The Croatian National Tourist Board (CNTB) is once again showcasing Croatia’s tourism offer at IMEX Frankfurt, one of the world’s leading trade fairs for business travel and the MICE industry, taking place from 20th to 22nd May. The Croatian exhibition space features a total of 26 co-exhibitors, including tourist boards, business entities, destination congress offices, and specialized agencies. Director of the Croatian National Tourist Board, Kristjan Staničić, also visited the exhibition.
“IMEX is an excellent platform for promoting Croatia’s MICE tourism offer, which is becoming increasingly competitive on the global market each year. The presence of our key partners and hoteliers confirms the strategic importance of MICE for Croatian tourism, especially considering that this segment significantly contributes to achieving our strategic goals—such as encouraging tourism flows during the pre- and post-season, and increasing guest spending. Additionally, we have observed that guests visiting Croatia for MICE events often return later for leisure, which speaks to their satisfaction with the destination during their initial business stay,” emphasized Director Staničić.
This year’s IMEX Frankfurt is taking place amid strong global trends in the MICE industry, where in-person gatherings are regaining prominence. Positive trends in this segment are supported by the findings of the 2024 Global Business Travel Survey, which reported that business travel spending in the past year returned to 2019 levels, amounting to USD 1.48 trillion. Continued growth is expected through 2028, with projections for this year estimating a 10.4% increase, bringing total spending to USD 1.63 trillion. The Asia-Pacific region accounts for the largest share of this spending (41%), while North America and Europe follow with approximately 26% each.
“Our presence at IMEX this year further underscores Croatia’s role as a destination that meets the evolving needs of today’s business travellers. Croatia is well-positioned to further establish itself as a relevant and desirable MICE destination for the German market. Among our key advantages are the safety and proximity of the destination, high-quality infrastructure, and a rich and diverse array of authentic experiences,” stated Romeo Draghicchio, Director of the CNTB Representative Office in Frankfurt. He also noted the growing interest among Germans in MICE programs, which confirms the full recovery of this tourism segment.
On the first day of the exhibition, a promotional event was held at the Croatian stand for international buyers, where they were introduced to Croatia’s eno-gastronomic offer. Croatian exhibitors will hold numerous business meetings, with a special focus on organizing congresses, incentive trips, and corporate events with up to 1,000 participants. Additionally, in cooperation with the Croatian Chamber of Economy (HGK), daily tastings of culinary delicacies and premium Croatian wines are being held, highlighting the importance of gastronomy and wine as an integral part of the overall experience for business visitors during their stay in the destination.
