IMEX Launches First Sustainability Strategy with 20% Emissions Cut Target

Frankfurt-based trade show organizer sets four-goal framework to drive environmental progress across global events industry

By Sarah Mitchell · Published Fri, 01 May 2026 11:19:51 GMT · Updated Fri, 01 May 2026 11:19:51 GMT

IMEX publishes its first sustainability strategy on Earth Day, setting a 20% emissions reduction target by 2030. The framework focuses on travel alternatives and booth carbon footprint measurement.

Earth Day Launch Marks Strategic Shift

IMEX has published its inaugural sustainability strategy, launching on Earth Day to establish a measurable framework for environmental progress across its trade shows and the broader global meetings and events industry. The strategy, titled "In the moment," represents what IMEX CFO David Harrison describes as "a clear move from intent to action."

Four Core Strategic Goals

The strategy centers on four specific objectives designed to accelerate environmental progress. The primary goal targets a 20% reduction in IMEX's carbon emissions by 2030, with travel to its shows identified as the most material driver of emissions. Analysis from IMEX Frankfurt reveals that approximately 25% of flights originate from the UK, where rail travel presents a practical alternative that could reduce emissions by roughly 96% compared to short-haul flights.

The second goal focuses on driving circularity in exhibitor participation by assessing the carbon footprint of exhibitor booths and materials used across shows, including sponsor activations and IMEX-owned feature areas. A key milestone involves measuring emissions associated with 60% of exhibitor booths at both of this year's shows.

Leadership Engagement and Commercial Alignment

IMEX's strategy addresses leadership alignment challenges highlighted by survey data from almost 1,000 stakeholders. Despite confidence in the industry's sustainability capabilities, many leaders experience messaging fatigue and disengage from sustainability initiatives. The third goal aims to create conditions for more effective leadership engagement through evidence-based practices and informed decision-making.

The fourth objective links sustainability to commercial performance, recognizing that continued investment in decarbonization and circularity requires commercial resilience. "For IMEX, as with all organizations, to continue investing, innovating and accelerating its progress on decarbonization and circularity, sustainability must also support commercial resilience," Harrison explained.

Data-Driven Approach

Created with event sustainability partners isla, the strategy draws on more than 20 years of learnings and data collection since the launch of the first IMEX show in Frankfurt. The document combines stakeholder survey results with climate science direction to identify where IMEX can focus efforts and locate the biggest opportunities for progress.

"Sustainability has been embedded in our operations for some time, but it has now become a core business issue as we respond to evolving regulatory requirements," Harrison noted. "Beyond compliance, it reflects our own commitment to responsible growth and long-term development."

Industry Education Initiative

IMEX Frankfurt attendees can explore the sustainability work in detail through an education session titled "Lessons learned on our sustainability journey," featuring David Harrison in conversation with isla at the Inspiration Hub on Wednesday May 20. IMEX Frankfurt takes place May 19-21 with free registration available.

Based on reporting by Event Industry News. Read the original article.