Zagreb’s M&I Express 2025 Set to Transform Europe’s Tourism, Airline and Hospitality Landscape

Zagreb is preparing to host the M&I Express 2025 from 27–29 August, an event poised to become a turning point for Europe’s tourism and hospitality industries. The Croatian capital will welcome tourism boards, airline executives, hotel developers, and market strategists from across Europe and beyond. This comes at a time when the continent’s travel sector faces fierce competition, shifting traveller expectations, and urgent market pressures.

The event will put Croatia firmly in the spotlight as a strategic meeting point for industry decision-makers. With the European travel market rebounding unevenly, M&I Express will provide a platform for forging partnerships, unveiling hotel expansions, and discussing the future of airline connectivity.

Airlines Target Strategic Growth

Airline leaders attending M&I Express are expected to outline ambitious network plans to capture post-pandemic demand. Routes linking secondary European cities with major hubs are expanding, while low-cost and premium carriers alike are exploring innovative scheduling to match shifting travel patterns. Yet, airline capacity is under strain from fluctuating fuel prices, labour shortages, and airspace disruptions. Zagreb’s central European location offers a vital vantage point for balancing operational efficiency with market reach.

Hotels Compete for New Market Segments

Europe’s hospitality industry is racing to attract high-value travellers. Croatia’s hotel sector is seeing fresh investment, with new luxury and boutique properties planned for both urban and coastal destinations. Hotel developers are focusing on personalised guest experiences, sustainability, and integrated technology to stand out in a crowded market. At M&I Express, many will use the stage to announce expansions, unveil brand repositioning strategies, and seek investment for pipeline projects.

Tourism Policies Take Centre Stage

Policy-makers will have a crucial role at the forum, as visa regulations, environmental standards, and destination marketing strategies are reshaping European tourism competitiveness. The Schengen Area’s evolving entry requirements and the rollout of the ETIAS system remain central concerns for operators aiming to keep Europe accessible and appealing. Croatia, as one of Europe’s fastest-emerging destinations, will showcase its tourism policy strategies to boost visitor numbers while protecting cultural and natural assets.

Market Challenges and Innovation Opportunities

The travel industry in Europe is navigating economic uncertainty, currency fluctuations, and the growing urgency of sustainable tourism. M&I Express will spotlight innovative solutions—from AI-driven booking systems to green-certified airport operations—that can help operators remain resilient. Croatia’s own experience in balancing rapid tourism growth with sustainability goals will be a key discussion point, offering lessons to other European destinations.

Zagreb’s Role as a Tourism Catalyst

By hosting M&I Express 2025, Zagreb is positioning itself as a regional tourism hub and a connector between Western Europe, the Balkans, and global markets. The event’s impact will extend beyond the three days, influencing air route planning, hotel investment strategies, and tourism campaigns across Europe.

The urgency is real. Competition for traveller attention is at its peak. Market forces are shifting daily. And the strategies born in Zagreb this August could shape the next decade of European tourism. For stakeholders, this is not just an event—it is a decisive opportunity to gain ground in a rapidly evolving market.

Zagreb is gearing up to host M&I Express 2025 from 27–29 August, an event set to redefine the trajectory of Europe’s tourism and hospitality sectors. Over three dynamic days, the Croatian capital will become a powerhouse meeting hub for tourism boards, airline executives, hotel developers, and market strategists representing every corner of Europe and beyond.

The timing could not be more critical. Europe’s travel industry is navigating intense competition, evolving traveller behaviour, and mounting economic and environmental pressures. Airlines are recalibrating routes, expanding into new markets, and seeking efficiencies to meet fluctuating demand. Hotel developers are accelerating investments, focusing on innovation, sustainability, and personalised guest experiences to attract high-value visitors.

Policy-makers will also take centre stage, with tourism policies under scrutiny. Changes to visa systems, sustainability regulations, and regional marketing strategies are shaping competitiveness in an era where accessibility, authenticity, and convenience define destination appeal. Croatia, with its blend of cultural heritage, coastal allure, and strategic geographic position, is ready to showcase how agile policy and targeted investment can drive sustained growth.

M&I Express 2025 will not just be a networking platform—it will be a catalyst for long-term transformation. The agreements, strategies, and innovations unveiled in Zagreb could influence airline expansions, hotel investment flows, and tourism campaigns across Europe.

For industry stakeholders, the stakes are high. Missing Zagreb this August could mean losing the opportunity to be part of the decisions and alliances shaping the next decade of European travel and tourism.

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