IMEX FRANKFURT 2025 – DAY 2: MAHARASHTRA’S BIG MICE MOMENT, MALAYSIA’S CULTURAL SHOWCASE, AND GLOBAL SHIFTS IN EVENTS LEADERSHIP (Germany)
Day 2 of IMEX Frankfurt 2025 unfolded with a series of high-impact announcements and immersive experiences, highlighting the global MICE industry's strategic expansion, evolving leadership values, and regional innovations. .
IMEX FRANKFURT 2025 – DAY 2: MAHARASHTRA’S BIG MICE MOMENT, MALAYSIA’S CULTURAL SHOWCASE, AND GLOBAL SHIFTS IN EVENTS LEADERSHIP (Germany)
Day 2 of IMEX Frankfurt 2025 unfolded with a series of high-impact announcements and immersive experiences, highlighting the global MICE industry's strategic expansion, evolving leadership values, and regional innovations. .
As one of the most influential gatherings for meetings and events professionals worldwide, the agenda underscored the deepening integration of culture, policy, and purpose into the business events landscape.
Maharashtra Convention Bureau makes landmark debut
The Maharashtra Government’s Department of Tourism officially announced the formation of the Maharashtra Convention Bureau (MCB) — a bold step that marks India’s first state-led initiative dedicated to strengthening its presence on the global MICE map.
Unveiled in Frankfurt by a high-level delegation including Shri Indranil Naik, Minister of State, and Shri Atul Patne, IAS, Principal Secretary (Tourism), the MCB will operate out of Mumbai. It aims to attract international conventions, exhibitions, and corporate events, leveraging the state’s strong economic credentials, robust infrastructure, and rich cultural offerings.
“The establishment of the Maharashtra Convention Bureau marks a transformative moment for our state’s economic and cultural landscape,” said Shri Naik. “Through strategic investment in Meetings, Incentives, Conferences, and Exhibitions (MICE), we are creating a powerful platform for innovation, collaboration, and intellectual exchange.”
Malaysia blends culture and business at their pavilion
Meanwhile, Malaysia Convention & Exhibition Bureau (MyCEB) organised the Malaysia Spice Market Networking Session, an immersive cultural experience that transported attendees to the vibrant trade bazaars of the 15th-century Melaka Sultanate.
This creative showcase reimagined traditional bartering with MyCurrency tokens, enabling guests to engage with "traders" in a lively, interactive format. It was a standout example of how destination marketing can blend culture and storytelling to elevate business tourism.
K.I.T. Group and GD+ launch strategic joint venture for the Middle East
In a major move set to enhance conference services across the Gulf region, K.I.T. Group (Germany) and GD+ (UAE) announced the formation of a joint venture — K.I.T. Group by GD+. Unveiled at IMEX Frankfurt, this alliance will provide seamless conference and event services across the Gulf Cooperation Council through a unified brand and operational model.
K.I.T. Group will focus on registration, scientific content management, and industry sales, while GD+ brings its three-decade regional expertise to oversee production and hospitality.
Thought leadership: from empathy to adaptability
Beyond booths and business deals, IMEX has been rich in thought leadership, especially at the Inspiration Hub, where industry leaders unpacked new realities and expectations for event professionals.
In the panel “State of the Industry: Intention to Action,” experts such as Kai Hattendorf (HTF Consulting) and Reggie Aggarwal (Cvent) emphasised adaptability, regionalisation, and human connection as core to the industry's evolution. The concept of “accidental event organisers”—grassroots communities evolving into events—was identified as a rising trend shaping the future of live experiences.
Meanwhile, leadership sessions spotlighted emotional intelligence, safety cultures, and compassionate communication. Sarah Furness, a former Armed Forces pilot, shared lessons in resilience, while Matt Garman introduced the idea of behavioural code systems to foster trust within teams.
My stops of the day
I started off my day at the Accor booth to discuss the opening of the Fairmont Udaipur. I was shown the imaging for the palace. We also discussed the current boom in hotel openings the country is seeing and how Accor is aiming to spearhead it as well as the employment the openings are creating.
Throughout the day I stopped at various tourism offices such as Egypt, Osaka, Tokyo, Kyoto and the Seychelles to discuss their unique experiences.
By the bar on the Choose France booth I discussed with the Maybourne Riviera the new experiences they are implementing for their guests. Travellers will be offered transport from the airport and up to two free experiences per day such as going to their private beach in Monaco, going to Grasse to create your own perfume, go to Italy for yoga, anything you’d like.
And to finish, I discussed with the Lotte New York Palace, The Luxury Collection Hotel Manhattan Midtown and The Westin New York at Times Square to talk about my future visit to the Big Apple.
The road ahead
IMEX Frankfurt 2025 has solidified itself as a launchpad for innovation and global cooperation. From Maharashtra’s MICE revolution and Malaysia’s cultural diplomacy to the Middle East’s strengthened infrastructure via strategic partnerships, it has captured the momentum of an industry not just rebounding—but reimagining itself for a more interconnected, adaptive, and culturally conscious future.
Asia, a recent University of Birmingham graduate with a degree in Creative Writing and Marketing, was introduced to the world of luxury hospitality through her parents' careers as seasoned journalists. Growing up, she learned the ins and outs of the industry by observing their work and experiences. This unique perspective fueled her passion for writing and her appreciation for upscale accommodations. With her academic background and rich upbringing, Asia is poised to craft vivid narratives that capture the elegance and allure of luxury hospitality.
