Last week, the Croatian metropolis confirmed its status as a leading regional center for business tourism by hosting the prestigious MICE workshop m&i Express for the first time. From August 27 to 29, Zagreb was the epicenter for meetings of key stakeholders in the European congress industry, and the event was successfully held in the modern spaces of the Zonar hotel. The organizer, m&i Forums, is a name that guarantees quality and excellence in the world of business events and is renowned as one of the most influential European creators of global MICE business platforms. Their arrival in Zagreb represents significant recognition for the city and the entire country, opening the door to new business opportunities and strengthening international visibility.

This specialized workshop was designed for intensive networking and deal-making, bringing together carefully selected buyers from the United Kingdom and European Union countries with relevant service suppliers from Croatia and the region. The event gathered an impressive number of participants – as many as 94 foreign buyers with a specific interest in organizing events in our country and 124 suppliers, creating a dynamic and productive business atmosphere.

Strategic partnership to strengthen the MICE offer

The importance of this forum for positioning Croatia on the global map of business tourism has been recognized by key institutions. The project was realized with the strong support of partners such as the Croatian National Tourist Board (HTZ) and the Zagreb Tourist Board (TZGZ), who saw this event as an outstanding opportunity to promote the destination's potential. Alongside them, the hotel company Maistra, which manages the host hotel, and the leading DMC agency Intours also played a key role in the organization and implementation. Their joint engagement clearly shows a strategic focus on the development of the MICE segment, which brings significant economic benefits and contributes to year-round tourism.

Among the participants from Croatia, 30 domestic exhibitors stood out, including hotels with top-class congress facilities, specialized DMC (Destination Management Company) and PCO (Professional Congress Organizer) agencies, incentive travel agencies, as well as representatives of local tourist boards and convention bureaus. Their presence allowed foreign buyers to get a comprehensive overview of everything that Croatia, and especially Zagreb, can offer in one place.

The Croatian National Tourist Board stated that the m&i Express Zagreb workshop is an ideal platform for stronger positioning of Croatia's MICE offer on the extremely competitive international market. During the numerous meetings held, a strong and concrete interest was expressed in organizing professional and business gatherings, as well as incentive programs of various formats and sizes. It was emphasized that business gatherings generate multiple economic effects for the destination, stimulating not only tourist spending but also the exchange of knowledge, innovation, and expertise. This tourism segment enables the use of high value-added services, mostly in periods outside the main summer season, thereby directly contributing to a more balanced seasonal distribution of tourist traffic and the sustainability of tourism.

Zagreb as the leader of congress tourism in Croatia

As the capital city and the administrative, economic, and scientific center of most professional and scientific institutions in the country, Zagreb naturally establishes itself as a leader in the congress tourism segment. It is in the Croatian metropolis that the largest number of professional congresses, symposia, and conferences are held, and events like the m&i Express forum further strengthen this position. By allowing key decision-makers to personally experience and get to know the destination, such meetings significantly increase Zagreb's recognition as an excellent and reliable destination for organizing various types of business events. Quality transport connections, developed hotel infrastructure, and a rich cultural and historical heritage are just some of the assets that make Zagreb attractive on the international scene. Finding the ideal accommodation in Zagreb for participants of business events is a key element of successful organization, and the city offers a wide range of options that can meet even the most demanding needs.

A blend of business and authentic destination experiences

The concept of the m&i Express forum is based on a highly effective format of pre-arranged one-on-one meetings, which are crucial for establishing and deepening business contacts. An intensive schedule of meetings ensured that every participant made the most of their time. However, the program was much more than just meetings in conference rooms. The organizers also prepared a rich selection of destination activities designed to provide buyers with an authentic experience of Zagreb and its surroundings.

Participants had the opportunity to enjoy a unique wine experience at one of the local wineries, where they were introduced to indigenous grape varieties and the winemaking tradition of the region. Walking tours through the historical core of Zagreb were also organized, revealing the hidden corners and stories of the Upper Town. For those eager for an active holiday, hiking on the nearby Medvednica mountain, a green oasis offering a spectacular view of the city, and rowing on Lake Jarun, a favorite recreational center for Zagreb's residents, were offered. The social part of the program also included a relaxed gathering with the Sip & Wine concept at the Westin hotel, while the crown of the event was the gala farewell dinner in the glamorous ambiance of the Esplanade hotel, which provided an additional opportunity for informal networking in an elegant setting.

Multiple benefits for the destination

Holding such a workshop in Zagreb brings multiple and long-term benefits. The participants, who are event organizers from all over Europe, had the opportunity to get to know the top-notch infrastructure firsthand, from modern congress halls to hotel capacities. But what leaves the strongest impression is the personal experience. Experiencing the authentic cultural and gastronomic offer, from traditional specialties to the modern culinary scene, and discovering the diversity of activities that the city and its surroundings offer, are key factors in making the decision to choose a destination. It is precisely these experiences that inspire buyers and allow them to recognize Zagreb as an ideal location for their future congresses, incentive programs, team-building activities, or professional gatherings. Direct contact with local suppliers and experiencing the atmosphere of the city builds trust and a foundation for future successful cooperation, ensuring that the positive effects of this forum will be felt for a long time to come.