The eighth edition of MEETEX, Croatia’s only B2B MICE trade show dedicated exclusively to promoting Croatia as a meeting destination, was held from the 17th to the 19th of March, 2026, at the Westin Hotel in Zagreb. The event brought together key stakeholders from Croatia’s business events industry as well as international organizers of congresses, conferences and incentive trips, confirming its importance as a platform for developing business opportunities and promoting Croatia internationally.
This year’s edition introduced several new features, including expansion into Asian and Pacific markets, alongside the already strong presence of participants from Europe and North and South America. A notable innovation was the new Eventsbox application, which further improved meeting organization and enabled more efficient follow-up after the event.
During the two-day event in Zagreb, the Head of the Convention Bureau of the Dubrovnik Tourist Board, Romana Vlašić, held as many as 28 pre-arranged meetings with international buyers, fully utilizing the business potential of participation. Interest in Dubrovnik was exceptionally strong, particularly from markets such as the United States, Canada, South America, the United Kingdom, France, Germany and increasingly the Far East.
Global Interest in Dubrovnik and Croatia
Many hosted buyers were visiting Croatia and Zagreb for the first time, but Dubrovnik’s reputation preceded it, and many were already familiar with the city. They emphasized how pleased they were to meet specific service providers from Dubrovnik and noted that its rich historical and cultural offering is matched by top-level infrastructure and the professionalism of its business events experts.
Claudio Fernandez from Argentina, an incentive travel organizer, said he was impressed by the overall MEETEX experience and Croatia, highlighting the high level of professionalism:
“Croatia is an extremely attractive destination because it offers everything in one place – history, coastline and beautiful cities like Dubrovnik. The people are exceptionally friendly and professional, and they are the best ambassadors of the destination. Another major advantage that Croatia and Dubrovnik have today is safety. I see great potential for the development of incentive travel from Argentina, but stronger presence and promotion in South American markets are needed.”
On the other hand, Paula Mariat Cobo from a Spanish agency specializing in events for Mexican clients highlighted Dubrovnik as an ideal incentive destination:
“I know Dubrovnik well and consider it extremely attractive for incentive programs. I have already visited twice this year – first for a site inspection with colleagues, and then with a client to review locations, hotels and venues. However, MEETEX gave me the opportunity to meet new and very interesting suppliers.”
Dubrovnik Through Experience: Post-MEETEX Study Trip
Immediately after MEETEX, a post-event familiarization trip to Dubrovnik was organized from the 19th to the 21st of March, attended by five international buyers from the United States, the United Kingdom, Brazil and Malaysia.
The program included visits to key city landmarks and unique event venues such as the Lazareti complex, Revelin Fortress and Sponza Palace, as well as tours of hotel meeting facilities. Participants also experienced the destination’s authentic food and wine offer, including an oyster tasting in Mali Ston as part of the Days of Mali Ston Oyster Festival.
Additional value was provided by local partners – Hilton Imperial Hotel hosted the participants, while Rixos Premium Dubrovnik organized a dinner and presentation of its facilities.
Strong Impressions and Concrete Business Opportunities
Feedback from the participants of the familiarization trip was extremely positive, with clear interest in organizing future events in Dubrovnik.
“Croatia is truly a magical land. It's one thing to sit in 1:1 meetings and learn about a location through pictures and videos, but to actually go there and feel the vibe and beauty of the city is unparalleled! Dubrovnik fully understands hospitality and MICE and I can't wait to return,” said Tania Kasongo from Yowa Events in the United States.
Notably, some participants chose to extend their stay in the destination, while others arranged additional visits to Dubrovnik independently after the conclusion of MEETEX in Zagreb.
These results confirm that experiencing a destination first-hand plays a crucial role in decision-making within the MICE industry. Dubrovnik has once again proven itself as a destination that not only meets expectations but exceeds them, combining top-tier infrastructure, authentic experiences and the warmth of its hosts.
Participation in MEETEX and the organization of the familiarization trip have further strengthened Dubrovnik’s position on the global MICE map, opening the door to new partnerships and long-term business opportunities in key international markets.
