“First, and perhaps most surprising for all of us, exhibitor and buyer demand is tracking slightly ahead of the same point last year. The show is as large, as commercially loaded, and as globally diverse as it's ever been.
"I'll be honest—even after all these years, the resilience of the global meetings and events industry still catches me off guard sometimes. I've been with IMEX since the very start, and I've watched us navigate some genuinely difficult moments: the 2008 financial crisis; volcanoes; strikes, and the Covid pandemic. But the level of commitment we're seeing right now, from so many different markets, has impressed me all over again."
The result is 3,500-plus hosted buyers confirmed and 4,000-plus total buyers expected from 60-plus countries. Added to that, 24,500 meetings were booked in the first week the system went live; every one chosen by a buyer who decided, entirely on their own terms, that they wanted that business conversation. At IMEX, buyers select who they meet. There's no algorithm making those decisions for them, which means when a buyer books a meeting, it reflects genuine business intent. For our exhibitors, that distinction matters.
The Gulf region—steady, committed, present
"Perhaps the clearest signal of all has come from the Gulf region where not a single destination has reduced its booth. Abu Dhabi, Ajman, Dubai, Oman, Qatar and Ras Al-Khaimah are all confirmed with the same space as last year, and a representative from the UAE Ministry is also coming to the show. These are destinations with a long-term investment in the market, in their business potential, and their value to our industry. They understand the importance of being seen, consolidating relationships, and keeping their eyes firmly fixed on the far horizon," says Heather.
Buyers are getting ahead of problems
Liz Brand, Head of Hosted Buyer Relationship Management, has also been kept on her toes. "We made a deliberate choice early on not to wait and see. Rather than leaving buyers to navigate travel disruption alone, we reached out to Australian buyers, for example, and to anyone routing through the Middle East, well before they needed help. We offered to assist with re-routing before they'd even thought to ask. From everyone we contacted, only a handful of buyers canceled. This says something about demand for the show and the trust these buyers place in us.
"These relationships don't happen overnight. One buyer summed it up: “I hadn't even thought to ask, but you called me and supported me with a Monday night when our flights were changed. Your team is literally one step ahead. That meant I could be there bright and early Tuesday morning.”
"That's what 25 years of nurturing relationships with buyers, intermediaries, airlines, hotels and ground transport partners in Frankfurt makes possible. Decisions that might seem complicated become straightforward when the infrastructure and the goodwill are already there," says Liz.
A show floor growing in every direction
Heather and the sales team have been busy shaping and reshaping the show floor due to demand. “Africa is heading for one of its largest-ever representations, with Mozambique and Angola exhibiting for the first time, and Tunisia and Uganda both returning. Japan is set for one of its biggest participations, while Kyoto is doubling its footprint. Malaysia is also expanding. Brand USA will be there in force once again and California is taking its own booth for the first time. Uruguay has doubled its partners, and Mexico and Egypt have both doubled their booth space.
"Egypt's story is one I find genuinely encouraging," says Heather. "A few years ago, political uncertainty made their path to growth difficult. This year they've doubled their booth size. It's a good reminder that when destinations commit to this industry for the long term, the results follow. I'm thrilled to see them thriving now."
Frankfurt’s design capital moment
IMEX’s host city has been named World Design Capital 2026, and that energy will run through the entire show. "Our theme, Design Matters, spans exhibitor stories, booth concepts, and our fully redesigned Hall 9, which is home to our Hosted Buyer Lounge, education theaters and a wide range of activations, not forgetting German language education sessions from the MICE Impact Academy. It's a big investment in the experience of being at the show and a reflection of our own design thinking in practice," explains Heather. “We’re encouraging exhibitors and partners to share their Design Matters stories with us. This theme continues into 2027 making it a great storytelling and sales opportunity.”
What the last few years have taught us
"I sometimes think about what it means that we seem to have made every show look easy for the last 25 years. That's our job. Our attendees shouldn't see the effort. But the effort is real, and the team that carries it is extraordinary. We've grown from a handful of people to 80-plus, and the knowledge and character built up over that time is something you simply can't replicate. It's what we lean on when things get unpredictable,” reflects Heather.
"Covid was, in its own strange way, a masterclass in contingency planning. It sharpened our instincts, tested our relationships, and gave the whole industry a kind of psychological resilience that none of us felt quite as deeply before. The bounce-back came faster than most expected, and I think that experience has stayed with people," she says.
“And this year business hasn't gone away but it is moving, shifting markets and finding new routes. The conversations happening in Frankfurt will shape where a lot of it lands. And there's something else worth saying: for anyone trying to get an accurate read on where this industry is genuinely headed, there's no substitute for being in the room. The speculation and the headlines will still be there when you get home. What you'll find at IMEX in May 2026 is something closer to the truth—the real shape of the global market, told by the people in it every day.”
