From July 9 to 11, 2025, Belgrade hosted the most significant gathering of experts from the event industry and congress tourism in the region, as part of the ICCA Mediterranean Chapter annual meeting. Under the slogan "Mediterranean on the Move: Transforming Destinations Through the Events Industry", the three-day program offered rich content that covered key topics related to the strategic development of destinations through events, sustainability, innovation, crisis management and the potential of large events like EXPO for the improvement of cities and the economy.
The event opened with a ceremonial reception and welcome to the guests, and already on the second day, the participants had the opportunity to exchange knowledge and experience through a series of panels and inspiring sessions. Of particular interest was the discussion on how the event industry can create added value for destinations and position them as leaders in innovation and sustainability. The panels brought together experts from Serbia, Italy, Turkey, Greece and other countries, and the topics ranged from strategic communication with institutions, through urban development and redesign of congress spaces, all the way to issues of the legacy of events and the social impact of large gatherings. An inspiring lecture by one of the best Serbian athletes, Filip Filipović, further enriched the program and illuminated the parallel between sports leadership and leading teams in the corporate world and the event industry. One of the most notable moments was the discussion about EXPO 2027, which will be held in Belgrade, with a focus on how such manifestations can leave a long-term positive mark on the city and the region.
The third day of the meeting was dedicated to future plans and the exchange of concrete experiences through case studies and workshops that provided participants with practical tools to improve their own projects. Through the "15 Minutes for Change" session, members presented examples of good practice, while the final workshop focused on how to create a lasting impact through event organization and how to connect local communities with major international events. The meeting was closed with a discussion of the members on future steps and initiatives that will be implemented in the coming period, with the clear goal of continuing to strengthen regional cooperation and knowledge exchange. The organization of events in Belgrade and the Sava Center showed once again why this area is recognized as a leader in the region when it comes to congress tourism and international gatherings. Belgrade confirmed its position as a destination that can meet the highest standards in the event industry, and the ICCA Mediterranean Chapter Meeting left a strong impression on all participants, both in terms of the quality of the content and the warm atmosphere and opportunities for networking and further cooperation. The participants left with a clear message, the Mediterranean is on the move, and Belgrade and Sava Center remain important actors on the map of the global event industry.
