Zagreb's push for business travel market

In July 2026 the city of Zagreb announced ambitions to capture a share of the roughly $1.5 trillion global business‑travel market. Subsequent weeks saw Zagreb operationalising that strategy by hosting two major events. From 5 to 7 October 2026 the city held the 10th TOURISM 365 conference, gathering tourism leaders from over 30 countries and featuring a strategic forum, ministerial discussions, a B2B marketplace and a student hackathon, with inaugural awards for sustainable tourism projects. Earlier, on 10 June 2026, Zagreb co‑hosted the CEE Investment Opportunities conference with the Ljubljana stock exchange, drawing 19 listed firms, about 30 investment houses and 50 analysts for more than 250 one‑to‑one meetings. Speakers highlighted growing interest from U.S., German, Polish and other investors in the region’s capital‑market prospects. Together these activities illustrate Zagreb’s move from a broad market‑share goal to concrete tourism and investment outreach aimed at positioning the city as a hub for business travel and financing.