A new joint report by ICCA and Destination Canada has shed fresh light on the evolving landscape of sustainability within global associations, revealing both promising momentum and persistent operational gaps. The findings highlight a sector that increasingly recognizes sustainability as essential, yet still struggles to translate ambition into consistent action.
Key Finding
66% of international associations now view sustainability as "very" or "extremely" important, up from 60% in 2023. However, 24% still do not measure their carbon footprint.
According to the study, 66% of international associations now view sustainability as "very" or "extremely" important, up from 60% in 2023. This upward trend reflects a global shift in expectations as associations, destinations, and event professionals align with broader environmental and social responsibility goals.
The Implementation Gap
However, the report also exposes gaps in implementation. Nearly one-quarter (24%) of associations still do not measure their carbon footprint, while 19% outsource sustainability measurement rather than build in-house capacity. These figures point to a key challenge: even as sustainability rises in priority, many organizations lack the operational tools, expertise, or systems required to embed it in their day-to-day processes.
View sustainability as "very" or "extremely" important
Up from 60% in 2023
Do not measure their carbon footprint
Lack of measurement infrastructure
Cite cost as main barrier to sustainable events
Perceived financial constraints
Willing to pay 5-24% more for sustainable solutions
Demonstrated willingness to invest
The "Cost Paradox"
One of the most notable insights is what the report calls the "cost paradox." While 63% of associations cite cost as the main barrier to hosting sustainable events, 46% report being willing to pay 5-24% more for sustainable solutions. This reveals a mismatch between perceived financial constraints and actual willingness to invest, suggesting the need for clearer budgeting models, better communication from suppliers, and more transparent value demonstration from destinations and venues.
The Cost Paradox Explained
There's a disconnect between perceived cost barriers and actual willingness to invest. Associations need clearer ROI models and better communication from suppliers about the value of sustainable solutions.
Leadership Perspectives
Dr. Senthil Gopinath
CEO, ICCA
"Our industry has moved beyond debating whether sustainability matters. The challenge now is transforming aspiration into accountability. This report provides the insight and evidence our community needs to act with purpose and precision."
Virginie De Visscher
Executive Director, Business Events at Destination Canada
"At Destination Canada, we are committed to building a more sustainable business events industry in Canada and around the world. This report empowers associations and destinations alike to turn sustainability goals into lasting impact."
Key Recommendations from the Report
Develop In-House Sustainability Capacity
Move beyond outsourcing by building internal expertise and systems for sustainability measurement and implementation.
Implement Clear Measurement Frameworks
Establish standardized carbon footprint measurement and reporting systems to track progress and demonstrate impact.
Address the Cost Paradox
Develop transparent cost-benefit analysis models and communicate value more effectively to stakeholders.
Foster Industry Collaboration
Create partnerships between associations, destinations, and suppliers to share best practices and develop collective solutions.
The Future of Sustainable Events
The release of this report comes at a critical moment for the global MICE and association landscape. As stakeholders increasingly seek climate-conscious destinations, responsible suppliers, and transparent metrics, sustainability is no longer a competitive advantage—it is an industry expectation. The journey from aspiration to accountability requires concerted effort, strategic investment, and collective action across the entire events ecosystem.
Actionable Steps for Associations
Immediate Actions (0-3 months)
- Conduct sustainability audit of current operations
- Establish baseline carbon footprint measurement
- Appoint sustainability coordinator or team
- Review and update procurement policies
Strategic Initiatives (3-12 months)
- Develop 3-year sustainability roadmap
- Implement sustainable event guidelines
- Train staff and volunteers on sustainability practices
- Engage members in sustainability initiatives