The Convention Bureau of the Dubrovnik Tourist Board participated in IMEX Frankfurt 2026, the largest European trade fair dedicated to the MICE (Meetings, Incentives, Conferences and Exhibitions) industry, which was held from the 19th to the 21st of May at the Messe Frankfurt Exhibition Centre. This year's edition attracted more than 13,000 participants from around the world, including almost 3,000 exhibitors and over 4,500 hosted buyers from more than 80 countries, further confirming the continued growth and importance of the global business events industry.
Under the slogan "Building Better Human Connections All Over the World," IMEX Frankfurt once again highlighted the importance of face-to-face meetings, personal interaction and the development of long-term business relationships in an era increasingly shaped by artificial intelligence and digital technologies. During the three-day event, a record 73,000 pre-scheduled meetings took place, demonstrating the ongoing recovery and expansion of the international meetings and incentive travel sector.
Dubrovnik Attracts Interest as a Premium Destination
At the Croatian stand, organised by the Croatian National Tourist Board, a record 29 exhibitors showcased their offerings. These included convention bureaus from Zagreb, Opatija and Dubrovnik, tourism boards from Istria and Rijeka, hotel companies, destination management companies (DMCs), and other representatives of Croatia's MICE sector.
During the exhibition, Romana Vlašić, Head of the Dubrovnik Tourist Board's Convention Bureau, held around forty pre-arranged meetings with international buyers, along with additional meetings arranged during the event itself. Interest from event organisers focused on international conferences and congresses, as well as incentive travel programmes and corporate events.
Dubrovnik traditionally attracts strong interest from organisers based in long-haul markets such as the United States, Canada, Brazil, Mexico, Japan and India, as well as from European countries including the United Kingdom, Norway, Sweden, Spain and Portugal. Particular emphasis was placed on Dubrovnik's strengths as a premium destination that successfully combines world-class hotel infrastructure, unique cultural heritage, authentic local experiences and attractive incentive programmes.
One of the key topics discussed with buyers was air connectivity, which remains one of the most important factors when selecting a destination for international events. Direct flights to Dubrovnik and strong connections with major source markets continue to be crucial elements of the city's competitiveness in the global meetings industry.
On the opening day of the fair, a promotional event entitled "Flavours of Croatia" was organised at the Croatian stand in cooperation with the Croatian Chamber of Economy. International buyers were given the opportunity to experience Croatia's food and wine culture through tastings and networking sessions featuring domestic products. The event further reinforced Croatia's reputation as a destination capable of offering authentic experiences and exceptional service to business travellers.
Industry Focus on Innovation, Sustainability and Education
Alongside business meetings, IMEX Frankfurt 2026 offered an extensive educational programme featuring more than 200 expert lectures, panel discussions and workshops organised across 11 thematic tracks. This year's central theme, "Design Matters," highlighted the role of design as a powerful business tool that helps events and destinations create distinctive identities and enhance participant experiences.
Special attention was given to innovation in event management, sustainable development, artificial intelligence, destination management and the creation of long-term economic and social legacies through business events.
For Dubrovnik, participation at IMEX Frankfurt represents an important opportunity to further strengthen the destination's international visibility in the global meetings and incentive travel market, establish new business relationships and stay informed about the latest industry trends and buyer expectations. Dubrovnik's continuous presence at leading international MICE exhibitions reflects the city's strategic commitment to developing sustainable, year-round business tourism and maintaining its position among Europe's premier destinations for meetings and events.