Geopolitical uncertainty surrounding the Trump administration dominated conversations at IMEX Frankfurt 2025, emerging as a key concern in both education sessions and informal discussions on the show floor.
Despite the backdrop, the event wrapped Thursday with a strong showing: 13,000 attendees and more than 4,000 buyers participated in 67,000 pre-scheduled meetings over three days — figures that CEO Carina Bauer said matched pre-pandemic levels. Organizers said the show was the largest ever in terms of exhibitor floor space.
Still, instability has been impacting meetings. Cvent’s latest global sourcing data shows a loss of around 5% of room nights in Europe year to date.
One education session specifically addressed the first 100 days of the Trump administration and dispelled some of the misconceptions about welcoming business travelers to the U.S. The session featured Kevin Hinton, managing director, group travel of the U.S. Travel Association, and Elliott Ferguson, President & CEO of Destination DC, who was recently deposed from his role at chair of Brand USA.
A joint study by The Hague & Partners Convention Bureau and the European Society of Association Executives revealed overwhelming concern from association and nonprofit executives, with 28% saying they had already relocated their events to more politically stable regions, although it did define or ask respondents what they consider these to be.
An Industry Reliant on Political Support
Programming at IMEX Policy Forum, which connects government officials with industry leaders, mostly avoided the issue. But many spoke about the need for industry leaders to maintain ties to policy makers and it showed in announcements from several destinations at IMEX Frankfurt 2025.
London’s Deputy Mayor for Business and Growth, Howard Dawber, took part in the forum and joined the London Convention Bureau at the show to outline the city’s 10-year experience economy growth plan, and highlight 10 major international congresses scheduled for 2026, projected to generate $337 million (£250 million).
A delegation of state-level policy makers from Maharashtra, India, also took part in the forum. On Wednesday they officially launched the Maharashtra Convention Bureau with an emphasis on promoting the capacity of the 2022-built, one-million-square-foot Jio World Convention Centre to the global market
Ireland’s Minister for Enterprise, Tourism and Employment Peter Burke, who took part in the forum three years ago was also on site to launch the country’s Business Events 2030 strategy, which targets 8% annual revenue growth through 2030 for a sector worth $1.13 billion (€1 billion).
Luxembourg’s Minister Delegate for Tourism Eric Thill was also present to announce Bettina Bunge as Luxembourg Convention Bureau’s new CEO, while unveiling a fresh brand identity.
ICCA Rankings Reveal Shifting Competitive Landscape
For many destinations, the ICCA rankings remain a key way of demonstrating marketing activity success to policy makers or anyone else making budgetary decisions. This year saw the return of Vienna to the top of the city rankings, with Lisbon in a close second.
The U.S. led the country rankings, with Italy maintaining its second place. ICCA expanded its analysis and included alternative city rankings where Dubai led cities in average event participants and Barcelona topped direct revenue generation with an estimated $360 million in total direct economic return.
Partnerships Strengthen Industry Cohesion
Two bodies representing the global industry — one U.S.-based and one EU-based — announced a refreshing partnership. The Events Industry Council (EIC) and the Joint Meetings Industry Council (JMIC) agreed to coordinate efforts in sustainability, advocacy, and research. The collaboration offers a welcome respite to the polarized political climate, even if it is long overdue.
New Research Highlights Industry Challenges
With diversity and sustainability taking the brunt of some of the Trump administration’s early initiatives, IMEX Frankfurt 2025 saw the announcement of research and resources offering insights for destinations and associations.
The Global Destination Sustainability Movement and the European Travel Commission published “A Destination’s Guide to the New EU Sustainability Regulations,” offering practical guidance on sustainability reporting requirements and environmental claims compliance.
Amid U.S. political pressures, Destination Canada released year-two findings of its Legacy & Impact Study, focusing on identifying the key legacy drivers for business events, pre-event success factors and outcome categories for measuring impact.
Finally, a new study on event funding revealed a significant disconnect between stated goals and selection criteria. The analysis of 115 destination bid funding support programs by Conferli, #MEET4IMPACT and the Global Destination Sustainability Movement revealed that 91% of destinations claim to prioritize positive impact, but only 6% include environmental or social impact criteria in funding decisions.
