Day two of Ljubljana Talks at IMEX Frankfurt, hosted by Gorazd Čad and Jan Oršič, offered another round of insightful and thought-provoking discussions. Together with a lineup of bold, visionary guests, they explored the future of events through the lenses of innovation, inclusivity, resilience, and human connection. From sensory-friendly design to community-building and mental health, the conversations blended personal stories with industry-shaping ideas—challenging attendees to rethink how events are created and experienced.
“Event industry is a ruthless industry, and it’s not going to get better on itself. It’s going to get worse. So it is up on us that are in the industry, and maybe on those that can do some changes to start really being done.”
Throughout her discussion, Nika highlighted the physical and mental demands of the event industry and the importance of creating quieter, more inclusive spaces that address not just sustainability but social and cultural aspects as well.
The second speaker of the day was Professor Joe Goldblatt. He shared his extensive experience in the meetings industry, describing it as “growing from strength to strength” due to technological advances and the human desire for face-to-face interaction. Goldblatt traced his journey from organizing a childhood backyard carnival to building an events company that produced presidential inaugurations, before transitioning to academia where he created curriculum for events management and earned a doctorate from George Washington University.
He highlighted three key areas that excited him about the industry: technology, education, and young professionals.
“Some people, quite frankly, are Luddites. They’re afraid of AI, of teleconferencing and so on. I embrace all of this because it’s early days for all this technology. Eventually, it’ll become natural and normal in our lives.”
He emphasized the importance of political advocacy for the industry and concluded by defining the three essential elements every great event needs: “hospitality, professionalism, and legacy.”
The next guest on Ljubljana Talks was Nicole Osibodu. She discussed the dynamics between introverts and extroverts at networking events, emphasizing the importance of having designated people to facilitate interactions. She shared insights about building professional communities, noting that “your network is your net worth.” Nicole also talked about her creative process for developing event concepts and described her morning routine as someone with ADHD who focuses on accomplishment rather than task lists.
When asked what she loves about the event industry, she said:
“The number one thing that I love is that it’s kind of like the military. When you say you’re in events, you get it, you connect with people. You have just an understanding of a world that nobody else gets. And that is really basis of all communication and just what makes it really fun.”
“Micromanagement kills creativity… People need autonomy and responsibility to solve problems and build resilience.”
Next up on Ljubljana Talks, Gorazd and Jan welcomed Jon Noonan who represents Minus 45dB, a company specialising in innovative sound reduction technology for the event and exhibition industry. His company has developed and patented cost-effective, quick-setup sound reduction booths that have gained positive market reception and experienced rapid growth. These booths create tranquil environments that isolate users from external noise, enhancing focus and communication while addressing growing wellness and neurodiversity needs in the events sector. Jon’s products are designed to be globally accessible with competitive pricing, making them versatile solutions for various applications beyond just private meetings and breakout rooms at exhibitions and venues.
“As soon as you close that door, it’s tranquil, it’s completely different, and nothing else exists in the world.”
Frustrated with traditional tech events’ lack of engagement, she transitioned to developing interactive, participatory experiences after being inspired by Professor Charles Spence at Oxford. Kim’s approach combines storytelling, dining experiences, and interactive activities to create impactful events with strong narratives. She measures success through participation levels rather than traditional metrics and collaborates with neuroscientists to design meaningful interactions. Kim advocates for both high-tech and simple, low-budget ideas that foster engagement, emphasizing that events should be not only informative but also enjoyable and memorable for participants.
Next up on Ljubljana Talks was Kristina Hentschel. She is an events professional with 25 years of experience in the pharmaceutical industry who left the corporate world to start her own business. She’s passionate about creating impactful events that inspire and connect people, emphasizing the need for creativity even within the heavily regulated pharma sector. Kristina advocates for strategic event design that involves the audience before, during, and after events, moving away from traditional boring formats like endless PowerPoint presentations. She emphasized sustainability in event planning and navigating the complex compliance requirements of healthcare codes and legislation by working with specialized destinations.
At the end of the second day of Ljubljana Talks at IMEX Frakfurt, the hosts welcomed Ciara Callagher from Fáilte Ireland and Greg Carew from Abbey Conferences. The conversation took place on the same day as the strategy’s official launch, which was attended by Ireland’s tourism minister who traveled specifically for the occasion. Ciara Callagher explained that the new strategy represents a fundamental shift in how Ireland approaches business events. Rather than focusing solely on traditional tourism metrics like visitor numbers and hotel occupancy (“heads and beds”), the strategy embraces a more holistic approach that equally values economic, social, and environmental benefits
Greg Carew discussed how this strategy impacts agencies like his Abbey Conferences. He emphasized that the alignment with government priorities makes it easier to recruit ambassadors for conferences, such as busy professors or surgeons. Greg noted that when potential hosts understand how their event could influence their university, sector, or even national policy, it becomes a compelling proposition. In his view, the strategy positions business events not just as tourism activities but as catalysts for positive change and problem-solving within Ireland. Both speakers highlighted the strategy’s focus on sustainability and local impact.
