IMEX Group Taps Industry Visionary Tahira Endean to Supercharge Show Content

August 19, 2022

The IMEX Group is looking to a renowned, 20-plus-year industry veteran to remodel the professional learning offerings at its two annual shows: IMEX America and IMEX Frankfurt. The group appointed Tahira Endean, author, event instructor and event producer celebrated for her expertise in experience design, sustainability, diversity and inclusion, and event tech, as its newly created head of programme.  

Endean embraces a role that signals a new era for IMEX. Under her direction, a three-year education strategy will capitalize on IMEX’s free programming to meet the industry’s thirst for knowledge and continuous development while embracing a growth mindset.

The IMEX education program was envisioned and developed in 2005 by Dale Hudson, IMEX Group’s knowledge and events director. It has grown in size and quality over the last 15 years, adding substantial value to the visitor experience. Endean’s addition to the team will build on that legacy. She’ll work with both the IMEX Marcomms and Knowledge and Education teams to design learning programs that enrich the show’s value proposition and deliver measurable business benefits.

“We’re focused on designing learning with buyer requirements in mind first and foremost,” Endean said. “Our combined aim is for attendees to leave each session with tangible takeaways that also support their meetings [and events] onsite."

Endean added the goal is also to build upon IMEX’s strong legacy of tailored education that meets the particular needs of agencies, associations and corporate event professionals.

As a veteran of the MICE industry and self-confessed event nerd, Endean recognizes IMEX as the professional home for the global events industry.

“The opportunity to provide knowledge that helps us all develop and grow through turbulent times is important, and to do it with a team as committed, passionate and talented as IMEX is really exciting,” Endean said.

Carina Bauer, CEO of the IMEX Group said her team is delighted to welcome Endean.

“Her extensive industry experience, large network of contacts and fresh approach supports our aim to keep on innovating and provide powerful, purposeful and multi-faceted experiences for all attendees,” Bauer said.

Changes to education programming are already in place for IMEX America 2022 at Mandalay Bay, Las Vegas, which will take place Oct. 10-Oct. 13.

Under the theme "Pathways to Clarity," Endean and the IMEX team have streamlined the number of education tracks from 10 to four: Respect for People and Planet, Future Self, Innovation and Creativity, and Event Planner Toolkit. The remodeled program builds on IMEX’s strong educational legacy and aims to deliver a fresh twist on old problems while also facing the business realities of Q4 2022 head on. The radical simplification is also designed to fit better with post-pandemic business needs.

There are more than 200 educational events over four days scheduled for IMEX 2022. The entire education program will address modern-day event challenges, as well as industry trends such as the metaverse and cryptocurrencies, in addition to sustainability, diversity, equity, inclusion and well-being.

Vancouver-based Endean comes to the IMEX Group from the Society of Incentive Travel Excellence (SITE), where she was head of events since 2018. A lifelong learner, Endean is currently completing a Master of Science in Creativity and Change Leadership at State University of New York College at Buffalo.

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