IMEX Frankfurt Marks 20th Anniversary With a Show of Industry Camaraderie, Optimism and Fortitude

June 17, 2022

The first IMEX Frankfurt since 2019 proved to be a momentous occasion for the global meetings and events industry, as professionals gathered with colleagues to celebrate the return of events, reconnect, learn from industry peers and conduct business.

The show, held May 31 to June 2 at Messe Frankfurt, drew approximately 9,000 attendees, including nearly 3,000 buyers, and 2,300 exhibiting companies.

“It’s clearly been a great week for our global industry,” said Carina Bauer, CEO of IMEX Group. “The show was imbued with a sense of camaraderie and celebration, and it felt good to be back together in the same room—that’s the feeling our industry thrives on and is motivated by.”

Positive Reception

Feedback from exhibitors made it abundantly clear that the show was special indeed, following a three-year hiatus due to the pandemic.

Messe Frankfurt reported that it landed two unexpected contracts, a testament to the team’s decision to exhibit on their own stand for the first time in 20 years and to promote their venue more assertively. 

Christine Spitzenberg, senior sales Manager at Messe Frankfurt, said it was her 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 square meters of exhibition space for 2028 or 2030,” she said. 

Daniel Reid, assistant vice president of Global Sales Europe for Shangri-La Group was delighted with the quality of business leads, with very strong enquiries from big brands for large groups.

“They include Google, Herbalife and a big telecoms company,” he said. “Those enquiries span London, Abu Dhabi, Tokyo and Dubai. I’d sum it up as serious business from serious buyers.”  

Similarly positive feedback came from Lourdes Bizarro, meetings and bids manager of the Los Cabos Tourism Board.

“It’s been fantastic to meet [organizers] and educate them on Los Cabos because our destination isn’t famous for business events,” he said. “We’ve had more than 180 appointments.”

On-Trend Education

Throughout the IMEX Frankfurt education program, many presentations focused on future trends, current behaviors and changes to industry norms. Shorter sales cycle, an emphasis on sustainability, niche, highly targeted events and shorter meetings and events are all forecast and desired by attendees. Meanwhile, wellness continues to be front and center, 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 features such as smoothies for breakfast or morning yoga, although both are expected as well. 

Importance of Ongoing Health and Safety Protocols

Many attendees confirmed that while some destinations are offering financial incentives to attract events, buyers’ current top priority is how well destinations have managed the COVID-19 pandemic. Many agreed that financial incentives are helpful (if ethics policies allow), but proof of consistent and ongoing health and safety management is more important, coupled with strong partnership values. 

Pleasantly Surprising Show Touches

In Hall 9, IMEX’s focus on an improved show experience was readily apparent, wowing many attendees as they entered. A feast for the eyes with its colorful rainbow road, grassy Central Park surrounded by cabin-style food trucks, trees and abundant live plants, Hall 9 aimed to express the IMEX team’s commitment to biophilia (our innate human affinity with the natural world). The design team succeeded in making a huge hall feel homey, comforting, accessible and “good for the soul.” Attendees commented on the level of investment and care that had gone into crafting the special space, which included three branded education theatres, Forest, Ocean and Canyon; the hosted buyer lounge; a food court, private nook pods and more. For the first time, MPI and the International Congress and Convention Association (ICCA), also offered education and a series of hot topic meetups in Hall 9. 

With all positive feedback about massive amounts of business deals made, excellent and timely education, and impressive show features, all indicators at IMEX Frankfurt this year suggested that 2023 and 2024 are going to be very good years for the industry, according to Bauer.

“However, we can’t deny the challenges of a new business reality—labor shortages, travel disruptions, supply chain issues,” she said, adding that even so, event professionals are resourceful, adaptable and determined by nature. “They’ve learned a lot, and I sense a strong determination to rebuild but on new foundations.”

Bauer added, “Equally, suppliers are doing their best to flex and respond. The future looks bright.”

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.