IMEX has published its first ever sustainability strategy. Written in a storytelling style to encourage readership and engagement, it sets out a clear, action-driven framework designed to help accelerate environmental progress within the IMEX business unit, its two trade shows and the wider global meetings and events industry.
Launching on Earth Day, April 22, the strategy positions sustainability as central to how the sector responds to risk, regulation and long-term resilience. It comes at a time when sustainability is more embedded across the industry, but progress remains uneven and the need for clear direction persists.
In the moment
“Sustainability has been embedded in our operations for some time, but it has now become a core business issue as we respond to evolving regulatory requirements,” explains IMEX CFO David Harrison.
“Beyond compliance, it reflects our own commitment to responsible growth and long‑term development—fully aligned with our company value: lead the way.
“The strategy sets out a clear, measurable approach to reducing our environmental impact while supporting the global business events industry to navigate an increasingly complex and changing landscape. Defined by the title In the moment, we’re bringing sustainability into the here and now, making it tangible and within reach.”
Created with event sustainability partners isla, the strategy is informed by learnings and data collected over 20+ years, since the launch of the first IMEX show in Frankfurt, as well as the results of a recent survey of almost 1,000 stakeholders. Combined with clear direction from climate science, the document provides a defined picture of where IMEX can focus its efforts and where the biggest opportunities for progress are.
Four strategic sustainability goals
The strategy is built around four core goals:
1. Reduce IMEX’s carbon emissions by 20% by 2030
IMEX will focus on interventions where it has the greatest impact, control and influence, with travel to its shows identified as the single most material driver of emissions—and one that can be influenced.
Analysis from IMEX Frankfurt shows that around 25% of flights were from the UK, a route where rail is a practical alternative. Replacing a short-haul flight with a train journey has the potential to reduce emissions by approximately 96%, making this a clear priority.
2. Drive circularity in exhibitor participation
IMEX will assess the carbon footprint of exhibitor booths alongside the choice of materials used more broadly across the show—including sponsor activations and IMEX-owned feature areas. A key milestone is to measure emissions associated with 60% of exhibitor booths at both of this year’s shows.
3. Strengthen leadership alignment on sustainability
IMEX survey data highlights a disconnect—despite confidence in the industry’s ability to respond to sustainability challenges, many leaders feel fatigued by the messaging and disengage. This goal is intended to help create the conditions for more effective leadership engagement, sharing evidence of what works in practice and enabling more informed decision-making across the sector.
4. Support profitability through sustainability-related opportunities
For IMEX, as with all organizations, to continue investing, innovating and accelerating its progress on decarbonization and circularity, sustainability must also support commercial resilience. This goal will actively explore and develop sustainability-related opportunities that strengthen both environmental outcomes and commercial performance.
From intent to action
David Harrison continues: “These strategic goals are designed around the need to reduce our own impact wherever possible, while focusing our greatest efforts on where we have the most influence.
“This sustainability strategy marks a clear move from intent to action— In the moment —grounded in data, focused on practical outcomes and designed to help drive measurable progress across the whole of the global meetings and events sector.”
- Read IMEX’s new sustainability strategy here
