MEETEX 2026 confirms interest in Croatia as a top MICE destination
Zagreb hosted from March 17th to 19th another edition of MEETEX, a specialised B2B event dedicated to the business events, congress and incentive travel industry. Over three days, Croatian exhibitors connected with international event organisers through a series of pre-arranged meetings and informal networking activities.
This year's edition once again confirmed the important role of MEETEX in the international promotion of Croatia as a competitive MICE destination.
Strong international buyer interest
The event was attended by numerous “hosted buyers” – organisers of corporate events, conferences, and incentive travel. Among them were representatives of international organisations such as the International Water Association (IWA Events) and the British Silver Marketing Association.
Participants arrived from Europe, the United Kingdom, as well as North and South America, Asia, and Australia, which further confirms the global reach and relevance of this event.
„MEETEX has opened up a completely new perspective on Croatia for me, especially outside the most famous destinations like Dubrovnik,“ stated Steve Huxham, Director of the Silver Marketing Association, highlighting his interest in continental regions such as Zagorje and Međimurje.
Zagreb strengthens its position as a business centre
The Minister of Tourism and Sport, Tonči Glavina, emphasised that MEETEX plays a key role in positioning Croatia on the global map of business tourism.
He stressed that the business and congress travel segment in particular represents an important driver of year-round tourism, with higher added value and a strong impact on the quality of the overall tourist offer.
Zagreb is increasingly profiling itself as a centre for international business events, thanks to its infrastructure, accessibility, and developing offerings.
Focus on a human-to-human approach
This year, MEETEX director Adem Braco Suljić particularly emphasised the importance of the human dimension in business meetings. „Although we are a B2B event, in reality, we are first and foremost H2H – human to human. Business relationships start between people,“ Suljić stated. This message was further strengthened by the collaboration with the Red Nose Clowns – Doctors of Laughter association, highlighting the importance of social responsibility within the events industry.
Participant experience in the spotlight
One of the key moments of the programme was the lecture by Dr. Rob Davidson, one of the most renowned experts in the congress industry. He emphasised how the participant experience begins with the very first contact with the event – through the website and communication with the organiser – and continues even after the event concludes through the long-lasting impression left behind. This approach increasingly defines the success of events in the modern MICE industry.
In conclusion, MEETEX continues to build its the role of one of the most important platforms for connecting domestic supply with the global MICE market – with a clear focus on quality, experience and long-term value.
