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Zagreb will from March 17-19, 2026 to host the eighth edition MEETEX, an international B2B forum dedicated to the Croatian business events, congresses and incentive travel industry (MICE - Meetings, Incentives, Conferences and Events).
The event, which takes place at The Westin Zagreb hotel, has emerged over the years as a central platform for connecting domestic service providers with international business event organizers looking for new destinations for their projects.
MEETEX is organized with the aim of strengthening Croatia's position in the international business tourism market and encouraging the development of destinations outside the main tourist season.
MICE industry as an important segment of tourism
The congress, event and incentive industry is considered one of the most valuable segments of modern tourism. Business event participants in destinations most often stay outside the main season, and spending per guest is typically significantly higher than average tourist arrivals.
In addition to the economic impact on the hotel and catering sector, business events often involve local suppliers, cultural institutions and creative industries. Such events bring additional international visibility to destinations and contribute to knowledge exchange and the development of professional networks.
In this context, the development of Zagreb as a MICE hub is gaining additional importance, especially in light of the planned project to build a new modern congress center. Such infrastructure, combined with events such as MEETEX, is important for positioning Croatia as a destination that can attract business events throughout the year.
The event organizer is HUPKT - Croatian Association of Congress Tourism Professionals, who has been involved in the project since 2018 as one of the co-founders.
International buyers and domestic exhibitors
This year's edition of MEETEX will be attended by around 60 Croatian exhibitors, among which are hotels, DMC agencies, tourist boards and various event spaces from all over the country.
On the other hand, the organizers bring an equal number of international buyers (hosted buyers) - professional event organizers who are actively looking for destinations for future congresses, travel incentives and business meetings. The special feature of this year's edition is record number of participants from overseas markets, including North and South America, Asia and Australia.
A large number of pre-arranged one-on-one B2B meetings are planned over the three days of the event, which will be a key part of the event. In addition to the meetings, international agents will also participate in five study trips (fam trips) to get acquainted with the offer of Croatian destinations. In addition to already established MICE destinations such as Dubrovnik, Kvarner, Central Dalmatia and Zagreb, this year the potential of northern and continental Croatia will be presented for the first time, including Croatian Zagorje and Međimurje.
Focus on participant experience and sustainability
The organizers emphasize that MEETEX strives to keep up with changes in the event industry from year to year, including the use of digital platforms for organizing meetings and communicating among participants. The focus is also on the experience of event participants, which is the topic of a lecture by an international event industry expert. Dr. Rob Davidson, who will talk about the concept delegate journey - the entire experience of conference participants, from the first information about the event to their return home.
MEETEX This year, the emphasis is still on sustainability, so participants will benefit from regenerative "plantable" accreditation which can be planted after the event.
Events industry and social dimension
According to the words Adem Braco Suljić, co-founder and director of MEETEX, this year's edition also highlights the broader social dimension of the events industry.
"Although we are a B2B event, in reality we are primarily H2H - human to human. Business relationships always start between people, and only then between organizations. That is why this year we are strongly emphasizing social responsibility, and within various initiatives we are also starting a long-term cooperation with the Red Noses - Clown Doctors association, thereby emphasizing that the events industry always brings a positive impact beyond the business framework.", Suljić points out.
This year, the MEETEX theme evening coincides with the opening Zagreb Light Festival, with which the organizers want to further connect the business event with the host city and its cultural programs.
