News & Updates

Emotional Design and Human Connection Lead Conversations on Opening Day of IMEX Frankfurt 2025

Held in Frankfurt am Main, a hub for international business and events, IMEX 2025 is supported by both the German National Tourist Board (GNTB) and the German Convention Bureau (GCB). It provides a critical platform for global meetings, incentives, conferences, and exhibitions (MICE) professionals to explore trends that impact not just event execution, but broader industry sustainability and success.

Incentive Travel Trends: Why Human Touch Still Wins

The day’s discussions began with a session led by Padraic Gilligan, Head of Marketing at the Society for Incentive Travel Excellence (SITE). In his talk titled “SITE Research: How Destinations Can Meet Evolving Incentive Travel Needs,” Gilligan presented insights from the organization’s latest global trends report.

Despite the growing ability to craft immersive digital experiences, Gilligan emphasized that personal interaction still plays a pivotal role in moving business forward.

“Trade events turn enquiries into deals. A familiarization trip is essentially a sales call on steroids,” he explained. “It’s personal relationships that move the needle.”

This echoes the principles supported by the German Federal Ministry for Economic Affairs and Climate Action (BMWK), which promotes inbound business travel and global networking as integral components of Germany’s economic competitiveness.

The 2024 travel statistics from the GNTB revealed that 22.3% of inbound trips to Germany were for business purposes, including 12 million trips from within Europe and 2.7 million from overseas. These numbers underline Germany’s continuing strength as a destination for MICE travel — not just due to its infrastructure but also due to its human-centered approach to hospitality and networking.

Embracing AI While Avoiding Homogenization

In another standout session titled “Be Distinctive. Be Different,” Colja Dams, CEO of experiential agency Vok Dams, addressed the double-edged sword of artificial intelligence in event planning.

Dams shared a carefully curated list of 25 AI tools now actively being used in the event sector — from automated captioning and live translation to AI-powered event robots and generative video editing platforms. While acknowledging AI’s ability to increase productivity, he issued a powerful caution:

“More AI often just means more content — and that content has become standardized and average. We’re living in an age of sameness. Coffee shops, Airbnbs, logos — everything is blending into the background.”

He urged event professionals to break away from this trend by injecting personality and disruption into their events. His message aligns with the European Commission’s guidelines on ethical AI use, which stress that technology should augment human creativity rather than replace it.

Ultimately, Dams concluded by appealing to what he termed the “campfire gene” — our deeply rooted human need to gather, share, and connect in person. “That need will always differentiate real human engagement from any virtual simulation,” he said.

Designing Events for Emotional Resonance

A packed session focused on data from the American Express (AMEX) Global Travel Trends Report explored how emotional and psychological principles are being integrated into event planning.

Sofia Eriksson, AMEX’s Director of Sales for EMEA, Meetings & Events, explained how planners are now adopting a “broaden and build” psychological approach. Rooted in the work of positive psychology, this method focuses on expanding attendee well-being and engagement through carefully designed emotional experiences.

“We’re seeing planners think in theatrical terms — structuring events like a play, with intentional emotional arcs, moments of joy, opportunities for reflection, and space for human connection,” she noted.

This approach is in line with recent health and well-being strategies endorsed by the World Health Organization (WHO) and the Robert Koch Institute (RKI) in Germany, both of which recognize the mental and emotional benefits of socially rich environments — even more so in a post-pandemic world.

Intentional Design as a Business Strategy

The idea that good design is good business was reinforced in a joint session led by Tobias Geisler and Anna Gyseman, IMEX’s Head of Design. The presentation focused on the emotional impact of intentional event design, emphasizing how aesthetic and sensory considerations directly influence attendees’ experience and satisfaction.

“When you get the design right — lighting, sound, flow, and interaction — you create moments of joy, trust, and belonging,” said Geisler. “Those emotions aren’t just abstract — they translate into loyalty, brand affinity, and business success.”

This message resonates with economic development strategies from the European Union’s Tourism Transition Pathway, which advocates for experience-driven, customer-centric approaches in tourism and event services as core to sustainable growth.

A Balancing Act: Technology and Human Insight

While AI and automation are transforming how events are planned, marketed, and executed, the day’s sessions at IMEX Frankfurt 2025 collectively pointed to a core insight: the best events succeed not because of what technology can do, but because of how it supports deeper human needs — for connection, inspiration, and meaning.

Germany’s business events sector is rapidly evolving to meet these needs. As outlined in the Federal Government’s Innovation Strategy and supported by the German Convention Bureau (GCB), innovation in events must go hand-in-hand with inclusivity, accessibility, and sustainability.

Looking Ahead: Frankfurt as a Global MICE Leader

With Frankfurt am Main hosting IMEX 2025, the city once again showcases its role as a premier destination for global events. Backed by its status as Germany’s financial capital, with one of Europe’s busiest airports and a wealth of hospitality infrastructure, Frankfurt exemplifies what it means to be future-ready and human-focused.

The Frankfurt Convention Bureau, in cooperation with Germany Travel, continues to invest in initiatives that attract international conferences while promoting sustainability, cultural exchange, and innovation.

As the IMEX community convenes in Frankfurt, participants are invited not just to discuss trends, but to experience them — through emotionally engaging events, smart design, and the unmistakable energy of global collaboration.

Join other IMEX community convenes in Frankfurt now! Book your location and event at IMEX Frankfurt 2025 on www.micegermany.de conveniently.