Tech correspondent Joe Gallop hears from exhibition organisers about their use of digital tools on the trade show floor, how the sector is evolving, and the challenges and results they have seen IMEX Frankfurt 2024, which ran 14-16 May at German city’s Messe, drew approximately 4,000 buyers and 12,000 visitors to the show, organisers have said. The MICE industry exhibition featured highlights of latest innovations, such as fresh efforts towards sustainability and issues around Gen Z recruits. Impact was the overarching theme this year.
During the show, International Congress and Convention Association (ICCA) announced a new partnership with universities to provide scholarships, mentorships and networking opportunities for students and young event planners. IMEX CEO Carina Bauer endorsed the show’s stake on young professionals: “We’ve been really pleased with the number of young people attending our Rising Talent programme for those with up to three years’ experience. It was also great to see the launch of a complementary programme - Young Stars – part of our broadest ever range of German language education and an integral part of the hugely successful MICE Impact Academy.” In addition, the IMEX-MPI-MCI Future Leaders Forum marked its 22nd year at the show.
Show content sessions included deep dives into important workplace topics such as burnout and mental health. Equally, at the planner level, there were sessions covering topics in a highly practical way, such as sustainability and especially AI (Artificial Intelligence). “It’s clear that this blend of strategic leadership sessions and practicality is giving everyone the choice they want and the personalisation they need,” said Bauer. Impact, IMEX’s Talking Point for the next two years, was embraced by partners and exhibitors with Sarawak’s vibrant, multi-sensory activations at the show entrances striking a welcoming note and others such as Singapore, Houston and Glasgow all launching different impact projects during the week.
The Google Xi CoLaboratory made a popular return to IMEX while others offering both tailored education and a variety of activations included Maritz, Encore and industry associations.
Finally, as part of its drive towards net zero, for the first time all IMEX attendees had the chance to make a climate contribution by ‘balancing’ their travel to and from Frankfurt thanks to a new partnership with Cloverly. The IMEX Frankfurt Gala Dinner Awards, held at the Sheraton Frankfurt Airport hotel, honoured the achievements, innovation and passion of individuals within the industry.
Destinations and associations used the show to share a variety of new research findings. One example was Destination Canada which revealed results from its Legacy and Impact research study, designed to track the long-term benefits of business events hosted in Canada up to 2025.
Virginie De Visscher, executive director, Business Events at Destination Canada, explained that one of the keys to successfully leveraging the legacy of any business event is government participation which the data shows can lead to policy change, higher public awareness or even direct government funding.
Insects to Feed the World
De Visscher cited the example of Insects to Feed the World conference held in Quebec to raise awareness of an emerging commercial sector: insects as a protein-rich food source for animals, humans and pets. As a direct result of the event, the Canadian government now recognises insects as a livestock and insect producers have secured both funding and new partnerships as well as a stronger new supply chain.
Genevieve LeClerc, CEO of Meet for Impact which as involved in the study, said: “This case study exemplifies the impact every city would like to have. It created momentum for a new industry. This is legacy in action.”
Purpose over profit
Attendees also learned that a growing number of global companies are reinventing business impact by pursuing purpose over profit. At one of the show’s education sessions, B better: Exclusive Collection’s impact as a socially conscious business, Danny Pecorelli, managing director of Exclusive Collection, discussed his company’s journey to become the UK’s first B Corp accredited hotel company. “It’s not bad to make a profit, it’s how you make a profit that counts. It’s not just about what you do, but also the impact you’re making in terms of who you work with. We ensure we do our due diligence across the supply chain,” he said.
Amy Calvert, CEO of the Events Industry Council, reminded her audience at the launch of EIC’s new Future Landscapes Survey that if the global events industry were a country, it would be the 13th most powerful by economic impact (GDP). She said: “As an industry we’ve tended to be reactive in the past. Now it’s time to work more closely together, to be more informed and proactive and to lead with a higher purpose.”
This article is taken from EW Issue 3, to get the digital magazine bi-monthly to your inbox, subscribe here: https://www.exhibitionworld.co.uk/subscribe
