How to facilitate the attraction of international business events

As part of a study for Tourisme Laval and the Quebec Ministry of Tourism, we developed a comparative analysis of incentives aimed at attracting international business events to Quebec, in collaboration with the firm #MEET4IMPACT. The objective was to take stock of the incentive programs set up by other destinations to attract business events, to identify the conditions for success and pitfalls to avoid.

The methodology of the first deliverable was based on these key steps:

- Portrait of the actors involved and the type of event concerned.

- Analysis of the importance of incentives in the selection of destinations.

- Study of the conditions for obtaining the incentives offered by destinations.

- Correlation between the needs of organizers and the offer of incentives.

- Identification of issues and trends in the field.

Then, the second deliverable focused on these steps:

- Identification and validation of 26 OGDs according to various criteria (location, performance, organization, incentives).

- Interviews with the managers of these DMOs.

- Writing sheets by destination and a comparative grid for an overview of the programs.

- Development of recommendations

By analyzing the incentive mechanisms used by these international destinations, Touriscope and #MEET4IMPACT were able to formulate strategic recommendations. This study allowed Tourisme Laval and the Quebec Ministry of Tourism to set up an incentive program to attract international business events to Quebec.

Announcement from the Quebec Ministry of Tourism:

‍Business tourism: financial support to attract international events, March 28, 2024 https://www.quebec.ca/nouvelles/actualites/details/fonds-pour-stimuler-le-tourisme-daffaires-international-tourisme-daffaires-soutien-financier-pour-attirer-des-evenements-denvergure-internation-54675