Sunday, June 1, 2025
The Joint Meetings Industry Council (JMIC) is a global umbrella organization representing the collective voice of the international business events industry. Established to unify key industry associations, JMIC plays a pivotal role in advocacy, research, sustainability, and strategic collaboration across meetings, conferences, and exhibitions sectors.
Headquartered in Brussels, JMIC acts as a federated body comprising leading industry organizations from every continent. Rather than being a mass-membership group, JMIC focuses on high-level representation through associations that each serve thousands of professionals within their regions or sectors. This structure allows JMIC to operate with both agility and authority, ensuring a unified voice in international policy discussions and development initiatives.
One of its key contributions is the JMIC Global Manifesto, a practical advocacy tool offering guidance for policymakers and industry leaders. It provides a framework to demonstrate how business events contribute to economic development, knowledge transfer, and societal progress. Additionally, JMIC supports The Iceberg, a platform that showcases powerful case studies illustrating the wider impact of events beyond just economic metrics.
JMIC also leads the Net Zero Carbon Events initiative, guiding the events industry toward carbon reduction targets aligned with the Paris Agreement. This forward-thinking project emphasizes the importance of sustainability and environmental responsibility.
With a commitment to innovation, global equity, and responsible growth, JMIC continues to shape the future of the business events industry, reinforcing its essential role in driving progress across sectors and societies worldwide.
In a compelling and insightful interview at IMEX Frankfurt 2025, James Rees, President of JMIC, Executive Director – ExCeL London, ICCA Past-President, shared his vision for the global business events industry. With a focus on advocacy, sustainability, and international collaboration, Rees outlined JMIC’s current initiatives and its strategic goals for the future.
IMEX Frankfurt – Where the Global Meetings Industry Meets Inspiration
If you ever wondered where the heartbeat of the global meetings and events industry can be felt most vividly, IMEX Frankfurt is the answer. Held annually in the vibrant city of Frankfurt, Germany, IMEX is more than just a trade show—it’s a powerful convergence of minds, markets, and momentum that drives the future of business events.
From the moment you step into Messe Frankfurt, one of the world’s largest and most well-equipped exhibition centers, there’s a palpable sense of purpose. Colorful booths from over 100 countries stretch across massive halls, each offering not only destinations but the stories, values, and experiences that make them unique. Whether it’s a cutting-edge venue in Singapore or a sustainable retreat in Costa Rica, the world comes to you at IMEX.
But what truly sets IMEX Frankfurt apart isn’t just the impressive scale—it’s the culture of connection. There’s something deeply human about this event. Deals are struck over coffee, partnerships begin with shared ideas in education sessions, and friendships are built during evening socials like IMEX’s famed “Sightseeing Run” or the welcome gala.
Education is another pillar of IMEX. With free learning opportunities spread across curated tracks—ranging from technology trends to sustainability—you don’t just walk away with business cards; you leave with knowledge that shapes your strategy. Thought leaders, innovators, and changemakers take the stage to spark conversations that continue long after the show closes.
Sustainability is also no longer a side conversation at IMEX. It’s central. Whether it’s the Net Zero Carbon Events initiative or showcasing eco-friendly event technologies, IMEX is helping push the industry toward a more responsible and regenerative future.
And let’s not forget Frankfurt itself. This dynamic city, often dubbed “Mainhattan” for its skyline along the Main River, is a delightful mix of old-world charm and modern sophistication. After a full day on the trade floor, you can stroll through the historic Römerberg, enjoy an apple wine in Sachsenhausen, or dine in one of its award-winning restaurants. Frankfurt’s central location also makes it incredibly accessible for international delegates.
In short, IMEX Frankfurt is where business gets done—but also where the soul of the meetings industry shines. Whether you’re a seasoned planner, a destination marketer, or a first-time attendee, the experience is equally professional and personal.
IMEX Frankfurt isn’t just an event. It’s where the global meetings industry feels most alive.
Introducing JMIC: A Global Federation for Business Events Advocacy
“My name is James Rees, I am President of the Joint Meetings Industry Council and the Executive Director of ExCeL London, the major convention center in London, UK,” he began.
When asked about JMIC and its mission, Rees explained:
“The Joint Meetings Industry Council is a federation of industry associations. We are built to operate out of Brussels. We have an executive director, and our aim is to drive advocacy in key areas for the business events sector and our industry.”
JMIC brings together member associations from across all continents, serving as the global collaborative voice of the meetings industry. “Our members come from all over the world. We are truly the global collaborator on behalf of the industry,” he added.
Tools for Advocacy: The Global Manifesto and The Iceberg
One of JMIC’s key contributions to the industry is the Global Manifesto, often referred to as the “Jamaica Global Manifesto.”
“It provides key information on how to build advocacy and has a suite of advocacy tools for policymakers and for industry professionals around the world,” said Rees.
JMIC also supports advocacy through The Iceberg, an online repository of impactful case studies.
“The Iceberg is an amazing tool and a treasure chest of great case studies around the world that demonstrate not just the economic, but the societal impact of what business events can do for cities, for destinations, and for venues.”
Through these platforms, JMIC ensures that stakeholders have access to tangible, evidence-based examples of the industry’s value.
Sustainability in Focus: Net Zero Carbon Events Initiative
Rees stressed JMIC’s serious commitment to sustainability. The organization is a principal curator of the Net Zero Carbon Events (NZCE) initiative—an industry-wide commitment to reduce carbon emissions.
“We are the curators of the Net Zero Carbon Events initiative. It’s an initiative that has driven methodologies and processes for destinations, venues, and organizers to measure and reduce their carbon usage.”
The initiative is tied to international climate targets, including the Paris Agreement.
“It has a destination linked to the Paris Agreement from the COP conference—to reduce emissions by 50% by 2030 and to get to net zero on scopes one, two, and three by 2050.”
This initiative marks a turning point in the events industry’s approach to climate responsibility and long-term sustainability.
Global Growth: Expanding to Asia-Pacific, Africa, and the Middle East
When asked about future goals and geographic focus, Rees shared a vision for balanced, deliberate growth:
“We are gaining new members as the work of JMIC is recognized. But our aim is not to be a huge organization.”
JMIC currently comprises 14 member organizations, each representing hundreds or thousands of professionals. While the council is selective, it does anticipate growth in strategically important regions.
“We expect to grow by one to two members each year. That will allow our reach to grow, particularly in areas such as Asia-Pacific, Africa, and the Middle East—where new associations are developing and are looking to JMIC for support.”
The focus is clear: build deeper impact by enabling local advocacy and sustainable practices through a global network.
Final Thoughts from James Rees
In closing, Rees emphasized the importance of collaboration, impact, and responsibility.
“We recognize our responsibilities with regards to the future sustainability of the industry. By uniting with associations globally, providing powerful tools, and pushing for net zero, JMIC is working to future-proof our sector.”
His message to the industry is one of purpose-driven growth, with advocacy, sustainability, and inclusivity at the heart of it.
Conclusion: The Power of Business Events to Shape the World
James Rees’s insights at IMEX Frankfurt 2025 reaffirmed the role of business events as catalysts for societal and economic progress. With JMIC’s unwavering focus on advocacy, practical tools like the Global Manifesto and The Iceberg, and the ambitious Net Zero Carbon Events initiative, the path forward is bold yet grounded.
As the world adapts to post-pandemic realities and climate imperatives, the business events industry—guided by organizations like JMIC—is set to play a transformative role in shaping a more connected, sustainable future.
