How can agencies, hotels and destinations work together more successfully, exchange experiences from their day-to-day operations and introduce young professionals to the challenges and opportunities of working in the meetings and incentive industry? These were the key questions at the heart of the first educational workshop of the year, “MICE Lab: Agency, Hotel and Destination in Action,” organised by the Croatian Meeting Professionals Association (CMPA) in Dubrovnik on the 25th of August 2026.
The first MICE Lab brought together around twenty colleagues from the meetings, incentive and events industry. The gathering was held at the newly opened Hotel Sumratin, with Dubrovnik serving as the first stop in this year’s series of CMPA workshops dedicated to professional development, knowledge exchange and networking within the MICE community.
The workshop was particularly aimed at colleagues who are just beginning to build their careers in the sector, while at the same time providing an opportunity to exchange experiences between different parts of the industry. Bringing together different perspectives, those of agencies, hotels and destinations, is one of the key objectives of MICE Lab.
From Experience to New Business Perspectives
The workshop programme was structured into several sections, with time set aside for discussion, the exchange of experiences and informal networking. Following a welcome coffee, participants took part in two working sessions and a final workshop segment, discussing topics relevant to the everyday work of meetings industry professionals.
The value of such gatherings lies not only in sharing knowledge. The MICE industry depends on cooperation between a large number of stakeholders, from organisers and agencies to hotels, convention centres, destination organisations and other service providers. Getting to know colleagues, understanding their needs and openly exchanging experiences can be just as important to the development of high-quality business events as the destination’s infrastructure itself.
For Dubrovnik, which year after year continues to establish itself as an attractive destination for conferences, corporate gatherings and incentive programmes, hosting the first MICE Lab also represents an additional opportunity to showcase the local MICE ecosystem and connect with professionals from across Croatia.
The workshop was supported by the Croatian National Tourist Board and the Dubrovnik Tourist Board Convention Bureau, which actively participates in the development and promotion of Dubrovnik as a business events destination.
MICE Lab Continues Its Journey Across Croatia
Dubrovnik is only the first stop in an educational programme that will also be held in other Croatian destinations throughout the year. The next workshop will take place on September 8, 2026, at Hotel Dubrovnik in Zagreb, followed by planned gatherings in Opatija and Split.
MICE Lab therefore provides an opportunity for continuous learning, knowledge exchange and networking among the professionals who together shape Croatia’s meetings, incentive and events industry.
For organisers of business events and incentive programmes, gatherings such as these are also important because they help strengthen connections between destinations, local partners and the market, while creating new business contacts and opportunities for future cooperation.
