MEETEX 2025, Croatia's leading B2B event for the MICE industry, is once again bringing together domestic and international participants in Zagreb. From the 1st to the 3rd of April, The Westin Zagreb hotel will host targeted B2B meetings, inspiring lectures by renowned experts, and numerous networking opportunities – from coffee breaks to evening gatherings. With a rich program and exclusive FAM trips, MEETEX provides a unique platform for business growth and strengthening collaboration in the business events industry.
One of the key figures behind this successful project is Adem Braco Suljić, co-founder and director of MEETEX, whose career in the MICE industry spans over 30 years. We spoke with him about what this year’s edition of MEETEX brings to international buyers and Croatian exhibitors, as well as what makes Dubrovnik a successful congress and incentive destination.
- Which parts of this year’s MEETEX program would you highlight in particular?
Events like MEETEX, which is a B2B networking marketplace for the business tourism industry with pre-arranged 1-on-1 meetings, are quite restricted by a strict format if serious business is to be conducted. In such circumstances, innovation is not easy, as we didn’t want to turn the event too much into an incentivized marketplace. MEETEX was designed to be a professionally organized event that delivers maximum business results. And when there’s business, it’s easy to find ways to have fun.
Despite all limitations, MEETEX has been innovative and unique in many ways since its inception and first edition in 2019. It was probably the first single-destination B2B MICE networking marketplace with exhibitors from only one country in the world. It was also among the first to introduce the one-room concept, sustainable and green initiatives, engagement with academia, and the inclusion of tourism students. Naturally, we introduce something new every year. I can’t be too specific about 2025 because we like to surprise participants, but I can say that this year’s focus will be less on the concept and more on experience, well-being, self-care, and an overall human-centric approach to participants.
For 2026, we are preparing a serious and significant novelty, but first, let’s successfully complete this year’s edition, and we’ll soon talk about the next one.
Buyers from 20 Countries Across Four Continents Are Coming to Croatia
- How do you attract and select international buyers for MEETEX, and which countries will be represented this year?
Attracting foreign guest buyers has been a surprisingly serious challenge even for us in the organizational team, who have extensive experience in the international business tourism industry. Events of this kind are now abundant worldwide, which is no surprise given that the entire world recognizes the importance of business tourism and the MICE industry. However, the pool of truly high-quality buyers is not growing but shrinking. Without getting into the reasons – from the pandemic and geopolitics to the recession – I can only say that persistence, professionalism, hospitality, and hard work pay off. MEETEX has successfully positioned itself as a globally recognized event, gathering almost 100% new buyers each year.
To be more specific – buyers appreciate our single-destination concept and want to attend an event where they can explore the entire MICE offering of a single destination. Additionally, they see that we genuinely care and are making an effort to broaden the perception of Croatia as more than just a leisure destination. Of course, we also feel the effects of global upheavals, but we find ways to adapt, even if it means bringing in more buyers from overseas markets. This year, for example, we are bringing buyers from 20 countries across four continents – Europe, North and South America, and Asia. We will have many buyers from the UK, as well as from Canada and the USA. We rigorously select them through a process carried out by three people over several months.
- What benefits can Croatian exhibitors—service providers and destinations—expect from participating in such a specialized event?
Considering that participating in MEETEX involves two and a half days of intensive networking with carefully selected hosted buyers and agents from practically all over the world—whose sole purpose is to connect Croatian stakeholders with the global MICE market—and that the MICE industry is one of the most lucrative niches in tourism, all of this being organized by professionals who are themselves part of this world, it is actually difficult to find any argument against participating. We provide the conditions for high-quality and efficient networking between people from different parts of the world, with the long-term goal of extending the season for our exhibitors and the economy with visitors who have significantly higher spending power than standard holiday tourists. MEETEX truly delivers exceptional value for money, and consequently, an excellent ROI—placing us in the Top 10 in Europe.
- During previous editions of MEETEX, nearly 12,000 individual meetings have been organized. What participant feedback motivates you the most to continue developing this event? Can you share a concrete example of a successful collaboration that has emerged from past editions of MEETEX?
MEETEX was conceived as a project that would benefit not only the business tourism community but also all other sectors of the economy that stand to gain from improving Croatia’s reputation as a destination for both leisure and business tourism. Business tourism undoubtedly extends the season in the best and most efficient way, as it is most active throughout spring and autumn. Moreover, according to all relevant statistics, it attracts visitors with three to five times the spending power of leisure tourists. Unfortunately, everyone is aware of this, which makes the competition fierce.
However, we see that Croatia’s MICE industry continues to grow steadily despite challenges. For the second year in a row, we have had to close exhibitor registration earlier than planned simply because we reached full capacity. We are unwilling to compromise quality for the sake of quantity or short-term financial gain. If MEETEX did not deliver results, it would no longer exist. As for the exact individual outcomes, I cannot disclose them, as they fall under the internal business affairs of our exhibitors. What matters is that we are growing as a destination, and when the destination grows, everyone benefits—which was the goal from the very beginning. That is the answer to your question about our motivation.
MEETEX is growing qualitatively, following and even setting trends. When we, as a country, overcome some infrastructural and transportation challenges that we unfortunately still face, I have no doubt that MEETEX will grow quantitatively as well, possibly expanding into additional niches.
- What are Dubrovnik’s biggest advantages as a meeting and incentive destination compared to other European destinations, from your perspective and long-standing experience in the MICE industry?
Highlighting all the advantages of Dubrovnik as a meeting and incentive destination is almost impossible to even begin listing. This is a city that was once an independent Republic and, to this day, often serves as a global identifier for our modern-day Republic of Croatia. It is a destination that rightfully holds a place on the UNESCO World Heritage list, seamlessly blending ancient history with modernity and even the future. It is a place that is undeniably attractive, where the saying "beauty is in the eye of the beholder" simply doesn’t apply—because Dubrovnik’s beauty is universally recognized. I like to say that Dubrovnik is a remedy for the soul, and the world acknowledges that.
Unfortunately, the city faces certain spatial and geographical limitations that are highly complex and cannot be resolved overnight, but we are on the right path. Once we reach our goal, Dubrovnik will truly become a year-round destination in every sense.
Although the issue of summer overcrowding due to cruise ship arrivals is often raised, we must not be selfish—Dubrovnik is unique, and the world deserves to see it. Let there be cruise ship tourists in the summer, but let there also be conference and incentive guests in the spring and autumn—some of whom may have first discovered Dubrovnik from the deck of a cruise ship. And hopefully, one day, they’ll arrive at a long-awaited congress centre, accessible via the much-anticipated full-profile highway.
Proactivity as the Key to Dubrovnik’s Competitiveness on the International Stage
- What trends do you currently see in the MICE industry, and how can Croatia, especially Dubrovnik, adapt to remain competitive in the future?
I recently read that our generation has experienced perhaps the greatest and most intense changes in social, societal, economic, and business conditions ever. Because of this, I must say that I am genuinely pleased to see that Dubrovnik—despite being a global brand and regardless of the common belief that it "doesn't need advertising because tourists come on their own"—remains present at almost every major international fair or marketplace.
Precisely because we live in times when literally EVERYTHING—including tourism, people's character, habits, and expectations—is changing faster than ever, there can be no success without proactive adaptation. Staying competitive has become truly challenging, which is why it is extremely important and commendable that—especially from my perspective as someone who has spent their entire professional and personal life in the MICE industry—the Dubrovnik Tourist Board's Convention Bureau remains proactive. It is also noteworthy that my dear colleague Romana Vlašić continues to tirelessly participate in trade shows and workshops.
Beyond promoting the destination to potential meeting planners, it is crucial that, as an experienced professional, she also gains insights into new trends and expectations and shares this knowledge with industry colleagues.
• Finally, what are your messages for international organizers who are considering Croatia, and especially Dubrovnik, as a destination for their future events?
Come, you won't regret it. Joking aside, it's hard for me to be impartial. Despite many criticisms about inflated prices, sensationalism, and news stories about petty scammers – which, by the way, have always existed but weren't known because the flow of information was slower and more limited – Croatia is a beautiful, welcoming, peaceful, and above all, a safe destination. In today's world, the latter is truly a huge asset and a fantastic advantage. Furthermore, the first records of international congresses held in Croatia date back to the 19th century, which means no one can say we are "new" or that we don't know how to do it. We know, we know, trust me – I have participated in organizing events with 20,000 people, and the most agile and resourceful staff came from Croatia.
And Dubrovnik must be experienced, especially for younger generations who would solve everything "online." I would advise hotel representatives – sit the buyers or organizers on a fam trip next to a glass wall overlooking the sea or the city, whether in the lobby bar or the conference room, offer them coffee, juice made from Dubrovnik oranges, a little rozata (crème caramel) and almonds... And you've already done half the job without saying a word! The other half – the professionalism of the staff, the quality of the service and F&B offerings, the incredible variety of options for incentive programs, culture, history, Konavle, Cavtat, Mlini… well, anyone who doesn't recognize that doesn't deserve you.