Katja Korošec: “Ljubljana’s trump card is its synergy among key stakeholders”

Interview with Katja Korošec, Sales Manager at the Events & Congress Department of GR

Katja Korošec joined the team of GR – Ljubljana Exhibition and Convention Centre a year ago and took the helm as the Sales Manager at GR’s Congress Department in May 2023. This year, she was elected to the eight-member Expert Council of the Slovenian Convention Bureau. She has been combining her rich experience and contacts from her past roles in the hotel industry with invaluable know-how gained at the Ljubljana Convention Bureau to successfully bid for international conferences and congresses in her new job.

Q1: Katja, what can you say after a successful year at your venue? How do you prepare bids for international conferences? What is needed to secure a congress and bring it to your convention centre?

This past year was incredibly busy for me, as I had to bid for congresses for our venue and the whole destination of Ljubljana. In this role, I began to realise the wealth of knowledge I gained through two decades of working as an Event Manager at Union Hotels and Project Manager at the Ljubljana Convention Bureau. These two past roles played a pivotal role in my present job, as I have a broader scope and an excellent foundation that I continue to work on in a professional and flexible venue. Together with the venue, we co-create inspiring destination stories. Alongside superb infrastructure, a part of the winning formula that often wholly convinces the client is the synergy among all key stakeholders at the destination. That is one of Ljubljana’s trump cards. On this basis, it is straightforward to build partnerships with an international association or PCO, which requires trust on all levels and excellent teamwork to successfully execute a (potential) project.

Q2: What kind of challenges do you tackle in your profession?

The most pressing challenge remains Ljubljana’s floundering air accessibility. Reports suggest the scope of pre-COVID international travel will reach 2019 levels as late as 2026.

As part of its aspirations to improve the country’s air accessibility, The Slovenian government has published several tenders to subsidise new direct connections and to improve the frequency of flights to existing destinations between 2023 and 2025. This endeavour has already borne concrete results.

Despite Ljubljana’s drawback, we always emphasise several regional airports within a radius of 100 to 230 kilometres radius from the city offer additional connections (Zagreb, Trieste, Venice, Klagenfurt, Graz). Their connectivity and number of budget airline connections complement the network of destinations accessible from Ljubljana’s central airport.

Q3: How do leading trade shows in the meetings industry contribute to raising the prominence of the Ljubljana Exhibition and Convention Centre? Do you receive tangible RFPs at such events?

International trade shows and international B2B events are pivotal for our venue’s recognition, as such events are catalysts for fostering contacts with PCOs and other prospective clients. Business networking, staying in touch with key stakeholders, improving vis-a-vis communication with them, establishing authentic relationships beyond purely business matters and improving trust are key elements that contribute to our standing. Of course, this resembles a marathon where our marketing approach must be consistent. We must also have specific know-how about the intellectual capital at our destination and passion for the meetings industry, which I consider the most fabulous sector in the world. Meetings at B2B events are predominantly informative and introductory, although we have received RFPs in the past, too.

“With Conventa, Ljubljana has solidified its image as a destination that ensures sustainability, quality and professionalism. As such, Ljubljana is a prototype of the first regenerative meeting destination that gives more to the planet than it takes.”

Q4: What are your thoughts on the Conventa trade show? How important is the event for the esteem of Slovenia, Ljubljana and the Ljubljana Exhibition and Convention Centre?

The Conventa international trade show has an immense marketing reach. Besides being the premier trade show for New Europe’s meetings industry, the trade show is home in Ljubljana, thus significantly contributing to the marketing reputation of the entire destination. With Conventa, Ljubljana has solidified its image as a destination that ensures sustainability, quality and professionalism. As such, Ljubljana is a prototype of the first regenerative meeting destination that gives more to the planet than it takes.

By winning the Bea World Award 2022 for the Best Sustainable Event, Conventa became a strong proponent of the Slovenia Green brand and the Slovenia Meetings brand, besides bolstering the image of GR as its original venue for sixteen years. Each time, our venue surprises Conventa’s attendees with its innovative approach.

Q5: If you had unlimited funds to promote GR, which marketing activities would you prioritise?

Our venue is a member of various industry associations, contributing to its international visibility whilst providing knowledge-sharing and networking opportunities. However, given that the meetings industry is closely related to the emotional factor, I believe we must allocate more resources to destination visits – known as fam trips – for important decision-makers or potential event clients. That would further position Slovenia and Ljubljana as a destination with several advantages and natural features that contribute to achieving excellence and business success at events.

Q6: Which novelties will you roll out by the end of the year? Which events are you anticipating the most?

At GR, we strive for innovation and optimal user experience. Recently, we invested in new technical equipment that follows the latest international trends and standards. It is managed by our own (in-house) experienced team. The team will be further strengthened to fully support and cater to clients at the most technically demanding events. We will soon create an affordable package offer for local event organisers.

One of the most high-profile upcoming events is the organisation of The tenth session of the Meeting of the Parties to the Water Convention. The event is scheduled for October 2024. During the Meeting of the Parties of the Water Convention, Slovenia will assume the three-year presidency. Participants from 80 countries are expected at the event. The organisation of the event (10th Meeting of the Parties – MoP 10) will strengthen the reputation of Slovenia as an international water country and cross-border water cooperation, and for us, it is a great honour that we were entrusted with such an important project at the global level on behalf of the Government of the Republic of Slovenia – The Ministry of Natural Resources and Spatial Planning in cooperation with the Secretariat of the Water Convention at the United Nations Economic Commission for Europe (UNECE).

Q7: What do event organisers and event attendees appreciate most about Ljubljana?

Ljubljana is a human-centric meeting destination where congress participants, in addition to the relaxed atmosphere and hospitality, appreciate that everything is within reach. The centre and the old town, especially during slightly larger events, are transformed into their picturesque and comfortable living room (lounge), where many hang out in their free time, surrounded by the aesthetics of architecture and spatial arrangements created by Jože Plečnik. His selected works, as an indelible legacy of his native Ljubljana, are part of UNESCO’s World Heritage List.

Ljubljana is a reliable and intelligent (smart) destination oriented towards regenerative development. It boasts creative human capital, high-quality hotels and congress infrastructure and a professional chain of local providers. In addition, Slovenia and Ljubljana rank highly in the ratings of the safest countries and cities in the world.

For everyone who wants to learn about our lifestyle, the Slovenian capital offers select cultural experiences, numerous events in public areas, excellent cuisine – from Michelin stars to street food, and authentic experiences. Short distances across the country and the central location of Ljubljana make it possible to see most of the landmarks within an hour and a half’s drive. Last but not least – communicating in foreign languages ​​is a “piece of cake” for friendly Slovenians.

I also believe we offer great value for money – with competitive prices and a transparent pricing policy. All of the above comes together in the essence of the best that our destination offers and entices many clients and event participants to return to us for business and leisure.

Q8: In April, the Slovenian Convention Bureau celebrated its 20th anniversary. How do you see the future role of the Slovenian Convention Bureau?

With its systematic and holistic communication, the Slovenian Convention Bureau will continue to be the main factor in the marketing strengthening of the “Slovenia Meetings” brand in the international environment.

It would be necessary to evolve its role with comprehensive guidelines and a strategic document similar to that of Ljubljana (Strategic Guidelines for the Meetings Industry in Ljubljana 2022-2027), which would redefine the goals based on an ambitious multi-year operational plan.

In the context of the international meetings industry, Ljubljana is, of course, the key engine of our country, and the strategic document should reflect the coordinated views of stakeholders and SCB members on the multi-year development and marketing of Slovenia for various segments of events. That would be essential for more structured work in times of constant and rapid change.

Q9: What are your personal priorities as a new member of the Expert Council of the Slovenian Convention Bureau? Which of your goals do you wish to realise first?

My priorities will undoubtedly be aimed at promoting stronger co-financing of fam trips for key clients, as we want to present and enable them to experience the destination’s most authentic experiences. Many foreign business partners outlined that our approach and our perpetual search for the best solutions and new inspirations help us exceed expectations and create events tailored to people, society and the environment.

It is also integral to define strategic marketing projects two years in advance and to prepare a plan for partnership cooperation and their financing.

Personal questions for Katja

Q10: What do you appreciate most about your coworkers?

Good relations with colleagues are an integral part of an effective work environment. What I value most is a pleasant and optimistic attitude, frankness, cooperation and the search for joint solutions. All of that is topped with a healthy dose of humour and laughter at our venue. The team of colleagues at GR has everything a good team needs to achieve excellent overall results.

Q11: How do you refill your batteries after long days at work?

My two children are keen on sports, so their mother has to keep up with their form. Although this may be exhausting, sport is what fills me and my children with new energy. I can already see the two of them in various possible roles, where they will strengthen the “I feel sLOVEnia” brand and the “Slovenia Meetings” brand- most likely at some international sports competition. 😊

Find out more about the Ljubljana Exhibition and Convention Centre here.