Sharing the “Aruba Effect” at IMEX America 2025

Las Vegas, October 2025. IMEX America 2025, the most important event in the global MICE (Meetings, Incentives, Conferences & Exhibitions) industry, was held from October 7 to 9. With more than 17,000 attendees, the event brought together industry professionals, destination representatives, hoteliers, and senior leaders.

For the Aruba Convention Bureau (ACB), this edition marked its most dynamic and impactful presence to date, with a renewed vision, an expanded pavilion, and a packed agenda of activities that positioned Aruba not only as a destination, but as an experience.

A pavilion that radiated the spirit of Aruba

The Aruba space was designed to capture the island's essence: warm, colorful, open, and welcoming. The booth tangibly represented the Aruba Effect, that intangible feeling of happiness, tranquility, and inspiration that travelers and event organizers experience when they connect with the destination.

The design integrated natural elements, ocean-inspired colors, and visuals that told stories about local culture, wellness, and world-class hospitality. Shades of soft sand and tropical landscapes brought a touch of the Caribbean to the Nevada desert, a reminder of why Aruba remains a benchmark in MICE tourism.

Boosting Aruba's global presence

One of the key success factors at IMEX America 2025 was the collaboration with 12 prominent Aruban hotel and destination management partners (DMCs), who reflected the highest level of service, luxury, and professionalism.

Socios hoteleros: Aruba Marriott Resort & Stellaris Casino, Embassy Suites by Hilton Aruba Resort, Hilton Aruba Caribbean Resort & Casino, Hyatt Regency Aruba Resort Spa & Casino, JOIA Aruba by Iberostar, Renaissance Wind Creek Aruba Resort y The Ritz-Carlton, Aruba.
Socios DMC: Arawak DMX, De Palm DMC Aruba, ECO DMS Aruba, EPIC Aruba DMC y Red Sail Aruba.

This collective presence projected a clear message: Aruba is ready to host exceptional events, offering luxury accommodations, flexible spaces, personalized experiences, wellness programs, and authentic cultural offerings.

Where the magic happens: “One Happy Hour”

One of the most anticipated moments of the event was the "One Happy Hour," held on October 7th at the Aruba booth. The event brought together organizers, partners, and industry guests in a relaxed, cheerful, and positive atmosphere, reflecting the true spirit of the Aruba Effect.

More than a social gathering, it was a true celebration of connection and collaboration. Amid cocktails, laughter, and raffles with attractive prizes offered by Aruba's partners, attendees were able to enjoy a glimpse of the island's hospitality and its unparalleled human warmth.

VIP experience for clients

At the same time, the Aruba Convention Bureau offered an exclusive VIP experience that combined elegance, entertainment, and gratitude. A select group of strategic partners and potential clients were invited to a special evening that included cocktails and a helicopter tour over the Las Vegas Strip.

Beyond luxury, the initiative was a token of appreciation and a reminder of Aruba's commitment to lasting relationships and building trust with its global partners.

Aruba joins industry leaders at the MPI Rendezvous

Aruba also participated in the MPI Foundation Rendezvous, one of the most prominent social gatherings at IMEX America. In a vibrant and supportive atmosphere, hundreds of industry professionals gathered to share, celebrate, and support charitable causes.

Aruba's presence at this event reflected its comprehensive vision of MICE tourism: the importance of personal connections, cooperation, and community building as pillars of the sector's sustainable growth.

Empowering the leaders of the future

Looking ahead, Aruba also participated in the SITE Young Leaders Conference, a gathering designed for young professionals in the incentive travel industry. This event provided an opportunity to connect with new generations in the sector, learn about their expectations, and strengthen Aruba's commitment to talent development throughout the MICE community.

The Aruba Effect in action

During the three days of IMEX America 2025, visitors experienced firsthand the Aruba Effect: a sense of connection, well-being, and confidence that arises naturally when interacting with the destination.

In the MICE world, the Aruba Effect translates into effortless collaboration, genuine hospitality, and an atmosphere where creativity and productivity flourish. From the first contact to the final farewell, Aruba offers a seamless, professional, and memorable experience that leaves a lasting impression on every visitor.

Looking ahead: next stop, IBTM Barcelona

Following its success at IMEX America, Aruba announced its upcoming participation at IBTM Barcelona, ​​where it will once again present its offering alongside its strategic partners at booth L95.
This will be an opportunity to continue strengthening ties with the global meetings and incentives community, sharing—once again—the inspiration, energy, and hospitality that only Aruba can offer.