The event delivered high-impact ROI across two days

Zagreb hosted the first-ever M&I Express event, a new edition of the renowned M&I Forum series, in the Croatian capital from 27 to 29 August 2025. With its focus on efficiency, tangible business outcomes, and immersive networking, this forum brings fresh energy and potential to the city’s growing events landscape.

Organised by M&I Forums, the Express format condenses its offerings into a high-impact, two-day agenda. Attendees benefit edfrom a compact, ROI-focused schedule that includes signature 1-2-1 meetings, curated destination activities, and elegant evening gatherings designed to foster meaningful industry connections.

The event took place at the Zonar Zagreb Hotel. The hotel’s unusual design and central location render it an ideal venue for this business-oriented gathering. Participants also enjoyed a series of socially engaging events. The experience culminated in a farewell evening at the iconic Esplanade Zagreb Hotel.

Incentive programs reveal Zagreb from a new perspective

In order for international guests to get to know the city and its diverse offerings, attractive incentive programs were organised. The participants were given the opportunity to:

  • discover the city on foot with professional guides,
  • hike on the Medvednica Mountain and experience the natural side of Zagreb,
  • participate in a creative Sip & Paint workshop at the Westin Hotel with a view of the city from the 17th floor,
  • try their hand at making a traditional licitar heart,
  • taste Croatian wines
  • and experience the sporting spirit of Zagreb by rowing on the Jarun Lake.

These programs allowed delegates to get to know the city from different perspectives – from cultural, historical and eno-gastronomic to recreational and artistic, further underlining that Zagreb is a destination that offers a variety of content fit for business events.

Zagreb on the European business events map

The M&I Express Zagreb brought together participants from Belgium, Portugal, Germany, France, Lithuania, Great Britain, Spain, Italy, Poland and the United Arab Emirates, further consolidating Zagreb’s position on the international meetings and events industry scene.

M&I Express Zagreb is designed to deliver exceptional value for UK and EU buyers. The format emphasises precision in business matchmaking and quality interactions over quantity, reinforcing the forum’s reputation for delivering impactful outcomes swiftly.

Explore more about M&I Express Zagreb here.