Hosting international events is more than a matter of prestige. It is a strategic tool for economic development. These events lend legitimacy to a region, spark policy conversations, and build investor confidence. They also generate tangible benefits through tourism, trade, and investment, while fostering intangible gains such as civic pride and international visibility.
Destination Canada estimates that business events contribute $47 billion to the national economy and support over 240,000 jobs. These figures reflect more than hotel bookings and restaurant meals—they represent new investment deals, research collaborations, and business partnerships that often begin with informal conversations on a convention floor.
In October 2025, Southeast New Brunswick hosted two international events and announced plans to host a national event in Fall 2026. The OECD–New Brunswick Conference on Place-based Economic Development brought together more than 300 guests from across Canada and around the world. The region also welcomed a delegation from the Grand Châtellerault Agglomeration Community in France, focused on strategic collaboration in governance, innovation, and industry.
These events also reflect broader patterns identified in economic impact research, particularly in the work of Grzegorz Kwiatkowski and Ben Loftsgaarden. Their analyses show that the true value of events lies in the introduction of new money into the local economy through visitors, companies, and organizations that would not otherwise be present. This spending flows through the economy, generating business sales, personal income, and employment. Events that attract new participants and stimulate new activity deliver far greater returns than those that simply shift existing spending.
In Southeast New Brunswick, the OECD conference and French delegation likely generated a mix of direct and indirect benefits. International delegates staying in local accommodations, dining in restaurants, and engaging in business meetings represent immediate economic activity. Strategic partnerships formed during these events may lead to long-term investment, reinforcing the idea that economic impact often begins with face-to-face exchange.
Looking ahead, Southeast New Brunswick is preparing to host the 2026 Economic Developers Association of Canada Conference and co-host the 2029 Canada Summer Games with the Saint John Region. These events represent more than logistical undertakings—they are strategic platforms for showcasing the region’s capacity to lead, collaborate, and inspire. The Canada Games alone will bring together approximately 4,600 participants and over 5,000 volunteers, with recent editions generating more than $200 million in economic activity for host provinces.
Moncton and Saint John’s successful joint bid for the Games was described as visionary, laying the groundwork for a transformative experience that will create lasting legacies in both regions. The Games will elevate sport development, attract national attention, and strengthen community infrastructure, volunteer capacity, and regional pride. As noted by the Bid Committee, this is a milestone moment for New Brunswick and a catalyst for future growth.
With a bilingual population, strategic geographic location, and a growing network of international investors and partners, Southeast New Brunswick possesses foundational assets that support its emergence as a centre for international events. The region’s ability to host events that align with broader economic development goals while showcasing its strengths to national and global audiences positions it to compete with larger centres.
The question is no longer whether Southeast New Brunswick can host international events. It is how the region can leverage these platforms to advance its economic priorities, strengthen its global profile, and build a sustainable model for future engagement. The time to begin that conversation is now.
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Sources
Nova Scotia Film Industry Economic Contribution https://cch.novascotia.ca/film-and-television-production-incentive-fund
Nova Scotia Digital Media Tax Credit (DMTC) – https://www.novascotia.ca/digital-media-tax-credit
Michael Roy, Director of Video Game Art and Animation, McKenzie College. Quoted for the statement on the output of graduates in the IDM sector and conversations with economic development agencies and the government.
Dale Ritchie, President, McKenzie College. Quoted regarding the competitive rate required for the NB tax incentive and conversations with economic development agencies and the government.
New Brunswick Department of Tourism, Heritage and Culture (THC): Official website for department classification. https://www2.gnb.ca/content/gnb/en/departments/thc.html
Canada’s Video Game Industry (2024). canadasvideogameindustry.ca
PwC Canada: Entertainment & Media. pwc.com/ca/en/industries/entertainment-media.html
Jonsson, Henrik. Building a Successful Video Game Business Province. PDF file presentation given at the Policymaker Roundtable on Game Industry Growth – in Moncton on November 26th, organized by Shred Capital. radgivery.com