Imex America targets UK event buyers

Imex America says the UK will be crucial in its bid to create the largest hosted buyer programme ever staged at a US trade show.

Imex Group chairman Ray Bloom
Imex Group chairman Ray Bloom

The inaugural show, in October 2011, is targeting 1,500 hosted buyers, mainly in the association sector, about 80% of whom will travel to Las Vegas from other parts of the US.

The UK is expected to provide a large proportion of the remaining buyers, along with Germany, Asia and Latin America.

Imex marketing and operations director Carina Bauer said UK event buyers with an international remit were currently being targeted and figures would be released in March. "We've had a lot of interest in the UK, which is very encouraging," she said.

The hosted buyer target of Imex America is three times that of its rival AIBTM, whose debut was announced by Reed Travel Exhibitions only four weeks before Imex confirmed its first American show.

The two are now going head to head, with AIBTM taking place in Baltimore in June 2011 and Imex America opening in Las Vegas four months later.

Imex Group chairman Ray Bloom hopes Imex America will mirror the success of its Frankfurt forerunner. "The hosted buyer programme will once again be the backbone of our success with Imex America. Response and support from exhibitors, associations and hosted-buyer intermediaries has been fantastic."

 

 

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