Insights from the Toronto International Map Industry Association (IMIA) Conference
Maps are important. I know that, and if you are reading this, you likely know that as well. Whether you are using maps to find the nearest café or planning fieldwork, maps are indispensable, and thanks to our devices, they are everywhere. From drawing lines in the sand to paper maps, and now to digital platforms, how we conceive, make, and distribute maps has changed significantly.
The IMIA event in Toronto was small but full of value. Running from 10 AM to 4 PM, followed by a 5 PM cocktail reception, it brought together over 20 participants from seven companies. Industry leaders gave talks, companies showcased their maps, and there were fun activities such as the trivia game. I especially enjoyed hearing how people started their mapping careers. Networking was efficient, with five-minute one-on-one sessions, and the day ended with a casual reception at C’est What.
The International Map Industry Association (IMIA) holds regular conferences for its members and the public. These events bring together cartographers, publishers, and distributors to exchange ideas, explore new technologies, and build business partnerships.
This was the first time IMIA held an event in Toronto, Canada, and it attracted many seasoned industry experts.
At the most recent IMIA event in Toronto (Thursday, August 22nd, 2024, Westin Harbour Castle | 1 Harbour Square, Toronto, ON M5J 1A6, CA), I had the opportunity to participate in the IMIA event and interview three of the participants: Rebecca Bennett from Avenza Systems Inc., Andrew Allen from Backroad Maps, and Steve Burry from Dennis Maps Ltd. These three leaders in shared not only their career journeys but how their companies have grown in the mapping industry.
As a newcomer to the IMIA, I was interested in learning what the importance of the IMIA is to the participants. I met some successful people and they shared their perspectives on the industry and the work of the IMIA.
The first of these was Rebecca Bennett, Support Manager at Avenza Systems. She helped organize the event and even ran the trivia game, keeping things fun and engaging. Avenza Systems is known for its mapping software, and Rebecca ensures their customers get the best support to use those tools effectively.
Steve Burry, the Managing Director at Dennis Maps, was amiable and full of experience and wisdom. He was always open to chatting and sharing insights throughout the event. Dennis Maps, based in the UK, is known for producing high-quality printed maps, and Steve’s leadership has kept the company at the forefront of the industry.
Andrew Allen, from Backroad Maps, came across as incredibly smart and experienced. He had strong opinions about the industry and shared some really insightful perspectives during the event. Backroad Maps specializes in detailed outdoor maps, helping adventurers navigate Canada’s most remote areas, and Andrew plays a key role in shaping their direction.
The three companies I talked to were all amazing and accomplished.
GoGeomatics: Have you participated in other IMIA events before? How does this event compare to your previous experiences?
Rebecca Bennett, Avenza: I’ve attended two IMIA events previously, the Mapping Leaders Forum in Denver, in 2023 & 2024. Both events were great to attend with a different theme at each, and a great variety of speakers. The Toronto event was a bit more intimate with a smaller group but allowed for the same type of networking which I think is key!
Steve Burry, Dennis Maps: Yes, I have participated in a number of IMIA events in different locations including Denver, Frankfurt and London. Whilst the Toronto event was smaller in terms of the number of attendees, this did have the benefit of deeper and more detailed discussions being had than might otherwise have been the case within a very large group.
Andrew Allen, BRMB: I was invited to the Toronto Map Summit by Tristan Lyttle at Avenza Maps. Back in the 90’s, I did participate in an IMIA event. So, it’s been a while and great to be back.
GoGeomatics: What were your key takeaways from this event?
Rebecca Bennett, Avenza: The key takeaway for me was that the Canadian mapping industry is more robust than people think it is, and there are so many trailblazers right here in Canada who make a difference in the world of cartography that most people don’t even realize.
Steve Burry, Dennis Maps: That the Canadian map industry is quite vibrant, with an interesting combination of traditional map publishers together with organizations working at the very front of advanced digital map technology.
This combined with the backdrop of the sheer physical size of Canada as a country means that there appears to be a great deal of scope for all of these organizations to continue to develop their products and offerings moving forward.
Andrew Allen, BRMB: Canada is a North American leader for map publishing and cartography.
GoGeomatics: Did you make any new connections at this event? How have these connections been valuable to you?
Steve Burry, Dennis Maps: Yes, a number of new connections were made at this event and I am hopeful that these will prove to become valuable over time.
Andrew Allen, BRMB: Yes, the event brought together like-minded people in the cartography, software development and map publishing world. The connections will help build and modify systems as well as provide a different knowledge base regarding the future of cartography and mapping in general.
GoGeomatics: During the event, did you notice any new trends or changes in the industry? How do you think these trends will influence the development of the mapping industry in the coming years?
Andrew Allen, BRMB: Not specifically, at this event we did not talk about mapping trends regarding new technologies being integrated today. We did however discuss the growth and visions of cartography advancements, print publishing maps, software as well as education of geography. It’s important for academia, government and private firms to understand the value of cartography integration into GIS systems, and public models moving forward. Without skilled storytellers to help extract, facilitate and understand the data for the intended audience, society could lose the visual component of the story. The advent of AI has the potential to hugely benefit map makers as well as it the potential to disrupt the value of a story. The principle cartographic conventions vary but the messaging can be shared thematically. Investing in cartographers to build, translate and uncover the core values of the dissemination within the AI the potential could be unlimited for the developer.
GoGeomatics: As a participant in IMIA, how important do you think IMIA’s role is in the global mapping industry?
Steve Burry, Dennis Maps: I feel that the IMIA has a very important role in the global mapping industry. For example, by continuing to organize events such as the Toronto Summit and therefore enabling map industry organizations around the world to make meaningful connections.
Andrew Allen, BRMB: As a newbie to IMIA, I see it’s important to build and grow. Is it possible to identify more players? Be it educators, professionals and other industries. To stay viable, you cannot be self-congratulatory you have to be honest and forward-thinking.
GoGeomatics: Which contributions of IMIA, in terms of standardization or technological innovation, do you find most significant?
Rebecca Bennett, Avenza: I think the IMIA brings a great business perspective to the global mapping industry, that plays very well with other groups such as the ICA, and more localized groups such as CCA.
Steve Burry, Dennis Maps: I feel that the IMIA events such as the Toronto Summit do provide a vehicle for innovations to be brought forward to a knowledgeable group of industry peers in a supportive forum that is very receptive to new ideas and technologies.
Andrew Allen, BRMB: We all have our places in IMIA. The event showcased some of the sectors. I found them all engaging.
GoGeomatics: What are your expectations for future IMIA events?
Steve Burry, Dennis Maps: I believe that the IMIA will continue to organize similar Summit events in different parts of the world and how best to facilitate these events effectively will no doubt prove to be key to the ongoing success of the organization.
GoGeomatics: Are there any new topics or technologies you would like to see covered in future IMIA events?
Andrew Allen, BRMB: Web/App based “Map services” for industry; Open Street Map “OSM deployment” for map makers
GoGeomatics: How do you think IMIA could further support the development of the industry?
Steve Burry, Dennis Maps: To continue to promote the global reach of the organization and to emphasize the importance and benefits of IMIA membership. I am sure that there are a number of map industry organizations around the world who are not currently aware of the activities of the IMIA and the potential benefits that membership of the IMIA could bring.
Andrew Allen, BRMB: Stay active within academia and schools, the foundation of the industry is based on young people’s access to geography-based information.
Jonathan Murphy, CEO of GoGeomatics Canada, presented the Canada Maps & Poster program at the IMIA Toronto event. The program is a collaboration between IMIA and the Canadian Cartographic Association (CCA). Jonathan picked up maps from the IMIA event and brought them to the GoGeomatics Expo in Calgary, as part of this program.
Additionally, you can check out the article about the Map and Poster Gallery here: link to the gallery.
The mapping industry has come a long way. It has been constantly evolving over the past few decades. Change is always happening whether it’s traditional paper maps or modern digital platforms. Cartographers are always finding new ways to merge maps with technologies like GIS and AI. After the IMIA Toronto event, I am so lucky to have spoken with three professionals from different companies. They shared their journeys and reflections on the event. Their stories gave us a clear picture of the industry today, how companies operate, and the value they’ve found in being part of IMIA.
For years, IMIA has been more than just a meeting place. It has created a community for mapmakers and the wider industry. People come together to share experiences and build valuable relationships across the globe. As we look ahead, the industry will keep evolving with new technologies. But the timeless values of cartography will continue to ground us. Innovation and tradition will coexist. As the interviewees noted, IMIA will remain a key player in bringing people together. It will foster collaboration across borders and drive progress.
Want to be part of that future? IMIA invites you to join the Mapping Leaders Forum on May 14-15, 2025, in London.
