Conventa TBYB returns bigger and bolder than ever

The revival of Conventa’s project TBYB coincides with the rehaul of the brand

The international trade show Conventa has been taking place in Ljubljana for the past 18 years, traditionally at the beginning of February. In recent years, the organisers have been developing an accompanying project titled Try Before You Buy by Conventa. The beginnings of the event reach back to the pilot project dubbed Incentives Alpe Adria. The event was a precursor of the TBYB format, showing that boutique, goal-oriented events, which combine site visits and pre-arranged face-to-face meetings, yield tangible results.

The event is limited to 25 handpicked international buyers and 15 local suppliers to maintain a high level of personalisation and relevance. Only convention bureaus and destinations that participate in the Conventa trade show can host the event. The event format strengthens partnerships and long-term cooperation within the Conventa network. The positive feedback from hosted buyers and destinations has been tremendous, according to the organisers. Riding this wave of success, the organisers have decided to evolve the brand and its look. They will unveil Conventa’s new identity at the upcoming event in Bratislava, which will be named Conventa TBYB – BA. In September, Podgorica will host a similar event titled TBYB – PG.

TBYB is all about authentic experiences tailored to focus groups and target markets of each host destination.

Gorazd Čad, the co-founder of Conventa, emphasised: “The name of the event – Try Before You Buy by Conventa – is telling of the format. The event is a boutique and exclusive way for destinations to promote themselves. It is all about authentic experiences tailored to focus groups and target markets of each host destination. The group size is limited to ensure memorable personal experiences with added value. Above all, the project connects Conventa’s recognisable identity with our loyal partners, which fosters synergies and collaboration across the region.”

gorazd_cad — Photo: Marko Delbello Ocepek

A structured two-day programme

The original concept was developed by Conventa as early as 2016, as one of the first in the industry. The uniqueness of the event lies in the structured two-day programme, which offers attendees the opportunity to experience a destination through the eyes of the locals. The first day is dedicated to site visits and experiencing local traditions and heritage in the company of local destination representatives and suppliers. On the second day, attendees engage in fruitful pre-arranged business meetings. The organisers have emphasised that the concept was trailblazing upon its inception, as they were one of the first to develop it in Europe, before other event organisers followed suit. The event format promises to live up to high expectations, and the vision, encapsulated in the event motto: “Exciting-positive-engaging-active”.

The organisers only allow the event to be hosted at destinations that exhibit at Conventa and destinations that are still under the radar for many event organisers. The hosts are carefully selected and rewarded with a comprehensive campaign to promote their benefits.