Our Managing Director, Donna Kessler has just returned from IMEX Frankfurt 2025, in our mind – one of the most important global gatherings for the business events industry. This year’s event delivered an optimistic atmosphere, filled with insightful discussions, innovative solutions, and some stark realities about the evolving landscape of incentive travel and business events.

Image:  Donna with Hasan Dinc, Managing Director ODS Turkey & President Elect, SITE Global.
Our DMC partner in Turkey

 

Here are the key takeaways from the show.

Business Sentiment: Cautiously Optimistic

The overall sentiment at IMEX Frankfurt was overwhelmingly positive, with strong engagement across the show floor. Many destination management companies (DMCs) reported healthy demand, particularly from the American market. However, conversations also reflected a shift toward more cautious behaviour, especially when it comes to U.S. groups travelling internationally.

While demand exists, group sizes have declined, and short booking windows are becoming the norm. Uncertainties around travel re-entry procedures, new U.S. trade tariffs, exchange rate volatility, and rising travel costs are contributing to hesitancy and more conservative planning cycles.

Top 3 Trends That Emerged

  1. Geopolitical Landscape

The global political climate is having a noticeable impact—particularly on association meetings and global conferences. Organizations are responding by regionalising their events to minimize international travel risks. This trend is redefining how, where, and for whom events are being planned.

  1. AI and Technology Integration

AI was a standout theme. From basic conversational tools to Agentic AI—autonomous systems that plan, make decisions, and execute workflows—technology is reshaping our industry.

AI is already streamlining event planning through real-time translation, smart agenda builders, and intelligent matchmaking tools that connect attendees with uncanny precision. But adoption doesn’t need to be rushed. As an industry, we need to keep evolving and focus on digital solutions that fit our business models.

A good takeaway? Ask your stakeholder partners  what they’re doing in the AI space, and lean on on them to help you accelerate

  1. Talent and the Human Touch

Despite the rise in automation, the human element remains irreplaceable. The talent our industry needs now are adaptable critical thinkers with creativity and empathy—especially in sales. Attendees don’t want to be sold to; they crave meaningful connections and small, intimate conversations.

It’s all about Content. Connections. Conversations.

Image:  Our DMC partner in Germany, Jens Blaumeier, Owner Inbound Services sharing updates with our Australian Buyers

 

Wellbeing and Experience Design: The Rise of the Human-Centered Event

IMEX Frankfurt showcased a noticeable shift toward wellness-driven experiences. Attendees were offered breathing sessions, meditation, and Qi Gong exercises—signalling that physical and emotional wellbeing is becoming just as important as networking.

Immersive, multi-sensory design also took centre stage, with experiences curated around scent, sound, lighting, and food—aimed at creating deeper emotional impact and memorability.

Image:  Donna with Merve Baboglu, Sales & Marketing Brand Ambassador ODS Turkey & SITE Turkey Board Member, Young Leaders.  Our DMC partner in Turkey

 

Sustainability: A Non-Negotiable Standard

Sustainability is no longer a ‘nice-to-have’—it’s a baseline expectation. Across the event, suppliers and venues demonstrated low-waste, eco-conscious solutions that didn’t sacrifice quality or luxury. Green practices were seamlessly embedded into the experience, reflecting the industry’s commitment to responsible event design.

What’s Next?

As associations pivot toward regional events and future audiences lean more into ‘communities’ than traditional memberships, the way we design and deliver events will continue to evolve.

The conversations we had at IMEX reaffirmed that while technology and external forces are shifting the landscape, the need for personal connection and purposeful experiences remains at the heart of what we do.

Want to hear more about how these trends affect your next event or incentive program? Get in touch—we’d love to start the conversation.