From ULTRA Festival to International Conferences - Damir Lukić on the Success of AC Hotel by Marriott Split
Damjane Domanovac’s entrepreneurial path is difficult to boil down to a single profession. Over more than 30 years of work, she has navigated a variety of roles - from registrar and wedding planner to editor-in-chief and publisher. Today, she is the director of the international tourism fair PLACE2GO, which she has organized in Zagreb for 13 years, developing it into one of the key tourism events in the region. As she puts it, during her career, she has "gone through everything every entrepreneur must go through."
This year’s edition of PLACE2GO takes place from March 20th to 22nd at the Zagreb Fair (Zagrebački velesajam) and brings several important updates. Damjana Domanovac reveals all about these novelties, the challenges of organizing international events in unstable times, and the latest travel trends in an interview for PoslovniTurizam.
Two Fairs in One and New Networking Formats
What novelties or breakthroughs would you highlight for this year's PLACE2GO as the most interesting compared to previous editions?
Every year, we strive to push the envelope. Our biggest step forward this year is the parallel organization of two fairs held simultaneously at the Zagreb Fair: the PLACE2GO fair, now in its 13th year, and the Camping & Outdoor fair. The latter has grown so much over the last four years that we’ve moved it to a pavilion twice the size. This way, the public can visit both fairs with a single ticket. Consequently, the total exhibition space has doubled this year.
We also have an innovative format for connecting domestic influencers, travel writers, and media with interested tourism entities. For the first time, we are organizing a "Media Hour" on Friday, March 20th, immediately following the B2B workshop. From 4 PM to 5 PM, influencers and media will have the chance to present themselves directly to our exhibitors to arrange potential collaborations. This format guarantees companies that they are dealing with relevant media, as we perform a pre-selection - only those active in the tourism sphere with concrete results and figures can participate.
Additionally, for the first time, we’ve partnered with the Secondary Vocational Hotel and Tourism School in Zagreb. Twenty-five student volunteers will host our foreign delegations and help them navigate the city. This is a great opportunity for these young people to meet various tourism companies and practice foreign languages.
Since last year, you started charging for tickets that were previously free. What prompted this decision, and has it affected visitor numbers?
That decision was aimed at providing our exhibitors with better working conditions. A ticket priced at €6 (or €4 for students and retirees) is cheaper than a movie ticket, but it filters out those who are only there because it’s free from those who are truly interested in the subject matter. Our exhibitors have largely welcomed this move. On the other hand, the ticket revenue—while not massive - allows us to invest in new content. Entry remains free for children under 7 and persons with disabilities.
This year, the participation of Croatian tourist boards is significantly stronger. What encouraged this engagement, and how is their role changing?
The strong participation of domestic tourist boards, especially those from the coast, is the fulfillment of our long-standing effort to highlight domestic tourism potential. PLACE2GO is not exclusively an "outgoing" fair. We bring in "exotic" exhibitors to attract the public, and domestic exhibitors can only profit from that. The pool of Croatian travelers has 365 days a year to explore Croatia.
Every weekend, we see Zagrebians heading to Slovenia, Austria, Hungary, or Belgrade. I believe Croatia has just as much to show; domestic exhibitors simply need to present themselves and get closer to the local audience. Destinations send a clear message this way: domestic tourists are just as important as foreign ones.
The Strategic Importance of the B2B Segment
How strategically important is the B2B segment, and what does this year's business program look like?
B2B is an increasingly vital segment, and this year we have twice as many participants as last year. Major domestic and foreign companies have joined us, recognizing this model of professional networking. Some might say we are a "small" fair - and yes, we are. But we are still the largest and only one in Croatia that has lasted 13 years, and exhibitors respect that. We use the talkB2B app to pre-arrange meetings. We provide the tools, but the ultimate success depends on the participants' own engagement.
What are the key themes of this year’s conference part of the fair?
We have several interesting panels, including:
From the Arena to the Zagreb Fair: Space for Expansion
After years at the Arena Zagreb, you moved to the Zagreb Fair (Velesajam). Why?
Every move is a challenge, but it proved to be a good decision. While the public perception of the Fair's infrastructure is often negative, it is actually a more suitable space for this type of event. The advantage is that you can expand the project - we grew from two pavilions last year to three this year. It also has better public transport access and more parking.
Do you see potential for its revitalization?
There is definitely room for improvement. Many remember the "Golden Age" of the Spring and Autumn Fairs when tens of thousands flocked to Zagreb. Those times are behind us, but progress is possible. This year, the Fair surprised us with new floors in the pavilions. Aesthetics are part of the overall experience. The Fair has successfully attracted several high-quality external fairs recently, and we hope that trend continues.
Tourism in an Unstable World
The geopolitical situation is impacting global tourism. Have you had exhibitors withdraw due to newly developed crises?
We were supposed to have three agencies from Iran and one from Dubai; they had to cancel and postpone until next year. Other than that, there have been no withdrawals. These circumstances definitely redirect tourist interests.
However, people will always travel because it provides life-changing experiences.
Once the Middle East stabilizes, traffic will return. It’s important to restart tourism in affected areas as soon as possible, as every Euro spent helps the recovery. We experienced this ourselves 30 years ago.
How much are organizers forced to develop flexible crisis scenarios?
After the pandemic - when we had to cancel the fair two days before it started in 2020 - we learned to be ready for anything. Wars, diseases, earthquakes... these are our reality. That’s why we develop in multiple directions. PLACE2GO isn't just a fair; it’s a hybrid of a fair, conference, workshop, and sales. If one segment takes a hit, the others pull it through.
Can you share an anecdote from the world of fair organization?
Last year, an exhibitor specializing in religious tourism was approached for a meeting by an Indonesian agency. He almost declined, thinking they didn't understand his niche since Indonesia is a predominantly Muslim country. Out of curiosity, he accepted. It turned out the representative was one of the 8 million Catholics in Indonesia. He ended up closing a deal with a market twice the size of Croatia. Direct contact and longevity are key.
How do you attract exotic destinations to Croatia?
It’s years of invested effort. We attend major global fairs, build relationships, and work closely with embassies and foreign tourist boards. We invest significant personal and financial resources because attending international fairs is never cheap.
So, you travel often. Are these trips primary business, or do you find time for yourself?
In this business, travel is life. My rule of thumb: if I have to dress up for breakfast, it's business. If I can go down in a tracksuit, it's private. I relax most when my family and I rent a camper van or a sailboat to get away from everything. My most memorable trip was French Polynesia - the scenery was like a postcard, and the underwater world helped me overcome my fears.
The market is fed up with mass tourism – it’s time for something more original.
What are the latest global travel trends?
The trend is discovering new, "less touristy" destinations. Instead of the coast, let’s explore Lika. Luxury hotels are choosing locations that offer peace and seclusion rather than being in the spotlight. Travelers want experiences and sustainability. The market is saturated with mass tourism - it’s time for something more original. Those with innovative ideas and long-term vision will thrive.
