Kongres Magazine talked to Igor Kovačević, Assistant professor at the Faculty of Economics in Belgrade, CEO of Serbia Convention Bureau, and Pavilion Director of the Serbian Pavilion at EXPO 2020. Igor was recently named among the top 10 Most Influential Destination Representatives in 2021. He shared his advice for newcomers in the meetings industry and expressed his opinion on the future of events.
Q1: What does the title of the industry’s most influential individual in the region mean to you?
I see this as the recognition of the entire Serbian meetings industry since, for the last 15 years, we have been successfully implementing our Partnership program together, demonstrating professionalism, quality and image globally. Doing a daily job and coordinating various tasks, goals and resources on one side, and being at the complete disposal of the meetings industry on the other side, has been a prerequisite for all results achieved.
Q2: Can we say that you are a newcomer in the meetings industry? What inspires you?
This year marks 15 years. What a journey. And, I would do it again. We all managed to pass a very bumpy road, from no destination to one of the top performers. I am driven by a constant need for improvement; by a personal attitude towards making the world a better place. Of course, life writes novels. There are many challenges that I need to stand up to in order to create a positive and professional environment. However, the biggest inspiration comes from the fact that in the last six years, I have personally managed over 50 successful bids for international events to take place in Serbia. That means stepping out globally and competing against some of the world’s top destinations over 50 times. In private life, the energy of the Danube and Sava rivers always reboot me, as well as honest smiles.
Q3: You have contributed a lot to the development of the meetings industry. What would you say was your greatest achievement so far?
I am much honoured that in the period of being the CEO of the Serbia Convention Bureau, Serbia managed to host two great ICCA events and a Strategic Meeting of the European Alliance of Convention Bureaus. In 2018, our bid for Apimondia Congress that I led together with the Serbian Beekeeping Society was shortlisted as the TOP 3 globally for the ICCA Best Marketing Award. The presentation in front of over 1,000 delegates at the 2018 ICCA congress is, likewise, a great success. All of these are important steps for Serbia’s global recognition. On the private side, I am honoured that the academic track is developing very well and that my Faculty provides great wind in the back.
Q4: What changes would you like to see in the meetings industry in 2022?
The meetings industry changes constantly. I believe we will once again prove that the meetings industry is an inevitable part of economic and social development this year. Of course, we all need to be flexible, not just understanding the market change but spearheading it.
Q5: What is your prediction for the future of meetings?
The focus on service level and experience will always remain, no matter the event format, destination or budget. The more we improve experience management and focus on new emotions within destinations, the more the business will grow. It is imperative for providers within the meetings industry to be less passive.
Q6: What is your advice for young colleagues making their way in the meetings industry?
Being young is a matter of spirit, I would say. Stepping out from the comfort zone is a must, having that constant need for improvement. Putting ego on the side. Listening to the clients. Being one with the meetings industry. Understanding the broader effects of meetings and events. Being yourself. Putting the industry first.
“It is imperative for providers within the meetings industry to be less passive.”
Q7: Were you more exposed in public after being placed on our list? Do you see this as an opportunity to reinforce the prominence of our industry in general?
Over the years, I have become used to believing that my actions tell more than my words. Therefore, I decided to start investing more time in speaking with our dear congress ambassadors (doctors, professors, scientists) and meetings industry stakeholders. Of course, if public rewards and recognitions are there, the general audience will finally see and understand the results. But as long as rewards take into account real and objective aspects.
Q8: What are your thoughts on our selection of the influencers?
Kongres magazine always goes a step further in introducing new faces to the industries, young professionals that are just stepping into our great world of meetings and events, and that is important. Of course, we as “old faces”, it is always good to see one another.
Q9: In your opinion, who deserves the title of the TOP influencer if you had to choose from the finalists yourself?
So many great colleagues. It would not be fair to choose one. My vote is for all of them.
