The long-awaited opening of the new congress center in Zagreb was recently announced! A piece of news that has greatly delighted everyone involved in the congress industry – and a major first step toward positioning Zagreb as a more prominent congress destination.

Over the past 30 years, Zagreb as a congress destination has experienced mild stagnation. While there have been smaller private projects that added some extra venue capacity, building Zagreb’s reputation as a true congress hub requires significantly larger facilities as well as the effort and commitment of all stakeholders in the system (agencies, hoteliers, the tourist board, etc.).

As the leading agency for the organization of medical and other congresses in Croatia and abroad, Penta has the experience to clearly show that Zagreb can currently host congresses for a maximum of 600–800 participants. Although venues do exist that can accommodate larger numbers, the supporting infrastructure required to attract such events is insufficient. We see this initiative as an opportunity to enter the market for larger congresses—especially considering that some associations and their presidents have already outgrown what Zagreb can offer, and through our daily communication with them, we can help change that. Our experts are also gaining international recognition, which gives them strong influence in bringing congresses to Zagreb. In addition, the professionalism and service quality provided by local agencies and hotels already rival international competitors. However, to truly achieve this, strong coordination between agencies, hoteliers, the tourist board, and congress venue operators is essential.

Once major infrastructure is in place, private initiatives in accommodation capacity will follow, eventually leading to further supporting infrastructure—creating a positive spiral of growth.

There are already dominant players in the hotel industry who need support in the form of expertise, knowledge, and investment in promotion, to ensure that the capital city becomes a leading regional congress hub.

We are investing significant effort in promoting the destination through local key opinion leaders with international standing, as well as through service quality. This initiative therefore represents an indispensable foundation for the future growth of Zagreb as a congress destination.