The 2024 edition of IMEX America wrapped up 10 October with record attendance, reflecting a strong growth trajectory and an air of confidence across the business events industry. The show, which ran 8–10 at Mandalay Bay in Las Vegas, welcomed over 15,500 participants including 5,500 buyers, of which 4,300 were hosted buyers.
Buyers took part in over 86,000 pre-scheduled meetings in three days, the majority of which were one to ones with exhibitors. The 13th edition of the show was reflective of a buoyant meetings and events sector with strong business pipelines evident in the meetings, connections and conversations across the busy show floor and at hundreds of fringe events.
Connections and confidence
The incentive travel industry was among the sectors reporting growth; Virgin Atlantic shared a renewed focus on incentive travel with a new role created to meet demand in that sector. Elsewhere, SITE (Society for Incentive Travel Excellence) launched the latest edition of their Incentive Travel Index, revealing the industry is expected to grow even further over the next two years: by 2026, 45% of buyers expect incentive travel activity to be above, or significantly above, 2024 levels.
The strong appetite for personal and professional development was clear from the record attendance at the education programme: over 1,600 people attended learning sessions held at the show floor’s Inspiration Hub. Trailblazing event specialist Holly Ransom shared her own pragmatic take on leadership, moderating a series of sessions as part of a new Emergent Leadership Day. In the Ideas theatre next door, the #Eventprofs Unplugged format had standing room only at several of the panel formats.
A new addition to the show was the boutique Brand Experience Summit held at Allegiant Stadium. Created in partnership with InVision, LVCVA and Allegiant Stadium Private Events, the Summit brought together senior level marketeers to understand how they can better use events as a key marketing channel to drive brand loyalty, trust, engagement and business outcomes.
Trust
Trust was very much the watchword of the show, and Gina Henrickson from Hyatt Hotels, whose wellness activations were designed to help booth attendees be more intentional with their health, explained: “Our approach is to bring people together with a deeper sense of trust, connection, and wellbeing.” Cheryl Lacriarde from Virgin Atlantic added: “Having a face-to-face conversation is always better for me than a virtual one because I can pick up on a vibe if they’re not serious about doing business.”
Carina Bauer, IMEX CEO, concluded: “We’re delighted that the global business events community has reconvened in such strong numbers here this week, bringing with them a desire to meet with purpose and forge connections for mutual long-term gain. The broader catalytic effect of the show has shone through in the many fringe events, activities and celebrations on and off the show floor – it’s exciting to see how people have used the platform of the show to elevate their own impact and experience.”
Speaking at the show’s traditional closing press conference alongside IMEX chairman Ray Bloom and CEO, Carina Bauer, were Rebecca DeLuca, vice-president of destination sales at the Las Vegas Convention and Visitors Authority; Stephanie Glanzer, chief sales officer and senior vice-president at MGM Resorts International and Drew Holmgreen, chief experience officer at Meeting Professionals International.
IMEX America 2025 takes place 7-9 October with Smart Monday, powered by MPI taking place 6 October. www.imexamerica.com
