Dubrovnik at IMEX America 2026 Confirms Interest from International Organisers

Each new edition of the IMEX America trade show brings greater reach and new business opportunities for the business events industry, and this year's edition in Las Vegas confirmed continued growth and strong demand for international destinations such as Dubrovnik.

From the 12^th to the 15^th of October 2026, the convention centre at the Mandalay Bay Hotel in Las Vegas was the meeting place for international organisers, destinations and business event service providers. The 15th edition of the trade show brought together more than 17,800 participants, including more than 6,000 buyers, while approximately 96,000 pre-arranged business meetings were held over three days. The results confirm the importance of IMEX as a platform for connecting markets, presenting new offerings and securing future projects.

Croatia was represented at a joint stand organised by the Convention Bureaus of the Dubrovnik Tourist Board and the Zagreb Tourist Board. Alongside them, Adriatic Luxury Hotels, Valamar Dubrovnik, Super Tours DMC, Intours DMC, Katarina Line and Toptours DMC presented their congress and incentive offerings.

Dubrovnik in the Spotlight of American Event Organisers

Romana Vlašić, Head of the Convention Bureau of the Dubrovnik Tourist Board, held around thirty business meetings with international organisers, primarily from the markets of the USA, Canada and South America. The greatest interest was recorded in the organisation of incentive programmes and corporate events, with Dubrovnik standing out as one of the most sought-after Croatian destinations.

"Interest was high and very specific. Organisers come prepared and know exactly what they are looking for, even when they have not yet visited Croatia or Dubrovnik. In addition to hotel offerings and conference facilities, they are particularly interested in historic and unique event venues, as well as new ideas for incentive programmes, from activities and excursions to gastronomic experiences," emphasised Romana Vlašić.

Air connectivity was one of the important topics of discussion. Dubrovnik's direct connection with New York, together with connections to major international air hubs, contributes to the destination's recognition in the North American market and facilitates the organisation of international events.

Discussions were primarily focused on longer-term planning, with specific interest in events in 2028, 2029 and 2030, while some organisers were also interested in opportunities for 2027. The contacts established at the trade show provide an opportunity for the timely presentation of hotel capacities, special venues and experiences that Dubrovnik can offer to organisers of international business events.

Education and New Trends in the Meeting and Incentive Industry

Alongside business meetings, an important part of IMEX America was the educational programme, which began with Smart Monday, organised with the support of Meeting Professionals International (MPI), and continued throughout the week with lectures, panel discussions and interactive activities. The programme covered 12 thematic areas, ranging from event design and the future of technology to regenerative approaches, inclusivity and the creation of higher-quality experiences for participants.

One of the prominent topics was the application of artificial intelligence in the organisation of business events. The trends presented indicated the growing role of technology in optimising organisational processes, personalising content and better understanding the needs of participants. At the same time, it was emphasised that technology brings the greatest value when it enables professionals to devote more time to strategy, relationships and the experience that takes place in person.

The programme also addressed changes in participants' expectations, including the need for the timely presentation of event content, clearer communication about learning and networking opportunities, and adaptation to the different needs of audiences. Particular emphasis was placed on inclusive event design, which enables more equal participation for all attendees, as well as experiences adapted to neurodivergent individuals.

Among the important topics were also the long-term effects of major events on local communities, risk management and the resilience of the industry in conditions of global uncertainty. The common message of the expert discussions was that the success of an event depends not only on its size and technology, but also on thoughtful design, relevant content and the quality of personal interactions.

The next edition of the IMEX America trade show will take place from the 28^th to the 30^th of September 2027 in Las Vegas, while the 2028 edition is scheduled for the 26^th to the 28^th of September. The organisers announced the change of dates with the campaign "Hello September", inviting the international business events industry to include the new dates in their business calendars in good time.