Canada Shows Off Its Many Charms at Incentive Canada

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Business Events Canada’s Jennifer Attersall with SITE’s Padraic Gilligan, who spoke about what he calls “transformational incentive travel.”

At this year’s Incentive Canada in Nova Scotia, an exclusive group of incentive buyers from the United States and Europe are spending the week learning all there is to know about Canada. And that’s…a lot.

Incentive Canada kicked off Sunday with a day at the Westin Nova Scotian in Halifax, which is located a short walk away from the city’s popular harbor district, followed by an East Coast Kitchen Party sunset cruise on the harbor.

On Monday, it was on to Fox Harbor Resort in Wallace, on the Northumberland Shore. The expansive golf resort, with 88 ocean-view condominium accommodations along with townhouses and villas, was founded by Tim Hortons mogul Ron Joyce, who grew up in a nearby town. Fox Harbor just added the Joyce Center, a convention facility with 13,000 square feet of meeting space, and is known for its 18-hole par-72 golf course designed by Graham Cooke—a favorite of Tiger Woods. There’s also a destination spa, marina, hunting lodge, shooting range and kayaking. For the most exclusive of groups, the resort has its own private air strip.

Monday’s program kicked off with a presentation by SITE’s Chief Marketing Officer Padraic Gilligan, who shared his views on how incentive travel can be transformational. For the next two days, the buyers met with dozens of Destination Canada Business Events partners, from hotel companies to DMCs to DMOs, to learn how they can design immersive incentive trips that are exactly that—transformational experiences.

A post-FAM later this week will take the planners to Prince Edward Island, also located in The Maritimes. The event by Destination Canada Business Events rotates each year to showcase a different region of the country.



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Barbara Scofidio is Editor of Prevue and heads up the Visionary Summits, our exclusive conference series targeting senior-level meeting and incentive planners. In her 30 years in the industry, she has become known for her passion around greening meetings, growing awareness of human trafficking and promoting CSR activities as part of business events. She is currently a member of SITE's Women IN Leadership committee and the media liaison for FICP's Education Committee. She was the first member of the media ever to be invited to sit on a committee by GBTA, where she spent three years on the Groups and Meetings Committee. She has also been an active member of SITE for 30 years, chairing its Crystal Awards committee and acting as a judge. Before joining Prevue in 2014, she served as Editor of Corporate Meetings & Incentives (MeetingsNet) for more than 20 years. She has a BA in Literature/Rhetoric from Binghamton University. Barbara is based outside Boston, in Groton, Mass.