Dubrovnik Takes Center Stage at IBTM World 2025: A Key Player in the Future of Global Business Events and Croatia’s Expanding MICE Market!

Published on December 4, 2025

Dubrovnik, the stunning coastal city in southern Croatia, continues to rise as one of the world’s most sought‑after destinations for business events and incentives. At the recent IBTM World 2025 trade show, held from November 18 to 20 at the Fira de Barcelona, Dubrovnik demonstrated why it’s firmly positioned at the top of the global MICE (Meetings, Incentives, Conferences, and Exhibitions) industry.

This year’s event witnessed a robust performance by Dubrovnik’s Convention Bureau, with the Croatian National Tourist Board (CNTB) presenting a record number of exhibitors. From hotel groups to destination management companies (DMCs), 36 Croatian exhibitors showcased the city’s growing appeal in the meetings and events sector. The IBTM World 2025 attracted over 12,000 professionals from 140+ countries, with 78,000 business-to-business (B2B) meetings facilitated, confirming the event’s crucial role as a platform for international business event opportunities.

Dubrovnik’s Growing Presence in the Global MICE Market

As one of Croatia’s top MICE destinations, Dubrovnik’s prominence at IBTM World 2025 was a testament to the city’s increasing influence in the global business events sector. Dubrovnik’s Convention Bureau held more than 50 pre-arranged business meetings over the three days, with many buyers from the USA, South America, Australia, and the UK expressing significant interest in hosting events in the city.

This year’s IBTM saw strong demand for events in 2027 and beyond, with several hotel groups already preparing tailored offers for corporate events, conferences, and large-scale gatherings. The increased inquiries, particularly for post-2026 events, highlight Dubrovnik’s long-term prospects in the competitive MICE market.

IBTM World 2025 Highlights: A Hub for Global Networking and Knowledge Exchange

The IBTM World 2025 trade show, renowned for its efficient matchmaking platform, is one of the most prestigious events in the global meetings industry. This year’s show attracted exhibitors from all corners of the world, and the Croatian delegation, with Dubrovnik at its forefront, took full advantage of this high‑profile platform to network with potential partners and clients.

At the CNTB stand, Dubrovnik was represented by leading hotel groups such as Valamar Riviera, Adriatic Luxury Hotels, and Hilton Imperial, along with renowned DMC agencies like Elite Travel and Marber, as well as Dubrovnik Travel in collaboration with the Body and Soul International DMC Network. The gathering of these local stakeholders aimed to strengthen Dubrovnik’s tourism offering and attract international business opportunities.

In addition to scheduled meetings, the CNTB hosted a networking event, drawing attention to Croatia’s MICE potential with exciting giveaways, including city tours and special hotel packages. The event, supported by Dubrovnik’s top hospitality providers, further elevated the city’s profile among international buyers.

Tourism Trends: Why Tourists and MICE Planners Choose Dubrovnik

Dubrovnik, often referred to as the “Pearl of the Adriatic,” is widely celebrated for its rich cultural heritage and stunning coastal views. But it’s not just its scenic beauty that attracts visitors — the city’s exceptional infrastructure and modern event facilities make it an ideal destination for corporate meetings, conferences, and incentive travel.

• Historical charm and modern facilities: Dubrovnik is home to the UNESCO-listed Old Town, famous for its medieval walls and iconic Fort Lovrijenac. The city seamlessly integrates modern event venues with historic charm, offering venues that combine history and elegance.
• Accessibility and service: Dubrovnik’s international airport, port facilities, and well-connected transport network ensure easy access for both corporate groups and leisure travelers. The city has a wide range of luxury hotels, convention centers, and fine-dining restaurants that cater to high-end clients.
• Year-round appeal: With its temperate Mediterranean climate, Dubrovnik remains a viable MICE destination year-round. Even in winter, the city hosts events and conferences, taking advantage of its stunning surroundings, favorable weather, and low season for tourism.

Dubrovnik’s Role in Croatia’s Growing MICE Industry

At IBTM World 2025, Dubrovnik’s growing role in the international MICE market was further solidified. Croatia’s national tourism strategy focuses on leveraging Dubrovnik’s unique position as a global business events hub while also attracting leisure tourists seeking a rich historical, cultural, and coastal experience.

Tourists and event planners looking for a diverse, dynamic destination that offers exceptional value, top-notch facilities, and unforgettable experiences will find Dubrovnik hard to beat. The city’s proximity to European markets, coupled with its welcoming environment, means Dubrovnik remains a top choice for conferences, exhibitions, and incentive programs.

IBTM 2025: A Step Toward Strengthened Global Connectivity for Dubrovnik

At the heart of the IBTM World show’s success was the realization that business events are no longer just about logistics but about connections, networking, and forging strong partnerships. Dubrovnik’s performance at the event further showcased its potential as a global MICE destination, drawing interest from various sectors, including hospitality, event management, and tourism. With its growing international recognition, Dubrovnik is set to lead Croatia’s charge toward becoming one of the world’s most attractive destinations for meetings and events.

As Dubrovnik continues to invest in infrastructure and grow its international standing, the future for its tourism and MICE industry looks exceptionally bright. For those seeking to host memorable events in a city steeped in history yet equipped with modern facilities, Dubrovnik is certainly the place to be.

Image Courtesy : IBTM WOrld