Home MEETINGS STAR PULA – MTLG Destination Update 2026

PULA – MTLG Destination Update 2026

Stylish Mediterranean hub

Feb 2, 2026

pula_croatia — Photo: Tourism Board Pula

NEED TO KNOW IN 2026

Pula is entering a new era that blends its rich heritage with modern lifestyle and innovation. The city continues to expand its cultural and event offerings, including open-air festivals, art programs, and sustainable tourism initiatives that highlight its authentic Mediterranean character. Investments in digital infrastructure, green mobility, and marina development are shaping Pula into a forward-thinking, year-round destination. Among the most notable new openings is the five-star Hotel Monumenti in Marina Polesana, which adds a touch of luxury to the city’s hospitality scene. With its growing reputation for creativity, culture, and coastal elegance, Pula is poised to become one of the Adriatic’s most exciting destinations in 2025 and beyond.

hotel_monumenti — Photo: Monumenti Heritage Hotel & Resort

DID YOU KNOW?

Few visitors know that beneath Pula’s busy streets lies an extensive network of underground tunnels, known as Zerostrasse, built during World War I and now used for exhibitions and cultural events. The city also hides secret coves and beaches accessible only by boat or coastal trails, offering peaceful escapes just minutes from the centre. Beyond its Roman heritage, Pula has a thriving contemporary art and music scene, with creative studios and pop-up galleries tucked into historic buildings. Pula’s mix of hidden history, creativity, and nature makes it a destination full of delightful surprises.

BEST INCENTIVE IDEA IN 2026

One of the most inspiring incentive experiences in Pula combines culture, adventure, and gastronomy against the backdrop of the Adriatic Sea. Groups can start with a private guided tour of the ancient Roman Amphitheatre, followed by an interactive “Roman Experience” workshop where participants dress as gladiators or learn ancient crafts. The adventure continues with a sailing regatta or kayaking tour through the crystal-clear waters around the Brijuni Islands, offering team-building challenges and breathtaking scenery. The day concludes with a sunset dinner in Marina Polesana or a traditional Istrian feast at a local olive estate, paired with regional wines and olive oils. This blend of heritage, teamwork, and authentic flavors makes Pula a truly memorable and motivating incentive destination.

PERFECT GIFT

Every visitor to Pula should take home a taste of Istria — the region’s world-famous extra virgin olive oil or a bottle of award-winning Istrian wine, such as Malvazija or Teran. These authentic products capture the essence of the Mediterranean lifestyle and the area’s long-standing tradition of craftsmanship and quality. For something more unique, visitors can choose handmade jewellery or ceramics inspired by Pula’s Roman heritage, or locally produced truffle delicacies from nearby inland Istria. Many shops and family-run producers offer elegant gift packaging, making these items perfect souvenirs or corporate gifts. Each product reflects Pula’s blend of culture, nature, and refined simplicity — a lasting reminder of the city’s charm and authenticity.

TOP 5 EVENTS IN 2025

1. Pula Film Festival – Croatia’s oldest and most prestigious film festival, held in the magnificent Roman Amphitheatre, continues to attract filmmakers and movie lovers from across Europe for a week of open-air screenings and premieres.

2. Visualia Festival – A stunning festival of lights, 3D mapping, and digital art that illuminates Pula’s historic streets and monuments, showcasing creativity and technology in perfect harmony.

3. Pula Marathon – A dynamic sports event that attracts runners from around the world. Participants race through Pula’s historic streets and along its scenic coastline, finishing dramatically inside the illuminated Roman Arena. The event promotes a healthy lifestyle, teamwork, and the beauty of the city.

4. Concerts in the Pula Arena – Each summer, the ancient Roman Amphitheatre becomes one of the most breathtaking concert venues in Europe, hosting world-famous artists and bands. From rock legends to international pop stars and symphonic performances.

5. Pula Cultural Summer at the Small Roman Theatre – A charming series of concerts, theatre plays, dance performances, and film screenings held in one of Pula’s most atmospheric historic venues.

PULA'S FEATURES

NATURAL AND CULTURAL FACTORS

Pula is renowned for its stunning Adriatic coastline, crystal-clear sea, and Mediterranean climate, offering an ideal setting for outdoor and seaside events. The city’s unique blend of ancient Roman heritage and vibrant contemporary culture makes it one of Croatia’s most attractive destinations. The iconic Roman Amphitheatre, among the best-preserved in the world, continues to host concerts, film festivals, and cultural performances. Pula also promotes sustainable tourism and nature protection, with easy access to the Brijuni National Park — a group of islands known for their unspoiled landscapes and historical landmarks.

GENERAL AND TRANSPORT INFRASTRUCTURE

Pula is well connected by air, sea, and road, making it an easily accessible destination for both domestic and international visitors. Pula Airport offers regular flights to major European cities, especially during the summer season, with ongoing upgrades to improve passenger comfort and capacity. The city is also linked to other parts of Croatia and neighbouring countries via modern highways and efficient bus networks. Pula’s seaport welcomes cruise ships and private vessels, adding to its appeal for nautical tourism. Within the city, recent improvements in public transportation, cycling routes, and pedestrian areas enhance mobility and sustainability. Continued investments in digital infrastructure and smart city initiatives further support efficient event organisation and visitor experience.

TOURIST INFRASTRUCTURE

Pula offers a diverse and well-developed tourist infrastructure that caters to a wide range of visitors. The city features a variety of accommodation options, from luxury hotels and boutique properties to modern resorts and family-friendly campsites. Several hotels have recently undergone renovations, enhancing their conference and wellness facilities. Pula’s gastronomy scene highlights local Istrian cuisine, complemented by award-winning wines and olive oils, showcased in numerous restaurants and taverns. The city also provides excellent leisure facilities, including marinas, beaches, cultural attractions, and adventure tourism options such as diving, sailing, and cycling. With its blend of historical charm and modern amenities, Pula ensures a comfortable and engaging experience for both leisure and business travellers.

MEETINGS INFRASTRUCTURE

Pula has a growing meetings and events infrastructure that combines historical venues with modern facilities. The city offers several conference hotels equipped with adaptable meeting rooms, advanced audiovisual technology, and professional event services. The Pula Arena and other heritage sites, such as the Historical and Maritime Museum of Istria, provide unique settings for special events and corporate functions. In addition, nearby resorts and convention spaces along the coast offer flexible options for medium-sized conferences and incentive programs. Pula’s proximity to the Brijuni Islands adds an exclusive dimension for high-profile or executive gatherings. Local event organisers and DMCs (Destination Management Companies) provide full logistical support, ensuring seamless coordination. With its combination of rich history, scenic surroundings, and expanding business facilities, Pula is increasingly recognised as a distinctive and inspiring destination for meetings and incentives.

MEETINGS BUZZ

Pula has recently gained significant attention as one of Croatia’s most dynamic coastal destinations, blending cultural heritage with a modern lifestyle appeal. The city’s iconic Roman Amphitheatre continues to attract global interest through high-profile events such as film festivals, concerts, and international performances. Pula Tourism Board and Istria Tourist Board have intensified digital marketing campaigns highlighting the city’s sustainable tourism, authentic gastronomy, and creative experiences. Social media storytelling, influencer collaborations, and cinematic visuals showcasing Pula’s sea, history, and festivals have boosted its visibility among younger and experience-seeking travelers. Recent hotel renovations, new boutique openings, and luxury yacht arrivals have also contributed to the city’s refreshed image as a stylish Mediterranean hub. Pula’s blend of heritage, innovation, and lifestyle continues to generate strong positive media coverage and traveler engagement.

PULA FACT SHEET

Destination population:	56,000
*The number of 4 and 5* category hotel rooms:**	731
*The number of 4 and 5* category hotels:**	5
The size of the largest hall in the city (in m2):	400
Maximum hall capacity in theatre style (the largest hall in the city)	700
Banquet hall maximum capacity (the largest hall in the city):	300
Average internet speed when organising events (Mbps):	100