Dubrovnik hosted the prestigious International Luxury Forum (ILF) on the 22nd and 23rd of October, a business event dedicated to luxury travel organized by the Travel Leaders Network (TLN) consortium and the Croatian National Tourist Board (HTZ). The event gathered over 80 leading global agents specializing in luxury travel, making Dubrovnik the centre of luxury tourism for a few days and positioning Croatia among the world’s most attractive destinations in this segment.
Invaluable Opportunities for Networking and Partnerships
Held at the stunning Rixos Hotel, the forum facilitated more than 1,200 business meetings between agents, luxury tour operators, cruise companies, and Croatian DMCs and hoteliers, providing an exceptional networking channel and opportunity for new business connections.
Travel Leaders Network (TLN) includes over 55,000 agents and nearly 7,000 travel agencies, comprising one-third of all U.S. agencies. With an annual sales volume of over $17 billion, TLN is the largest consortium in luxury travel sales, including cruises. TLN is owned by Internova Group, which ranks 11th on the 2024 Travel Weekly Power List of the world’s largest travel intermediaries.
Agents involved in TLN's Luxury Leaders Alliance, each generating around $1.4 million in annual luxury travel bookings, experienced first-hand the exceptional services and unique experiences that Dubrovnik and Croatia offer. Many TLN agents expressed interest in including Croatia in their luxury itineraries, further confirming Croatia's appeal to high-spending tourists.
Unforgettable Experiences in Dubrovnik and Surroundings
Dubrovnik and Croatia showcased their most luxurious aspects through specially designed programs that included numerous destinations and authentic experiences. A welcome dinner was organized at the Hotel Excelsior, where participants could relax after cocktails and a boat ride on the Karaka. Meanwhile, a gala dinner in the historic Lazareti, accompanied by a performance by the Linđo folklore ensemble, delighted everyone present. The Karaka and Linđo stood out as unforgettable cultural experiences, allowing agents to fully immerse themselves in Croatian tradition and hospitality.
The event was complemented by a series of study trips before and after the B2B portion of the program, allowing agents to experience the authentic beauty and rich offerings of Dubrovnik and other Croatian regions. With 14 multi-day trips and 17 different tours, they could choose from nearly 200 available activities. Almost every agent participated in one four-day study trip and two half-day tours, staying an average of seven days in Croatia.
They experienced culinary workshops and traditional jewellery-making, discovered the rich heritage of the Konavle region, enjoyed a boat cruise around the Dubrovnik islands, tasted oysters in Ston and wines from Pelješac, participated in a craft gin workshop, and learned about the tradition of Dubrovnik wines at the Wine Museum. Additionally, many took the opportunity to visit Dalmatia with its islands, Istria, Zagreb, and Lika, further enriching their perception of Croatia as a luxury destination.
“Landing in Dubrovnik was enchanting, and our stay convinced us that this destination is ideal for hosting such a high-profile event. But what truly sets it apart is the hospitality of the Croatian people and the professionalism of its tourism experts. Croatia’s gastronomic offerings are extraordinary and authentic, and the traditions and culture are simply fascinating,” stated Perry Lungmus, Senior Vice President of Travel Leaders Network.
Dubrovnik as a Global Luxury Destination
Supported by the Croatian National Tourist Board, the Dubrovnik-Neretva County Tourist Board, and the Dubrovnik Tourist Board, along with other local boards from Split-Dalmatia County, Hvar, Korčula, and Šolta, ILF in Dubrovnik was recognized as the most significant luxury tourism business event ever held in Croatia. This event strengthened Dubrovnik and Croatia's position on the global tourism scene, with the potential to become a regular host of the forum, similar to prominent events like ILTM Cannes and Virtuoso Las Vegas.
The International Luxury Forum in Dubrovnik showcased Croatia’s offerings, solidifying its status as a growing destination for luxury travellers. This platform created new business partnerships and opened doors for the future growth of high-quality tourism in Croatia and Dubrovnik.
