Promohotel in Poreč opened its 41st edition: 150 exhibitors and focus on digital transformation of the HoReCa sector

Promohotel in Poreč opened its 41st edition: 150 exhibitors, more than 500 brands and an emphasis on the digital transformation of the HoReCa sector

The international food, beverage and tourism equipment fair Promohotel opened on Wednesday, February 11, 2026, in the Žatika hall in Poreč, where it will be held until Saturday, February 14, 2026. This is the 41st edition of an event that has profiled itself in recent years as one of the most important regional meeting places for restaurateurs, hoteliers, suppliers and technology partners, at a time when tourism and hospitality simultaneously seek greater efficiency, better service quality and a clearer response to changes in guest habits. For Poreč, which is increasingly positioning itself as a year-round destination, the fair is also a kind of announcement of the season and a platform where, along with products, business models are increasingly exchanged.

Over the next four days, visitors can visit around 150 exhibitors from several European countries, and the organizers' announcements mention companies from Croatia, Slovenia, Italy, Serbia, Hungary, Austria and Slovakia, with the participation of other international partners. The fair presents solutions and products from the HoReCa sector – from food items and drinks, through equipment and furniture, to management and IT solutions – with the aim of connecting procurement, inspiration and concrete business opportunities in one place. To make the visitor part more accessible to a wider audience from the sector, entry is organized with prior registration, according to the rules highlighted on the official website of the fair.

accommodation offers in Poreč for fair visitors

Why fairs still “work”: more flexibility and faster cooperation

Although business communication today is heavily digitized, and information about suppliers and trends is globally available in a few clicks, the organizers point out that the value of fairs is not exhausted in a product catalog. In a survey conducted ahead of the 41st edition of Promohotel, more than 80 percent of exhibitors state that they apply a more flexible approach to customers and concluding business cooperation at fairs than in regular business. Almost 90 percent of exhibitors emphasize that fairs are important for directly establishing contacts with end buyers and for expanding the network of business acquaintances.

Such results in practice mean several things: faster agreements, easier negotiation of terms, direct demonstration of products and solutions, and a “live” check of compatibility between the needs of restaurateurs and the offer of suppliers. In the HoReCa sector, where changes are often introduced through operations – from kitchen layouts to digital reservation tools – it is precisely the opportunity to see, touch and compare the solution with alternatives that is one of the decisive advantages of the fair format.

accommodation near the Žatika hall for exhibitors and guests

Organizers: direct connection of local entrepreneurs with international partners

The director of the fair, Ivana Štiković, emphasized that Promohotel enables direct connection of local entrepreneurs with international partners, knowledge transfer and faster adoption of new business models in tourism and the HoReCa sector. According to her, the goal is to help those looking for a way to improve their offer, with practical "first-hand" solutions and a program that responds to the real challenges of everyday life in hospitality and hotel management.

In the context of Istria and Poreč, where tourism has long been trying to balance between the intensity of the season and the ambition for year-round operation, fairs like Promohotel gain additional weight. They do not function only as a sales channel, but also as a place where quality standards, service levels, energy and logistics costs, and how business can be organized more stably, resiliently and efficiently are more visibly discussed.

Education Point: digital transformation, marketing and technologies that change operations

The professional part of the fair, Education Point, has profiled itself in recent years as one of the most recognizable segments, and this year's edition brings a structured program with an emphasis on digital transformation, marketing and the application of new technologies in business. Announced topics range from creating websites with integrated booking systems to the production of video content for social networks, SEO basics and brand positioning, and the role of social networks and Google tools in the guest decision-making process.

Special attention is also drawn to the part of the program that deals with the application of artificial intelligence and tools like ChatGPT in professional writing. In practice, such topics in tourism are increasingly linked to the standardization of communication, accelerating the drafting of texts and advertisements, as well as improving internal documentation. At the same time, there are more and more discussions about the limits of automation and the need for communication to maintain authenticity, especially in a segment where the guest expects a personalized approach and clear information. According to available announcements, the emphasis of the education is focused on applicability in real business situations, rather than on abstract demonstrations of technology.

accommodation for education participants and business visits

Niche tourism: from interior design to cycling infrastructure and cultural heritage

The program also reflects on the topics of niche tourism, so through lectures, questions are opened about the role of interior design in shaping the guest experience, the development of cycling infrastructure and sustainable mobility, and the use of cultural services and natural heritage as the basis of specific tourism products. In practice, these are areas in which destinations compete not only on price, but also on content: how much the offer is adapted to guests traveling outside peak times, how "complete" the experience is, and whether spending can be distributed more evenly throughout the year.

Special attention is paid to modern approaches to family, cultural and film tourism, as well as strengthening the cooperation of domestic and international markets. The announcements also highlight a focus on connecting Croatian and Italian companies in sectors important for the HoReCa industry, which is a logical direction for Istria given the proximity of the market and traditionally strong business ties across the Adriatic.

Gastronomic quality as a response to changing guest expectations

Due to great public interest, the program this year is also strongly focused on raising the quality of the gastronomic offer. Through modern interpretations of international and domestic specialties, famous chefs and brands present solutions that strive to be adapted to the expectations of today's guest – with an emphasis on excellence, authenticity and applicability in professional practice.

In practice, this means that, along with the recipes and techniques themselves, standardization of processes, procurement management, waste rationalization, quality stability at the peak of the season and how to maintain the identity of the kitchen with increasing pressure on speed and cost efficiency are more frequently discussed. This is precisely why the gastronomic part of the fair is also interesting for smaller restaurateurs: it provides insight into trends, but also a comparison of "what can be applied immediately" without large investments.

City of Poreč-Parenzo: events as a backbone of year-round tourism

Promohotel's partner is the City of Poreč-Parenzo, and Mayor Loris Peršurić highlighted the importance of the fair, assessing that it has given impetus to other similar professional events in Poreč. According to him, Poreč today lives tourism 365 days a year, and events like this play a significant role in that. Peršurić also said that Istria is often a leader in many areas, including the hotel and hospitality segment, noting that what is seen at the fair today often becomes part of everyday practice in the tourism sector tomorrow.

This message is particularly important in a broader context: tourist destinations increasingly depend on events that fill the calendar outside the main season, but also on professional meetings that directly affect the quality of the offer. Fairs, conferences and education thus become part of the destination "ecosystem" – because they attract professionals, increase spending in the city and encourage investment in standards that are long-term visible to end guests.

Ministry: behind success stands the need for careful space management

The opening ceremony was also attended by the State Secretary at the Ministry of Tourism and Sport, Monika Udovičić, who, according to available reports, pointed out that Croatia has had another very successful tourist year. However, she warned that it is necessary to manage space carefully and take into account the local population, as trends can turn relatively quickly. The uniqueness of Promohotel, according to her assessment, is seen in the strong emphasis on quality, excellence and following new trends, which is the direction that must be maintained if one wants to remain competitive in a market with extremely strong competition.

Exactly this combination – demand growth and space limitations – is one of the most sensitive topics of Croatian tourism. In the field, it is often translated into questions of infrastructure, sustainability, seasonality and the relationship with the local community. Events like Promohotel in this sense function as a kind of "workshop" for the sector: those who make decisions about equipment, offers and standards gather in one place, but also those who try to direct development in a more sustainable direction through public policies and local strategies.

Who is behind the fair and how to visit

The fair is organized by the Studio 053 agency, with the support of sponsors and patrons including, according to announcements, the City of Poreč-Parenzo, Istria County, the Tourist Board of Istria County, the Tourist Board of the City of Poreč, the Croatian Chamber of Economy – County Chamber Pula, the Chamber of Trades and Crafts of Istria County and the Association of Craftsmen Poreč. Promohotel is, according to official information, open to interested parties with free prior registration via the official website.

For Poreč and wider Istria, these few February days bring a very concrete impulse: a larger number of business visitors, more intensive hotel and catering activity outside the summer peaks and an opportunity to conclude part of the cooperation just before the start of the season, which later "overflows" into operations. That is also the reason why the organizers emphasize practical solutions and the exhibitors emphasize flexibility: in tourism, part of the decisions are made quickly, often at the last minute, and that is why live meetings are still difficult to replace.

accommodation in Poreč for business guests and exhibitors

Sources:

• Promohotel (official page) – dates Feb 11–14, 2026, registration and basic information about the fair (link)
• Tourist Board of the City of Poreč (calendar of events) – confirmation of the Žatika location and dates Feb 11–14, 2026. (link)
• City of Poreč-Parenzo – announcement of the 41st Promohotel and key data on the program and exhibitors (link)
• Studio 053 (organizer) – confirmation of organization and dates of the 41st edition of Promohotel (link)
• Kampanja.net – report on the opening with quotes from the research among exhibitors and key statements of participants (link)