Global business dynamics heavily rely on the meeting, incentives, congresses, conventions, events, and exhibits (MICE) market (Boncato, 2022). The industry’s evolution, moved by elements such as technology and sustainability, has expanded customer options (Dmc, 2023). Known for its cutting – edge amenities and rich historical legacy (UNESCO World Heritage Centre, 2022), Dubrovnik has become a top MICE destination with a variety of lodging choices in a prime location (Dubrovnik Airport, n.d.). To get complete data on the needs, capabilities, and patterns of the regional MICE sector, interviews were conducted with four managers from Dubrovnik’s MICE agencies and two hotel chains. The 30 to 45 minute interviews were done in – person or by Zoom, and with the participants’ permission, they were audio recorded. Inquiries centered around hotel capacity, event demands, catering difficulties, MICE trends, and particular client requirements in Dubrovnik. According to the research, there is a significant demand for MICE events in the hotels of Dubrovnik, which emphasizes the necessity of ongoing innovation to satisfy client demands. With sustainability growing as a dominating and client preferences for eco – friendly practices in event planning, cooperation between hotel and MICE agencies is essential for effective event implementation. In response to changing customer needs, Dubrovnik has adopted sustainable practices proactively as a result of its distinctive experiences and rich local culture, which further increase its attractiveness as a top MICE destination.