The tourist board of Zadar County in 2024 has further expanded its activities as part of promoting the region as a premier destination for business tourism. These activities include not only promotion within the MICE industry (Meetings, Incentives, Conferences, Exhibitions) but also significant investments in infrastructure development and strengthening capacity for organizing business events. A particularly important step in these efforts is the creation of the brochure MEET IN ZADAR REGION, which brings together essential information about offerings for business tourists and event organizers.

Through this brochure, which is available in English, potential event organizers can find key information about accommodation capacities, conference halls, and additional opportunities that Zadar County offers for organizing business meetings. The brochure highlights the importance of excellent transport connectivity, including proximity to Zadar Airport and links to important European cities, which significantly contributes to the region's competitiveness in the global business tourism market. According to industry reports, business tourism in Croatia is experiencing continuous growth, with the MICE sector generating significant economic benefits through job creation, destination promotion, and encouraging investment in infrastructure.

 

This year, Zadar County has further positioned itself in the international market by participating in key MICE events such as MEETEX 2024 in Zagreb and LOOP MICE Spring 2024 in Lošinj, where representatives of the region made valuable contacts with international event organizers. LOOP MICE, which is held in luxury hotels and villas, is particularly interesting as it combines business meetings with experiencing the natural beauty and cultural richness of Croatia. Participants in these events have the opportunity to connect with colleagues from around the world and enhance cooperation in organizing luxurious business events.

The advantages that Zadar County offers to business tourists are not limited to infrastructure, but also include rich cultural heritage, gastronomic offerings, and opportunities for organizing various team-building activities, which are key factors in attracting business travelers. The brochure MEET IN ZADAR REGION particularly emphasizes examples of local cuisine, vineyards, and opportunities for relaxation in natural parks and on beaches surrounding Zadar.

Furthermore, Zadar County offers various options for organizing eco-sustainable events, which are increasingly in focus within the MICE industry. A growing number of organizers seek sustainable solutions, including digital brochures, waste reduction, and the use of environmentally friendly materials in event organization. The Zadar County Tourist Board is therefore actively working on the implementation of these trends to meet the needs of modern business travelers.

Business tourists, on average, spend more than standard tourists, meaning that the development of this tourism segment has a significant economic impact on the region. Besides accommodation, business travelers often utilize other services such as gastronomic experiences, guided tours, transportation services, and wellness, thereby increasing tourism revenue. Through new initiatives like the brochure MEET IN ZADAR REGION, Zadar County strengthens its position as one of the leading destinations for business events in Croatia while simultaneously promoting year-round tourism.

The director of the Zadar County Tourist Board, Hrvoje Anić, stated that business tourism primarily takes place in the pre-season and post-season, helping to extend the tourist season and ensuring stable incomes for tourism workers throughout the year. "Congress tourists are key to our strategy for extending the season, as they use a range of other services such as gastronomic, cultural, and recreational, which increases total spending per guest," Anić said.

Moreover, the construction of new congress facilities and strengthening of infrastructure are crucial for the future development of MICE tourism in the region. The Zadar County Tourist Board plans to intensively promote the region as an ideal place for organizing luxurious and business events in the coming years, particularly targeting the markets of Western Europe and the USA. Through collaboration with local businesses and international partners, Zadar is becoming recognized as a top-notch destination for combining work and pleasure, with numerous options for business guests.