Istria at Conventa 2026: from business meetings to an exclusive FAM trip

Istria Tourist Board is successfully showcasing the peninsula’s offer at the anniversary edition of the Conventa trade show in Ljubljana. From 10 to 12 February, the Istrian stand at the Grand Hotel Union became a hub for key agreements on future business events, with activities moving directly into the destination immediately after the show."

Focus on global corporations and key source markets

The agenda of the Istria Tourist Board representatives is highly dynamic, with the strongest emphasis on meetings with decision-makers from high-spending sectors. Key partners include:

• Global leaders: representatives of companies such as Michelin, KPMG and PricewaterhouseCoopers (PwC)
• Leading agencies: the American giant American Express GBT, AIM Portugal and Germany’s Pure Perfection
• Key markets: intensive discussions are taking place with buyers from Canada, Germany, Finland, France, Poland and Brazil

  „With a clear strategy and a focus on international partnerships, Istria is positioning itself as a serious and long-term competitive MICE destination. Our goal is to transform the tourism model from one driven by volume to one driven by value. I am convinced that the emphasis on business events and incentive travel will ensure stable business for Istria beyond the main season, confirming our role as a leader in quality and innovation in the Mediterranean.“ said Denis Ivošević, Director of the Istria County Tourist Board, highlighting the importance of transforming the tourism model.   Cristina Vojić Krajcar, who is leading the negotiations in Ljubljana, emphasised the importance of first-hand destination experience: „The buyer structure at this year’s Conventa is of exceptionally high quality. But the strongest argument is the Istria experience itself. That is exactly why, immediately after Conventa, we are hosting six top agents from our key markets – Canada, Germany, Finland and France – on an exclusive familiarisation trip. Our goal is to show why Istria is the ideal choice for their future projects.“

FAM trip: Istria Terra Magica in practice

The familiarisation trip programme, starting on 12 February, is designed to show agents the perfect balance between first-class infrastructure and authentic tradition. The itinerary includes:

• MICE infrastructure
• Gourmet excellence: tastings at wineries, a visit to an award-winning olive oil producer, and lunch in renowned restaurants
• Authentic experiences: a tour of the Pula Arena, a historical walk through Rovinj, a visit to Motovun and truffle hunting in Livade

Through the synergy of high-level meetings in Ljubljana and direct experience of the Istrian terroir, the Istria Tourist Board continues to build Istria’s image as an essential leader in the world of luxury business travel.