Zagreb Promotes Tourism at ITB Asia in Singapore
The Zagreb Tourist Board organised business meetings and a media event in Singapore to attract Southeast Asian travellers, with strong interest from travel trade professionals.
Illustration: AI-generated image
The Zagreb Tourist Board (TZGZ) has stepped up efforts to attract visitors from Southeast Asia with a promotional programme in Singapore on 20 and 23 October. Organised on the sidelines of the ITB Asia trade fair, the event "Connect & Experience: Zagreb, Croatia – Southeast Asia 2026" brought together more than 60 travel trade professionals and 19 media representatives.
The business session on 20 October introduced Zagreb's cultural and gastronomic offer, hotel accommodation, local experiences and nature options to agencies including Chan Brothers Travel, EU Holidays, CTC Travel, international operator Kuoni Tumlare, networks Virtuoso and The Leading Hotels of the World, and agencies Scott Dunn, Intriq Journey and Blue Sky Escapes. The focus was on individual travel and encouraging longer stays in the city. A panel discussion with Turkish Airlines, MICE Matters, Kuoni Tumlare and Travel Media covered criteria for selecting destinations for business and incentive travel.
The media event on 23 October attracted journalists from Time Out, The Peak, Her World and TTG Asia, alongside independent creators. The concept "The Zagreb Edit" and a panel discussion aimed to inspire future features and collaborations. Turkish Airlines also presented air connectivity between Zagreb and Southeast Asian markets.
Martina Bienenfeld, director of TZGZ, said the value of these meetings lies in the profile of partners gathered and the cooperation opportunities opened. "Zagreb has content for a multi-day stay, and our goal is for it to be recognised and included in travel offers," she noted. The programme was supported by the Croatian Embassy in Indonesia, and local partners Hotel Esplanade Zagreb, Atlantis Travel and Rewind Croatia also took part.
Feedback from 35 surveyed participants showed 97 per cent rated the likelihood of recommending Zagreb as four or five out of five. Interest was expressed in itineraries, destination education and contacts of local partners for continued cooperation.
