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RUNNING HEADER 18 | MEETINGS INTERNATIONAL | BIR No. 26 2020
ECONOMIC DEVELOPMENT Chantal Sturk-Nadeau, who is the Executive Director, Business Events, Destination Canada, is a visionary, strategic and thought-provoking thinker in the meetings and event industry. Also, she is the person leading Destination Canada Business Events sector strategy to attract global events to the country. The major cities in Canada had the know-how to pursue international association business with in-market representatives or budgets. Canada is a huge country with around twenty-five cities in the meetings and conventions loop, but until Chantal Sturk-Nadeau implemented the economic sector strategy, attracting business events to Canada wasn't always a level playing field. “When we began looking at who was aligned to Destination Canada programs, and who was seeing real value with what we offered, we realised we needed to adjust our approach so that DMOs (Destination Management Organisations) with strengths in Canada's leading sectors had an opportunity to participate in bids for global events,” says Chantal Sturk-Nadeau. “At the same time, we evaluated how we could leverage Destination Canada's strengths in research, marketing, IT and communications. The result is a comprehensive strategy that spotlights our partner DMOs, their industry strengths, and in which we amplify using the resources of Destination Canada's marketing machine. “We started by hiring the right people. Year one, we conducted an environmental survey, reaching out to our DMO partners and their 2020 No. 26 MEETINGS INTERNATIONAL | BIR | 19
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KELLERMAN Roger Kellerman Publisher
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