On the 18th and 19th of September 2025, Dubrovnik hosted the first international NeuroBusiness Conference, which brought together more than forty distinguished scientists and experts from around the world at the University of Dubrovnik Campus. During the two-day program, discussions focused on how neuroscience can improve business processes and contribute to a better understanding of consumer behaviour, decision-making, the development of managerial practices, and the shaping of more effective marketing strategies.