Croatia is increasingly positioning itself on the map of Europe as a leading destination for business tourism, and its commitment to the development of the MICE (Meetings, Incentives, Conferences, Exhibitions) segment was once again confirmed at the prestigious international B2B forum The Meetings Space. This event, which took place in Madrid from July 3rd to 5th, 2025, gathered the European elite of the business travel industry, and the participation of the Croatian National Tourist Board (HTZ) was a key strategic move for further strengthening the country's image as a reliable and attractive partner. In a dynamic environment where innovation, sustainability, and authentic experiences are sought, Croatia presented an offer that goes beyond standard frameworks and responds to the most sophisticated demands of modern organizers.

The Meetings Space forum, known for its exclusivity and efficiency, represents one of the most important platforms for business networking in Europe. The concept is based on pre-arranged, individual meetings that allow for direct communication between key buyers and suppliers. This year, in the heart of Spain, in a city that offers numerous accommodation options, more than 120 leading European suppliers and over 100 carefully selected buyers, representatives of agencies and companies with concrete budgets for event organization, gathered. It was precisely such an environment that enabled the HTZ and its Croatian partners to targetedly present all the assets of the domestic MICE offer.

Strategic presentation of Croatian potentials

Participation in forums like The Meetings Space is crucial for the long-term development of tourism, as the MICE segment brings higher-spending guests and, more importantly, significantly contributes to extending the tourist season. Business events take place throughout the year, thereby reducing the pressure on the summer months and ensuring the destination's sustainability. This was confirmed by Slavija Jačan Obratov, Director of the Brand and Tourism Product Development Sector at the HTZ, who emphasized the importance of such appearances.

“Events like The Meetings Space are extremely important for promoting Croatia as a professional and reliable MICE destination. Our goal is not only to attract a larger number of business events but also to show the strength of our offer, from infrastructure and logistics to the authentic experiences that make us unique,” emphasized Jačan Obratov. She added that the concrete interest shown by buyers for incentive travel and the organization of gatherings for larger groups is particularly pleasing. “This confirms that Croatia is on the right path in its positioning within the European MICE segment,” she concluded.

The meetings held in Madrid were an opportunity to present Croatia's advantages in detail to decision-makers. The buyers' interest was extremely focused, seeking specific solutions for organizing medium and large business gatherings, with capacities of up to 600 participants, as well as creative programs for incentive trips that motivate employees and strengthen team spirit.

Assets that set Croatia apart from the competition

In the highly competitive environment of European business tourism, Croatia stands out with a series of comparative advantages that were once again highlighted at the forum in Madrid. One of the key factors is its excellent transport connectivity. With modern airports in Zagreb, Split, Dubrovnik, Zadar, and Pula, Croatia is easily accessible from all major European hubs, which is a crucial logistical element for international organizers. Find out more about how business tourism is becoming an increasingly important part of the Croatian offer.

Furthermore, the combination of natural beauty and cultural heritage provides a unique backdrop for any event. The possibility of organizing a gala dinner at historic locations like the Dubrovnik city walls, a presentation in an amphitheater, or team building in national parks such as Plitvice Lakes or Krka, adds extra value and creates unforgettable experiences. It is precisely this authenticity that modern MICE clients are increasingly looking for.

An indispensable part of the offer is also superb wine and gastronomy. Croatia offers a wealth of flavors, from fresh seafood on the coast to continental specialties, accompanied by world-class wines. Gastronomic experiences, such as private tastings, culinary workshops, or visits to renowned winemakers, are becoming an integral part of incentive programs and provide deeper insight into the local culture. Visitors coming to Madrid on business also appreciate a rich gastronomic offer, which shows the importance of this segment.

Infrastructure ready for the biggest challenges

In addition to its natural and cultural riches, Croatia also boasts impressive conference capacities and high-quality hotel infrastructure. Across the country, new hotels are being built and existing ones are being renovated with multi-purpose halls equipped with the latest technology. Destinations like Dubrovnik, Zagreb, Split, Opatija, Rovinj, and Šibenik have established themselves as strong conference centers. For example, the Šibenik Convention Centre, as the largest on the Adriatic, can host up to 1500 participants, while hotels like Valamar Lacroma in Dubrovnik offer capacities for 1200 people. Zagreb, as the capital city, offers a range of hotels and specialized conference centers suitable for various types of events. Learn more about the MICE industry and its trends.

The quality of accommodation, professionalism of staff, and traditional Croatian hospitality complete the offer and guarantee that every business event will be organized at the highest level. It is precisely this combination of professionalism and a warm human approach that participants often highlight as a decisive factor when choosing a destination. Croatia has proven that it possesses all these qualities and is ready to take a leading role in the dynamic business tourism market.