Every year, IMEX Frankfurt brings together thousands of event professionals under one roof. IMEX has unveiled its new Talking Point, “Design Matters,” and it’s more than a theme. It’s a mindset.

Built on the belief that “good design is good business,” the IMEX team is using Design Matters as a way to bring people closer — not just across exhibition aisles, but across shared values and ideas. The focus isn’t only on how stands look or how stages are built. It’s about how thoughtful design influences experiences, sparks meaningful conversations and ultimately strengthens professional relationships.

The Frankfurt RheinMain region, home to IMEX Frankfurt, has been named World Design Capital 2026. It’s a fitting backdrop for an event that wants to explore how creativity, innovation and human-centred thinking can improve the way the global events industry works.

From May 19–21, thousands of pre-vetted buyers will gather at Messe Frankfurt to meet suppliers from across the world. But beyond the meetings and deal-making, the organisers are clearly aiming to create a stronger sense of belonging within the international events community.

Design Matters will appear across the show in practical, engaging ways. Expect immersive activations on the show floor, design-focused booth experiences and a learning programme of more than 200 sessions. The idea is to move design from theory into something participants can see, feel and apply in their own events.

This year also introduces new education tracks, many of them shaped around design thinking. Three of the four new tracks — Design Matters, Designing for Human Needs and Regenerative Design — will offer different perspectives on how events can be created more thoughtfully and sustainably. Alongside the returning Experiential Event Design track, these sessions will bring in new speakers, collaborators and research, giving attendees fresh insights into how the sector is evolving.

IMEX CEO, Carina Bauer, explains: “When we move past surface level networking and find people that share our values, the events industry really shines. We believe this feeling of belonging is the foundation of strong relationships and strong business, increasingly called Return on Relationship. With that in mind, our new Talking Point is just one tool that will help those connections flourish, supported by some collaborations with exciting new partners and speakers.”

IMEX Frankfurt takes place at Messe Frankfurt from May 19-21 2026.