IMEX Frankfurt’s bold sustainability strategy aims for net-zero events by 2030, setting a new benchmark for the global meetings industry. Yet, as IMEX America remains the largest US trade show, political skepticism—particularly from Donald Trump—highlights a growing divide over the value of going green.
In an industry built on global travel, large-scale logistics and high carbon footprints, one of the world’s most influential meetings trade shows is attempting something bold: redefining what a “sustainable event” looks like—while political signals from the United States suggest a very different trajectory.
At the center of this tension is IMEX Frankfurt and its sister event, IMEX America—the latter widely regarded as the largest meetings industry show in the United States.
A European-led sustainability push
IMEX’s newly articulated sustainability strategy positions the organization as a frontrunner in decarbonizing the global events sector. Its goal: reach net zero emissions by 2030two decades ahead of broader industry targets aligned with the Paris Agreement.
Rather than focusing on isolated initiatives, IMEX is taking a systemic approach. The strategy includes:
- Measuring full event emissions—including travel, food production, and supply chains
- Transitioning to reusable and recyclable materials in exhibition stands
- Partnering with sustainability consultants like Isla to track attendee travel emissions
- Embedding sustainability into both operations and educational programming
At IMEX Frankfurt 2025, sustainability is no longer a side initiative—it is “central strategy, not a side story.”
The event showcases tangible progress:
- Venues powered entirely by renewable energy
- Zero-waste catering models
- Increased plant-based food offerings (67% vegan options in some areas)
- Measurable reductions in materials and waste
For organizers, the message is clear: sustainability is becoming a core business requirement, not just a reputational add-on.
The scale of the challenge
The ambition reflects the scale of the problem. The meetings and events industry—especially international trade shows—relies heavily on air travel, one of the hardest sectors to decarbonize.
IMEX acknowledges this directly. Its strategy emphasizes that measuring emissions is the first stepparticularly for travel, which often represents the largest share of an event’s carbon footprint.
By building a comprehensive emissions baseline, IMEX aims to guide long-term reductions rather than rely solely on offsets—a shift toward accountability that many in the industry have been slow to adopt.
A transatlantic contrast
Yet while European-led events like IMEX Frankfurt double down on sustainability, the political climate surrounding IMEX America reflects a more complicated picture.
The Las Vegas edition is the largest meetings industry show in the United Statesmaking it a critical barometer for industry direction.
However, broader US political discourse—particularly under former President Donald Trump—has often questioned or downplayed the economic value of environmental regulation and green policies.
This divergence creates a striking contrast:
- Europe (IMEX Frankfurt): Sustainability embedded into strategy, operations, and industry leadership
- United States (IMEX America context): A meeting industry platform operating amid political skepticism toward “green” advantages
For global event planners, this split raises practical questions:
Can a truly net-zero events industry exist without alignment across its biggest markets?
Industry at a crossroads
IMEX’s leadership frames its strategy as more than internal reform—it is an attempt to influence the entire ecosystem. The organization emphasizes collaboration across suppliers, exhibitors, and destinations as essential to meaningful change.
The underlying premise is simple but challenging:
No single event can become sustainable in isolation.
As the largest global gatherings continue to grow in scale, the industry faces a defining choice—whether sustainability becomes a shared standard or remains fragmented by geography and politics.
Meeting Industry in The US: No More Green?
IMEX’s sustainability strategy highlights a broader shift in global business culture: environmental responsibility is increasingly tied to competitiveness, innovation, and long-term viability.
But the contrast between Europe’s accelerating climate commitments and parts of the US political landscape underscores a reality the events industry cannot ignore:
The path to greener global meetings may depend as much on politics as on technology.
