Inspiration and Opportunity at IMEX Frankfurt 2025
The largest edition of IMEX Frankfurt to date took place from May 20th to 22nd, gathering over 13.000 participants and nearly 3.000 exhibitors from around the world. This record-breaking edition featured the largest exhibition space and the highest number of pre-scheduled meetings, exceeding 67.000, confirming the dynamic growth and global relevance of the MICE industry. Special emphasis was placed on the power of in-person meetings, emotionally intelligent event design, and the importance of trust and transparency in business relationships.
At this key global event for the meetings, incentives, conferences, and exhibitions industry, the Dubrovnik Convention Bureau represented the unique Mediterranean city as an inspiring and reliable destination for hosting meetings, incentive trips, and business events.
Dubrovnik as an Unmissable MICE Destination
Through both pre-arranged and spontaneous meetings at the trade fair, Romana Vlasic, head of the Dubrovnik Tourist Board’s Convention Bureau, held around 40 meetings with international buyers. There was significant and concrete interest in both meeting organisation and incentive travel. Dubrovnik once again proved appealing to event planners from distant markets such as the USA, Canada, Australia, Brazil, Argentina, Mexico, Singapore, India, Japan, Malaysia, and the Philippines, as well as many European countries, including the UK, France, Spain, and Germany.
Of particular value were meetings with representatives of respected international forums and MICE-specialized platforms — The Meetings Space, Europe Congress, and Micebook — whose interest in Dubrovnik was driven by a demand for authentic destinations that offer both high service levels and unique experiences.
In addition to showcasing the city’s current offerings and event-hosting capabilities for all formats, emphasis was also placed on partnerships with local stakeholders, sustainable practices, and Dubrovnik’s strategic advantage during the shoulder seasons.
Croatia once again had a strong presence at the national stand organized by the Croatian National Tourist Board, which hosted 26 co-exhibitors — from destination convention bureaus and local tourist boards to hotel groups and specialised agencies.
On the first day of the trade show, a promotional event was held at the Croatian stand for international buyers, offering them a taste of the country’s eno-gastronomic scene. In collaboration with the Croatian Chamber of Commerce, daily tastings of gourmet delicacies and top-quality Croatian wines were organised, highlighting the importance of gastronomy as an integral part of the overall business guest experience.
Collaboration and Knowledge at the Forefront
Before the official start of the trade show, on May 19th, Dubrovnik also participated in the traditional CVB Café meeting organised by CityDNA – Meetings Knowledge Group. The working session brought together around 50 representatives of European convention bureaus to exchange ideas and strategies on current industry topics — from digital transformation and sustainability to emotionally engaging event experiences.
This year’s IMEX emphasized the importance of thoughtful and creative event design. Educational programmes at the Inspiration Hub encouraged participants to think disruptively, embrace new technologies, and never lose sight of what truly gives events value — personal connection and emotional impact.
More than 200 educational sessions were held at the Inspiration Hub and across the show floor, designed to enhance the effectiveness of business meetings and networking. The programme included nine thematic areas, with "Impact" as the central theme of this year’s IMEX, and featured innovative formats, top speakers, and unexpected surprises.
A standout session was presented by Padraic Gilligan, CMO of the SITE association, titled “SITE Research: How destinations can meet evolving incentive travel needs.” He shared the latest data on incentive travel trends, highlighting that while we can create rich digital experiences, data shows that live trade shows turn enquiries into real business. A fam trip, he said, is like a sales call on steroids — nothing beats it. Personal relationships are what truly move the needle.
By participating at IMEX, Dubrovnik continues to strengthen its strategic position on the international meetings scene. The trade show once again confirmed that face-to-face encounters, networking, and open dialogue remain key to success in the congress and incentive travel industry, and Dubrovnik is exactly that: a destination of connection, inspiration, and thriving business stories.
