Course Description

Currently, only a small number of destinations have clearly defined legacy and impact strategies and use outcome and impact indicators to monitor their non-financial performance. Go to the next level of performance: learn the latest social impact theories and approaches to enable you to develop a robust impact strategy and implement measurement processes to monitor and report on how your organisation delivers long-term value for all stakeholders in your destination.  

The masterclass is divided into 4 modules that will redefine, refocus and refreshing perspective on how to approach a legacy planning and impact strategy. You will learn how to develop a legacy and impact strategy around the hosting of business events, how to implement it and how to measure this impact in order to maximize your destination’s overall performance in achieving environmental and social goals. 

Optional: Module 5: CREATING Impact

While Modules 1-4 are standardized for all participants, each participating DMO will be offered the opportunity to invest in additional training and support, according to their own needs and unique situation. 

  • Outcome #1

    Learn key concepts of social impact theory and principles, and how these can be integrated into the destination’s events and tourism sector

  • Outcome #2

    Understand how to use recognized frameworks and develop a legacy and impact approach that involves a broad ecosystem.

  • Outcome #3

    Apply the basics towards measuring the impact of your destination strategy and communicating long term value for all stakeholders. Develop goals and actions towards your destination’s impact strategy for business events.

Teaching Methodology

In this dynamic and fun series of workshops, Genevieve and her team will put their 20+ years of experience forward, guiding you through your impact journey. Using innovative tools and technology such as digital post its, co-creation brainstorm sessions, the theory of change structure and interactive quizzes coupled with short lectures, and case study interviews by experts, the workshops will be the perfect place to start building your social impact management and measurement strategy. 

Schedule and Time Commitment

In-house Masterclasses are scheduled based on the client wishes and availability of the faculty members. We recommend covering one Module per week and leave a minimum of two weeks between 3 and 4. 

Live sessions are 2.5 hours. Allow 1 hour outside of class for pre-reading/listening and post-session homework for each module.  

You will have access to the course content on the learning management system for 2 months after finishing this course. 


This in-house masterclass is available upon request.


Geneviève Leclerc

Geneviève has 25 years of experience in congress management and consultancy for associations. She works as a facilitator, speaker and trainer with the association meetings industry. She’s passionate about applying design thinking and lean startup practices to accompany organizations through innovation, and her most recent work focuses on achieving greater social impact. When off work, she's an avid sailor who holds a Yachtmaster Offshore certification.

Senior Changemaker

Rebecca Johnson

Rebecca’s passion for process and results driven sustainability strategies in tourism and events organisations has led her on a fast and furious journey in recent years, fine tuning her sustainability knowledge and experiences to become an expert in her field. With a full bundle of qualifications under her belt (ISO 20121, ISO 14001, GSTC, Travelife Auditor, GRI, Biosphere, Sustainable Event Alliance accreditation) and experience in providing sustainability trainings, Rebecca is well equipped to guide the full range of destination stakeholders in their mission to develop and implement a sustainability strategy.

Founder, Social Impact Reporting

Fathma Khalid

Fathma is a Social Impact Measurement Consultant, working with businesses and organisations to track and measure the social impact they create. Experienced with methods including Social Return on Investment, Logical Frameworks and Theory of Change, Fathma prioritises understanding the key indicators needed to determine success and building them into a compelling story.

Changemaker, GDS-Movement

Jessica Vandy

Two years ago, sitting in a conference room in Ljubljana Slovenia she had the lightbulb moment. Creating greater connections and social change between business events and communities. Measurable, tangible change - positive social impact. She recently developed Tourism New Zealand’s first social impact programme Conference Impact Aotearoa. Now at the head of her own consultancy, her business is projects, social impact, communications.

CEO, eko6

Sebastien Turbot

Until recently, Sebastien was the Executive Director at the New Cities Foundation, a global non-profit with a mission to shape a better urban world for all by fostering urban innovation and entrepreneurship. He leads global projects on key focus areas including smart cities, urban tech, placemaking, urban wellbeing, urban mobility, artificial intelligence, proptech and urban financing.

Chief Changemaker

Guy Bigwood

For the last 15 years, Guy has been delivering award-winning consulting services focused on helping cities, governments, corporations and associations step up, scale up and speed up their sustainability programmes and regenerative practices. Guy’s pioneering work has been recognised with 22 sustainability awards including the Events Industry Council Pacesetter Award, and recognition as a Fellow of the Institute of Environmental Management and Assessment.


Loren Christie

Loren Christie has 23 years experience in the travel & tourism industry including 17 years with Starwood Hotels & Resorts based in Toronto where he worked in every market including overseeing the international congress market for two of Canada’s largest convention hotels, the Sheraton Centre and the Westin Harbour Castle. From 2017-2020 he was the Director of Sales for the Canadian and International Congress markets at Destination Toronto overseeing the International Congress Team and assisting to expand Toronto's ambassador program, The Leaders Circle.

Changemaker North America

Alexis Keleruk

After working in tourism and events for over 10 years, Alexis set out to bring change to the industry by making positive social and environmental impacts the foundation of events and tourism. Her ethos comes from a place of personal experience. Although she graduated from Simon Fraser University, she found her best education has been her life experiences of global travel and working abroad in Africa, Colombia and the Philippines. Tourism is a very powerful tool to help solve global inequality and enact environmental change. But can be detrimental to communities and the environment if not managed properly.
  • 1

    Introduction to Impact Strategy and Measurement Masterclass

    • Impact Strategy and Measurement Masterclass. Description

    • Impact Strategy and Measurement Masterclass. Learning Outcomes

    • Impact Strategy and Measurement Masterclass. Teaching Methodology and Tools

  • 2

    Module 1: EXPLORING Impact

    • Module 1 - Preparations and pre-module activities

    • Module 1 - Presentation slides

    • Module 1 - Homework activities

  • 3

    Module 2: CATALYSING Impact

    • Module 2 - Preparations and pre-module activities

    • Module 2 - Class & recordings

    • Module 2 - Presentation slides

    • Module 2 - Homework activities

  • 4

    Module 3: COMMUNICATING Impact

    • Module 3 - Preparations and pre-module activities

    • Module 3 - Class & recordings

    • Module 3 - Presentation slides

    • Module 3 - Homework activities

  • 5

    Module 4: MEASURING Impact

    • Module 4 - Preparations and pre-module activities

    • Module 4 - Class & recordings

    • Module 4 - Presentation slides

    • Module 4 - Individual team work

    • Module 4 - learnings and feedback

  • 6

    Module 5: CREATING Impact (Optional)

    • Your opportunity to invest in additional training and support, according to your needs and unique situation!