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Destination Canada and Explore Waterloo Region on the in-house Impact Strategy and Measurement Masterclass from GDS-Academy

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ICCA is proud to be a strategic partner of GDS-Academy, a blended learning institution for destination professionals brought to you by ICCA and City Destinations Alliance.


#MEET4IMPACT are the leaders and pioneers in coaching destination professionals and supporting DMOs in defining, managing, measuring and communicating the societal impacts of their events. Together with the GDS-Movement, the Impact Strategy and Management Masterclass is available through the GDS-Academy, and, to date, 23 destination management organisations have benefited from their insights and hands on teaching experience. This in-house Masterclass has a blended structure combining in-person, on-line, and hybrid formats.

Upskilling yourself, your staff and your stakeholders is key to managing the future where tourism and events not only thrive but give back to the community and ecosystem in ways never before considered. HQ Magazine spoke to Virginie De Fisscher, Senior Director Business Development Economic Sectors from Destination Canada about her experience of the Masterclass and what she discovered.

Destination Canada brought together more than twenty DMOs to participate in the Impact Strategy and Measurement Masterclass ahead of a future research project focused on the legacy and impact of business events that will start in early 2022 spearheaded by Destination Canada. They wanted an opportunity for their DMOs across the country to sing from the same song sheet. To do this there needed to be a common understanding and vocabulary around communicating the impact of business events, alignment to SDGs and overall collaboration of all stakeholders in order to consider and create impact strategies for the long-term future of a DMO.


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