Travel Alberta

New survey will show true value of Alberta’s meetings industry

Did you plan or host a business event in 2012? Travel Alberta encourages your participation in an online survey to show the true value of the meetings industry in Alberta. 

The Meeting Professionals International (MPI) Foundation is conducting an online survey for the third edition of the Canadian Economic Impact Study (CEIS 3.0)

Supported by the Meeting Professionals International (MPI) Foundation, the MPI Foundation Canada and its partners, this survey will quantify the number and economic impact of business events that took place in Canada in 2012. 

Survey invitations are being sent to some 30,000 meeting planners (based in Canada and abroad), and almost 2,000 Canadian meeting and event venues. The survey is open to anyone who organized a business event anywhere in Canada in 2012, regardless of their home country. Participants need not be a member of MPI, nor are they required to be "professional" meeting planners. Similarly, all Canadian venue managers -- from hotels, resorts, convention facilities, conference centres, universities and even special event venues like museums and theatres -- who hosted business events, are encouraged to participate. 

The MPI Foundation awarded this landmark research project earlier this year to the consortium headed by Maritz Canada, along with The Conference Board of Canada, the Canadian Tourism Human Resource Council and Greenfield Services Inc. This is an important endeavour that will enable the Canadian meetings industry to articulate its value to governments, investors and other stakeholders, and help advocate for a favourable business environment. 

With a significant number of respondents the research will assess the relative market share of key markets versus the overall number of meetings in Canada -- for instance what percentage of meetings took place in Toronto, Montreal, Vancouver, Calgary or Ottawa. Eventually MPI and other meetings industry groups hope that this research will power an online tool that will allow planners, tourism bureaus and venues to evaluate the economic impact of a particular meeting in a destination. 

If you are active in the Canadian meetings and events industry, we hope you will respond to the study and help us spread the word to colleagues. The survey link is It is recommended that respondents have their organization's 2012 year-end results on hand for easy reference. To view a PDF of the planner questionnaire, click here.  Venue managers may download a copy of their survey here

Social media efforts to publicize the project are underway. Watch for periodic updates in the various LinkedIn Meeting & Event Groups, and tweets with #MPICEIS. 

Should you have any questions regarding this study, please contact Rachel Cameron of Maritz Research, or Doreen Ashton Wagner of Greenfield Services Inc. For trouble-shooting, please e-mail

Greenfield Services Inc.