Kongres Magazine talked to Petra Stušek, Managing Director at Ljubljana Tourism and Board President at European Cities Marketing, who was recently named among the top 10 Most Influential Destination Representatives in 2021. Petra shared her advice for newcomers in the meetings industry and expressed her 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 am honoured to have joined the company of eminent individuals who have been shortlisted. Sincere congratulations to all the nominees and, by all means, to the winners!
The selection of the “Most Influential Destination Representatives of New Europe 2021” is based on a grading scale of credibility, creativity, results and legacy, which are among the key elements that I have striven to incorporate into my daily work and professional growth for years. I feel privileged to be part of a fascinating industry in which many experts generously share their passion, knowledge and best practices, and I am proud that – in my case – it is time for me to give back. Yet, I still learn something new every day. And, I am well aware that my professional achievements also reflect the quality and dedication of my team at Ljubljana Tourism, not to mention the support of the City of Ljubljana and our Mayor, which is also crucial.
Q2: Can we say that you are a newcomer in the meetings industry? What inspires you?
Not at all. In my role of Managing Director at Ljubljana Tourism, the context of my work is broader than the meetings industry alone – it is our Convention Bureau that focuses on this segment. However, I have given my full support to placing the meetings industry among the main pillars in Ljubljana’s last three tourism development strategies, including the most recent one passed last year. Plus, as Vice President of the Board of the Slovenian Convention Bureau, my efforts are aimed at securing an even stronger positioning of the meetings industry within the national strategic tourism development and operational documents.
I often get inspiration from people who, regardless of what they do, convey a meaningful message that gives me food for thought. Recent years, marked by constant transformation and challenges, have also been a source of inspiration – on how to rethink, recreate, become better (quality-wise) in the context of the tourism industry and both in my professional and private life.
Q3: You have contributed a lot to the development of the meetings industry. What would you say was your greatest achievement so far?
Since 2019, I have stepped even more actively into the international arena, now serving my second term as President of the Board at European Cities Marketing. Most of our member destinations – and we have some “world champions” among them – are equally engaged in the leisure and business travel segments. We have created several important project partnerships with acknowledged meeting industry trade associations and other important stakeholders, focusing on research, sustainability, education and lobbying, which will have a positive impact on the development of destinations in the future.
Looking at Ljubljana, we have been a dedicated partner and “hometown” of the Conventa Trade Show since its very start, and we look forward to celebrating its 14th, even greener edition this summer. I have contributed my fair share to building the “green story” of Ljubljana that is now considered among the role models of sustainable tourism development in Europe and beyond.
Q4: What changes would you like to see in the meetings industry in 2022?
After two years marked by unpredictability, I wish we will have a more stable environment in general terms and in the business sphere that will allow us to remove the many obstacles and restrictions imposed by the Covid-19 pandemic. I believe that the travel and meetings industries will start to fully breathe again, not saying that we should return to the previous model, but a redefined, fresh model, taking the best from the old and blending it with new patterns. The return of in-person meetings and events is definitely on top of my list!
Q5: What is your prediction for the future of meetings?
Only a crystal ball could help to have a clearer view; however, I expect that hybrid and virtual meeting formats are here to stay to some extent. I see them as a complement to the in-person events that will allow expanding the knowledge exchange among professionals that, in the past, were not able to travel to conferences as often as they would have wished to. Be it young researchers or, for instance, female scientists from more conservative societies. Multi-hub meetings will be an alternative to large-scale international meetings, and smaller, regional events, may gain ground. Recently, we embraced many new aspects related to the concept of work that has rapidly changed, with adaptability and flexibility being among the keywords that will stay with us, also in the world of meetings.
I believe that the decision criteria on whether to attend an event physically or online will be more streamlined – depending on the content, aims and priorities. Educational sessions or board meetings can be conducted online, but networking and relation-building are far more efficient face to face. Lest we forget that our human nature defines us as social beings who enjoy even more the beautiful or inspiring moments in life when shared with meaningful people.
Q6: What is your advice for young colleagues making their way in the meetings industry?
– There is no stupid question when you are keen to learn.
– Knowledge alone is not enough, spice it up with passion and keep an open, inquisitive mind. It also helps to have an affinity to being multidisciplinary, as this relates to the nature of the meetings industry.
– Many remarkable and giving professionals are there for you to tap their knowledge, do not miss this opportunity for growth! I am proud of the ECM Mentor Programme, an initiative created by European Cities Marketing and endorsed by prominent industry partners, to generate exchange and knowledge between new and advanced professionals in the Meetings Industry.
– Build your professional network locally and internationally. Nurture the bond with your destination partners – they are a part of your team!
– Work hard, but do not forget your well-being: stay balanced.
– Keep your ego under control.
“Only a crystal ball could help to have a clearer view; however, I expect that hybrid and virtual meeting formats are here to stay to some extent.”
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?
As I am pretty active on social media, I received quite a lot of positive reactions after sharing the news, which I appreciate a lot. I also wish to thank all those who recognised my efforts to advance the meetings industry in Ljubljana, Slovenia and beyond by giving me their votes. It is a motivation to keep working for the benefit of our communities, economies and towards an open, inclusive society. I hope my voice may help us all to be heard and better understood. And… I believe in the power of meetings!
Q8: What are your thoughts on our selection of the influencers?
Kudos to Kongres Magazine for the hard job done! It is not easy to create a listing of the most relevant players of the entire meetings industry supply chain in Central and Eastern Europe – and still, some may have been left out. It is a great project to recognise the achievements of individuals of different generations, showcasing that our region has a lot of knowledge, professionalism, creativity and potential. Your media is undoubtedly a solid bridge between destinations and a dynamic meeting point uniting all of us.
Q9: In your opinion, who deserves the title of the TOP influencer if you had to choose from the finalists yourself?
Every esteemed nominee that has been recognised through this award has truly deserved it. I am confident we have all received an extra boost of motivation to do even more and be even better!
