MEETEX 2026 Confirms Strong Interest in Croatia as a Premier MICE Destination

MEETEX 2026, an event dedicated to the meetings industry, brought together Croatian exhibitors and international event organizers (hosted buyers) in Zagreb from March 17-19. The program facilitated a high volume of pre-scheduled B2B meetings, alongside a range of informal networking opportunities.

MEETEX once again demonstrated its effectiveness and important role in the international promotion of Croatia as a conference and incentive destination, as highlighted by the Minister of Tourism and Sport, Tonči Glavina: „MEETEX continues to play a key role in positioning Croatia as a competitive and increasingly recognized destination for meetings industry, with Zagreb further strengthening its status as a hub for international business events. The continued growth in interest, number of participants and business meetings clearly demonstrates the strong impact these kinds of events have on connecting with global markets and unlocking new opportunities for the Croatian tourism sector. Business travel, including the meetings and conference segment, is one of the key drivers of year-round and sustainable tourism development, making a significant contribution to the overall quality of the offer and the creation of higher added value. I am confident that MEETEX 2026 will further enhance Croatia’s international visibility as a premier business events destination, while supporting the continued development of the industry, strengthening the tourism offer, and creating new opportunities for economic growth and local communities.“

Hosted buyers included organizers of corporate events, conferences, business meetings and incentive travel programs, as well as representatives of international associations such as the International Water Association (IWA Events) and the Silver Marketing Association. Participants travelled predominantly from across Europe and the UK, as well as from North and South America, Asia and Australia, further underlining the event's global relevance.

„I accepted the invitation to MEETEX because I am not very familiar with Croatia, and this experience has given me an entirely new perspective. It is particularly valuable to see the diversity of destinations and offers beyond the most well-known locations such as Dubrovnik. I am therefore looking forward to a familiarization trip to explore Zagorje and Međimurje – still largely undiscovered regions – as well as spending an extra day in Zagreb to experience its streets and the city's atmosphere,” said Steve Huxham, Director of the Silver Marketing Association, an organization specialized in events and education in marketing for the senior demographic.

This year's edition was marked by a strong emphasis on the human dimension of business interactions. In his welcome address, MEETEX Director Adem Braco Suljić highlighted that this year's focus was on the human aspect of business meetings: „Although we are a B2B event, in reality we are first and foremost human to human – H2H. Business relationships always begin with people.“

This message was further reinforced through the collaboration with the non-profit organization Red noses – clown doctors, whose representative, Maja Rusan, highlighted the importance of corporate social responsibility. The organization's work includes providing support to children in hospitals, individuals facing challenging life circumstances, and healthcare staff. Rusan emphasized that business decisions within the meetings industry can also have a broader, positive impact on the community.

One of the highlights of the program was a keynote speech by Dr. Rob Davidson, an icon of the international meetings industry and a long-time friend of MEETEX and the Croatian Meeting Professionals Association (CMPA). In Zagreb, he spoke about the participant experience and how to enhance it. He emphasized that the experience is not limited to attending the event itself; it begins with the first visit to the event website, the first email from the organizer, and extends beyond departure, leaving a long-lasting impression long after the event concludes.

MEETEX 2026 once again demonstrated that the meetings industry represents one of the most strategically important segments of tourism and the economy. Events like MEETEX create new business opportunities, connect industries, and stimulate investment, while destinations such as Zagreb gain the chance to position themselves as hubs for meetings, ideas, and decisions that shape the future.