Q1: You’ve been part of Conventa’s journey since the first edition. What does this 18-year milestone mean to you both professionally and personally?
Although we officially joined Conventa a few years ago, it quickly felt like becoming part of something carefully built over time. From our first participation, Conventa welcomed us as equal partners, making it easy to feel connected to its long-term vision and values.
Professionally, Conventa has played an important role in how we position our destination and approach the international meetings market. For Niš, Conventa has been a valuable platform for gaining visibility, building credibility, and confidently presenting itself as an emerging meetings destination in Southeast Europe. It has also been a place of learning, inspiration, and meaningful exchange. Even though our journey with Conventa is still relatively young, the openness, trust, and shared passion within the Conventa family make us feel as if we have been part of the story for much longer.
Q2: How has your exhibiting approach evolved since your first Conventa?
Since our first Conventa, our exhibiting approach has become much more focused and strategic. In the beginning, our priority was visibility and learning – understanding the market, listening to the buyers, and positioning Niš within the wider meeting landscape. Over time, we have shifted toward more targeted meetings and clearer messaging, with a stronger emphasis on the unique strengths of our destination, our local partners, and our long-term development plans. We now approach Conventa not only as a place to promote the destination but as a platform for building relationships, exchanging knowledge, and shaping future collaborations. Each year has helped us refine how we communicate our story, making our presence more confident, consistent, and aligned with where Niš is heading as an emerging MICE destination.
Q3: What keeps you returning to live trade shows in an era dominated by digital tools and platforms?
Despite the efficiency of digital tools, live trade shows still offer something that cannot be fully replicated online – a genuine human connection. Face-to-face conversations build trust, spark spontaneous ideas, and foster a deeper understanding that goes beyond profiles, emails, or scheduled calls. For us, events like Conventa provide a unique environment where relationships are built naturally, through shared experiences and honest dialogue. They also offer valuable insight into market trends, buyer expectations, and industry dynamics in a very concentrated and authentic way.
In an increasingly digital world, live trade shows remain essential because they combine business with emotions, credibility, and long-term partnership building, which is at the core of what we do as a destination.
Q4: In your view, how have destinations or suppliers changed the way they present themselves at exhibitions over the years?
Over the years, the focus has clearly shifted from simply showcasing products and services to telling meaningful stories. Destinations and suppliers are no longer merely presenting what they offer; they also explain why they offer it and what makes them relevant in a broader context. There is a much stronger emphasis on authenticity, values, and long-term vision – whether through sustainability practices, community involvement, or clear destination positioning. Exhibitors are also more intentional in how they communicate, with fewer generic messages and more tailored, experience-driven conversations.
Q5: What does a “successful” trade show look like to you today? Has that definition changed over time?
Today, a successful trade show is no longer measured by the number of contacts collected or meetings held, but by the quality of connections made. Meaningful conversations, mutual understanding, and realistic opportunities for future cooperation have become more important than volume. A successful trade show now leaves participants with clear follow-ups, new perspectives, and a stronger sense of direction – rather than just a full schedule.
Q6: What’s been your key to building strong, long-term partnerships in this industry?
The key to building strong long-term partnerships in this industry is consistency and trust. Being reliable, transparent, and realistic from the very first conversation sets the foundation for relationships that last beyond a single project or event. Equally important is listening – understanding partners’ needs, challenges, and expectations, and adapting over time as those evolve. Especially as a Convention bureau, because our role is often being a connector – bringing the right partners together, aligning expectations, and ensuring continuity that turns initial contacts into long-term cooperations. Ultimately, the strongest partnerships are those where both sides see each other not just as suppliers or buyers, but as collaborators working toward common goals.
Q7: Can you share a moment at a trade show that had a lasting impact on you professionally or emotionally?
One moment that stands out was reconnecting with a buyer whom I met at our first Conventa, who returned the following year already familiar with Niš and genuinely interested in how the destination was developing. That shift – from explaining who we are to discussing concrete ideas and future possibilities – was professionally very encouraging. On a personal level, it confirmed that consistency and presence truly matter, and that building trust in this industry happens step by step, through real conversations and continuity over time.
Q8: How do you see the role of live exhibitions evolving in a world of AI, hybrid formats and fast-changing expectations?
In a world shaped by AI, hybrid formats, and rapidly changing expectations, live exhibitions are evolving from information-driven events into experience-driven platforms. While technology will continue to support efficiency, matchmaking, and data insights, the role of live exhibitions will increasingly be about context, interpretation, and human judgment.
Face-to-face events will become more curated and purposeful, offering spaces for deeper conversations, co-creation, and trust-building that technology can enhance but not replace. Rather than competing with digital tools, live exhibitions will integrate them – using AI and hybrid formats to make in-person interactions more relevant, focused, and meaningful. In that sense, the future of live exhibitions lies in their ability to combine technological intelligence with human connections.
Q9: What does real, meaningful engagement look like for you today, beyond just collecting leads or handing out brochures?
For me, meaningful engagement today is about relevance and follow-through. It starts with understanding who is in front of you and having a conversation that is tailored, honest, and useful – even if it does not immediately lead to business. Real engagement happens when discussions continue after the event, there is a clear next step, and both sides feel the time was well spent. In many cases, a smaller number of focused conversations creates far more value than a long list of contacts. Beyond brochures or leads, meaningful engagement is measured by continuity, mutual interest, and willingness to stay connected over time.
Q10: How has your preparation for a trade show changed compared to 10 or 15 years ago? What do you do differently today?
Today, preparation is far more strategic and data-driven, with a clear focus on targeted meetings and tailored messaging rather than general promotion. We invest much more time in pre-event research and follow-up planning to ensure that each interaction has a clear purpose and continuity beyond the trade show.
Q11: What one piece of advice would you give to first-time exhibitors?
Focus on quality conversations rather than quantity, and approach the trade show as the beginning of relationships, not an immediate sales opportunity.
Q12: What’s the most exciting opportunity you see for exhibitors in the near future?
The most exciting opportunity for exhibitors lies in combining live events with digital tools to create highly personalised experiences. Using technology to enhance matchmaking, storytelling, and follow-up enables exhibitors to build deeper connections and showcase their destinations or services in a more engaging and impactful way than ever before.
Q13: After all these years, what keeps you passionate about showing up not just physically, but with real energy and purpose?
What keeps us passionate year after year is seeing the tangible impact of our presence – both for Niš as a destination and for the growth of our Convention Bureau. Every exhibition is an opportunity to connect with partners, showcase how far we have come, and share our vision for the future. On a personal level, it is incredibly rewarding to witness relationships grow, to be recognised within the industry, and to feel that my energy and commitment contribute to something bigger than ourselves.
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