Croatia in the spotlight of the U.S. luxury wedding market: Istria and Pula strengthen their international position after New York
After appearing at the prestigious The New York Travel & Adventure Show in New York, held on January 24 and 25, 2026, at the Javits Convention Center in New York, part of Croatia’s event and wedding industry received an additional boost for entering a market that sets high standards in the luxury travel and celebrations segment. At the center of the presentation was Pula entrepreneur Marijana Dabo Percan, founder and creative director of the Tijara Event Management agency, which, according to her own official statements, has been operating since 2007 and positions itself in the high-end segment of events, protocol, and destination weddings. In New York, in partnership with the Croatian DMC Atlantis Travel, she presented the “one contact point” concept – a model in which the client, through a single contact point, receives both travel and full event organization, from logistics to on-destination content.
That approach, based on combining destination management and event management, attracts attention in the U.S. market because it matches the expectations of clients seeking security, a clear service structure, and top-tier execution. Dabo Percan also announced entry into a structured cycle of individual online B2B meetings with U.S. agents and wedding industry professionals, in order to turn contact into long-term business channels and concrete on-the-ground projects.
Why New York matters: trade shows as a proving ground for “high-end” decision-making
New York is a global hub of luxury travel, corporate events, and high fashion, but also a place where global trends in the wedding industry intersect. That is why Croatian exhibitors who manage to gain attention there do not gain only contacts, but also confirmation that they can compete with established destinations in Europe and beyond. The New York Travel & Adventure Show is described by organizers as an event where visitors seek inspiration, expert information, and direct contact with travel providers – a format that strongly influences decisions on destination travel, including weddings.
At the same time, the U.S. market is specific: clients often hire wedding planners and specialized agencies that take over the entire process, from choosing the destination to production details and legal formalities. In such an environment, the “one contact point” model shortens the path from idea to realization, reduces risk, and enables a clear distribution of responsibilities, which is crucial when a wedding is planned on another continent.
“Heritage weddings” as a Croatian trump card: heritage, production, and controlled exclusivity
In New York, the emphasis was placed on the
heritage weddings concept – weddings that rely on cultural heritage, historic locations, and an authentic ambiance, with modern production and a personalized approach. Precisely in that combination, Istria has strong potential: the region is recognizable for its blend of Mediterranean atmosphere, architecture, and gastronomic offer, and Pula, as the largest city in Istria, offers locations that are difficult to “replicate” in the luxury segment.
The Pula Arena attracted the most attention. Official information on the management of the amphitheater states that the venue can be rented under special conditions of use, whereby use must comply with the regulations of the City of Pula and the Ministry of Culture and Media, and for interventions within and around the amphitheater, procedures related to conservation approvals and documentation are предусмотрены. Such regulations are also a signal of seriousness and heritage protection – and these are elements that clients with high purchasing power increasingly seek, along with a guarantee that the event will be executed professionally and responsibly.
Along with the Arena, the Small Roman Theatre was also in focus. The city’s tourism institutions emphasize that it is conceived as a stage for top-tier cultural programs and that, together with the Arena, it forms a complex of recognizable monumental value and atmosphere. For the luxury wedding segment, this matters because the destination is not only a “beautiful backdrop”: it becomes content that is planned, produced, and communicated as an experience with a clear identity.
American luxury wedding planners in Istria in May 2026: a field test before the decision
One of the most concrete results of the New York appearance, according to statements from the presentation, is the arrival of a group of renowned American luxury wedding planners in Istria in May 2026. Such
fam or familiarization trips in the travel industry carry great weight because they allow agents and organizers to see locations on site, check logistics, meet suppliers, and assess service standards. In practice, the personal experience of a destination often decides the choice of a wedding location, especially when budgets are high and expectations are defined in detail.
For Istria, this is doubly important. First, U.S. agents who get to know the destination firsthand become long-term promoters – not through advertising, but through their own professional credibility. Second, such visits open space for strengthening the local network of suppliers, from accommodation capacities and catering to production teams, transport providers, and concierge services. In the luxury segment, every weaker detail can become an obstacle; therefore, the most investment goes into standardizing processes and vetted partners.
Fashion, branding, and global visibility: contact with Ines Di Santo
Among the meetings in New York, contact with a representative of the Ines Di Santo brand was also highlighted, a recognizable name in the world of luxury bridal fashion. Official contact information associated with the brand’s business channels lists an address in New York, which further confirms the brand’s link with that market. The stake in such contacts is not only potential cooperation, but also symbolism: linking a destination with a fashion ecosystem strengthens the perception of luxury and international relevance, and also opens space for projects that include more than the ceremony itself.
In the luxury segment, multi-day programs are increasingly sought: guest welcomes, private excursions, dinners at limited-access locations, branded details, personalized keepsakes, and content production for social networks and media. Trends in the romance travel segment, according to specialized industry reports, increasingly highlight additional events before and after the ceremony and greater investments in photography and video production as part of the “experience package”.
What “one contact point” means in practice
The concept presented in New York is based on the idea that the client gets one interlocutor and one coordination team for the entire process. In practice, this includes:
- travel organization: airline tickets, transfers, VIP logistics, concierge support
- accommodation: hotels, boutique properties, villas, and guest group coordination
- ceremony and celebration planning: venues, scenography, protocol, music and cultural program
- production: lighting, sound, video, security, guest management
- additional programs: elopement, family travel, honeymoon itineraries, and exclusive events
Such a model is especially important for U.S. clients who expect clear contractual frameworks, precise deadlines, and transparent quality control. It also reduces the fragmentation of communication with multiple suppliers, which is a common weakness of destination projects when organization relies on an “ad hoc” network without central coordination.
Regulation and heritage: luxury that must respect the rules
Weddings at heritage sites also carry a specific risk: the boundary between experience and monument preservation. That is why, for long-term positioning, it is crucial to clearly communicate what is possible and what is not, and to align each execution with conservation conditions. Official pages of the Pula Arena emphasize that venue rental is subject to special conditions and compliance with national regulations on the protection of cultural goods, with a procedure for obtaining prior approvals when an event includes works or installation within and around the amphitheater.
In that sense, Istria and Pula can offer something that is increasingly sought in the luxury segment: exclusivity that does not arise from “closedness” or excessive opulence, but from a responsible approach and limited capacity. When the number of dates and possible event formats is naturally limited, the destination gains value – provided that the process is led professionally and transparently.
Podcast and storytelling: a format tailored to the U.S. audience
The announced recording of a podcast aimed at the U.S. audience fits the logic of a market where
storytelling and education are key branding tools. Unlike classic advertising, a podcast enables a detailed presentation of the concept, conversations with local partners, a display of logistical details, and “behind-the-scenes” stories that U.S. clients often consider decisive when making a decision. This positions the destination as a partner that understands market expectations, not only as a “beautiful place”.
Luxury matchmaking: a niche that connects high society and life-event planning
Special attention was also drawn to cooperation with a luxury matchmaker from New York – a profession that in the U.S. operates in the segment of discreet, personalized services for clients with high purchasing power. In such a circle, the organization of important life moments often goes hand in hand with advisory services, private events, and social networking. For Croatian service providers, this is an additional channel that does not depend on mass tourism, but on a targeted network of contacts and reputation.
Broader economic context: luxury weddings as part of “high-value” tourism
Destination weddings in the luxury segment are not only one-day events. They entail multi-day guest stays, private tours, transfer services, gastronomy, rental of exclusive properties, and engagement of local creative industries. In the broader context of Croatian tourism, such projects fit the goal of increasing spend per guest and extending the season. Statistical data from the Croatian Bureau of Statistics show that in Croatia, in commercial accommodation in April 2025, an increase in arrivals and overnight stays was recorded compared to April 2024, which is an indicator of broader recovery and demand dynamics.
For Istria, it is additionally important that the official channels of Istria County and tourist boards publish monthly overviews of tourist traffic, including a breakdown by markets. Such a database enables more precise planning of campaigns toward target countries and segments, including the United States market in the premium category.
Next steps: Lisbon, Taiwan, and Singapore by the end of 2026
According to the announcement, by the end of 2026 Tijara Event Management, in cooperation with Atlantis Travel, plans additional international activations in several markets, among which Lisbon, Taiwan, and Singapore are mentioned. Such a schedule suggests that the strategy does not rely on one-off appearances, but on gradual expansion of the partner network. In the luxury wedding industry, trust is built slowly: through repeated contacts, recommendations, and successfully executed projects. That is why consistency is key – both in communication and in the operational ability to “deliver” the destination in line with the promise.
If the planned arrivals of U.S. professionals in May 2026 turn into concrete projects, Istria could gain a strong additional boost in a segment that is growing globally and that increasingly values authenticity, heritage, and a high level of service. For Pula, which already has a recognizable identity through the Arena and cultural events, that would also mean a new dimension of international visibility – one that is not measured only by the number of visitors, but also by reputation in elite niches of global tourism.
Sources:- Croatian National Tourist Board (HTZ) – press release on Croatia’s appearance at The New York Travel & Adventure Show (link)- Večernji list – report on Croatia’s presentation at the fair, including dates and venue (link)- New York Travel & Adventure Show – official description of the fair and event format (link)- Tijara Event Management – official “Pula / Our story” page with statements about operating since 2007 and the “one contact point” approach (link)- Atlantis Travel – official description of services (MICE/DMC) (link)- Arena Pula – official page, venue rental and conditions of use with regulations and conservation procedures (link)- Tourist Board of the City of Pula (Pula Info) – description of the Small Roman Theatre as a stage for cultural events (link)- Ines Di Santo – official business channel with a New York contact address (link)- Travel Weekly – trends in the luxury destination wedding segment and the romance travel market (link)- Croatian Bureau of Statistics (DZS) – tourist arrivals and overnight stays in commercial accommodation (April 2025) (link)- Istra.hr – statistical overviews of tourist traffic of Istria County (monthly reports) (link)
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