The City of Zagreb has launched a public consultation for the convention centre
“What did we learn in 2025?” or “Recap 2025” – that is how many social media posts and articles have begun in recent days. So why shouldn’t we, as we traditionally do, pause for a moment, take stock, and look at where the Croatian congress, incentive, and event industry stands today – and where it is heading next.
The year behind us was anything but dull. It was challenging, dynamic, full of new venues, ideas, and conversations, but also of the concrete progress we had been waiting years to see. That is exactly why it deserves a review – along with our sincere wishes to everyone in the industry for a successful 2026, full of exciting new projects, inspiring collaborations, and creative events.
A year of new hotels, new venues, and new opportunities
If we had to describe 2025 in one word, it would be dynamics. The number of newly opened hotels in Croatia was impressive, and what is especially encouraging is the fact that many of them have positioned themselves seriously toward business events from the very beginning.
The opening of Hyatt Regency Zadar resonated strongly not only within the local MICE community, but also internationally. With it, Zadar gained a hotel that does not hide its congress ambitions, but communicates them clearly and supports them with the right infrastructure. The same can be said of Novotel Zagreb, functional, warm, and – as we saw for ourselves – very thoughtfully designed for business events of all formats.
Special attention was also drawn to Hotel Pinija, which once again showed how business events can fit seamlessly into a natural setting – with breaks scented by the sea and pine trees, and meeting rooms that “breathe” with their surroundings. Hotel Kalnik in Križevci brought continental Croatia a new conference hall with panoramic views, while Heritage & Resort hotel Monumenti opened up a new dimension of event potential for Istria and Pula.
We should not forget smaller yet highly interesting venues such as Maistra’s Stellar Boutique Modules and Salona 6, both of which respond to growing demand for more intimate, urban, and unconventional event formats.
In 2026, we are looking with great anticipation toward the Pical Event Center, the largest congress center in Istria, as well as the Opatija Marriott Resort & Spa, which could significantly influence the Kvarner offering. A number of other hotels and venues have also been announced, and we will, of course, continue to follow them closely and present them in a timely manner.
Congress Center Zagreb – things are finally moving
Probably the most important news of the year – without exaggeration – was the progress made around the Zagreb Congress Center. A topic discussed for years, with very little actually happening, finally took on visible form in 2025.
From our side, it all began with an article raising the question of whether the time had finally come for a strategic leap in Croatian MICE tourism and the long-awaited congress center. Then, to our pleasant surprise, the project was also officially announced during the local pre-election campaign. In August, the best-use study was published as a basis for the next steps, and we – as was only right – asked industry experts what kind of congress center Zagreb actually needs.
September brought the adoption of the Master Urban Plan at a City Assembly session, followed by information from the City that preparatory activities for launching the design competition were under way. What we had consistently pointed out – the need to consult the profession – was finally acknowledged.
We are proud that, as the only specialized professional media outlet, we made a strong contribution to this story and helped move things off dead center. This is an example of how joint action by the entire profession, continuous information-sharing, and well-argued pressure can lead to real progress. At the same time, credit is due to the City of Zagreb and the city administration for finally recognizing, after many years and even decades, the potential of building a multifunctional congress center and its importance for even stronger international positioning of Zagreb on the global congress map. In the new year, we will continue to monitor the project’s development and report on it transparently, while hoping the years ahead will also bring its successful realization.
The strength of the industry: community built face to face
One of the most important lessons of 2025 had nothing to do with square meters, meeting rooms, or technology – but with people. People brought together around a shared topic, event, or goal are what make this industry so interesting and alive. It is from such gatherings that ideas emerge for many of the interviews with interesting individuals, as well as the projects and collaborations we followed and published on PoslovniTurizam.com throughout the year.
The culmination, as always, was the annual HUPKT Forum, which once again demonstrated the strength, ambition, and influence of the Croatian congress and incentive industry. What we took away from those gatherings may not be measurable in numbers, but it is certainly felt in practice – a sense of community, exchange of knowledge, and the feeling that we are not alone in the challenges we share. Special emphasis was placed on the impact of business events on destinations and local communities, not just on organizers and participants. This is a direction the industry is communicating ever more clearly – both to the public and to decision-makers.
At some of the tourism sector’s traditional annual gatherings, such as the Hotel Congress, the question of the MICE segment within hotel operations was finally brought to the table, particularly incentive travel, which for a long time had remained a topic discussed only between the lines. This year, it came to the forefront – and that is a major step forward.
A new event about events and stronger connections
Another important moment in 2025 was the successful return of an event about events. After the former RSVP Festival, attempts such as Eventfest, and similar initiatives, 2025 brought the first Live & Loud conference, organized by Entrio – loud, energetic, and well attended. It seems the conference finally hit the right moment and the right audience. The venue was full, the energy strong, and the topics highly relevant. The event industry was clearly ready to stand in front of the mirror again and have an open conversation. We sincerely hope Live & Loud will establish itself as a permanent annual gathering for the event industry.
But what now appears as the logical next step is connection. And not only within the event industry, but also with the congress and incentive sector. Although these are formally two different segments, in practice they share a huge number of common themes: production, technology, participant experience, sustainability, logistics, and people. Often even the same clients – only in different formats.
That is why it would be more than useful for these worlds to start meeting each other more consciously. For example, through cooperation between HUPKT and platforms such as Entrio or similar players from the event industry. Not to erase the differences – because they do exist and they matter – but to build bridges, exchange knowledge, and strengthen the position of the entire industry together in relation to the market and institutions.
Maybe this is once again the moment for our small but persistent media influence. If we write it often enough… maybe it will happen. :)
Looking ahead
So what does 2026 bring? If the announcements are anything to go by – even more content, even stronger infrastructure, and even greater client expectations. But it also brings responsibility: to keep talking, sharing knowledge, and jointly shaping the direction of future development.
The Croatian congress, incentive, and event industry showed in 2025 that it knows how to be outspoken, constructive, and connected. In 2026, we wish for it to be even bolder, more creative, and more strategically focused.
