Agile, ambitious, and increasingly aligned, the countries of the Baltic and Nordic rim are stepping confidently into the global spotlight. During the Ljubljana Talks at this year’s IBTM World, representatives from Poland, Estonia, Finland, and Latvia offered a unified front and a clear vision for the future of MICE in the region often referred to as the “Baltic Tigers.”
Ljubljana Talks – panellists and hosts
The discussion, moderated by Gorazd Cad and Jan Orsic, brought together:
- Kadri Karu, Estonian Convention Bureau
- Karoliina Ala-Opas, Helsinki Convention Bureau
- Jarosław Marciuk, Poland Convention Bureau
- Aigars Smiltans, Riga Convention Bureau
The panel explored how the region is evolving beyond its “emerging destination” label, showing strength in innovation, sustainability, and collaborative strategy.
A region redefining itself
The “Baltic Tigers” metaphor resonated strongly with the speakers, reflecting a shared post-pandemic momentum and openness to innovation. While the destinations differ in scale and focus, they share one clear ambition: to be recognised as dynamic, high-quality, and sustainable players in the global meetings landscape.
“We may have joined the European MICE market more recently than others, but that’s our strength,” said Aigars Smiltans of the Riga Convention Bureau. “We’ve built our strategies with agility, not legacy. That means we can pivot faster, adopt smarter technologies, and deliver what modern clients need – without being weighed down by old models.”
Finland’s Helsinki, often bridging the Nordics and the Baltics, sees value in its hybrid identity. Estonia and Latvia have rapidly built digitally savvy supplier networks. And Poland, larger in scale, positioned itself as part of the Baltic Tigers due to shared growth patterns and a common historical and cultural thread.
Achievements that speak volumes
Each destination pointed to landmark achievements over the past year:
- Helsinki climbed to 4th place in the Global Destination Sustainability Index, strengthening its brand as a northern capital of sustainable events.
- Estonia launched concrete carbon-measuring tools and earned international awards for its sustainable MICE initiatives.
- Riga continued to invest in digital infrastructure and regional accessibility, with particular focus on unifying platforms for planners.
- Poland gained global attention through the ICCA Congress in Krakow, significant IT investments, and a continued campaign to shift perceptions of its brand.
“Poland is no longer trying to catch up; we are helping set the pace,” said Jarosław Marciuk. “Whether it’s sustainability, technology, or hospitality, we want to inspire the market with our values, creativity, and professionalism. And that includes telling our own story more powerfully, one that reflects the energy and solidarity of who we are.”
AI, Innovation and Digital Agility
Artificial Intelligence was another key topic of this episode of Ljubljana Talks at the IBTM 2023. Rather than expressing fear or scepticism, each bureau representative described AI as a necessary and empowering tool in a changing industry landscape.
“We see convention bureaux as digital catalysts,” said Kadri Karu from Estonia. “We’re not just adapting to AI, we’re helping our partners do the same, to improve the way they plan, measure, and deliver events. It’s not about replacing people. It’s about creating better systems and smarter choices.”
AI-generated content, design, and even stand visuals were mentioned as already in use, while caution was advised regarding authenticity and ethical concerns like deepfakes.
Competition or co-opetition beyond borders
Asked about competitive pressures, the panel agreed that geography is no longer destiny.
- Helsinki cited southern “sunshine destinations” like Barcelona as perennial rivals, but emphasised that a win for one Baltic/Nordic city often brings awareness to the entire region.
- Poland described its biggest challenge as a lack of awareness, not any particular country.
- Estonia noted that rail-accessible destinations are gaining favour as clients aim to reduce environmental impact.
- Riga noted that with today’s accessibility, any global city could be a competitor.
“We’re not just competing with each other or even just Europe anymore,” said Karoliina Ala-Opas of Helsinki. “Planners are looking at value, vision, and values—whether that’s sustainability, connectivity, or creativity. If we’re aligned on those, we can compete with anyone.”
Sustainability: from compliance to culture
New EU directives on sustainability reporting are reshaping the way destinations operate and communicate with clients. All four cities are taking this challenge seriously, embedding sustainability into operations rather than using it as a marketing label.
“There’s a disconnect between what clients ask for and how they behave,” noted Aigars Smiltans. “They want low-carbon events, but also three-day programmes with flights and gala dinners. We need to educate, challenge, and evolve together. Sustainability isn’t a checklist – it’s a conversation that keeps changing.”
Certifications, carbon tracking, local partnerships, and long-term community impact were all highlighted as active areas of development.
What’s Next? Ambitions Beyond the Now
Panellists closed by sharing their long-term dreams:
- Estonia wants a purpose-built convention centre in Tallinn.
- Helsinki hopes to host a flagship sustainability summit with local legacy impact.
- Riga looks ahead to the completion of Rail Baltica and a new airport terminal, making it a true regional hub.
- Poland’s vision is bold: hosting the Olympic Games, building a lasting story of transformation.
“It’s not about the size of the event – it’s about the scale of the legacy,” Jaroslaw Marciuk added. “If we can turn the world’s attention toward our values – solidarity, innovation, openness – then we’ve already won.”
Roaring into the Future
At IBTM World 2023, the Baltic Tigers did more than make noise; they made a case. Unified in their ambition, distinct in their offerings, and aligned on sustainability and digital innovation, these destinations are not just participating in the future of the meetings industry; they are helping to shape it.
What are Ljubljana Talks?
Ljubljana Talks is an international content platform and talk series created to inspire meaningful dialogue within the global meetings and events industry. Initiated by Gorazd Čad, founder of Toleranca Marketing and editor-in-chief of Kongres Magazine, and Jan Oršič, Head of the Ljubljana Convention Bureau, the initiative brings together destination representatives, industry leaders, and innovators for candid conversations on the future of MICE.
Hosted at flagship events like IBTM World and IMEX, Ljubljana Talks on YouTube explores topics such as sustainability, digital transformation, and regional collaboration – offering a unique space for destinations to share insights, challenges, and visionary thinking.
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