IMEX America, one of the most important events for the global meetings industry took place from 8 to 10 October 2024 at the Mandalay Bay Convention Center in Las Vegas. The Polish Tourism Organisation, represented by the Poland Convention Bureau, prepared the Polish National Stand at the fair. Six Polish entities showcased their offers and promoted the potential of Poland as an attractive destination for organisers of association congresses, corporate events, and incentive travel.
This year’s thirteenth edition gathered a record number of 15,500 participants, including over 5,500 buyers, 4,300 of which were hosted buyers. In total, the Mandalay Bay Convention Center hosted 400 booths.
The event confirmed IMEX America’s dominant position in the global MICE market and highlighted key trends shaping the industry in the coming years:
- Inclusivity
- Sustainability
- New technologies
- Well-being
- Developement of sporting events
The participation of the Polish representation at IMEX America 2024 was aimed at establishing business connections, encouraging international partners to organise events and meetings in Poland, and strengthening the country’s image as a key player in the global meetings industry.
Poland at IMEX America
As an emerging MICE destination, Poland played a significant role at the fair, with the active participation from many representatives of the country. Numerous meetings at the national stand, organised by the Polish Tourism Organisation – Poland Convention Bureau, resulted in fruitful discussions with potential clients, especially from the North and South American markets. Conversations revealed that Poland remains an undiscovered destination, especially in the incentive travel segment, which creates great opportunities.
This year, the national stand featured representatives from:
- LOT Polish Airlines
- Warsaw Convention Bureau
- Mazurkas DMC Poland
- Kraków Convention Bureau
- ICE Kraków Congress Centre
- Bespoke DMC Poland
Thanks to well-presented cities like Kraków and Warsaw, potential clients are beginning to recognise the rich hotel infrastructure, the high quality of services, and the unique experiences related to Polish culture. Clients were particularly interested in destinations that combine modernity with history, as well as Poland’s appeal as a new market offering new opportunities compared to the popular European countries such as Spain or Portugal.
Kraków and Warsaw – Growing Popularity in International Markets
As one of Poland’s leading congress cities, Kraków also made its presence felt at IMEX America. According to Małgorzata Przygórska-Skowron from the Kraków Convention Bureau, the American market is crucial for the city, especially in terms of incentive travel and large association congresses. New technologies and event personalisation are becoming increasingly important for organisers, as could be observed in conversations held at the fair. There was also significant interest from the Brazilian market, which is seeking new, unique destinations for international events.
Warsaw also drew attention. Filip Płodzień from the Warsaw Convention Bureau noted that event organisers increasingly viewed Poland’s capital as an attractive alternative to more well-known European cities. With direct flight connections to the U.S., Warsaw is becoming an easily accessible destination, offering excellent hotel and conference infrastructure. American clients were well-prepared for discussions, asking about specific venues and dates. For Warsaw’s representative, it was key that no one asked, “Where is Poland?” anymore, which proves growing awareness among the event planners.
Focus on Sustainability and New Technologies
One of the most important topics at IMEX America 2024 was sustainability, which is playing an ever-growing role in event organisation worldwide. Polish exhibitors emphasised their commitment to promoting sustainable tourism and implementing eco-friendly solutions in incentive travel programmes. Technology also plays a crucial role, both in organizing events and presenting destinations.
Statements from Polish Partners and Participants at the Fair
“The American market is essential for Kraków. We have direct connections with cities in the U.S. and Canada, so we aim for increase in MICE travels from America. IMEX America is key for building these relationships. “Interestingly, there were also inquiries from the Brazilian market,” said Małgorzata Przygórska-Skowron, Head of the Kraków Convention Bureau.
“This year’s fair stood out with a strong focus on new technologies. Increasingly, events use advanced solutions like leasing robots to manage exhibition space and maximise revenue. Investments in technology have become an integral part of every large venue,” added Małgorzata Przygórska-Skowron.
“We see the necessity of participating in IMEX fairs. Investing in such events is profitable. We have already worked with American clients – for example, during the SAE 2020 International Powertrains, Fuels & Lubricants Meeting Congress. This gives us a solid understanding of American client expectations, so very little surprises us”, emphasised Michał Ziętek, Sales Manager at ICE Kraków Congress Centre.
“Compared to last year, this year’s IMEX America provided higher-quality conversations. Most of the people I met were well-prepared for meetings. Interestingly, there were no more questions like ‘Where is Poland?’ or ’Where is Warsaw?’ Instead, conversations focused on the fact that clients had already visited cities like Paris, Vienna, or Zurich, and now wanted to discover something new. They wanted to learn more about Warsaw, its possibilities, and what we could recommend. Many already had specific questions about the number of participants and event dates. Inquiries were about events in the coming year, 2026, 2027, and even 2033. Some clients had already decided to organise events in Warsaw but needed confirmation or additional recommendations regarding venues. I am pleased that the Warsaw Tourism Organisation has many members who offer high-quality services. Clients appreciate our portfolio and offer, which is encouraging and convincing,” said Filip Płodzień, Head of Tourism and MICE Promotion at the Warsaw Convention Bureau.
“A noticeable trend at this year’s fair was the generational change among the visitors and the exhibitors. A new generation is entering the market, bringing a slightly different communication style. These are new employees who are still learning, meaning we need to be understanding and adapt our approach. On the other hand, their plans and expectations are very specific, showing that the new generation has clear goals. It is a challenge but also an opportunity, as we learn from each other,” added Filip Płodzień.
“The 2024 edition of IMEX America in Las Vegas proved to be groundbreaking for us, with a record interest in our offer”, stressed Marta Kicler, Business Development Director at Mazurkas DMC Poland. I have been attending this event for nearly 12 years, but I have never seen such dynamics. I arrived at the fair with 46 scheduled meetings, and the number kept growing even during the event. The topics of the conversations were diverse, ranging from finding new destinations for incentive travel, meetings with our regular clients, to inquiries from new markets we plan to focus on.
“In the face of growing interest in incentive travel and sustainability, at Mazurkas DMC Poland, we focus on the innovative solutions. We offer unique experiences that immerse participants in Polish tradition and culture, allowing them to gain a deeper understanding of the local customs. We organise meetings with the local community, serve dishes made from local products, and offer unique gifts from regional artisans, enriching programmes and creating lasting memories. When organising other events, such as conferences, we put emphasis on well-being, creating spaces conducive to relaxation, balance, and the exchange of experiences. We introduce wellness activities and healthy, balanced meals. We use modern technologies to enhance participants’ experiences, ensuring comfort and balance. These topics came up in many meetings at the fair.”
“Our work for IMEX America started much earlier than autumn – it is a long-term investment. Now we must continue our efforts to turn these contacts into specific projects. Our goal is to return to pre-pandemic incentive programme levels, with the ambition to match renowned destinations like Spain or Portugal. Poland is a true gem of Europe, deserving recognition as a leading destination for incentive travel!” concluded Marta Kicler.
“This was our first IMEX America fair, and the meetings turned out to be exceptionally successful. We heard many positive opinions about our country, and most importantly, Poland is perceived as an emerging market in many countries. What will happen in six months or maybe already in the spring looks very promising, and we cannot wait to continue discussions with clients. This was our fifth MICE industry fair and definitely the best in terms of conversation quality”, summarised Magdalena Rembek and Maja Leśny from Bespoke DMC Poland.
“Preparing for the fair on the IMEX online platform was crucial for our success. It was worth taking the time to complete our profile, add detailed product information, and high-quality photos. Thanks to the suggestions from the Poland Convention Bureau, which strongly encouraged these efforts, and our communication department, which also published press materials, those scheduled meetings with us were well-prepared. This shows that well-planned work before the fair directly impacts the quality of conversations and interest in our services, making these meetings more effective,’ added Magdalena Rembek and Maja Leśny.
“IMEX America 2024 was not only an excellent opportunity to promote Poland as a rapidly developing country but also a confirmation that Poland can successfully compete in the international market thanks to its numerous advantages. Meetings with professionals from around the world showed that Poland offers both excellent infrastructure and unique experiences that can attract organisers of large congresses and conferences from various parts of the globe. Although some still perceive Poland as a new and unknown destination, it is gaining increasing recognition. Sustainability, growing service quality, and innovative approaches to event organisation are the foundations that can ensure further development of the MICE sector in Poland,” said Jarosław Marciuk, Senior Marketing Specialist at Poland Convention Bureau POT.
“Finally, as the coordinator of the Polish National Stand, I would like to highlight the professionalism of the entire Polish team present at the IMEX America fair. Despite the limited space of our booth at the Mandalay Bay Convention Center, we managed to hold many business meetings, and thanks to our flexibility, we created comfortable conditions for all participants. The engagement, positive energy, and mutual support were felt throughout the event, which allowed us to secure many additional, previously unplanned meetings at the stand,” added Jarosław Marciuk from the Poland Convention Bureau of the Polish Tourism Organisation.
More about IMEX America in Las Vegas:
- imexamerica.com
- Poland`s profile on the IMEX platform
- Sustainability in Poland’s MICE Industry: Green Events and Initiatives
- What’s New and What Sets Poland Apart?
#IMEX24 #ImexAmerica #PolandCVB #EventprofsPL
Author and photos Jarosław Marciuk
🇺🇸 IMEX America 2024 Day 1
— Poland Convention Bureau 🇵🇱 (@PolandCvB) October 9, 2024
🇵🇱 The Polish team is ready to meet you at booth E2426 for both scheduled and spontaneous meetings #IMEXAmerica #imex24 #poland #eventprofs @IMEX_Group @POT_GOV_Pl be an accidental hero on our photo 😄😄😄 pic.twitter.com/CjNYipqvY1
IMEX America 2024 in numbers
