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Executive Director, Business Events
Destination Canada
Virginie De Visscher is Executive Director of Business Events at Destination Canada and a leading advocate for rethinking the role of business events in society. She champions the idea that business events are more than gatherings, helping drive innovation, support national priorities and accelerate economic, social and environmental progress.
Virginie works across sustainability, economic strategy and destination development, leading national initiatives that position Canada at the forefront of regenerative tourism and impact-driven business events. Her work brings together governments, destinations, industry partners and global organizations to harness the power of business events as catalysts for innovation, investment and long-term community benefit.
With a career spanning international trade, humanitarian operations and leadership across four continents, Virginie combines strategic vision with practical experience. A sought-after international speaker, she regularly shares insights on leadership, sustainability and the changing role of business events. She holds an MA in Agricultural Sciences and Biosystems Engineering from the Catholic University of Louvain in Belgium.
Date
SITE and the Incentive Research Foundation unveil the seventh edition of the Incentive Travel Index (ITI), the meetings industry's leading global study of incentive travel.
Explore the latest findings across budgets, benefits, program design and destination selection, alongside new insights into geopolitical risk, qualifier expectations, AI in practice, the future of DMCs and evolving budget considerations. Leave with a clearer understanding of the trends shaping incentive travel and practical ideas to help inform future planning.
Learning outcomes:
Understand the key global trends and tensions shaping incentive travel in 2026
Explore how risk, AI, qualifier expectations and DMC evolution are reshaping program and destination decisions
Identify practical actions to future-proof your incentive travel strategy using ITI insights
This session is approved for the following certifications.
* ICCA Skills Domain CICS/CICE: 1
* CMP/CEU Approved: Strategic Planning, 1.0 credits
* CSEP Approved
Look beyond attendance, room nights, spend and economic impact to explore the wider value an event can create. Consider the knowledge shared, connections made, talent attracted, sectors strengthened and communities engaged.
Discover how measuring different outcomes can change what you design for. Rethink what success means and identify opportunities to create value that continues after the closing session.
Learning outcomes:
Rethink how you define success beyond attendance, spend and economic impact
Recognize the wider value conferences and events can create for people, communities and sectors
Identify the outcomes that matter most and design events around them