IMEX Frankfurt 2025 (20–22 May, Germany) once again set new standards – not only in terms of technological innovation and creative experiential design, but also by spotlighting a theme of growing importance in the MICE industry: Wellbeing and Feel-good-Management.
While sustainability has become a fundamental expectation for trade shows and business events, the personal wellbeing of attendees and exhibitors is increasingly taking centre stage. The IMEX organisers are responding to this shift with a comprehensive wellbeing concept, heralding a new trend: future-proof events consider not only the collective experience but also individual wellbeing.
Be Well at IMEX – More Than a Quiet Corner Amidst the Buzz
Under the motto "Be Well at IMEX," the 2025 event introduced a dedicated space focused on physical, mental, and emotional wellbeing. Amid the bustling exhibition halls, visitors could retreat to rest or rejuvenate through activities like Qi Gong, Tibetan singing bowl meditations, and breathing exercises.
What might initially seem like a small "wellness add-on" reveals a deeper significance upon closer examination: IMEX is addressing a growing need in an industry long characterised by hustle, sensory overload, and constant availability. The new mantra is: those who inspire, connect, and sell must also be able to regenerate.
The Wellbeing Area at IMEX Frankfurt 2025 served not just as a sanctuary but as a symbol of a new mindset in the events industry – one that prioritises resilience, inner presence, and balance over mere efficiency and effectiveness. This approach is transferable to business events and incentive travel, especially where travel stress and high expectations often prevail.
Wellbeing as a Competitive Element: The IMEX Wellbeing Challenge
A key component of the feel-good concept at IMEX Frankfurt 2025 was the IMEX Wellbeing Challenge. This friendly contest encouraged both exhibitors and attendees to actively engage with their physical and mental balance. Setting goals, sharing progress, and collectively striving for wellbeing – this was the guiding principle. The challenge made the concept of mindfulness tangible and fostered a culture of mutual support. It also demonstrated how creative event formats can drive engagement beyond mere knowledge exchange or traditional networking.
Inspiration at the Stands: When Exhibitors Make Mindfulness Tangible
Notably, the theme of wellbeing extended beyond the official IMEX areas and was reflected at many exhibitor stands. Numerous exhibitors offered experiences centred on relaxation, enjoyment, and regeneration – ranging from smoothie bars and local tea rituals to aromatic experiences.
These multisensory experiences were not just "feel-good" add-ons; they contributed to creating a holistic brand and trade show experience. When visitors feel comfortable at a stand, they tend to stay longer, listen more attentively, and retain information better. Thus, wellbeing becomes a strategic tool in destination and experiential marketing.
Emotional Design Meets Self-Care
Alongside traditional business trends like AI and digitalisation, IMEX 2025 highlighted the centrality of emotionality and holistic experience design in successful events. Emotional design, discussed in various keynotes and panels, finds practical application in the theme of wellbeing: moments of calm, meditative stimuli, and physical relaxation serve as emotional highlights that are increasingly integral to event dramaturgy.
Like theatrical productions, trade shows and exhibitions benefit from narrative arcs – with deliberately placed moments of deceleration. The focus returns to the individual and their needs. This approach is not only beneficial for the heart but also for business.
Editorial Conclusion: Wellbeing is no longer a niche topic but a central pillar of modern trade shows and business events. IMEX Frankfurt 2025 exemplifies how the industry is evolving to meet the holistic needs of its participants, setting a precedent for future events.
Cover Image / Image 1: Entrance to the Wellbeing Area at IMEX Frankfurt 2025 (Photo / Copyright: marketingScout.com x EventMasterBook.de Editorial Team)
Image 2: IMEX 2025 in Frankfurt featured numerous exhibitor stands with feel-good zones. Pictured here: the New Zealand stand, complete with a cozy Hobbit Hole. (Photo / Copyright: marketingScout.com x EventMasterBook.de Editorial Team)
Related Topics: IMEX Frankfurt 2025, Wellbeing, Wellbeing Lounge, Event Wellbeing, Mindfulness, MICE Trends, Trade Show Concepts, Wellbeing Challenge, Be Well at IMEX, Emotional Design, Event Trends 2025, Trade Show Planning, Health at Events, Event Management, Resilience, Incentive Travel, Event Design, Sustainable Events, Self-Care at Trade Shows, Destination Marketing, Multisensory Event Design, Feel-Good Management
Summary: IMEX Frankfurt 2025 highlights a striking trend in the MICE industry: alongside AI and sustainability, wellbeing is emerging as a key experiential factor at trade shows and business events. Effective feel-good management has become the new must-have in contemporary event design.
Please note: This text was translated from the German EventMasterBook.de Event Magazine (see article: IMEX Frankfurt 2025 – Wellbeing liegt im Trend bei Messen und Business Events. Please excuse any translation errors.
