More than $32.2 billion was spent on meetings and events across Canada in 2006, according to a new study measuring the economic impact of the meetings sector that was released Monday by Meeting Professionals International Foundation Canada (MPIFC). "I see this being used from a planner's perspective. We talk about having a seat at the table...this clearly demonstrates that a face-to-face meeting is imperative, especially in a soft economy," MPIFC founding chair Rita Plaskett said following a press conference at the Harbour Castle Westin Hotel.
The national study conducted by Maritz Research Canada in conjunction with the Conference Board of Canada found that 1,517 venues hosted 671,000 meetings across the country in 2006; and those events attracted 70.2 million people, with more than 2.4 milllion participants coming from the United States and other countries.
The release of the study culminates nearly two years of reasearch and analysis, said Plaskett, who called the report a "milestone achievement" for MPI in Canada. Plaskett reported that MPIFC anticipates the study, which used the United Nations World Tourism Organization's measurement model, will be adopted in other countries, enabling comparisons on the economic impact of meetings in global markets. The data will also allow for the economic performance of the meetings sector to be compared to that of other industries across Canada, she said.
In addition, Plaskett said the study lends "validity" to the profession, adding that she is "surprised but not shocked" at the total amount being spent on meetings in Canada. "I've been in this industry for over 20 years, and I manage very large events, so I see the in and out flow of funds," she said.
The study can be viewed online at www.mpiweb.org.
