The Meetings Mean Business Coalition (MMB) crossed over into Canadian territory today with a new licensing agreement with Business Events Industry Coalition of Canada (BEICC).

MMB’s newly created licensing agreement allows meetings industry organizations in other countries to use the coalition’s branding and messaging as an advocacy tool. BEICC is the coalition’s first international licensing partner and plans to change its name to Meetings Mean Business Canada (MMB Canada).

“We are more powerful when we come together to share information and advocate for our industry,” says Grant Snider, BEICC chair and president and CEO of Meeting Escrow. “Building on what has been accomplished by the BEICC, and aligning our efforts with the MMB coalition, will help us better communicate the importance of our $27 billion dollar, 341,000 full-time job industry in Canada and will help MMB create a template for expansion of this new industry-wide platform.”

The announcement comes on the heels of President Trump’s Monday meeting with Canadian Prime Minister Justin Trudeau, the first between the North American leaders. Trade, among other issues such as immigration and terrorism, weighed heavily on the encounter as Trump seeks to renegotiate the North American Free Trade Agreement.

“We are thrilled to welcome more international partners into the MMB family through this global expansion,” said Paul Van Deventer, president and chief executive officer of Meeting Professionals International and MMB co-chair. “This will allow us to extend the MMB brand in an authentic, grass roots and meaningful way, which truly emphasizes that meetings matter all over the world and provide a platform to engage the global events community.”

Far from being a rigid template, the licensing agreement offers the meetings industry professionals a way to build a worldwide lobbying effort that can be tailored to each region’s needs.

“Meeting face-to-face helps build stronger personal connections, yields new business opportunities and supports our local communities throughout Canada,” says Rose Timmerman-Gitzi, president of RTG Events and former BEICC chair. “We’re excited to embark on the transformation of the Business Events Industry Coalition of Canada.”