ENIT at IMEX 2026
From 19 to 21 May 2026
ENIT at IMEX Frankfurt 2026 with an immersive stand dedicated to the Italy of events
From 19 to 21 May ENIT is taking part in IMEX Frankfurt 2026, one of Europe's leading events dedicated to the MICE sector, to be held in Frankfurt at Messe Frankfurt. The Agency will be present in Pavilion 8, Stand D400, with an exhibition area of 557 square metres designed to showcase Italy as a reference destination for meetings, incentives, congresses and events.
IMEX Frankfurt is a strategic international hub for the events industry, connecting destinations, venues, hotels, convention bureaus, DMCs and specialised operators with buyers and decision makers from all over the world. Through a matchmaking platform and a comprehensive programme of education, networking and professional exchange, the fair promotes carefully selected meetings, new business opportunities and the development of high value-added collaborations.
The Italian participation coordinated by ENIT involves a total of 77 co-exhibitors, including regions, territorial institutions and private operators. Campania, Emilia-Romagna, Lazio, Liguria, Puglia, Sicily, Tuscany, Turismo Torino, Roma Capitale and 30 Club Italia operators will be present on the stand. Each co-exhibitor will have a customised location and a dedicated appointment agenda, with pre-scheduled meetings with international buyers during the fair days.
A key element of ENIT’s presence will be a visually impactful, high-tech stand, inspired by the theme of the tower, to symbolise Italy’s urban landscape. From medieval towers to bell towers, watchtowers and civic symbols, verticality becomes a metaphor for an Italy that combines history, beauty, innovation and contemporary vision.
The stand’s concept revolves around a large, contemporary central tower, created using state-of-the-art LED walls, conceived as the visual and narrative focus of the entire exhibition space. The structure, strategically positioned at the point of a column in the pavilion, transforms an architectural constraint into a distinctive landmark, immediately recognisable within the trade show. In this sense, the tower is perceived as a true technological 'tree' of Italy; a visual organism growing vertically and developing through its trunk and luminous petals, the narrative divided into three times of day - dawn, broad daylight and sunset/night - associated with different colours and atmospheres and speaking to visitors about Italy’s rich culture, landscapes and attractions.
The story begins with dawn, with a silent, poetic and delicate atmosphere and images that flow vertically, fade and dissolve like mist, evoking cities and nature as they reawaken. In broad daylight, the scene is illuminated with Mediterranean energy, transforming the tree into a light sculpture in which the sea, landscapes, flowers, villages and Italian flavours convey all the country’s vitality. As the sun sets and night falls, the pace slows, ending with images fading into ENIT blue and making way for animation of the petals in the three colours of the Italian flag, with red, white and green disappearing and reappearing as they change position.
The structure includes a sequence of images dedicated to Italian destinations, featuring dynamic and animated content, each narrative moment offering different images displayed across the trunk and petals and portraying the Italian experience. The result is an immersive and ever-changing installation that combines Italy’s defining characteristics in a single engaging story.
The renewed collaboration between ENIT and Nutella will also be highlighted on the Italian stand, through the 'Nutella Buongiorno' initiative, which will feature a Nutella corner, inspired by the characteristic Italian breakfast. The corner will offer tastings combined with typical Italian traditional foods. The exhibition will also feature the entire collection of jars developed together with ENIT.
During the event, ENIT will also organise an 'Aperitivo Italiano' at Piazza Italia, inside the stand, designed as a networking moment between operators and buyers. An informal and qualified opportunity to foster dialogue, consolidate professional relations and promote the Italian offer in the MICE segment.
