IMEX America is the global meeting point for MICE pros—corporate planners, agencies, associations, and suppliers shaping what’s next. At the 2025 show, we surveyed attendees at our vending activation to understand formats, objectives, challenges, and engagement preferences. Consider this your snapshot of the industry’s current pulse—and where it’s moving in 2026.
Formats Defining the Future
Conferences and trade shows led the pack at 53.0%, followed by employee or client appreciation events at 17.4%, team-building at 12.5%, brand experiences/product launches at 10.1%, and sporting events/fan activations at 7.0%. Large-scale stages still deliver reach; smaller formats deepen relationships.
2026 Focus: Expect hybrid strategies that anchor big moments while layering in intimate touchpoints. Wide reach meets curated loyalty.
Objectives That Matter Most
Planners’ top aim is brand awareness and visibility at 39.6%. Behind that: team-building and collaboration (19.2%), showcasing products/services (18.0%), lead gen and client relationships (15.5%), and education/trend-sharing (7.6%).
2026 Focus: Awareness is table stakes. The edge goes to brand storytelling—experiences tied to mission, values, and a narrative arc attendees can carry with them.
Challenges Reshaping Strategy
The biggest hurdle? Finding fresh, engaging ideas at 61.3%. Budget constraints came second at 14.0%, followed by logistics and setup (10.7%), measuring ROI (9.1%), and brand alignment (4.9%). Creativity has to meet operational ease.
2026 Focus: Turnkey is the keyword. Teams will prioritize high-impact concepts that are simple to deploy, easy to scale, and clear to measure.
Engagement That Actually Works
Attendees favored hands-on, creative activities (35.7%) and competitive, game-based experiences (28.7%). Rounding out the list: customization/branding (14.3%), social sharing opportunities (11.6%), and immersive digital (VR/AR) (9.8%). Passive isn’t cutting it—people want to play, create, and compete.
2026 Focus: Engagement will evolve into personalized interactivity. Expect tactile experiences enhanced with AR, AI, and gamification—scalable, data-rich, and unique to each attendee.
The Bottom Line for 2026
The winning formula blends scale, story, and seamlessness. Anchor big moments, tell a brand-forward narrative, and execute flawlessly. That’s how experiences travel beyond the floor, spark organic content, and convert attention into affinity.
At Interactive Entertainment Group, we design participation-first experiences that elevate brands and simplify ops—from custom-branded buildouts and content-forward photo captures to data-powered competitions and modular footprints that flex with your floor plan.
