IMEX Frankfurt is like an MRI for the events industry: it shows what’s happening beneath the surface — not just which trends are “in,” but why they’re there and where they’re leading. This year, I returned not only with new contacts and inspiration, but with a conviction: a good event is no longer one that “looks good,” it leaves a mark. On people. On the community. In the industry.
Here are the key insights that will shape how we design experiences at Eventful.
1. Better connection is not a luxury — it’s fundamental
Shaena Harrison, CEO of TJENA Professional Wing People (definitely look her up), redefined networking: not as sales aggression (“pitch slap”), but as the art of pairing people with purpose. The concept of a “wing person” — someone who introduces you into conversations and eases introductions — became an unexpected conference hit.
Practical exercises, nudge cards, LinkedIn games, and “Have you met Ted?” moments may sound like small things, but their impact is huge. Because when people connect naturally, collaborations don’t happen — they happen on their own.
What are we taking home? Every Eventful event going forward will include its own “wing element” — a person, a space, or a mechanism that facilitates connection without pressure.
2. Experience > Information
AMEX summed it up perfectly: events are no longer information sessions. They are orchestrated emotional arcs. Utilising neuroscience in event design (anticipation triggers dopamine, while multisensory experiences enhance memory) is becoming the standard.
Everything revolves around feeling. From pre-event personalisation to post-event memory triggers — the goal is not for someone to remember something, but to be unable to forget.
What does this mean for us? Every one of our events must have its own “peak & end moment” — an emotional climax and a carefully designed ending.
3. AI is not a tool — it’s a teammate
AI is no longer a question of "will it replace people," but "how will we use it to enhance human interactions?" Sora, Descript, Aura, Copilot — tools are proliferating, but what makes them valuable is when they help people be more of who they are.
AI as a "co-creator" enables faster content preparation, real-time program adaptation and, most importantly, more thoughtful matchmaking between participants.
Eventful position: We use AI for production, but also for more empathetic design. Because speed without soul is just noise.
4. Sponsorships are no longer a logo on a backdrop
Richard Morris was brutally clear: if you don’t know which KPIs your sponsor is tracking, you’re not ready for sponsorship.
Sponsorships are moving toward engagement, outcomes, and strategy. Not a “bronze package,” but a “solution for your pipeline.” Not “branding on a roll-up,” but a “roundtable with decision-makers.”
Our conclusion: We are redesigning our sponsorship offerings. The focus is now on outcomes, rather than components.
5. “Sustainability is dead” — long live regeneration
Sustainable events are no longer sufficient. It’s about regenerative events — those that leave a place better than they found it.
Guy Bigwood and Bella Shahsuvaryan demonstrated this with concrete data: +86% of event disruptions are due to climate change and increasingly strict EU regulations, making this both a strategic and ethical imperative. Coldplay’s tour model, drone shows in Singapore, and local “legacy” programs — these are concrete practices we should emulate.
What are we doing? At Eventful, we are developing our own “Regenerative Protocol” — a set of minimum and aspirational criteria that every one of our events must meet.
In conclusion, the events industry is no longer just about events.
It’s about context. About how we connect, how we create value, how we use technology, and how we leave a legacy. IMEX 2025 was not merely an exhibition of good ideas — it was a call to responsibility.
And at Eventful, we heard it loud and clear.