BVI Tourist Board and Film Commission's Public Relations Manager Keith Dawson, right, engages with a leading North American journalist to highlight the Virgin Islands story. Photo: BVITB/Facebook

IMM North America 2025, hosted at the Javits Center, brought together over 1,100 delegates. Photo: Facebook

More than 1,100 delegates participated in 9,600 pre-scheduled one-on-one meetings, offering an unparalleled opportunity for tourism destinations to connect with top-tier media outlets and secure coveted spots on editorial calendars. Photo: Facebook

IMM North America 2025, hosted at the Javits Center, brought together over 1,100 delegates who participated in 9,600 pre-scheduled one-on-one meetings, offering an unparalleled opportunity for tourism destinations to connect with top-tier media outlets and secure coveted spots on editorial calendars.

Mr Keith Dawson, Public Relations Manager for BVITB&FC, led the delegation and engaged with leading North American journalists—among other stakeholders—effectively spotlighting the unique charm and diverse offerings of the Virgin Islands (VI)—Nature's Little Secret.

Record attendance & engagement

Nick Wayland, CEO and Founder of TravMedia, hailed this year’s IMM as a resounding success telling participants. "We’re thrilled with the continued record attendance and engagement at IMM North America 2025, solidifying IMM’s position as one of the most influential media networking experiences in the travel industry; This event continues to be a vital platform for connecting media and travel brands and for fostering relationships that drive compelling travel storytelling and industry growth."

Wayland further acknowledged the role of partners and supporters in ensuring the event’s success, stating, "IMM would not be possible without the support of our new and returning partners, including CLIA, Travel Wisconsin, Tourism Australia, Visit Costa Rica, and Visit Glendale, Arizona.

Their invaluable contributions, according to Wayland—alongside the Society of American Travel Writers—play a significant role in supporting the travel media community.

‘Prioritising sustainability & innovation’

Meanwhile, Cruise Lines International Association (CLIA) also returned as the presenting partner for the IMM North America luncheon with Ms Anne Madison, Senior Vice President of Global Strategic Communications and Marketing for CLIA, spotlighting the cruise industry’s commitment to sustainable travel during her address.

She also offered a sneak peek into the forthcoming State of the Cruise Industry report, which will be available to the public in March ahead of its April launch.

"The cruise industry continues to prioritise sustainability and innovation, ensuring that our operations align with the evolving needs of travellers and the planet. Our participation at IMM underscores the importance of engaging with media to share these advancements and foster meaningful conversations about the future of travel."

Additionally, the IMM luncheon also celebrated excellence in travel media and public relations with Ms Veronica Stoddart and Ms Laura Davidson receiving TravMedia Lifetime Achievement Awards for their contributions to media and PR, respectively.

Ms Karen Cicero was named TravMedia Travel Writer of the Year, while Ms Kimberly Todd from the Arizona Office of Tourism was recognised as TravMedia Communicator of the Year.