IMEX America 2025 made history this year at the Mandalay Bay Convention Center in Las Vegas, welcoming over 17,000 participants and hosting 90,000+ scheduled meetings. The event solidified its position as the premier global gathering for professionals in the meetings, incentives, conferences, and exhibitions (MICE) industry.
From immersive activations to sustainable strategies, this year’s IMEX highlighted what’s next for trade show marketing. Here are five powerful takeaways to inspire your next exhibit or brand experience.
1. Breakthroughs and Hands-On Experiences Over Flashy Displays
According to Freeman Company’s new report, Unpacking XLNC: Bringing the X Factor to Attendee Experiences, attendees who experience a “peak moment” are 85% more likely to return—yet only 40% say they’ve ever had one.
The takeaway? Skip the expensive theatrics and focus on creating meaningful, hands-on interactions that align with attendee goals. As Freeman’s SVP of Strategy, Ken Holsinger, explains:
“The X factor isn’t about creating a moment that looks good on Instagram. It’s about helping attendees walk away saying, ‘That was worth it.’”
Over 60% of attendees define immersive experiences as hands-on product interaction. Engagement, not spectacle, is what truly resonates.
2. Transportive Activations Take Center Stage
Experiential marketing is redefining trade show design. At IMEX 2025, Encore’s “Journey of Discovery” offered a multisensory train ride complete with AI-powered music collaboration and immersive lighting—turning strangers into co-creators in minutes.
Other standout activations included:
- Toronto’s bright-red orb, a kaleidoscopic step-in experience and photo magnet.
- Peru’s cultural showcase, transporting visitors to vibrant Andean markets.
- Singapore’s “First Light” scent, a sensory tribute to the country’s iconic kaya breakfast.
- Nth Degree’s playful “Build Your Own Cocktail” bar, symbolizing creativity in event design.
- Baltimore’s retro Viewfinder reels, proving nostalgia can outshine high-tech VR.
These activations proved that storytelling, sensory design, and emotion drive attendee engagement.
3. Overhead Design as an Engagement Tool
This year’s exhibitors looked up—literally—to make a visual impact. Overhead elements became strategic storytelling tools, turning empty airspace into brand theater.
Examples included:
- Margaritaville’s upside-down margarita glasses, impossible to miss from any angle.
- Visit Anaheim’s digital ceiling projections, bathing visitors in dynamic light.
- Japan’s traditional lanterns and awnings, infusing cultural authenticity.
- Hello! DMC’s floating fabric ceiling, transforming atmosphere through motion and texture.
Smart vertical design proved that engagement starts the moment your booth comes into view.
4. The Rise of the Resilience Room
Trade shows can be overwhelming—and IMEX addressed that head-on with its Resilience Room, a serene retreat featuring soft amber lighting, meditative soundscapes, and cozy seating for quiet reflection.
Wellness activations like this are becoming an essential part of event sustainability, reminding us that meaningful connections thrive when attendees are given space to rest and reset.
5. Sustainable Giveaways That Last Beyond the Event
IMEX’s People & Planet Pledge urged exhibitors to offer sustainable, meaningful gifts—and many went above and beyond.
Visit Seattle transformed the swag concept with a vending machine experience, allowing attendees to choose from locally inspired keepsakes like puzzles, building blocks, and energy gummies.
Meanwhile, AI-powered engagement tools like Snapsight delivered instant session summaries, and Encore’s AI-generated soundtracks let attendees take a piece of their experience home.
The future of trade show giveaways is about longevity, personalization, and sustainability—not clutter.
IMEX America 2025 reaffirmed that the future of trade shows lies in authentic engagement, sensory storytelling, and emotional resonance. For marketers, it’s a reminder to think beyond aesthetics and create experiences that connect deeply—and last long after the event doors close.
At Print Banners NYC, we specialize in creating high-quality trade show displays in New York that help your brand stand out in any event space. From custom pop-up banners to eye-catching booth graphics and fabric backdrops, our printing solutions are designed to elevate your presentation and attract attention. Let us help you bring the creativity and impact of IMEX America to your next event with vibrant, professional displays that leave a lasting impression.
