Snöcap October 10, 2025
Snöball correspondent
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Hi there!
This week’s Snöcap: Things got a little Snö-motion-al at IMEX ❄️
IMEX Vegas wrapped up with a flurry of emotions — and a standing ovation for our very own @Rachel Stephan, who took home the Ultimate Ruckusmaker Award! 🏆
Voted by some of the biggest names in the industry, the award honors “the boldest changemaker of them all” and honestly, could there be a more fitting title for the one who built a literal avalanche of advocacy in event marketing?
We may have gone to Vegas to talk about peer-to-peer magic… but we ended up witnessing a peer-to-peer moment.
So yes! We’re feeling all the chills (and not just because we’re Snöball :D).
And here's your weekly event updates in our Snöcap below:
The top updates this week:
- IAEE announces Expo! Expo! dates till 2028
- IFES signs three-year MoU with with EXSA to strengthen global exhibitions collaboration
- Easyfairs partners with SMOG for inclusivity and accessibility
- Global RFP activity hits pre-pandemic benchmarks: EIC's Global Event Barometer Q2 2025
- London now America's TOP events destination with 60% bookings: Excel London
IAEE announces Expo! Expo! dates till 2028
The International Association of Exhibitions and Events has released the schedule for its annual Expo! Expo! IAEE's Annual Meeting & Exhibition through 2028.
The event serves as the largest gathering of exhibition and event organizers worldwide, bringing together industry professionals for educational programming, networking and access to tools and technologies.
"As the leading voice of the B2B exhibition industry, we're committed to delivering experiences that not only honor our rich heritage but also empower our members to innovate, connect and thrive," said Marsha Flanagan, president and CEO of IAEE.
Key dates and milestones:
- Dec. 8-10, 2025 — Houston, Texas
- 50th anniversary of IAEE's Certified in Exhibition Management Learning Program
- Nov. 16-18, 2026 — Milwaukee, Wisconsin
- Dec. 6-8, 2027 — New Orleans, Louisiana
- Dec. 4-6, 2028 — Las Vegas, Nevada
- IAEE centennial celebration marking 100 years since the organization's founding in 1928
Registration for the 2025 event includes discounts for first-time attendees, sophomore attendees and hosted buyers. The registration savings deadline is Oct. 17.
IFES signs three-year MoU with with EXSA to strengthen global exhibitions collaboration
The International Federation of Exhibition and Event Services (IFES) and the Exhibition and Event Association of Southern Africa (EXSA) have signed a three-year memorandum of understanding to formalize their partnership.
The agreement was signed by IFES President Jörg Zeißig and EXSA Chair Sibusiso Mncwabe. The organizations have cooperated previously, and the MoU establishes a framework for continued collaboration.
Partnership focus areas:
- Knowledge exchange
- Professional development
- Member visibility
- Joint educational initiatives
- Participation in industry events
- Advocacy alignment
- Sustainability efforts
- Business relations
The partnership aims to provide members with access to shared insights, practices and exposure to markets. Both organizations will promote each other's activities to extend member networks.
"By formalising our cooperation with EXSA, we are strengthening regional representation in Southern Africa, gaining new perspectives, and creating new opportunities for our members to engage and grow within the global exhibition community," Zeißig said.
Mncwabe said the agreement formalizes years of collaboration between the associations and will create benefits for members through shared knowledge, advocacy and networks.
Easyfairs partners with SMOG for inclusivity and accessibility
Easyfairs has provided access to its recording studio and video editing services to SMOG, an initiative that assists individuals with communication impairments.
The studio, located at Easyfairs headquarters in Brussels, is typically used for producing e-learning modules for The Academy Online, the company's platform for team development. The space was made available to SMOG to expand its video library and support development of its app.
SMOG uses visual and physical methods to help individuals express themselves and communicate. The initiative serves people with conditions including:
- Down syndrome
- Prader-Willi syndrome
- Angelman syndrome
Easyfairs staff provided video editing support to prepare the materials demonstrating gestures for use in SMOG's resource library.
The partnership allows SMOG to create video content that demonstrates communication gestures, which are used to help individuals connect with others and overcome communication barriers.
Read more about the partnership
Global RFP activity hits pre-pandemic benchmarks: EIC's Global Event Barometer Q2 2025
Request for proposal (RFP) activity in the global events industry has reached 102% of 2019 levels in the second quarter of 2025, according to the Events Industry Council's Global Events Barometer.
The report shows hotel group room nights at 94% of 2019 levels, up from 90% in the first quarter. Room rates averaged 131% of 2019 levels. The findings indicate progress in recovery while pointing to uneven regional results and economic headwinds.
"While it is encouraging to see RFP activity recover, slower global growth and heightened geopolitical risks continue to impact sentiment and create uncertainty for event professionals worldwide," said Amy Calvert, EIC president and CEO.
Key Q2 2025 metrics:
- Hotel group room nights: 94% of 2019 levels
- Global RFP activity: 102% of 2019 levels
- Quoted room rates: 131% of 2019 levels
Regional performance (compared to 2019 levels):
- Latin America: 123
- Middle East: 122
- North America: 93
- Western Europe: 90
Country performance:
- Mexico: 185
- United Kingdom: 156
- India: 144
- China: 57
- Germany: 58
Oxford Economics forecasts global GDP growth of 2.6% in 2025 and 2.4% in 2026, below long-term averages. Travel spending growth is slowing, with North America expected to see 1.6% growth this year.
"The industry must remain focused on resilience and adaptability as we navigate this next phase of recovery," said Dr. Senthil Gopinath, 2025 EIC board chair and CEO of ICCA.
EIC will release its next Global Economic Significance of Business Events Study on May 5, 2026, in Washington. The study, produced with Oxford Economics, evaluates the economic impact of the $1.6 trillion global business events industry.
London now America's TOP events destination with 60% bookings: Excel London
Excel London reports that 60% of its convention and congress bookings now come from US-based organizations, according to figures released during IMEX America in Las Vegas.
US companies including Amazon, Microsoft, Google, Salesforce and Gartner have chosen London for their conferences. US-based organizers such as the Linux Foundation and the Alzheimer's Association International Conference have also booked the venue.
Excel London completed a $340 million expansion that added 270,000 square feet to the facility. The expansion is part of a $500 million investment that includes food and beverage offerings, 5G and Wi-Fi infrastructure and a waterfront entertainment district.
"London is a world-class, tier-one city with a magnetic pull as an event destination," said James Rees, executive director at Excel London. "The city's appeal has further intensified over the past few years demonstrating market confidence and resulting in record bookings here at Excel, in particular from the US."
US visitor data:
- 3.7 million US visitors to London last year for business tourism
Tracy Halliwell, director of tourism, conventions and major events at London & Partners, said business visitors are staying longer and spending more. "The events sector and venues like Excel London are crucial to our overall economic strategy," Halliwell said.
Interested in learning how peer-to-peer marketing can boost your event registrations and audience engagement? Book a chat to know how Snöball can help .
