by Ray Smith, Exhibit City News
By nearly all accounts expressed at IMEX America, the meetings and convention industry has steadily recovered from economic turmoil created by the coronavirus pandemic, even rising above pre-pandemic levels in attendance and large-scale conference growth.
IMEX America, held Oct. 17-19 at Mandalay Bay Convention Center in Las Vegas, was packed with some 3,000 exhibiting companies from more than 180 countries, and well over 4,000 hosted buyers, according to preliminary estimates from show organizers. The vibe on the tradeshow floor was energetic, bordering on exuberance.
“In an era marked by so much uncertainty, these are good indicators that the global events sector is not only healthy but also more robust than many thought,” says Carina Bauer, chief executive of IMEX Group. That optimism has waned somewhat, though, as exhibitors struggle with many of the same challenges they faced before the Great Shutdown.
Topping the list is cost management, and second is budgeting, says Jessie States, vice president of education for MPI (Meeting Professionals International). Nearly 70 percent of meeting professionals have increased their budgets, but it’s not keeping pace with inflation. “That continues to be the biggest challenge we’re facing,” says States, who participated in a panel discussion of MPI business updates. “It’s the relationships that are lost and now having to create new ones.”
The industry is also short on talent and staffing, adds Paul Van Deventer, president and chief executive officer for MPI. “I look at the industry now, 65 percent of the workforce is new and 10 years younger. So, there’s a massive need for training and workforce development, whether it comes from MPI or other organizations,” he says. “We have to look to continue to draw people into the industry.”
SELLING PERU
Diana Bauer, general manager of Be Peru, was booked with 43 scheduled appointments for IMEX America, and says there’s always people stopping by and asking questions without an appointment. Bauer has been attending IMEX since 2010 when it was held at the Venetian Expo, touting the attractions of meeting in Peru. Of course, everyone wants to see Machu Picchu, considered the most amazing urban creation of the Inca Empire. “It’s part of the new wonders of the world,” the tour operator says at her cubicle in the Peru exhibit. “It’s a unique site, an archaeological ruin. The other reason for visiting Peru is that we have become famous because of our cuisine. We have four well-known chefs, and their restaurants have won prizes.”
Attending IMEX is an investment that takes a couple of years to recover, Bauer notes, as meeting professionals typically need that time to decide on a destination and plan logistics. Peru gets maybe 3 percent of worldwide MICE travel, she says. People from Europe would love to visit but are restrained by the distance. Most of Peru’s MICE business comes from Canada, the United States, and Mexico.
WAR FEARS
Of all the cities, countries, hotels, and resorts exhibiting at IMEX, nobody was there to represent Ukraine or Israel. As you can imagine, those lands are off-limits. Murat Arslan, general manager of CVK Park Bosphorus hotel in Istanbul, Turkey, says he’s been drawing customers from the Far East and the Persian Gulf for 10 years and now wants to extend the destination to Europe, South America, and the United States.
It’s important for CVK to be present at IMEX to make a stand against international chains such as Hyatt, Hilton, and Marriott, he says. Does he worry about the Hamas uprising in nearby Israel? “Of course, not only in Istanbul but all over the world,” he answers. “The war affects not only our country. We are against the war. Like our president says, peace in the land and peace in the world.” With its culture, history, weather, and ambience, Istanbul has much to offer as a meetings destination, Arslan says. Part of the city is in Europe, part is in Asia, connected by a bridge.
Seeing the pyramids of Egypt is on the bucket list of many world travelers, a strong selling point for Mostafa Hassan, co-founder of On The Move travel agency. He understands the risks of travel in the Middle East, countering that safety is a concern for travelers everywhere. “How can you assure that people are safe in New York? Everybody has to assess the situation. When people look at the Middle East, they look at it like a map of the United States. The trouble is right across from us, but we are a separate country. Florida is close to Panama. People still go.”
CVENT CONNECT
One of the major announcements at IMEX came from Visit San Antonio, which will host Cvent Connect June 10-13, 2024. It’s the first time the high-level corporate and association meeting will be held outside Las Vegas since 2014. “So, we’re excited to bring it to the fastest-growing city in the U.S.,” Marc Anderson, president and CEO of Visit San Antonio, comments at the city’s IMEX booth. “To have the profile of Cvent attendees in San Antonio – many for the first time – will be incredibly powerful.”
Cvent Connect aligns with Visit San Antonio’s strategy to pursue key industry meetings and increase corporate association meetings. San Antonio has 500,000 square feet of contiguous exhibit space, with 1.6 million square feet overall at its convention center, and 50,000 hotel rooms with 14,000 rooms in downtown alone. 12 new hotels and 100 new restaurants that have opened since the pandemic. “Really, it’s a completely new experience for Cvent attendees,” Anderson says.
