Back from IMEX Frankfurt – here's what we brought home

Every year, IMEX reminds us why we love this industry. And this year was no different.

If you'd looked at the showfloor this week and didn't know what was going on in the world right now, you wouldn't have guessed. The energy was something else. People showing up, leaning in, doing business. Our industry is as vibrant and versatile as ever — and right now, that feels like important news.

But what keeps coming up in conversation since we landed home is not just how busy it was. It's how the event itself felt this year. Different. More considered.

Wellness at events used to feel like an afterthought. A quiet room somewhere, a yoga class at 6am that a handful of people attended. Nice in theory. Easy to skip. This year at IMEX, the shift was real. The wellbeing lounge with its hammocks and calm, relaxing atmosphere wasn't tucked away. It was there, it was full, and people were actually using it. And the 5k run (a firm favourite for our MD Aoife, who'll tell anyone who listens it's the best part of IMEX!) wasn't a fringe activity. It was a moment. People showed up, people talked about it, people needed it. These things weren't sitting alongside IMEX anymore. They were woven into it. And that matters more than we realise — when you're running at the pace of a week like this, the event itself has to help you sustain your energy, not just demand it.

One of the sessions worth highlighting was with Kate Patay from Terramar on using your power for good, and the work happening with Colours for Good. A timely reminder that how we show up in business is just as important as the business we do.

On the business side, we had 13 partner destinations represented this year, and getting proper time with their clients and the chance to come together as a group was exactly what IMEX is for.

Aoife was honoured to be part of the SITE panel this year. A room full of enthusiastic new leaders, a lot of energy, and a real sense of what the next generation of this industry looks like. Encouraging stuff.

One moment that stood out: CEO Carina Bauer, in the middle of an incredibly busy IMEX week, took time out to meet Aoife's Young Leaders mentee Harsh from Hilton Hotels. That is the power of this industry. Connections, generosity, giving back. So appreciated, Carina.

Rounding it all out with time alongside HQ team clients and fellow DMC group MDs, there is something irreplaceable about that face time. You simply cannot replicate it.

Roll on IMEX Vegas!