After nearly two decades of developing an international platform for business events, Conventa is introducing a new meeting format for professionals in the event industry. Called Try Before You Buy by Conventa, the concept aims to change how destinations present themselves to global event organisers. The first edition took place from 11 to 13 March 2026 in Belgrade, at Ložionica, one of the region’s newest centres for creative industries.
Unlike the well-known Conventa Meet in Ljubljana, which gathers several hundred event planners and suppliers from the meetings industry each year, the new format is designed as a much smaller and more selective gathering. The idea is simple: instead of presenting destinations through presentations and promotional materials, organisers want international buyers to experience the city directly through a programme that combines business meetings, city exploration and encounters with the local offer.
In such an environment, a smaller number of carefully selected participants allows for more focused discussions and more concrete business outcomes. The event brings together representatives of international associations, event agencies, pharmaceutical companies and major corporations, mostly in C-level positions, whose interest in organising events in the region aligns with the offerings of local suppliers.
The choice of Belgrade for the premiere edition is no coincidence. The city is already preparing for one of the largest international events to be held in this part of Europe in the coming years – the specialised exhibition EXPO 2027. The organisers of the EXPO presented their plans to participants, outlining an event expected to attract more than four million visitors over 93 days, making it one of the key projects shaping the development of the regional meetings and events industry.
The venue itself also plays a symbolic role in the story. Ložionica, a former railway depot more than a century old, has recently been transformed into a contemporary hub dedicated to creative industries, innovation and international collaboration. For the organisers, this type of environment – where industrial heritage meets a modern creative scene – reflects the broader transformation of cities aiming to attract global business events.
The programme also included a segment focused on sustainability in the event industry. Through the Planet Positive Event workshop, participants had the opportunity to learn about one of the leading global tools for planning and measuring the sustainability of events, along with practical guidance on how to implement such principles in their own projects.
With the new Try Before You Buy format, Conventa is responding to broader changes in the business events industry, where organisers increasingly seek an authentic experience of a destination before making decisions. Instead of large trade-show style networking, the focus shifts toward curated encounters, deeper conversations and direct engagement with cities aspiring to host future international events.
