Conventa set for a holistic rebranding in 2025

Since the first edition, the trademark of the largest regional trade show has been the colour green. This colour goes hand in hand with Conventa’s mission: to organise sustainable and regenerative events that leave a destination in a better state than before. To ensure the event stays in step with the times, the organisers have developed a revamped website and a new, coordinated graphic image. The goal of the visual rebranding is to ensure that past and future attendees have a holistic experience before, during and after the event, in addition to facilitating a seamless digital journey.

The organisers will launch the new website in August 2025. Future exhibitors and hosted buyers can look forward to a visually complete brand image and, above all, user-friendly navigation across Conventa’s portfolio. The new revamp also includes a refreshed Conventa Explore programme, bringing miniature, two-day versions of the Conventa trade show. Conventa Explore events will take attendees to undiscovered, lesser-known and hidden destinations across the region and beyond. In addition, the rehaul features the new Conventa Create programme that will cover the entire portfolio of events created under the umbrella brand, from Conventa Crossover to the Conventa Best Event Award competition.

As Conventa gears up to celebrate its 18th anniversary, the trade show will reach its adulthood. The iconic green hue of the trade show, which will remain the recognisable symbol, will be enriched by pearl white and fresh pink colours that will represent the energy of new beginnings. The new website is structured to offer users a seamless experience: visitors will easily navigate the pages based on their role (as organisers, suppliers or guests) and access all relevant information with ease.

Commenting on the rebranding of the Conventa brand and the new website, Gorazd Čad, the co-founder of Conventa, said: “Over the years, the green colour has become an iconic and emblematic trademark of the brand. With our rebranding, we wish to preserve this symbol that encapsulates our mission, while further digitalising our brand. Our new website will be user-friendly and, ultimately, help us stay relevant.”

Here are some of the novelties of the rebranding:

CONVENTA MEET
For nearly two decades, the legendary trade show has been connecting the leading regional suppliers with the best hosted buyers from across the world. Since the first edition, Conventa has become a key meeting point for event organisers. For the 18th edition, the organisers will look ahead, towards regenerative events, where every meeting brings tangible results.

CONVENTA EXPLORE
Conventa will continue connecting the New Europe region, which is why a new segment, Conventa Explore, will be dedicated to destination discoveries. The miniature version of the Conventa trade show represents an evolution of the former Try Before You Buy format. The organisers have announced that Conventa Explore events will aim to connect regional metropolises with the smallest hidden gems. In 2025, Conventa’s community will get a taste of the upcoming format in Bratislava and Podgorica, which will host the novel events. Both destinations, considered rising stars in the events industry, will host handpicked attendees who will explore the destination first-hand and facilitate new business opportunities.

Face-to-face meetings remain the essence of Conventa Explore events.

The original concept was developed by Conventa as early as 2016, as one of the first in the industry. The uniqueness of the event lies in the structured two-day programme, beckoning attendees to experience a destination through the eyes of the locals. The first day is dedicated to experiencing local traditions and venues in the company of local destination representatives and suppliers. The second day is dedicated to pre-arranged business meetings. Only convention bureaus and destinations that participate in the Conventa trade show can host the event. That strengthens partnerships and long-term cooperation within the Conventa network.

The organisers have emphasised that the concept was trailblazing upon its inception, as they were one of the first to develop it in Europe, before other event organisers followed suit. Gorazd Čad, the co-founder of Conventa, emphasised: “The event format is a boutique and exclusive way for destinations to promote themselves. It is all about authentic experiences tailored to focus groups and target markets of each host destination. The size of the group is purposely limited to ensure a quality, personal experience with added value. Conventa Explore connects Conventa’s recognisable identity and our loyal partners, which fosters synergies and collaboration across the region.”

While the brand grew, a score of events developed concurrently, from Conventa Crossover, the festival of creativity, to the Conventa Best Event Award, a competition recognising the leading European events. The organisers have announced that the brand portfolio will grow further. They emphasised that the benefit of Conventa Create events is that every attendee becomes an active part of the diverse and ever-changing Conventa community. At Conventa Create events, attendees transform from passive listeners to active co-creators.

CONVENTA IS HEADING towards digitalised events that give back to the local community and contribute to a more responsible events industry.

Commenting on the rebranding, Gorazd Čad concluded: “Armani once said elegance is about choosing only what is most necessary. Can’t something similar be said for the most successful events? We have been following the ‘less-is-more’ concept for eighteen years. As our teenager Conventa will soon celebrate her coming of age, there is no better time for her to embrace a new look. We entrusted a youthful team led by Neža, Tamara, and Luka to spruce up her style. The fruits of their bold, creative cooperation will be revealed through various phases of the project in the coming weeks. First, you can see a glimpse of Conventa’s new look on the new website. A select group of attendees will also have the chance to meet her in person at the TBYB BA event taking place in Bratislava this week. I hope Conventa’s refreshed look will charm you as much as it impressed us.”

Conventa’s rebranding is ushering in a new period for the brand in the upcoming years: a journey towards digitalised events that give back to the local community and contribute to a more responsible events industry. Conventa is thus developing from a trade-show-based event to a comprehensive platform that connects three main pillars: Explore, Meet and Create.

The Conventa trade show is organised by Toleranca marketing and the Slovenian Convention Bureau, in partnership with Ljubljana Tourism, the Slovenian Tourist Board and twenty strategic partners.