Opatija Tourist Board showcases its MICE offer at IMEX Frankfurt 2026
The Croatian National Tourist Board organized the annual gathering of stakeholders in the Croatian Congress Ambassador program, held at the Esplanade Hotel in Zagreb. The program is implemented in cooperation with the Croatian Association of Professionals in Congress Tourism (HUPKT), as well as the convention bureaus of Zagreb, Dubrovnik, and Opatija, with the aim of further promoting and developing Croatia as a recognizable and competitive destination for international business events.
The Croatian Congress Ambassador program brings together successful and respected experts from the fields of science, medicine, academia, business, and other relevant sectors who, through their international engagement, actively contribute to strengthening Croatia’s visibility on the global congress map. Through their professional reputation and involvement, these ambassadors play an important role in bidding for and attracting international professional and business events to Croatia.
During the informal part of the evening and networking reception, the hosts reflected on the latest trends in business and congress tourism, exchanged information on events planned for the upcoming period, and discussed ideas for the additional promotion of Croatia on the international market. Particular emphasis was placed on the importance of cooperation between congress ambassadors, the Croatian National Tourist Board, convention bureaus, and HUPKT.
Representatives of the Croatian National Tourist Board and the Croatian Association of Professionals in Congress Tourism also provided ambassadors with a closer overview of the support available within the program – from the bidding phase to the actual delivery of the event – with the aim of further motivating them to take part in organizing new international events in Croatia. On that occasion, updates related to Croatia’s congress offering and the development of key congress destinations were also presented.
The organizers emphasized that annual gatherings of this kind play an important role in strengthening mutual connections and the exchange of experience, while also encouraging new initiatives that further contribute to positioning Croatia as a high-quality and competitive congress destination.
The Croatian Congress Ambassador program is aligned with the practice of similar ambassador programs run by convention bureaus around the world and contributes to raising awareness of the importance of international business and professional events for economic, social, and scientific development. Hosting such events enhances the reputation and international prestige of the destination, encourages knowledge exchange, and further strengthens the reputation of Croatian experts at a global level.
