Zagreb aims to capture share of $1.5 trillion global business‑travel market

The worldwide business‑travel market is valued at over $1.5 trillion, and Croatia is positioning Zagreb as a new hub for corporate trips. The city hosted the GlobalStar Annual Conference 2026, gathering delegates from 22 countries to discuss trends such as artificial‑intelligence‑driven itinerary planning and the higher spend of business travelers compared with leisure tourists.

Zagreb Airport recorded 438,575 passengers in June, a modest increase of 213 passengers over the same month last year and a 3.1 % rise in total traffic for the first half of 2026. To spur further growth, the airport introduced a new incentive scheme offering up to 80 % discount on service fees for low‑cost carriers launching thin routes that meet a 35,000‑passenger annual threshold. Industry observers see Hungary’s Wizz Air as a likely candidate to open a base in Zagreb under the programme, which also aims to reduce seasonal fluctuations.

Together, the conference and the airport’s growth plan highlight Zagreb’s effort to diversify tourism, attract higher‑spending business visitors year‑round, and strengthen the local hospitality and transport sectors.