A newly released IMEX report is placing Place Leadership at the heart of destination strategy, revealing how business events can become powerful tools for policy advocacy and socio-economic development.
Unveiled this month, the IMEX Policy Forum 2025 Report offers fresh insights into the global advocacy efforts of the meetings and events industry. It builds on conversations held at the IMEX Policy Forum during IMEX Frankfurt in May, which brought together over 100 destination leaders and 20 policymakers from more than 30 countries.
Moderated by Jane Cunningham, Director of European Engagement at Destinations International, the Forum focused on Place Leadership—the strategic use of destination management and policymaking to drive innovation, investment, and long-term societal impact through business events.
Key contributor Professor Greg Clark CBE, a globally recognised urbanist, emphasized the growing importance of business events in today’s evolving geopolitical landscape. “This is a moment of global reset,” said Clark. “Business events are no longer just about tourism—they’re platforms for economic acceleration, infrastructure development, and community growth. They function like venture capital for places.”
The report outlines several critical takeaways for destination professionals and policymakers:
-
Cross-sector collaboration is essential. Permanent coalitions that transcend political terms are needed to ensure continuity in destination strategy.
-
Align events with socio-economic priorities. Beyond visitor numbers and delegate spend, events should be measured by their impact on innovation, talent development, and trade.
-
Leverage the current geopolitical shift. Destinations have a rare opportunity to reposition themselves globally through strategic investment in business events.
-
Lead on climate action. The sector can be a force for environmental leadership, turning challenges into innovation.
Natasha Richards, IMEX Director of Impact & Industry Relations and organiser of the Forum, highlighted the sector’s role in supporting policy goals: “This report helps our industry understand how to communicate with governments in their language—and to position events as vital tools for policy delivery, not just economic boosters.”
The full report is available for download here. Professionals interested in joining the 2026 edition of the Policy Forum on 19 May 2026 in Frankfurt can register their interest via policyforum@imexevents.com (quote: PLACE in the subject line).
The IMEX team will continue the conversation on industry impact this autumn at IMEX America (7–9 October 2025) in Las Vegas, with a dedicated “Impact” education track covering ESG, CSR, net-zero targets, and innovation case studies.
IMEX Policy Forum 2025 was developed in collaboration with AIPC, City DNA, Destinations International, the German Convention Bureau (GCB), ICCA, The Iceberg, and the U.S. Travel Association, under the Events Industry Council (EIC) and Joint Meetings Industry Council (JMIC).
