From sustainability to education
On 10 February 2026, the SWITCH conference launched the 18th Conventa trade show, setting new standards in sustainable event organising. As the world’s first trade show, Conventa has adopted sustainable reporting in accordance with the CSRD European legislation. The conference is a prelude to the week-long celebration of the regional events industry, concluding with eleven FAM trips across the region. The first day of the event is dedicated to educational workshops and networking. The central part of the programme is the SWITCH conference. Welcoming over 100 attendees, the conference aims to keep sustainable event organisation at the forefront of the events industry. The afternoon will focus on marketing at the Conventa Trend Bar educational event. The evening event, held at Ljubljana Castle, will bring together over 400 attendees from 48 countries.
The SWITCH conference, a joint project by Conventa and the Planet Positive Event movement, highlighted a key message: it is time for the events industry to move from words to actions. Instead of signing ubiquitous pledges, SWITCH urges event organisers to take noticeable steps and shift from thinking to doing. SWITCH was conceived as a practical lab that enabled attendees to experience sustainable approaches to in-person event organising. The approaches and measures were not presented only in theory. Participants were encouraged to test, measure, and evaluate real-life events, with a focus on solutions applicable to the daily tasks event organisers face in the events industry.
The event commenced with a presentation of the Planet Positive Event concept, which sets a new framework for climate-responsible, long-term, sustainable event organising. The presentation was followed by a perspective from younger generations on future ESG challenges. Petrisa Čanji Vouri shared how Gen Z views sustainability in Slovenia, while Roger Lehner of IMEX, a leading global events platform, shed light on the global outlook of Gen Z. The central part of the expert conference featured keynotes from Dr Norhan Magdy Bayomi and Professor John E. Fernández of MIT Climate Machine, who presented a systematic view of climate issues and the impact of events as tools to drive sustainable transformation. The afternoon programme featured best-practice cases from the events industry, presented by Tomas Svoboda (Sustainova) and Katre Kahre (Jolos). With its practical, hands-on approach and a strong lineup of speakers, the conference demonstrated that the events industry can be a key part of the solution if stakeholders are willing to make the decisive leap.
The event attendees were greeted by the Director of the Slovenian Convention Bureau, Fredi Fontanot, who emphasised: “In the international market, Slovenia is recognised for its diligent, decade-long sustainable aspirations that are reflected in the new development strategy for Slovenia’s events industry until 2030. Sustainability is interwoven into all eleven strategic projects. Today’s event is confirmation that we are among the global leaders in sustainability. The manifesto of sustainable event organising is a document that I am convinced will play a decisive role in our view of the future and ways of organising events.”
The afternoon part of Conventa’s first day was marked by Conventa Trend Bar 2026, titled »Marketing Across Generations in the Event Industry«, which opened up a debate about the future of marketing in the events industry. The interactive panel discussion brought together the perspectives of three generations and showcased how creativity, experience, and strategic thinking converge in modern event marketing. The speakers included Aljaž Čad (Creative Pro Adriatic), who presented the Gen Z perspective; Alex Makris (Magna Events), who presented the millennial perspective; and Jaka Gornik (Confiva), who represented Gen X. The conversation was moderated by Neža Brezovnik from Conventa, who fostered open dialogue and engaged the audience. The event offered attendees tangible, actionable insights and underscored the importance of intergenerational cooperation in shaping the future of the events industry.
“Conventa Trend Bar is permeated with sustainability, too. This year’s Conventa Trend Bar opens up an often overlooked topic: inter-generational marketing in the context of quantum marketing. This form of marketing offers several advantages and new opportunities if we use this technology wisely and responsibly. I am delighted that we are among the first globally to provide an in-depth perspective on this,” explained Gorazd Čad, the co-founder of Conventa.
The evening’s culmination will be the opening reception and award ceremony for Conventa’s awards. This year, the event will take place at Ljubljana Castle. The organisers will present the Conventa Hall of Fame Award, Conventa Ambassador Award, and Conventa Lifetime Achievement Award. The awards recognise individuals and projects that have left a lasting imprint on the events industry.
As in previous years, Conventa will holistically measure all event impacts and pledge to organise the event sustainably across five key areas: carbon footprint management, compliance with standards, impact measurement, carbon offsetting, and stakeholder inclusion. After the event concludes, the organisers will unveil an exhaustive sustainability report presenting the results transparently.
The organisers outlined that events are the core product of the events industry. Sustainability challenges cannot be addressed solely at the company level, through certifications, or through general recommendations. While sustainability certificates matter, they do not show the entire impact of events. True sustainability can be evaluated through a holistic analysis of environmental, societal and economic impacts of an event through its entire lifecycle – from the design, supply chains, execution, attendee mobility and long-term impact on the community.
HOSTED BUYERS AT CONVENTA 2026
| The number of all confirmed hosted buyers | 192 |
| The number of confirmed hosted buyers from the Alpe-Adria region | 44 |
| The number of confirmed hosted buyers from Europe, the US and the Middle East | 148 |
| The number of hosted buyers’ countries | 38 |
EXHIBITORS AT CONVENTA 2026
| The number of exhibitors | 129 |
| The number of exhibitors in the Experience Zone | 5 |
| The number of exhibitors’ countries | 18 |
| Index hosted buyers/exhibitors | 1.48 |
Data from previous editions between 2009 and 2026:
- 3,989 hosted buyers from 47 countries
- 2,211 exhibitors from 19 countries
- 56,813 pre-arranged business meetings via the matchmaking system
- 146 FAM trips
Conventa is organised by the Slovenian Convention Bureau and Toleranca marketing, in cooperation with Ljubljana Tourism, the Slovenian Tourist Board and 21 strategic partners.
Learn more about Conventa here.
