The first IMEX in Frankfurt since 2019 proved to be a momentous occasion for the global meetings, events and incentive travel industry this week. It was marked by an outpouring of camaraderie, celebration and, most importantly, business.
After an enforced break of three years due to the pandemic, this IMEX show was always going to feel special. The question was, how special? Feedback from exhibitors and buyers made that abundantly clear. Day one saw Messe Frankfurt land two unexpected contracts, an endorsement of the team’s decision to exhibit on their own stand for the first time in 20 years and to promote their venue more assertively
Daniel Reid, Assistant VP of Global Sales Europe for Shangri-La Group was delighted with the quality of business leads: “For example, we had six really strong enquiries from big brands for large groups. They include Google, Herbalife and a big telecoms company. Those enquiries span London, Abu Dhabi, Tokyo and Dubai. I’d sum it up as serious business from serious buyers,” he said.
Christine Spitzenberg, Senior Sales Manager at Messe Frankfurt who were exhibiting on their own stand for the first time, said: “This is my 17th IMEX, and the best IMEX in years. My first appointment on Tuesday was a direct enquiry with a new client for a medical congress for 5,500 people with 15,000 sqm of exhibition space for 2028 or 2030.”
Similarly positive feedback came from Lourdes Bizarro, Meetings & Bids Manager, Los Cabos Tourism Board: “This is our first IMEX and it’s been fantastic to meet planners and to educate them on Los Cabos because our destination isn’t famous for business events. We’ve had more than 180 appointments and pre-IMEX we established alliances with MPI and Site to run events with them to help raise our profile.”
Throughout the IMEX education programme, many presentations focused on future trends, current behaviours and changes to ‘industry norms’. Shorter sales cycles; an emphasis on sustainability; niche, highly targeted events plus shorter meetings and events are all forecast, and desired by attendees. Wellness is now front and centre, with a change in the story: an end-to-end duty of care to attendees, including consideration for their mental health, rather than a traditional focus on smoothies for breakfast or morning yoga, although both are expected too.