May 25, 2022 | By Joyce DiMascio

Australia will have a strong presence at one of the biggest international trade shows for business events when IMEX Frankfurt is held at Messe Frankfurt at the end of the month.

It’s the trade event where local competitors work hard to present a united “Team Australia” presence to mitigate the might of competition from destinations around the world who have a dominating presence on the show floor.

Having not run as a face-to-face event since 2019 due to the pandemic, IMEX Frankfurt will run from May 30 to June 2 and the Australia Pavilion will be pumping as the contingent of 17 partners work together to reconnect with meeting planners from around the globe.

The contest will be tough for the Australian delegation as it aims to stand out amongst the 2,500 exhibitors from 150 countries.

According to Tourism Australia’s executive general manager of commercial and business events Robin Mack, it’s the first major business events tradeshow Tourism Australia will attend since the reopening of Australia’s borders.

We’re excited to have the opportunity to showcase the breadth and depth of Australia’s business events offering,” he said.

Mack told micenet the industry partners on the Australia stand would have the opportunity to establish new relationships, reignite existing ones and generate business that will help to rebuild the pipeline for international events across Australia.

The Australia stand exhibitors include bureaux and convention centres from Adelaide, Brisbane, Sydney, Melbourne and the Gold Coast as well as bureaux from Perth and the Northern Territory, Cairns and Darwin Convention Centres, IHG Hotels and Resorts, Hyatt Regency Sydney and PCO Arinex.

Mack said insights from its international research, the Business Events Consumer Demand Project, show Australia remains a highly desirable destination.

“This is reflected in the confirmed business coming in from our key markets from late 2022 and the wins we’re seeing via the Business Events Bid Fund Program, which has supported 38 wins worth $259 million since the beginning of the pandemic,” he said.

The format for the trade show is based on a program of one-on-one appointments held on exhibitor stands throughout the show floor. The Australia stand will be themed around Tourism Australia’s recently launched international brand campaign creative, which puts a new spin on an enduring tagline that “there’s nothing like Australia for business events”.

Apart from the activities on the show floor, IMEX Frankfurt has an extensive education, young leaders, policy and associations program, all of which are running again in 2022.