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Since its inaugural event in 2011, IMEX America has grown from a promising industry gathering into the largest and most important trade show for the global meetings, events and incentive travel industry. Its journey from roughly 7,500 attendees to an expected 16,000 in 2025 is a story of strategic success—and its strong partnership with Las Vegas. The alliance between IMEX America and Las Vegas transcends a simple host-and-event dynamic; it is a partnership where the city’s unparalleled infrastructure and energy actively elevate the show, driving record attendance, high satisfaction rates, and significant economic impact.
Rebecca DeLuca, Vice President of Destination Sales at the Las Vegas Convention & Visitors Authority (LVCVA).
For the Las Vegas Convention and Visitors Authority (LVCVA), IMEX America is not just another convention on the calendar. “It’s a very, very important industry show,” says Rebecca DeLuca, Vice President of Destination Sales for the LVCVA. “We call it our Super Bowl on the convention side.” The event attracts thousands of high-level buyers who don’t just attend the show—they experience the city and book future meetings and events, creating a powerful ripple effect for the destination’s economy.
The Vegas Effect: An Experience Beyond the Show Floor
What sets IMEX America apart is the experience for attendees, which extends far beyond the walls of the Mandalay Bay Convention Center. A survey conducted by the IMEX Group revealed that attendees are deeply engaged with the city itself. Data from the independent research firm Explori revealed that IMEX America 2024’s buyer satisfaction was 12 percent above the industry benchmark. The event ranks in the top 25 percent of trade shows surveyed for key indicators such as overall satisfaction, likelihood of return, and perceived importance of the event. “The survey showed that attendees are fully focused on the experience of Las Vegas,” DeLuca says, “not just what is controlled at the show.”
IMEX takes place at Mandalay Bay Convention Center, the fifth largest convention center in the US.
What some call the “Vegas Effect” is a core component of the show’s appeal. The city’s unique venues, world-class dining, and constant entertainment options seem purpose-built for a convention of multiple thousands, DeLuca says. “The endless list of unique venues for hosting networking events, fabulous dinner locations at every price point, the constant entertainment aspects—all the things that make Vegas an ever-evolving destination—are why IMEX continues to come here.”
Beyond its built-in attractions, says IMEX CEO Carina Bauer, “Hosting IMEX America in Las Vegas has taught us a great deal. It has allowed us to experiment with new ways of delivering the show, including new formats and activations.” In fact, their Vegas experience has influenced how IMEX plans its original show, held in Frankfurt since 2003. Following IMEX America’s lead, the Frankfurt show has begun incorporating more local culture, such as commissioning works from local artists.
Not only are attendees enjoying the city, DeLuca says, but they’re also spending more time in the convention itself. “Our data shows that attendees spend more time on the show floor in Las Vegas than anywhere else… that’s critical for exhibitors and sponsors,” she says.
The LVCVA booth at IMEX America 2024.
Partnership, Customization, and Global Reach
IMEX America serves a vital B2B role for Las Vegas. More than just an event, it is a powerful catalyst for further business: “The exponential effect of having IMEX America in Las Vegas is substantial. There are over 5,000 buyers at the show, many of them being current city customers or they are strongly considering booking their future meetings and events here,” she says.
Las Vegas remains accessible for global audiences, despite recent challenges in international travel. The city’s ease of access—flights, proximity, transportation, and new digital programs like Vegas Unlocked—all contribute to buyer and attendee engagement. Vegas Unlocked offers show participants exclusive, complimentary discounts throughout the city, making it “easier for convention attendees to feel like VIPs. Everyone wants to feel like they’re getting a deal, and this is our way to say thank you for coming to Las Vegas,” she says.
Innovating the Attendee Journey
Both IMEX and the LVCVA continuously work on innovating the attendee experience. The award-winning Brand Experience Summit, a 2024 partnership between the LVCVA, IMEX, Invision Communications and Allegiant Stadium, brought senior-level event marketers together for an exclusive event designed to showcase how to leverage live events to drive brand loyalty. DeLuca notes that creating an event to amaze an audience that has “seen it all” was a tall order, but it showcased that “anything is possible in the destination.”
The effort to integrate the city’s culture directly into the show is ongoing. Initiatives include bringing CSR activations with the local non-profit Opportunity Village to Mandalay Bay and leveraging social media to highlight unique local spots, such as a downtown coffee shop that IMEX Group founder Ray Bloom has visited for 15 years. As DeLuca puts it, “We love when someone who has been here multiple times and is really familiar with the destination, discovers something new. We keep showing them a different side of Vegas.”
Aerial view of the Las Vegas Strip.
What to see and do during IMEX week
Build time for inspiration: Mandalay Bay is the hub for the exhibit hall and education, and the redesigned convention center supporting larger stands, activation zones, and the Inspiration Hub, where education sessions drew more than 1,600 attendees in 2024.
Network beyond the booth: What IMEX terms “fringe events” outside the convention space stretch all the way up The Strip and Downtown, giving attendees options to build a week that blends business, wellness, and fun in venues that showcase what’s possible for future programs.
Activate Vegas Unlocked: Before the show, sign up for the complimentary Vegas Unlocked program to access exclusive discounts on dining, entertainment, and attractions.
Explore the Vegas Like a Local Guide curated by LVCVA ambassadors and discover some hidden gems you didn’t know existed.
Author: Andrea Bennett
Former editor-in-chief of Vegas and Wynn magazines and The List Las Vegas, published in Travel + Leisure, The Wall Street Journal, Town & Country, Departures, T:The New York Times Style Magazine, Conde Nast Traveler, Fortune, O: The Oprah Magazine, more. Former anonymous hotel critic for The New York Post.
