, and the media. The Toolkit offers practical tips on how to cultivate these relationships and effectively communicate the value of the meetings industry to those in decision-making positions.

Building relationships with influential figures can help ensure the industry’s voice is heard when important policies and regulations are being developed. The MMBC Toolkit encourages event professionals to engage proactively with local officials and other key players by attending government meetings, writing letters, or participating in public forums to strengthen relationships.

3. Leveraging Success Stories to Drive Advocacy

Storytelling is a powerful tool in any advocacy effort, and the MMBC Toolkit emphasizes the importance of using success stories to support your cause. The toolkit provides examples of meetings and events that have successfully driven economic growth, innovation, and collaboration. These stories not only show the tangible outcomes of face-to-face gatherings but also personalize the impact of meetings on real people and businesses.

For professionals in the meetings and events industry, sharing these stories can humanize advocacy efforts, making them more relatable and impactful to both stakeholders and the general public. Whether it’s an event that revitalized a local economy or a conference that sparked significant partnerships, highlighting these examples can make your advocacy more compelling.

By emphasizing the economic importance of meetings, fostering key stakeholder relationships, and using success stories to advocate for the industry, professionals can contribute to the long-term sustainability and growth of the meetings and events sector. Through strategic advocacy, the true impact of meetings will continue to be recognized on both local and global scales.

Download infographics, social media assets, videos, presentations, and more from the MMBC Resource Toolkit for Advocacy here.

Brenda Perrin | Author
Director of Communications
MPI Toronto Chapter