Rijeka before international event organisers: MEETEX opened new space for strengthening business tourism in Kvarner
The Rijeka Tourist Board hosted MEETEX participants, Croatia’s leading B2B event dedicated to the business meetings industry, through which Rijeka further reinforced its ambition to profile itself more strongly on the map of business and congress tourism. This year’s edition of MEETEX gathered domestic exhibitors and international event organisers from Europe, North and South America, Asia and Australia, and alongside pre-arranged meetings and numerous networking activities, the emphasis was placed on what is becoming increasingly important in the modern business events industry: creating long-term relationships, trust and an authentic destination experience.
For Rijeka, precisely such a framework was an opportunity to present itself not only as a city with transport accessibility and infrastructural potential, but also as an urban destination that can offer added-value content. The visit of international participants was designed as a study tour through which guests could directly get to know the character of the city, its cultural dynamism, gastronomic offer and development projects that could significantly change Rijeka’s position on the business tourism market in the coming years. At a time when organisers of congresses, conferences and corporate gatherings are increasingly seeking a combination of functionality and experience, precisely such a combination is becoming the main asset of competitive destinations.
Business tourism requires more than a hall and a hotel
The business meetings industry has been going through a change in priorities for some time now. The classic offer of congress spaces and hotel capacities is no longer sufficient in itself, especially in a market competing for demanding international clients. Today, in addition to technical conditions, organisers want destinations that can offer participants an additional reason to come: a recognisable identity, local content, the possibility of informal connection and a programme that goes beyond the boundaries of a standard business event.
It is precisely at this point that Rijeka is trying to impose itself as a city that can offer a different model. Its advantage is not in imitating traditional congress centres, but in the combination of an urban ambience, port identity, proximity to the sea and the diversity of Kvarner. Such a concept makes it possible to combine a formal business programme with cultural tours, eno-gastronomic experiences and outdoor activities, which is increasingly sought after in the MICE segment. Participants in the study visit were presented with precisely this breadth of offer: from transport connections and accommodation possibilities to content that can accompany smaller corporate gatherings, incentive programmes, professional conferences and specialised events.
Rijeka does not appear in isolation, but as part of the broader Kvarner story. Kvarner has for years been building a reputation as a region that unites different types of destinations in a relatively small area, from urban centres to coastal and island locations. Within that framework, Rijeka has special potential because it can be the entry point for business programmes that then expand to the surrounding area, but also an independent destination for events that require an urban rhythm, cultural infrastructure and a strong identity of place.
MEETEX as a platform for direct contacts and real business opportunities
The importance of MEETEX for domestic destinations is not only in visibility, but above all in the working model. It is a specialised B2B meeting that connects domestic providers with international buyers and event organisers through pre-arranged meetings, professional presentations and targeted networking. Such a format is significantly more effective than a classic promotional appearance because it enables direct conversation with those who truly decide on future congresses, corporate gatherings and incentive programmes.
For destinations like Rijeka, this means the possibility to present themselves to relevant partners from different source markets within a short period of time. Even more important is the fact that the city is not presented only through promotional materials, but through the real experience of the space. Study visits are in that sense a key part of the process: event organisers want to see the logistics, feel the atmosphere of the city, assess the potential of locations and gain an impression of whether the destination can respond to the needs of their clients. Only then does promotion move from the sphere of general attractiveness into a concrete business opportunity.
This year’s edition of MEETEX additionally emphasised the importance of the so-called human-to-human approach, that is, the human dimension of business meetings. In practice, this means that relationships, trust and the quality of communication have become just as important as the infrastructure itself. In an industry in which location decisions often depend on impression, the reliability of partners and the destination’s ability to offer a flexible solution, precisely meetings like these create the foundation for future contracts and long-term cooperation. For Rijeka, this is particularly important because it is in a phase of stronger profiling and needs precisely such direct contacts in order to strengthen its international recognisability.
Rijeka is building its position within Kvarner’s competitive MICE destination
In presenting the city to MEETEX participants, the emphasis was placed on accessibility, transport connectivity and the content that makes Rijeka suitable for different types of business programmes. The city’s geographical position in itself already represents an important advantage: it is a point that connects the coast and the interior, with the proximity of other Kvarner destinations and relevant transport routes. In the business tourism sector, such accessibility is often crucial, especially when organisers are looking for destinations that are practical to reach, yet specific enough to leave a strong impression on participants.
But the identity dimension is equally important. Rijeka is presented to international guests not only as a functional location, but as a city of pronounced cultural dynamism and industrial heritage that can be turned into an advantage. Visitors seeking authentic event spaces are increasingly showing interest in locations that have character, a story and a sense of place. This is a trend that comes especially to the fore in corporate gatherings, creative conferences and hybrid business-cultural formats. In that segment, Rijeka has room for development, especially if projects that can combine public, cultural and business content are realised.
That is precisely why it is increasingly emphasised that Rijeka is not only a city destination, but also part of the competitive MICE whole of Kvarner. Organisers can thus be offered a multi-day programme in which business meetings take place in the urban centre, while accompanying activities, excursions, tastings or team-building programmes are developed in the wider area. Such flexibility increases the attractiveness of the destination, but also its ability to respond to different client profiles, from international associations to the corporate sector.
Exportdrvo as one of the projects that can change Rijeka’s offer
The Director of the Rijeka Tourist Board, Petar Škarpa, pointed out that visits like these contribute to strengthening the destination’s international visibility and open up space for Rijeka to be considered more seriously in future programmes of event organisers. He particularly emphasised the potential of projects that could give the city additional weight on the business tourism market, among which the renovation of the Exportdrvo building also stands out.
That project has for some time been viewed as one of the possible turning points in the development of Rijeka’s offer. According to available data, the renovation and repurposing of the ExportDrvo building into a modern multifunctional centre with public, cultural, tourism and business facilities is planned. The project documentation states that the space should include facilities for the local community, support for entrepreneurship, congress and multifunctional halls, as well as elements that strengthen the tourism offer. If realised to the planned extent, such an intervention could bring Rijeka precisely what business destinations are looking for today: a representative, flexible and recognisable space capable of hosting different event formats.
Exportdrvo already has confirmed potential for diverse events, and the experience so far of using that space has shown that industrial heritage can be a strong resource for contemporary events. This is important from both a symbolic and a market perspective. Symbolically, because Rijeka through such projects turns its own identity into a development advantage. In market terms, because international organisers are increasingly looking for locations that offer an experience different from standard congress centres. If such infrastructure is developed in line with the needs of the sector, Rijeka could gain a strong argument in the competition for mid- and high-profile events.
What business tourism means for the city and the region
The growth of the MICE segment for destinations like Rijeka has a meaning that goes beyond tourism figures alone. Business guests generally spend more, come outside the peak summer season and use a wider range of services, from accommodation and hospitality to transport, cultural content and additional programmes. That is why business tourism is considered one of the more important tools for extending the season and strengthening the local economy. In addition to direct revenue, it also affects the city’s image: destinations that successfully organise business events are often perceived as more developed, more open and more internationally relevant.
For Rijeka, this is especially important at a time when it is seeking to expand its tourism identity beyond the usual frameworks. The city already possesses cultural, urban and transport elements that can support the development of business tourism, but the key remains in connecting those elements into a clear and market-convincing offer. Study visits such as the one organised for MEETEX participants have practical value here: they do not create results overnight, but they open the door to future cooperation and strengthen the destination’s presence in professional circles where decisions are made.
Petar Škarpa assessed that there is significant potential for the development of the MICE segment and that the goal of visits like these is to present the advantages of the destination and encourage organisers to include Rijeka in future programmes. Such an approach shows that business tourism is not viewed only as an incidental addition to the existing offer, but as a strategic direction that can contribute to more sustainable and higher-quality tourism development. This is precisely where the broader meaning of presentations like these lies: not only in promoting the city, but in the attempt to build a development model in which business events create new value for the local community, the tourism sector and the overall economy.
Rijeka therefore appears through such activities not only in a promotional sense, but also in a developmental one. Before international event organisers, it wants to present itself as a city that understands the direction in which the market is moving and that can respond to the increasingly pronounced demand for authentic, well-connected and content-rich destinations. In that sense, MEETEX served as an important visibility platform, but also as a test of how strongly Rijeka can articulate its own offer. Judging by the messages that were sent, the city is counting on the combination of urban energy, the Kvarner environment and future infrastructural advances to be the foundation of its stronger breakthrough on the international business tourism market.
Sources:- MEETEX – official event programme with dates and the location of MEETEX 2026 in Zagreb- MEETEX – official event website with a description of the format, goals and international character of the B2B meeting- Opatija Convention & Incentive Bureau – overview of earlier participation in MEETEX and the model of study trips for international agents- PodUčkun.net – report on MEETEX 2026 and participants from Europe, North and South America, Asia and Australia- Visit Rijeka – earlier statement by Petar Škarpa on the importance of business events for Rijeka’s recognisability and the development of business tourism- Enter Rijeka – ExPort–NewPort project, description of the renovation and repurposing of the ExportDrvo building into a multifunctional business, tourism and public centre- City of Rijeka – information on the Exportdrvo venue and its possibilities for cultural, fair and commercial programmes
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