Impact 2.0: How IMEX Frankfurt Is Shaping the Future of Events

In this episode of What One Thing?, Smart Meetings’ vice president and editorial director JT Long reconnects with Carina Bauer, CEO of IMEX Group, for a second conversation about the upcoming IMEX Frankfurt 2025. Bauer shares insights into the surge in global demand despite geopolitical uncertainty and how IMEX Frankfurt prioritizes health, well-being and inclusivity through wellness rooms, mindful scheduling and accessibility initiatives.

They also discuss efforts to nurture future leaders in the events industry, including the Future Leaders Forum, Rising Talent programs and the Young Stars initiative. Bauer introduces the event’s 2025 talking point, “Impact 2.0,” emphasizing connection, sustainability and supporting the next generation of event professionals.

Transcript

JT Long Welcome back to What One Thing, a Smart Meetings podcast that provides you with a shortcut to the top of the events world by asking successful people what made the difference in their careers and lives. I am JT Long, Vice President and Editorial Director of Smart Meetings, and we are back with IMEX Group CEO Carina Bauer. We're going to learn a little bit more about what to expect from IMEX Frankfurt 2025—it's almost time. Carina, how do you feel?

Carina Bauer Yeah, excited. The show is looking great, very high demand. The team are ready. And you know, it's the time of year that every week it ramps up, so we love it. That's why we do events, isn't it?

JT That is why we do events. We got to get out there for those hugging moments, and it's something you can't do online. Exactly. But tell me, a lot is going on. Are you seeing any change in interest from international exhibitors due to the exchange rate or geopolitical disruptions?

CB I would just say we are seeing very high demand for Frankfurt, both on the exhibit and buyer sides, and we have been since registration opened at the beginning of January. We don't see at the moment that the geopolitical situation and uncertainty are particularly influencing that, both positively or negatively—not at this stage. But demand is high, so it's an interesting time in the industry at the moment because uncertainty is high everywhere. Yet, we still see tremendous confidence, demand, and excitement out there. Because we know that when we see demand, it reflects the events business generally being at a high. So, you know, it's just one to watch, but at the moment, it’s looking really strong.

JT That's great to hear. The last thing planners love is uncertainty, right? It just makes us all cringe. And sometimes when we're reacting to headlines, we're actually not reacting to facts.

CB There's a kind of fear of what could be, but it hasn't come to pass yet, is probably what I'm seeing at the moment. So, you know, we'll see.

JT Nice, nice. You are our litmus test. Okay, so talk about the goals and what to expect for health and well-being at IMEX Frankfurt.

CB Thanks for asking, because that's obviously an area that we really focused on for many years at both of the shows. We always have—in Vegas, we call it the Resilience Room. In Frankfurt, it's our Well-Being Room. So we always have that, and we have a whole raft of sessions that take place, from morning meditations to qigong, sound baths, yoga sessions, things like that. Last year we did start something called Tough Talks that we do in a quiet room in that area, which is talks for a small number of people on really tough subjects, like men's mental health. Last year we had one on suicide, there's also one about navigating grief, and I think we've got one around the menopause this year as well. Those are really interesting sessions and very, very powerful for those small number of people who take part.

We’ve always had the IMEX Run—that’s along the river at 7 a.m. People love that. It’s usually good weather, and it’s a lovely way to start the day. And also new for this year, we’re working with Go! Running Tours, and they’re going to do a walking tour of Frankfurt. We’re doing a 3K route on Thursday morning, so if you’re not a runner and want a nice, gentle walk, we’ll have that too.

We also have a Hack for Health. And then the other thing I’d say in terms of well-being at the show, apart from things like nutritious menus and focusing on that, we also really focus on accessibility generally—how can people with different needs, whether it's food allergies, mobility issues, hearing issues—how can they access the show in a way that is going to work for them?

And the final thing I’d say is the way we design the show—there’s a lot of choice in how people experience it, how they schedule the show to be good for them. They’re not forced into things. That’s also about well-being: giving people the flexibility to schedule their meetings and education their way. Some people like to pack it in—15 meetings a day and parties at night. Others need downtime. Even for hosted buyers, who have a set number of meetings, we try to make that flexible enough so they can plan downtime, eating time, education time, and serendipity time. That, to me, is a huge part of supporting well-being at events.

JT You give people agency to choose their own healthy options.

CB Exactly, exactly.

JT So how will you be supporting future leaders?

CB That’s super important. I’ll actually be off to Warsaw this weekend—they’re celebrating the 20th anniversary of the IMEX-MPI-MCI Future Leaders Forum on Monday. We always have Future Leaders Forums at our shows. About 100 students from Germany and Central Europe will attend Frankfurt this year. They get a dedicated program and a full IMEX experience. We also have the University Challenge, sponsored by the MPI Foundation. Finalists from global competitions come to Frankfurt to compete, and one of them wins a student prize at the gala.

We also have a Rising Talent track for early-career professionals. It’s a bit different—Future Leaders are students, but Rising Talent includes those already in the workforce. And for the second year, we’re working with a group in Germany called MICE Impact on a program called Young Stars. It supports young professionals, largely from agencies, with a focus on career development and networking. As we know, professional growth isn’t just about education—it’s also about the people you meet.

These Young Stars come as part of a small hosted buyer group. They’re planners in their early careers, and we give them curated experiences and education. We also encourage exhibitors to bring their own rising talent to the show. The cost of a flight and a few nights of accommodation can turn into an incredible investment in the future of their teams.

JT It could be an intense learning experience, for sure. But I know when I run into those students over lunch, it gives me hope for the future. Like—yes! There are people who get it and want to carry this industry forward.

CB Exactly. And it’s just as impactful for them to talk with someone like you over lunch as it is for you to see their enthusiasm and curiosity.

JT Absolutely. So the talking point this year is once again “Impact.” What will that look like at the event for attendees?

CB We’re calling it “Impact 2.0” this year, and we’ve structured it around three key themes. First, we’ve just released a report called The Power of Experiences, which explores how events can solve one of today’s biggest challenges: a lack of human connection and increasing loneliness. We’ll be sharing the report at the show, and offering sessions based on its findings.

We also have a dedicated Impact education track—sessions on net-zero goals with Accor and George P. Johnson, regenerative event design, inclusive experiences, and creating belonging.

The third element of “Impact 2.0” is generational impact—everything we’re doing for young professionals and future leaders fits under this umbrella. And of course, the show will include inspiring activations, places to reflect and recharge, and ways to have fun. We want attendees to be energized and motivated.

JT What one thing do you suggest meeting professionals do to make the most of their time at IMEX Frankfurt?

CB Take a bit of time before the show to set your objectives—plan your meetings, yes, but also your education, your downtime, how you’ll network. Spend a day preparing before you arrive, and the payoff is a more fulfilling, valuable experience.

JT It’s really the whole package—education, networking, learning, and fun—and you get to decide what parts to lean into.

CB Exactly.

JT Thank you for all you do to support meeting professionals. We are so excited and look forward to seeing you in Frankfurt for IMEX 2025.

CB Look forward to seeing you there!

JT What One Thing is produced by Bright Business Media. Visit smartmeetings.com to subscribe to your daily dose of inspiration.