Course Description

Less than 15% of destination strategies have clearly defined impact strategies, SMART performance and outcome indicators. 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 performance. 

The masterclass is divided into 4 modules that will redefine, refocus and refresh perspective on how to approach an impact strategy. You will also learn about measuring the impact of the strategy and how to implement it in order to maximise your destination’s overall impact in environmental and social goals.

  • 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 the internationally recognized framework of the UN SDGs for creating and communicating value from actions.

  • Outcome #3

    Apply the basics for impact measurement to your destination strategy generating long term value for all stakeholders. Develop (in teams) your destination’s social impact strategy.

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, case study interviews and expert guest speakers, the workshops will be the perfect place to start building your social impact management and measurement strategy. We want to work together through live sessions to ultimately make you get the best out of our experts - by doing so, you will be catalysing the development of new strategies to compete internationally and to support a regenerative visitor economy.

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.

Live sessions are 2.5 hours. Allow 1 hour pre-reading and another 1-2 hours for homework, reading and reviewing after 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.

Founder, The Tenth Letter Consulting

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.
  • 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: DEMONSTRATING 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