SITE Canada and SITE Scotland collaborated to spearhead a NEW Sustainability pilot project webinar in February! The idea sparked from conversations with the SITE Global Sustainability committee which is Chaired by Mary Pepe and Katrin Nauman. The Ambassadors Liz Akey of Canada and Olga Walker of Scotland shared success stories of initiatives of their respective chapters with warm welcomes from Presidents Gisele Robert of SITE Canada and Sarah Jane Anderson of SITE Scotland.  Such a great example of teamwork in growing  our SITE Sustainability community!

If there is one thing that sustainability talks can be sure to do is discuss how we preserve or save the planet. As MICE, specifically incentive travel, is re-building after COVID, it is important to ensure that an integral part of business planning includes changes to our outlook of the future and what we will leave behind us. 

This webinar certainly did what most others do not while sessions discuss regeneration in terms of natural resources, they generally omit steps and plans regarding how we engage with human ones. 

The presenters focused on the extreme importance of solutions for sustainability beginning with a diverse, equitable, and inclusive society.

Each chapter highlighted their sustainability programming, education, and events.  All of which were unique, thoughtful, and long-lasting.

Virginie De Visscher from Destination Canada set the stage explaining how the organization identified where different Canadian destinations fell on a spectrum of sustainability planning.  Results were across the board.

All three pillars of sustainability are given the same weight-Ecological, Economic and Cultural and Social Sustainability.

How do we become more regenerative?

1. Begin with clear messaging with education, language and definition of terms are important to enable effective storytelling
2. Create a “dream team” with a sustainability champion to lead the charge
3. Create assessment studies and GDS indexes to measure performance

The case study that stood out among the rest was about Warrior Women, an organization which focuses on cultural sustainability of the indigenous community in Canada. They offer performance shows, workshops, tour shows, and guided experiences about the Cree people of Sturgeon Lake.  This experience helps work along side Canada’s long journey towards reconciliation.  Destination Canada hopes that their examples of best practices can be replicated in other destinations to elevate the industry.

Rory Archibald from Visit Scotland, discussed their Journey to Change marketing campaign, launched in 2020, which focuses on the social aspect of sustainability.  Their strong belief is that quality of life for all is a pre-requisite to effectively combating the climate crisis.

Clients were surveyed in 2019 and the findings were that clients wanted destinations that were:

• Addressing major international issues like climate change and sustainability
• Inclusive to all races, faiths, genders, and sexualities
• Focused on social mobility, social inclusion, education, and fairness of opportunity
• Committed to Social Transformation

Archibald states that “bringing people together creates a spotlight for tackling global challenges.”  Their goal is to provide a voice for human rights and use events to make a positive difference.

This campaign has implemented this message of change to the world in their social media and marketing.  Internally, they are looking at transformation in their own operations, messaging, and strategies.

Visit Scotland believes that business events can influence every aspect of sustainability.  These are opportunities to put human rights issues on a global platform.

Transformation Protocol launched in 2022, is a network of companies throughout Scotland in various industries.  They look at potential events coming to Scotland to partner together and make them sustainable.  These SME’s can get engaged and involve the communities.

A great case study is Invisible Cities by Paul Stewart.  They educate individuals who have experienced homelessness as tour guides to tell their stories in various cities.  This enables them to get off the streets, open bank accounts and instill some hope for a future.  This experience was promoted by Visit Scotland as an incentive experience to a client.  Their bookings positively and directly affected change to the lives of people in the community.

Big take-aways:

• Human rights, diversity, equity, and inclusion are integral to working on lasting and meaningful change in the world of sustainability
• Knowledge sharing is key - share mistakes and best practices
• Collaboration is important to raise the living standards for people all around the world
• Empower your clients to visit destinations to be educated, influence and act on sustainability and the climate crisis
• Decide who you are and who you want to be.  You are leaving a legacy and leading a transformation.

We know that proper planning and education is key to event planning.  Truly sustainable solutions must work to include all three pillars and focus on all aspects in tandem. We must strive to be intentional and remember that every action counts and every choice matters if we want to build sustainable communities and destinations for the future.

Let’s keep learning together and making impacts!