In Good Company: How Carina Bauer Turned IMEX into the Beating Heart of Global Events

Carina Bauer, CEO of the IMEX Group, at the Brighton & Hove Albion Foundation’s 35th Anniversary Ball

In Good Company is a series by AUTHENTIC Meetings & Incentives® that highlights the people behind the brands shaping today’s incentive travel landscape. This week, we sat down with Carina Bauer, CEO of the IMEX Group, the force behind two of the world’s most influential gatherings for the global business events community.

From IMEX Frankfurt to IMEX America, Carina’s leadership has helped define what connection, purpose, and progress look like in an industry built on bringing people together.

IMEX has become a sort of pilgrimage for our industry. But rituals like that don’t happen by accident. What was the original intention? Has your “why” evolved?

The original intention remains the same today—and that’s to serve the market and drive forward the global business events industry. Our mission is to unite, advance and promote a thriving global industry focused on positive change—and this mission runs through everything we do.

IMEX stands apart thanks to its unique beginnings: it was conceived over two decades ago by our chairman, Ray Bloom, driven by a deep passion for the industry. This is an important and defining point of difference. We exist to serve a market we genuinely believe in.

Underpinning the success of our shows is a strong company culture. The team, many of whom have been with us for 15+ years, pride themselves on personal service and building lasting, meaningful relationships within the industry. During the show, you’ll always spot our team out on the floor—never tucked away in offices—because we’re genuinely invested in everyone’s success. 

You’ve led this brand for more than 20 years. That’s a long time to stay the course while the world shifts around you. What has remained non-negotiable?

We don’t stay still but shift as the world changes. In keeping with our value—lead the way—we evolve the shows each year in line with market developments. We believe in sharing our insights and also learning from others. Success comes from seeking guidance from those who truly understand the marketplace, and staying humble and open to collaboration is essential.

What doesn’t change, however, are our values. Our guiding vision is clear: a thriving global events industry focused on positive change. This vision is our north star and it keeps us aligned, accountable to both our industry and ourselves.

We’re privileged to have a global platform and the chance to effect long-term, positive change in the world—whether it’s through inward investment, cultural understanding, scientific/knowledge sharing. In a world that appears increasingly divided, IMEX stands for global togetherness, mutual understanding and respect.

Carina Bauer with IMEX Chairman and founder Ray Bloom; a father–daughter team whose shared vision continues to shape the global events industry.

You speak often about purpose, sustainability, and community as lived values. What shaped that in you? Was there a turning point?

These are all core values both to IMEX and to me personally. Looking at the value of community: I’m a third generation Brightonian—my home is important to me and I work closely with organizations including the Brighton & Hove Albion Foundation and Brighton & Hove Homelessness Fund to help the city grow and positively develop.

My father, IMEX founder Ray Bloom, is also proud of his Brighton roots. Working closely with him as part of a family-run business allows us to shape the organization alongside the family values and also take a long-term view.

An obvious turning point to mention here, both for our business and the industry as a whole, is the pandemic. It was stressful and unsettling for all, but I’m proud of how we handled it. We used that time to reshape aspects of our business—investing in our culture, our team, introducing a new digital estate and improving transparency across the company.

Carina Bauer with IMEX Chairman and founder Ray Bloom, a father–daughter team whose shared vision continues to shape the global events industry

You’ve received some of the most meaningful honors in our industry. But which recognition, or even simple thank you, has touched you the most?

One of my proudest moments has been achieving the Sunday Times Best Places to Work Award 2024 and 2025. As I’ve often said, this isn’t an award for me, it’s an award for our fantastic team. It’s testament to our clear mission and values and a celebration of our brilliant company culture, which we’ve intentionally crafted and invested in over the years.  

The IMEX team: a tight-knit group known for their longevity, loyalty, and hands-on approach on the show floor.

IMEX brings together voices, cultures, and ideas from all over the world. What have you learned about building something that not only welcomes global perspectives, but depends on them?

I’ve learnt that everyone has a different perspective and you can’t please everyone all of the time. Our values are what keep us grounded and provide clarity: we’re here to support and uplift the industry, to champion and advance experiential design, to honor the customer journey, to spotlight partners and experts, and to foster learning and mutual understanding. I defy anyone to take issue with that.

Organizing a large-scale event that spans multiple days and attracts attendees from diverse backgrounds is a challenging task. Instead of trying to control every aspect of the event, I think it’s important to build flexibility into it, allowing each attendee to experience the event in their own way and navigate the show in a way that works for them.

Connection in motion: IMEX events continue to unite voices and perspectives from every corner of the world.

Let’s talk legacy. What do you hope the next generation of leaders take from watching you do this work?

Walking along the show floor at IMEX America earlier this month it’s clear that our industry is one that’s powerful, welcoming, diverse and friendly. That’s what I hope inspires and excites the next generation of leaders.

Many of our team call our shows a ‘family reunion’ or ‘super bowl’ as we’re able to catch up in person with so many treasured friends and colleagues (or ‘frolleagues’ as Hilton so perfectly puts it!). The handshakes, hugs and smiles on display at our shows are a clear sign—if we ever needed a reminder—that humanity is at its best when we’re together face to face.

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