International Convention Attraction Program (ICAP)
International Convention Attraction Program (ICAP)
Canada’s award-winning International Convention Attraction Program (ICAP), backed by $60 million in federal funding, helps secure international conferences through brand marketing, global trade show engagement and targeted bid funding of up to $1 million per event.
Canada’s award-winning International Convention Attraction Program (ICAP), backed by $60 million in federal funding, helps secure international conferences through brand marketing, global trade show engagement and targeted bid funding of up to $1 million per event.
More about the ICAP: Three Strategic Pillars
Through Budget 2023, the Government of Canada announced $50 million over three years for Destination Canada to attract major international conventions, conferences and events; with an additional $10 million allocated in the 2024 Fall Economic Statement to further support the initiative.
This strategic investment, delivered through the International Convention Attraction Program, strengthens Canada’s competitiveness in the global business events market, which includes corporate meetings, incentive travel and association conferences.
Built on three integrated pillars – awareness, engagement and conversion – the program combines targeted marketing campaigns to build awareness of Canada’s brand, direct engagement with decision makers at key tradeshows and events and conversion through financial incentives delivered via the International Convention Attraction Fund (ICAF).
Together, these pillars form a robust framework that positions Canada as a premier destination for business events, generating economic impact, fostering innovation and showcasing our country to the world.
More about the ICAP: Three Strategic Pillars
Through Budget 2023, the Government of Canada announced $50 million over three years for Destination Canada to attract major international conventions, conferences and events; with an additional $10 million allocated in the 2024 Fall Economic Statement to further support the initiative.
This strategic investment, delivered through the International Convention Attraction Program, strengthens Canada’s competitiveness in the global business events market, which includes corporate meetings, incentive travel and association conferences.
Built on three integrated pillars – awareness, engagement and conversion – the program combines targeted marketing campaigns to build awareness of Canada’s brand, direct engagement with decision makers at key tradeshows and events and conversion through financial incentives delivered via the International Convention Attraction Fund (ICAF).
Together, these pillars form a robust framework that positions Canada as a premier destination for business events, generating economic impact, fostering innovation and showcasing our country to the world.
PILLAR 1: GLOBAL BRAND AWARENESS
Elevating Canada’s Profile: Earning Trust and Generating Demand
The first pillar of the program is building awareness of Canada — designed to position Canada not just as a destination, but as a strategic partner in global sector growth. It builds brand visibility through high-impact campaigns, trusted media and activations that fuel future event leads.
- Strategic Partnerships: Engagement with associations such as ASAE, PCMA and CESSE.
- Tradeshow Activations: Out of home marketing and Delegate experiences that showcase Canada’s strengths.
- Co-Investment Campaigns: With global publishers like The Economist, HBR and FT to reach C-suite leaders.
Every dollar amplifies awareness, demand and returns.
PILLAR 1: GLOBAL BRAND AWARENESS
Elevating Canada’s Profile: Earning Trust and Generating Demand
The first pillar of the program is building awareness of Canada — designed to position Canada not just as a destination, but as a strategic partner in global sector growth. It builds brand visibility through high-impact campaigns, trusted media and activations that fuel future event leads.
- Strategic Partnerships: Engagement with associations such as ASAE, PCMA and CESSE.
- Tradeshow Activations: Out of home marketing and Delegate experiences that showcase Canada’s strengths.
- Co-Investment Campaigns: With global publishers like The Economist, HBR and FT to reach C-suite leaders.
Every dollar amplifies awareness, demand and returns.
PILLAR 2: GLOBAL TRADESHOW PRESENCE
Global Presence: Converting Awareness into Opportunity
This pillar brings Canada to the world stage, turning visibility into concrete business leads. It supports:
- Signature Events in Canada: Innovate Canada and Incentive Canada.
- Unified Canada Booth: At five major global tradeshows.
- Expanded Participation: Over 20 Canadian destinations engage directly with decision-makers.
By lowering market-entry barriers for Canadian destinations, Destination Canada ensures a strong, united presence that generates qualified international event opportunities.
PILLAR 2: GLOBAL TRADESHOW PRESENCE
Global Presence: Converting Awareness into Opportunity
This pillar brings Canada to the world stage, turning visibility into concrete business leads. It supports:
- Signature Events in Canada: Innovate Canada and Incentive Canada.
- Unified Canada Booth: At five major global tradeshows.
- Expanded Participation: Over 20 Canadian destinations engage directly with decision-makers.
By lowering market-entry barriers for Canadian destinations, Destination Canada ensures a strong, united presence that generates qualified international event opportunities.
PILLAR 3: International Convention Attraction Fund (ICAF)
The International Convention Attraction Fund (ICAF) supports bids by Canadian cities to host major international conventions in Canada. The financial incentives offered by ICAF serve as the final catalyst in the decision making process, giving major international conferences an additional compelling reason to choose Canada.
PILLAR 3: International Convention Attraction Fund (ICAF)
The International Convention Attraction Fund (ICAF) supports bids by Canadian cities to host major international conventions in Canada. The financial incentives offered by ICAF serve as the final catalyst in the decision making process, giving major international conferences an additional compelling reason to choose Canada.
Who can apply
Canadian Destination Marketing Organizations (DMOs) putting together a bid for an eligible major international convention may apply.
DMOs must have an international business events attraction strategy, which includes the following key components: hosting infrastructure and facilities, marketing and promotion, dedicated financial and human resources and industry collaboration. A full definition of an international business events attraction strategy can be found under "DMO Eligibility" in the FAQs.
The international convention under consideration must:
- fall within one of Destination Canada’s six priority sectors and/or align with a Canadian federal government mandate, objective or initiative
- produce well-documented economic benefits for host regions
- qualify as a “citywide” event by attracting a pre-defined minimum number of delegates, proportional to the size of the city, its infrastructure and facilities
How it works
If an application is eligible to receive ICAF support, Destination Canada will calculate the funds that may be committed, based on a scoring system that evaluates the value of each bidding opportunity.
Destination Canada will then issue the DMO with a Letter of Support to include with their bid, detailing this financial commitment. Destination Canada will endeavor to provide this letter within approximately 30 days of receiving the DMO’s application.
If the bid is successful, the DMO and Destination Canada will negotiate a Partnership Agreement. If the bid is successful, the DMO and Destination Canada will negotiate a partnership agreement outlining the terms of the funding being released.
Funding is disbursed to DMO within 60 days of execution of partnership agreement and the DMO submits annual pre-event expenditure report to DC until the event takes place.
Within three months of the end of the event, the DMO must submit a post-event report, including validation of outcomes, to Destination Canada.
Who can apply
Canadian Destination Marketing Organizations (DMOs) putting together a bid for an eligible major international convention may apply.
DMOs must have an international business events attraction strategy, which includes the following key components: hosting infrastructure and facilities, marketing and promotion, dedicated financial and human resources and industry collaboration. A full definition of an international business events attraction strategy can be found under "DMO Eligibility" in the FAQs.
The international convention under consideration must:
- fall within one of Destination Canada’s six priority sectors and/or align with a Canadian federal government mandate, objective or initiative
- produce well-documented economic benefits for host regions
- qualify as a “citywide” event by attracting a pre-defined minimum number of delegates, proportional to the size of the city, its infrastructure and facilities
How it works
If an application is eligible to receive ICAF support, Destination Canada will calculate the funds that may be committed, based on a scoring system that evaluates the value of each bidding opportunity.
Destination Canada will then issue the DMO with a Letter of Support to include with their bid, detailing this financial commitment. Destination Canada will endeavor to provide this letter within approximately 30 days of receiving the DMO’s application.
If the bid is successful, the DMO and Destination Canada will negotiate a Partnership Agreement. If the bid is successful, the DMO and Destination Canada will negotiate a partnership agreement outlining the terms of the funding being released.
Funding is disbursed to DMO within 60 days of execution of partnership agreement and the DMO submits annual pre-event expenditure report to DC until the event takes place.
Within three months of the end of the event, the DMO must submit a post-event report, including validation of outcomes, to Destination Canada.
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