Overview
This masterclass is for Canadian DMOs who want to embed a strategy that prioritizes long-term benefits for the destination, all the while supporting Destination Canada Business Events’s vision for a New North Star.
Schedule and cities in your cohorts
Maritimes (Atlantic time)
Cities: Halifax, Prince Edward Island, St John, Saint John
Québec (Eastern time, hosted in french)
Cities: Québec, Montréal
Ontario (Eastern time)
Cities: Toronto, Waterloo, Ottawa, Niagara
Central + Mountain (Central time and Mountain time)
Cities: Saskatoon, Edmonton, Winnipeg, Calgary, North West Territories
Western (Pacific time)
Cities: Kelowna, Victoria, Burnaby, Vancouver, Whistler
① Learn key concepts around legacy and social impact theory and principles, and how these can be integrated into the destination’s business events and tourism sector
② Understand the internationally recognized framework of the UN SDGs for creating and communicating value from actions and how this can apply to business tourism
③ Apply the basics in formulating new strategies for legacy planning and impact measurement to your destination’s current strategy, thus generating long term value for all stakeholders
① Reinforce your capacity in developing and implementing legacy projects around the events you hope to attract or are hosting
② Develop new approaches to business tourism that will:
➼ enhance the participants’ experience, while
➼ maximising outcomes for the key economic sectors, and
➼ enriching the lives of Canadians and the wellbeing in their communities
➼ More powerfully support Destination Canada’s vision for a New North Star
③ Raise your understanding of the responsibilities you have in actively planning for and managing the negative & positive impacts of tourism and business events.
④ Allow you to further support Destination Canada Business Events in formulating a national approach and encourage country-wide standard practices in managing & measuring the impacts of events held in Canada, and in communicating this to clients, citizens and governments.
⑤ Become a member of a community that learn and practice sustainable and responsible tourism and events.
⑥ Foster stronger collaboration with you key sectors around data collection and analysis – Catalysing sector growth and supporting DCBE’s Economic Sector strategy
Module 1: Exploring Impact
Module 2: Catalysing Impact
Module 3: Measuring Impact
At the end of Module 3, participating DMOs wishing to convert their learnings into a strategy will be offered the opportunity to contract #MEET4IMPACT to go on to the optional Module 4: Impact & Measurement Strategy Development.
This Masterclass will be scheduled in the fall of 2021 and will be comprised of three (3) 2-hour modules, separated by one to two week(s).
Each DMO will be invited to self-register and will be grouped in a cohort of all DMOs in the same region / time zone.
Registered participants will be asked to allow 1 hour pre-session for reading/listening and another 1 hour post-session for homework, reading and reviewing, for each module.
Material will be uploaded on the masterclass learning management system and made available to registered participants ahead of the 1st class.
Registered participants will have access to the course content on the learning management system for 2 months after finishing this course.
Faculty
She works as a facilitator, speaker and trainer and she’s passionate about applying design thinking and impact management practices to accompany organisations through innovation. Her more recent work focuses on achieving greater social impact in the business events and tourism industry and she has trained teams from many destinations in developing and implementing frameworks for managing a more impactful visitor economy.
With strengths in project management, research, stakeholder engagement and environmental analysis, Alexis has led the development and/or analysis of numerous tourism impact and development projects around the world.
She’s also a Business Consultant and an Associate Faculty with specific experience in business and sustainability strategies, business ethics, and governance. She has been practicing, researching, and teaching business & sustainability in Canada and Europe and holds a Master’s degree in Administration with a concentration in Sustainability and Management from France Business School (ESCEM). Maryanne is currently pursuing a Doctorate in Business Administration at École des Ponts Business School in Paris with a research interest in sustainability, organisational resilience & innovation.
She has extensive experience with various methods such as Social Return on Investment (SROI), Logical Frameworks and Theory of Change. Fathma prioritizes understanding the key metrics needed to determine success and integrating them into a compelling storyline.
A lover of detail and impact, she has a proven track record in devising and implementing corporate responsibility policies, processes and initiatives from scratch, including the ISO 20121 management standard for sustainable event management. She currently enjoys a range of sustainability related responsibilities including sustainable development in destinations and events, teaching and auditing.
His mission is to accelerate the transition to a circular and regenerative economy and leave long term-societal impact. His key expertise is creating dynamic coalitions and communities through co-created strategy, multi-stakeholder collaboration and powerful communication.
