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The central professional hotel industry conference, the 28th Hoteliers' Congress powered by Istratech, organised by the Association of Employers in Croatian Hospitality (UPUHH), will take place this year from 10 to 12 November 2026 at the Pical Resort 5*, Valamar Collection in Poreč. The main programme part will be held on 11 November and will traditionally bring together in one place more than 40 domestic and international speakers, experts from the tourism sector, as well as representatives of leading hotel companies, representatives of institutions and the academic and business community. At the centre of the programme will be strategic topics shaping the new phase of hotel industry development, from investment and creating greater value to innovation, competitiveness and responses to accelerated market changes.
As part of the 28th Hoteliers' Congress, the third scientific and professional conference Hotel Company 2026 will also be held, which the Faculty of Tourism and Hospitality Management of the University of Rijeka is organising in cooperation with UPUHH. The conference will take place over two days, on 11 and 12 November, as part of the congress programme, further connecting the academic community and the hotel industry.
Part of the programme this year is also dedicated to the meetings industry segment, so on 12 November the MICE Matters panel will be held, which will look at the new value that MICE brings to hotels and destinations through concrete examples and international case studies.
"The Hoteliers' Congress is already a recognised meeting place for hoteliers and all stakeholders of the hotel industry, which is exceptionally high quality and at a high level in Croatia. This year the focus is on how the hotel industry can take the next step, primarily through increasing investments, both in new projects and in sustainability and adaptation to new market demands. Technology, investments, people, new guest habits and market changes open up numerous opportunities, but also require continuous adaptation," stated Bernard Zenzerović, director of the Association of Employers in Croatian Hospitality (UPUHH).
The programme will also be complemented by traditional congress contents, the presentation of the award for the Best Hotel Director of 2026, which is held in partnership with Les Roches Switzerland, but this year also by the exclusive Wine Experience by the Croatian Sommelier Club, as well as a rich networking programme. Participants can also expect an evening gathering with a concert by Petar Grašo.
