A new travel industry exhibition will be coming to America next year, making it an exciting time for meeting professionals and other decision-makers responsible for selecting destinations and venues for their business events. As a way to provide greater access to this audience, Marketing Challenges International, a full-service global destination marketing firm in New York City, is launching "Spotlight America 2011," a strategic initiative designed to help those who want to expand their reach during IMEX America, October 11-13, 2011 in Las Vegas.

"The business events market in the United States and Canada represents a whopping $100 billion-plus in potential new opportunities. Spotlight America 2011 will help emerging and established destinations and venues expand their reach and capture a greater share of this lucrative market by developing  clear and comprehensive strategies that will resonate with executives attending IMEX America," says Michel Couturier, founder and president of Marketing Challenges International.

Spotlight America 2011 could not come at a better time with the global economy and U.S. consumer confidence on an upswing, and organizers of IMEX America choosing the United States to debut its show. Whether planning a conference, convention, board meeting, product launch or other event, meetings professionals are always in search of new destinations and venues, and through this initiative, Marketing Challenges International will help clients identify and maximize new opportunities in the time leading up to, during and after this significant show.

Not only does IMEX America represent a new business events marketplace, but it also provides international destinations and venues with a compelling platform to capture the attention of individuals representing Fortune 500 companies and more than 1,000 North American associations that plan international events.

Through its Spotlight America 2011 initiative, Marketing Challenges International will implement an integrated approach for clients that entails researching markets, developing branding campaigns, sustaining growth via long-term planning, among other services.

As a firm with over 25 years of experience in destination marketing, Marketing Challenges International is a recognized leader in the meetings industry, and has formed strong partnerships over the years with other respected organizations who will too lend their expertise to clients of Spotlight America 2011. These firms include Cvent, a leading provider of event management, site selection and event sourcing software solutions; Horwath HTL, the world's largest hospitality advisory firm with 47 offices in over 30 countries; and PhoCusWright, a leading travel, tourism and hospitality research company. Media and advertising partners include Northstar Travel Media, publisher of Incentive, Meetings and Conventions, Successful Meetings ,Business Travel News, and MeetingNews; and SB&A, an integrated marketing company.