Destination Canada's signature program demonstrates how international business events can become catalysts for innovation, investment and collaboration.
QUÉBEC CITY, Sept. 3, 2026 /CNW/ -- From September 8 to 10, 2026, Destination Canada will bring a select group of senior international association and corporate leaders to Québec City for Innovate Canada, an invitation-only program built around a simple idea: where an event takes place can shape what that event makes possible.
This year's program focuses on digital industries and applied technology, with international leaders from organizations including Google, Informa, IEEE Communications Society, INFORMS, and Women in Tech Global engaging directly with Canadian expertise in artificial intelligence, quantum, cybersecurity, telecommunications, digital infrastructure and emerging technologies.
Collectively, these leaders represent millions of dollars in potential business events revenue for Canada and include professionals from some of the world's most influential conferences, industry gatherings and executive forums. Their decisions influence where future international events are hosted, where partnerships are formed and where innovation ecosystems are showcased.
Over three days, participants will experience the ecosystem through curated technology visits, conversations with Canadian innovators and sector leaders, and one-to-one connections with representatives from Canada's seven participating technology hubs. In Québec City, the program will include experiences with OMY Laboratoires, OPTEL Group and Lü Interactive, demonstrating how Canadian companies are applying technology across very different industries.
Destination Canada is joined by seven Canadian technology hubs -- Vancouver, Calgary, Edmonton, Toronto, Ottawa, Montréal and Québec City -- each bringing business events and sector expertise to the program and connecting clients with the people, ideas and opportunities within Canada's broader innovation ecosystem.
"We want international organizations to think differently about what choosing Canada for an event can mean," said Virginie De Visscher, Executive Director, Business Events at Destination Canada. "The question isn't simply, 'Can I hold my conference here?' It's 'What becomes possible for my organization if I bring my conference here?' When you connect an international event with the right researchers, companies, talent and ideas, that event can become a catalyst for something much bigger."
"The Greater Québec City region is recognized for its dynamic innovation ecosystem, particularly in technology and artificial intelligence. Companies such as OMY Laboratoires, OPTEL Group and Lü Interactive demonstrate every day our region's ability to develop world-class solutions. By combining expertise, creativity and an exceptional quality of life, Québec City offers a unique environment where talent and organizations can thrive," adds Carl Viel, president and CEO, Québec International
Canada's business events industry generates around $47 billion in direct economic impact, supporting over 240,000 jobs, with visitors contributing significantly to this figure, representing approximately 81% of the total impact. These events connect Canadian businesses with a global audience, stimulating new partnerships, trade and investment opportunities across all sectors.
"International conferences create lasting value for Canada by connecting global leaders, ideas and investment with the sectors that will drive our country's future growth," says Meaghan Ferrigno, Interim President and CEO, Destination Canada. "As the first country to introduce a national artificial intelligence strategy, Canada is a leader in the digital technology sector and has built one of North America's largest technology ecosystems. Bringing the world's innovators here creates new opportunities for Canadian businesses and strengthens Canada's global competitiveness."
Business events are an important economic driver for Canada, but their value extends beyond delegate spending. They bring global decision-makers, expertise and investment potential directly into Canadian communities, creating opportunities for Canadian businesses and researchers to build international relationships and for global organizations to connect with Canadian innovation.
Rather than simply showcasing Canada as a place to meet, Innovate Canada demonstrates how the ecosystem surrounding a conference can strengthen its content, connect delegates to new expertise and create opportunities for collaboration, research, trade and investment that extend well beyond the event itself.
Innovate Canada Takeaways:
- Canada is not one tech hub or one technology story -- it is a connected ecosystem of innovation.
Across Canada, distinct technology hubs bring together world-class research, talent, companies, entrepreneurs and institutions in areas including AI, quantum, cybersecurity, robotics, digital media and applied technologies. Canada's differentiator is not simply the depth of expertise, but the collaboration and connections between people, disciplines and sectors. - For a technology event, the ecosystem around the conference matters.
Choosing a destination isn't only about getting delegates there and finding the right venue. The right host ecosystem can give an association or corporation access to researchers, innovators, companies, talent and new perspectives that strengthen its program and create value for its community. A conference can become a catalyst for collaboration, investment, research, talent and relationships that continue long after the event. - Canada offers the combination of intellectual capital and sense of place that can make an event both valuable and memorable.
Canada offers sophisticated innovation ecosystems alongside distinctive communities, cultures and landscapes. When those elements are intentionally brought into an event, people don't simply attend a conference in Canada -- they connect with the place, with each other and with new ideas. That's the opportunity to meet with purpose and offer a fresh perspective.
More information about tourism's economic impact can be found here.
About Destination Canada
Destination Canada is Canada's national tourism organization, promoting the country globally to drive sustainable growth across the visitor economy and strengthen Canada's competitiveness as a travel destination.
We work with partners nationwide to drive demand through leisure marketing in nine key geographic markets -- Australia, China, France, Germany, Japan, Mexico, South Korea, the United Kingdom (UK), and the US. Canada's compelling new brand platform, underscored by the tagline 'Canada, naturally', sets the expectation that travel in Canada will be real and authentic.
Our global Business Events program competitively positions Canada as a host for major international meetings and conventions.
Additionally, we provide the sector with leading research and market intelligence to inform data-driven decisions, and spearhead destination development and investment attraction strategies to expand capacity and position Canada as a compelling destination for tourism investment.
Destination Canada's activities convert public dollars into fast returns, creating jobs, GDP and tax revenues almost immediately. In 2025, tourism generated $140.5 billion in visitor spending, supporting over 280,000 businesses in 5,000 communities. With revenues projected to grow to $177B by 2030, tourism is a key economic driver and one of Canada's top service exports, with the potential to contribute 9-10% to Canada's $300B trade diversification goal.
Destination Canada is a Crown corporation wholly owned by the Government of Canada.
www.destinationcanada.com
About Québec International
Québec International contributes to the economic development of the Greater Québec City region and promotes its international reach. As a regional economic development agency, Québec International fosters business growth, supports key industry sectors, and attracts talent and investment to the region. For more information, visit quebecinternational.ca.
SOURCE Destination Canada
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