What you couldn't stop talking about at IMEX Frankfurt 2025
From AI to Gen Z, the aisles were buzzing with conversation and connection. Here's what our speakers and attendees had to say about the hottest topics at IMEX Frankfurt 2025.
AI
AI won't replace people—it'll streamline your work life. Reggie Aggarwal, CEO and Founder, Cvent spoke about how the rise of agentic AI—a type of artificial intelligence that operates with high levels of autonomy—is allowing different skill sets to surface.
"As manual tasks are given to AI, the human ability to be creative and strategic is more important than ever. Adaptability will become a key skill at all levels of the industry."
At Association Focus, attendees explored how AI allows associations to report monthly instead of yearly, allowing them to respond quicker to industry changes and member needs.
Genevieve Leclerc, CMP, CICE of #MEET4IMPACT showcased ImpactAIQ, first piloted by Tourisme Montréal, which seeks to measure the true impact of an event. With the launch predicted in early 2026, it has the potential to revolutionize how we work in events.
While AI is set to significantly impact our industry; its main role will be to enhance human connections—not replace them.
Gen Z and rising talent
Generational differences and welcoming the new wave of event professionals can feel like an ever-changing mission—but the challenge of recruiting and retaining new talent may not be what you expected.
"Are we meeting students and young professionals where they are? Are they being exposed to the industry? How are we integrating these future leaders into the industry and our companies?"
Key points:
- Early exposure: David Gerrard of VisitScotland explained that students have little to no actual exposure to the industry while at university. While representatives of other industries often speak on campuses, the business events industry can remain a mystery. Spark interest at an early age and then nurture the talent
- Recruit from diverse backgrounds: Many of our future leaders (and current industry stalwarts) don't have event management degrees. Politics degrees could align well with roles in DMOs or convention centers—educationally diverse backgrounds offer fresh perspective and valuable skills
- Impact is a selling point: Gen Z and Millennials are values driven, especially when it comes to social impact and sustainability. It's essential to talk about the positive impact they can contribute to our industry and communities through roles in business events
An extra note:
Different generations bring different strengths, take advantage of fresh perspectives from the next generation while integrating older generations who are leading with experience. Collaboration across generations is key.
Budgets
It gets a bad rap as a “boring” topic but without budgets, where would we be? Lisa Grimaldi, Editor Incentives and Destinations, Northstar Meetings Group, and Shawn M. Sawyer, President and Creative Director Cacique International Ltd. shared results from the latest Northstar Meetings Group/Cvent Incentive PULSE Survey:
"30% of planners reported budget cuts—the highest in four years."
Planners are also reporting a 22% increase in costs, mainly accommodations, airfares and supplier staffing, but client expectations remain high. At Monday's Exclusively Corporate program, humanizing, putting your budget cuts in context, to your budget holder was a topic of discussion.
"Your budget holder will feel the increase, year on year... Try to contextualize your cost in their lives."
Travel and policy
We can't ignore the policy and social changes taking place in the US and the impact this will have on events. Elliott Ferguson, President and CEO of Destination DC and Kevin Hinton, CAE, Managing Director of Group Travel U.S. Travel Association shared insights on an everchanging situation:
- The US welcomed over 10 million visitors in April 2025, with only a 1% drop compared to 2024. While there have been isolated reports of incidents, the typical arrivals experience for international travelers remains unchanged from previous governments
- The travel and events industry in the US is still striving for diversity, equity and inclusion. Kevin and Elliott encouraged planners to promote and strive for inclusive events and to speak out against negative policy changes
- Business events remain strong, with multiple high-profile events including the 2026 FIFA World Cup, the US industry is a $130 billion sector supporting 600,000 jobs
The focus wasn't only on the positive; Kevin and Elliott recognized the impact of federal government changes, noting a 5 to10% drop in attendance at some events. We spoke to Kevin after the session for a deeper dive, hear what he had to say:
What does it all mean?
We don't have all the answers, but we do know that coming together to learn, network, connect, agree and disagree, is what makes us grow.
We loved hearing your hot topics at IMEX Frankfurt 2025 and look forward to sharing more at IMEX America in October. Registration is now open. Join us to be a part of the industry hot topics discussion.
