Croatia has once again emerged as a top-tier destination for business tourism, showcasing its appeal on the global stage. In 2024, the country is set to host two distinguished Business-to-Business (B2B) Meetings, Incentives, Conferences, and Exhibitions (MICE) events that will further elevate its status as a premier location for international business gatherings.

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What is MICE tourism?

MICE tourism stands for Meetings, Incentive Travel, Conferences, and Exhibitions. It's a vital component of business tourism, involving the organization of meetings and events for business clients or associates in different locations. MICE programs blend work and leisure, fostering successful business outcomes by providing a platform for professional collaboration and networking. This approach enhances the overall experience for participants, combining business engagements with cultural and recreational opportunities in the chosen destination.

MEETEX 2024

One of the highlight events on the Croatian business tourism calendar is MEETEX 2024. Scheduled to take place from March 12 to 14, 2024, at the Hilton Conference & Event Center Zagreb, MEETEX is recognized as the largest international business fair in the country. The Hilton Zagreb will serve as a central hub, fostering connections between local exhibitors and foreign buyers.

As in previous years, MEETEX will organize familiarization trips before and after the event, providing foreign buyers with the opportunity to explore Croatia's beautiful coastline, the city of Zagreb, and the surrounding continental region. A notable change is that MEETEX will now be held twice a year – once in Croatia and once abroad under the banner of Meetex On Tour. The inaugural Meetex On Tour is scheduled for the fall of 2024 in Toronto, Canada, offering Croatian exhibitors the chance to connect with a broader audience from interesting source markets.

For detailed information about MEETEX 2024, visit meetex.eu.

LOOP MICE Spring 2024

Adding to the allure of Croatia's business tourism landscape is the LOOP MICE Spring 2024 event, set to unfold from April 7 to 10 at Lošinj Hotels & Villas. Part of the Luxury on our Planet (LOOP) series, this event promises a unique blend of business networking, scenic beauty, and cultural immersion in the breathtaking setting of the island of Lošinj.

As the premier B2B event for luxurious MICE experiences in the German-speaking region, Loop MICE Spring 2024 anticipates hosting around 60 international buyers and exhibitors. The event features 28 '1 on 1' meetings and captivating evening events, offering unparalleled networking opportunities. Following Loop MICE Spring, the excitement continues with Loop Leisure from April 10 to 14, attracting travel agents and tour operators from the German-speaking region. The grand finale, Loop CEE (Central and Eastern Europe), unfolds from April 14 to 18, bringing together buyers from 16 countries in the Central and Eastern European region and exhibitors from the luxury tourism segment.

In summary, Croatia's MICE scene in 2024 promises an extraordinary blend of business, luxury, and cultural richness. With MEETEX 2024 and Loop MICE Spring leading the way, Croatia solidifies its position as an unrivaled destination for international business and MICE events. The events not only showcase the country's business potential but also provide a platform for cultural exchange and networking on a global scale. As Croatia continues to shine on the international stage, it reinforces its reputation as a premium hub for business tourism in 2024 and beyond.