The event was held at The Westin Zagreb hotel, with a rich program of business meetings, training, and networking, as well as city experiences that gave participants an authentic insight into Zagreb’s offerings.
Intensive meetings and a strong interest in Zagreb
Over two days, representatives of the Zagreb Convention Bureau held 28 pre-arranged meetings with international hosted buyers, attesting to the market’s continued interest in Zagreb as a destination for business events.
Participants were especially interested in the incentive segment, where Zagreb stands out for its diversity of content and opportunities. It is this variety of offer – from urban experiences to natural and cultural attractions in the area – that has been recognised as a key competitive advantage.
On that note, Paula Mariat Cobo from the Spanish agency Tik Tak Events pointed out that she sees Zagreb as an ideal destination for clients from Mexico: “My clients are not looking for classic coastal destinations because they already have that in their own country. Zagreb, as a capital, offers a different experience, and, in addition, I see great potential for combining it with other Croatian destinations.”
Human-to-human approach and participant experience in focus
This year’s MEETEX promoted the human-to-human (H2H) concept, emphasising the importance of personal relationships in the business world. The program was further enriched by cooperation with the Red Noses association, which, through its activities, reminded us of the importance of social responsibility. A special emphasis was placed on the participants’ experience, which was discussed by the renowned expert in business travel, Rob Davidson, in his lecture, noting that the experience of the event begins long before arrival and continues even after its completion through the impression the destination leaves.
It was in Zagreb, thanks to the event being held in parallel with the Zagreb Festival of Lights, that the participants were given an additional dimension of experience. The gala dinner on the 17th floor of the hotel on the second day of MEETEX, with a view of the shining city below, was one of the highlights of the program.
Steve Huxham from the British Silver Marketing Association noted, “I came without any prior knowledge of Zagreb, and this is a completely new experience for me. I am especially happy to have the opportunity to explore the city outside of meetings and experience the Festival of Lights – it is a great addition to the whole event.”
Study tour: an authentic Zagreb experience
After the end of MEETEX, a study tour was organised for ten selected hosted buyers from Canada, Argentina, Portugal, the United Kingdom, Germany and Sweden. The program was designed to provide participants with a concrete insight into the possibilities of organising events in Zagreb and its surroundings.
The participants were given the opportunity to experience the city in the special ambience of the Zagreb Festival of Lights, to taste local specialities, and to participate in creative workshops and cultural tours. At an art workshop with sculptor Hrvoje Dumančić in his atelier, they made horse heads out of clay, followed by a visit to the Meštrović atelier, ideal for various gatherings and events. Additionally, they visited a surprise venue – Salon 6 – where they were served dinner and typical local specialities. On the last day, they visited the Iuris winery in Hrašće, where they enjoyed a presentation of various Croatian wines and took part in a štrukli pastry workshop.
Anna Ericsson from the Swedish agency ExperiGo AB said: “This is my first time in Zagreb and I want to get to know everything that the city and its surroundings have to offer. It’s important for my clients to have a wide range of activities, and that’s exactly what I’m discovering right now through this program.”
Zagreb as an emerging business events destination
MEETEX 2026 once again confirmed that Zagreb is becoming an increasingly relevant destination on the map of the international meetings and incentive industry. The combination of quality infrastructure, diverse offerings, authentic experiences and strong support from local partners makes it an extremely competitive destination.
Such events not only create new business opportunities but also boost Zagreb’s international recognition as a city where people meet, innovate, and get inspired – a city that successfully combines professionalism and experience.
Explore more about MEETEX here.
