Q1: Before we delve into your current role, could you walk us through your professional journey — where did it all begin, and what were the key milestones along the way?
My professional path began in interior design, but life soon led me to the hotel industry, where my mother had built her entire career. During Slovenia’s first steps into boutique hospitality, I worked at M Hotel and later as marketing and sales manager at Lesar Hotel Angel, Ljubljana’s very first boutique hotel. I eventually joined State Protocol, which I see as the ultimate training ground for event management. There’s no better school than high-level occasions where every detail matters, pressure is constant, and flawless delivery is the standard. I rounded out my journey with a Master’s degree in Tourism Management to bridge theory and practice and look at the industry through a creative, research-driven lens. The transition to the Slovenian Convention Bureau was a natural step going forward, and for the past ten years, I’ve been working across international markets, shaping projects that position Slovenia as a competitive and high-potential meetings destination.
Q2: You’ve witnessed a decade of change at the Slovenia Convention Bureau, from the highs of international success to unexpected lows, like the pandemic. What moments stand out to you as defining, for better or worse?
Our defining moments were not only the visible peaks but also the challenges inviting us to rethink our role.
The pandemic, for example, revealed both the fragility and the resilience of our industry, clearing the waters regarding staying engaged and constructive during truly challenging times.
This focus became the basis for building a stronger foundation for the future. Crossing each hurdle enhanced our ability to innovate, deepened collaboration, and revealed that opportunities often arise where barriers initially stand.
Q3: Considering the current state of the Slovenian meetings industry, how would you describe its health, maturity, and global competitiveness?
I often describe Slovenia’s meetings industry as a young lady stepping confidently into her own. We cannot compete with giants on volume, but we absolutely can on creativity, sustainability, and authentic value. To grow further, we must address challenges such as suboptimal infrastructure, transport connectivity, and limited destination development, but always with quality as our primary focus. The role of the Slovenian Convention Bureau is clear: shifting from numbers to value, positioning Slovenia as a distinctive, high-potential meetings destination.
Q4: In your opinion, what governance model would best serve the Convention Bureau going forward: the current public-private setup, a fully private structure, or a purely public institution?
Governance is never a purely technical question; it’s about enabling the Bureau to deliver long-term value to both the industry and the country. The current semi-public setup has allowed us to operate, but it has also shown its limits, especially in terms of stability and strategic continuity. What matters most is a model that ensures credibility, independence, and consistent funding, so that the Bureau is not subject to short-term fluctuations but can focus on building Slovenia’s position internationally. While different options can be considered, the most realistic path lies in a well-designed public framework that balances stability with flexibility. My conviction is that our members and partners would support any structure that is transparent, professional, guarantees continuity, and continues to strengthen our community.
Q5: As a destination-marketing specialist, which tactics or approaches do you believe truly cut through in today’s overcrowded marketplace?
Today, what resonates is not by-the-book perfection but originality and atmosphere, a spark of creativity making an experience memorable long after it ends. For Slovenia, this means pairing our natural assets with imagination, shaping meetings that feel distinctive and personal rather than generic. Visuals, design, and narrative matter, but only when they are rooted in authenticity and delivered with style. In the end, what people remember are the real-time impressions, the “wow” moments, and the destination’s character, and that is what truly cuts through.
Q6: What are some of the most common missteps you see Slovenian suppliers making — particularly at trade shows and B2B events?
Sometimes we underestimate the power of storytelling. Too often, suppliers focus on listing services instead of communicating the uniqueness of their offer and of Slovenia as a destination, highlighting our strategic strengths and the value we can create for international partners.
too little time is invested in doing research, which is crucial for the quality of every client meeting on the show floor.
Another recurring weakness is insufficient preparation: too little time is invested in doing research, which is crucial for the quality of every client meeting on the show floor. No phase should ever be left to chance. Finally, another common gap is follow-up. The event doesn’t end at the booth; it starts there. Those who see trade shows as a platform for building lasting relationships and not just collecting business cards stand out immediately.
“Ideally, we would be recognised internationally as a destination that dares to rethink what meetings can be: not only structured programs, but transformative experiences that connect people with nature, culture, and community. At the same time, we would serve as an incubator of talent for new generations and as Slovenia’s voice in the global industry: small in scale, yet strategically influential, bringing fresh ideas, consistent results, and integrity.”
Q7: Artificial intelligence is knocking on the industry’s door. Do you see it as a threat to human-driven creativity, or a tool that could redefine the role of convention bureaux altogether?
I don’t see AI as a rival to human creativity but as an accelerator. It can take over repetitive and data-driven tasks, leaving people free to focus on imagination, relationships, and vision. For a convention bureau, this shift means moving from pure logistics to curatorship, with technology providing precision while people ensure experiences remain meaningful. At the end of the day, it is people who create trust and inspiration, and they will remain at the heart of our industry, all the stronger if they embrace technology as part of their competitive edge.
Q8: You are known for keeping abreast of trends and ahead of the curve. How do you stay informed, and where do you find inspiration?
Thank you for the kind compliment. For me, staying informed is both a commitment and a responsibility to the industry I represent, by keeping close to its pulse through active membership in associations like the PCMA, ICCA, and SITE, and by taking part in flagship events such as the PCMA EMEA, IMEX Frankfurt and America, and IBTM World. My academic background and continuous learning give me a framework to interpret trends with a critical eye. Inspiration also comes from professors, editors, and some of the leadership I have and still am working with at the Bureau, whose perspectives keep me grounded and challenged. I also follow global thought leaders, respected publications, and ideas from design, art, and culture, as these are fields close to my background and often kindle unexpected connections.
Q9: The meetings industry is evolving rapidly, including on the staffing front. How are you adapting to generational differences and the shifting expectations of colleagues, clients, and members?
Generational differences are part of our industry’s rhythm, and I don’t see them as an obstacle. My generation is now stepping into leadership, and we bring a unique mix: we know the analogue world and its discipline, and at the same time, we’re fluent in the digital tools shaping the future. The balance helps me connect across age groups, from experienced colleagues to younger entrants. I value the fresh perspective younger generations can bring, while also knowing that maturity and consistency come with time. For me, it’s about building on the strengths of each, not expecting them all to be the same.
Q10: If you had to capture your professional persona — are you primarily a strategist, a doer, a connector, a mentor… or perhaps something else entirely?
A single label feels hard to choose, because my work has always blended several dimensions. I enjoy the strategist’s perspective, but I also thrive in the doer’s energy of making things happen. I naturally connect people and ideas, and mentoring is something I value when my experience can inspire or guide others. The common thread is curiosity and creativity: opening doors, linking unexpected dots, and turning concepts into tangible outcomes.
Q11: Fast-forward a decade: where do you hope the Slovenian Convention Bureau will be and what do you want its legacy to be?
In ideal conditions, the Slovenian Convention Bureau would stand on solid foundations: with a stable status, long-term funding, and a clear mandate. Our focus would be on quality and long-term value, not only on numbers. The Slovenian Tourist Board would remain our strategic partner, but in a role that gives the Bureau more autonomy and proactivity. Internationally, we would be recognised as a destination that dares to rethink what meetings can be: not only structured programs, but transformative experiences that connect people with nature, culture, and community. At the same time, we would serve as an incubator of talent for new generations and as Slovenia’s voice in the global industry: small in scale, yet strategically influential, bringing fresh ideas, consistent results, and integrity. This is the legacy I hope for, a strong community that acts with unity and creates lasting value for the economy, society, and the environment.
Q12: Finally, what would be your one golden piece of advice to young professionals hoping to make a global impact in the meetings industry?
Don’t follow the rules, reinvent them. This industry doesn’t need more of the same; it needs the courage to simplify, cut the noise, and foster real human connection. True success doesn’t come overnight: stay curious, work hard, be open to new ideas and perspectives. There are no shortcuts to mastery.
Learn more about the Slovenian Convention Bureau here.
