The 13th edition of IMEX America, the largest gathering of global stakeholders in the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry in the United States, took place from October 7-10, 2024, at the Mandalay Bay Convention Center in Las Vegas. This year’s event marked new records and underscored the meetings industry’s robust recovery after several challenging years.
With 15,800 participants, including 5,758 buyers from 75 countries—4,300 of whom were hosted buyers—and 3,500 exhibitors, IMEX America 2024 exceeded expectations. The event featured a 7% increase in exhibition space with over 400 booths and saw an impressive 85,000 pre-scheduled meetings across three days. IMEX America has now set a new standard for the MICE industry, even surpassing its European counterparts, such as IMEX Frankfurt and IBTM Barcelona.
Dubrovnik Shines as Croatia’s Premier Incentive and Event Destination
The Dubrovnik Tourist Board's Convention Bureau represented Dubrovnik at IMEX America on a joint stand with the Zagreb Convention Bureau. Croatian MICE offerings were highlighted by well-regarded hotel brands like Sun Gardens Dubrovnik and Maistra Hospitality Group, alongside DMC agencies such as Terranautica, Supertours, Intours, Bantours, Katarina Line, and Kontura DMC.
Dubrovnik captured the interest of business travel planners, particularly from the U.S., Canada, South America, and Australia. A total of 40 meetings were conducted, reaffirming Dubrovnik's reputation as Croatia’s top choice for incentive travel and corporate events, partly due to the convenience of direct flights and key international connections. The direct route from New York has notably enhanced Dubrovnik's appeal in the North American market. Specific requests for events in 2025 through 2027 included hotel site tours, unique venue recommendations, and detailed information on incentive programs that showcase Dubrovnik's cultural, culinary, and excursion options.
Fostering Trust and Partnerships in MICE
IMEX’s "Smart Monday" pre-event program on October 7 explored topics from AI and negotiation to community integration. Panels throughout IMEX delved into purposeful prosperity, collective impact, and leadership rooted in trust. Studies on MICE industry trends, including the Northstar/CVENT Meetings Industry PULSE Survey, predict significant growth in incentive travel and forecast a more moderate price increase in 2025, emphasizing a shift toward long-term, consultative partnerships.
Dubrovnik’s participation at IMEX America 2024 reaffirmed its strong presence in the global congress market, positioning the city for continued business collaboration and event opportunities in the coming years.
