The 21st edition of IMEX Frankfurt, the world’s premier trade show for the meetings, incentives, conferences, and exhibitions (MICE) industry, wrapped up with record-breaking attendance, engagement, and business activity. Held at Messe Frankfurt, this year’s show marked its largest edition yet, affirming the robust resurgence of face-to-face events in a post-pandemic era.
Record Turnout and Buyer Engagement Define a Milestone Edition:
Over 13,000 attendees from more than 100 countries, including 4,000+ hosted buyers, convened for three vibrant days of networking, knowledge-sharing, and strategic meetings. The show facilitated an all-time high of 67,000 pre-scheduled meetings, reflecting a 10% increase from 2024, and underscoring the escalating global appetite for business events and the value of human connection.
Frankfurt: A Global Powerhouse for the Events Industry
With state-of-the-art infrastructure, strong air connectivity, and deep economic diversity, Frankfurt continues to shine as a top-tier international convention destination. According to the German National Tourist Board (GNTB), Germany remains a leading global meeting hub, and Frankfurt plays a vital role in supporting the country’s National Tourism Strategy, which champions sustainability, digital innovation, and business travel development.
Sustainability and Design Take Center Stage:
With Frankfurt named World Design Capital 2026, IMEX is already aligning future editions with design thinking and sustainable innovation. Carina Bauer, CEO of the IMEX Group, noted:
“Design thinking will shape the future of events. We’re excited to deepen our collaboration with Frankfurt as we lead the industry into a new era.”
IMEX’s commitment to sustainability was evident through initiatives like zero-waste policies, digital materials, public transport incentives, and local community inclusion, in line with Germany’s Federal Environmental Agency (UBA) and the UN Sustainable Development Goals (SDGs).
Storytelling and Personalization Transform MICE Strategy:
The role of storytelling in business engagement emerged as a central theme. Claudia Kliem, Senior Manager of Group Sales at BWH Hotel Group, emphasized:
“MICE is a people-first business. Telling your story in person makes all the difference.”
This trend mirrors insights from UN Tourism, which advocates storytelling and personalization as core strategies in destination marketing and modern event planning.
In-Person Meetings Regain Importance in a Digital World:
Heledd Williams, Head of Business Events at Meet In Wales, captured the sentiment echoed throughout the show:
“Meeting face-to-face sparks creativity and trust. The energy at IMEX is irreplaceable.”
With digital fatigue growing, the value of authentic, experiential travel and real human engagement has resurfaced as a driving force in the industry, aligning with research from the European Travel Commission.
Diverse Global Representation Highlights MICE’s Global Impact:
IMEX Frankfurt 2025 welcomed destinations from Africa, Asia, the Middle East, Europe, and the Americas, reflecting the growing significance of MICE tourism in fostering economic resilience, cultural exchange, and international cooperation.
Associations such as the Pacific Asia Travel Association (PATA) and SITE (Society for Incentive Travel Excellence) praised IMEX for its unmatched ability to bring together global business travel decision-makers.