The business value of showing up in person was evident across day two of IMEX America, with exhibitors securing new opportunities, buyers seeking emerging or new destinations and industry leaders exploring why human connection remains the event sector’s most powerful advantage.
For many destinations exhibiting at the show, the benefits of being in the room were already tangible.
For São Paulo, a first-time exhibitor, IMEX America provides a platform to introduce the city to new audiences. Estella Barros from the City Hall of São Paulo said: “People are looking for new destinations for incentives, and our city is still a new destination for much of the world. We want to grow our business in the U.S. market, and having our own booth lets us show what makes São Paulo different.”
Another newcomer, Montenegro, also noted buyer appetite for newer destinations. Aleksandra Maksimovic from the National Tourism Organisation of Montenegro said: “Buyers are interested in a new destination they can explore. Montenegro is growing as a meetings and incentives destination, with prestigious hotel brands arriving and our capacity increasing.”
The value of market visibility was echoed by Carolyne Nkwihoreze from the Rwanda Convention Bureau, which returned to IMEX America this year. “It’s only day one and we already have three RFPs. We’ve had really good meetings with buyers looking for a new destination in Africa, and we’re optimistic about converting that interest into business. The more buyers see us at IMEX, the more confidence they build in Rwanda.” Among the enquiries received were requests from Wikipedia, the International Federation of Landscape Architects and the Council for Advancement and Support of Education.
“The power of the room”
The importance of face-to-face meetings was also a central theme in education sessions at the show floor’s multi-theater Inspiration Hub.
During the State of the Industry, Kevin Hinton of US Travel, Amanda Cox of Marriott Bonvoy Convention & Resort Network and IMEX’s Carina Bauer discussed the memory-making power of live events; destination perception versus reality; place leadership; intentional event design and controlling the controllables during periods or moments of uncertainty.
Carina explained: “There’s always a limit to what you can control but we’ve learned to lean into contingency planning. We always consider the worst-case scenario and we plan for that.”
Speaking about shared risk between clients and suppliers, another topic prompted by moderator, Kai Hattendorf, partner at jwc, Amanda commented: “Change is the only constant in this industry, right? We all understand that risk has to be shared and there is open dialog around that now. After all, we all want the same thing.”
Designing events for everyone
Creating environments where all attendees can participate fully was another theme on day two.
In Neurodivergent-inclusive events on any budget: practical actions, Paula Rowntree from the Australian Psychological Society shared evidence-based guidelines developed in partnership with international organizations including the American Psychological Association.
“Different sounds create different impacts on the human brain,” explained Paula. “One of the most beautiful sounds to the human brain is nature meaning planners can use nature sounds as the backing track to their event.”
For hosted buyer Raumon Tatum from Etherio, Illinois, inclusive design strengthens engagement for everyone. “Inclusivity means meeting people where they are and making them feel understood and seen. When attendees feel comfortable, engaged and seen, the event becomes something they’re excited about rather than another work obligation. They can then participate fully and take useful learning back to their organization.”
From new business leads to more inclusive experiences, day two demonstrated that the value of the ‘IRL’ room lies not simply in bringing people together, but in what becomes possible once they’re there.
- IMEX America is currently taking place October 13-15 at Mandalay Bay, Las Vegas.
- Latest news and photography: https://america.imexevents.com/press-and-media
