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Jelena Tomić, Sales and Marketing Director of Crowne Plaza Belgrade: We have been a driver of the MICE industry for many
Source: eKapija
Wednesday, 25.02.2026.
23:52
Wednesday, 25.02.2026.
23:52
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Jelena Tomić (Photo: Marjan Stojanovic Go Viral)
How to build, maintain and improve such a position in the market which is increasingly demanding, explains Jelena Tomić, director of sales and marketing of the hotel. In the conversation that follows, the focus is not on declarations, but on concrete decisions, standards and a long-term approach that puts Belgrade on the map of serious MICE destinations.
Crowne Plaza Belgrade is synonymous with professionalism and high standards in organizing international events. How does the hotel see its role in developing the MICE industry and strengthening business tourism in Belgrade?
- I would say that our hotel Crowne Plaza Belgrade is not only a participant of the MICE market, we are actively shaping the standards and direction of its development.
With 416 rooms and a direct connection to the Sava Center, we have an infrastructure that positions Belgrade on the map of serious congress destinations. The infrastructure is only the foundation. What makes the difference is strategy, international connectivity and operational security.
I see our role as three-fold:
• bringing in global companies and associations to Belgrade
• implementing the highest international standards
• continuous raising of expectations when it comes to the quality of event organization
When a global brand chooses a destination, it chooses safety and reputation. We are the guarantor of that security. If we want strong business tourism, we must think long-term, about the image of the city, about the quality of service and about the experience that the delegates take with them.
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Balance of large congresses and everyday guests
With carefully designed operational processes, Crowne Plaza provides a seamless experience for both large delegations and individual guests. How does the hotel manage to balance complex congress activities with the everyday needs of its visitors?
- Balance is not a coincidence - it is a built system.
We have clearly defined operational protocols, strong cross-sector coordination and a team that understands that every guest is a priority, regardless of whether they are coming as part of a 1,000-person delegation or as an individual business traveler.
The key is:
• precise planning of each event segment
• clear communication between sales, operations and the F&B sector
• real-time flexibility
A large congress must not "swallow" the hotel. Individual guests must feel comfort, peace and personalized service even when the hotel is at full capacity.
It`s discipline. And that`s leadership in operations.
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Innovations in event management and F&B segment
An innovative approach in the segment of food, beverage and event organization makes Crowne Plaza a leader in premium business hospitality. What novelties do you consider to be the key to distinguishing a hotel in a competitive market?
- Today`s business events are no longer just a program and a coffee break. They are an experience.
We have focused on three key areas:
Personalized event concepts
We do not offer templates. Each event has its own identity, its own dynamics and its own energy. Today`s client is looking for a partner who understands their brand and the event`s goal.
The Riddle Bar - an experience, not just a bar
The Riddle Bar is our conceptual leap forward. It is not a classic hotel bar, but a space for meetings, creative workshops, team building formats and themed evenings.
In the premium business hotel industry, networking must have an ambience - and Riddle Bar brings exactly that kind of sophisticated, yet relaxed energy that encourages dialogue and connection.
Prime restaurant - Michelin recommendation as confirmation of quality
The Prime restaurant recently received a Michelin recommendation, which represents an important confirmation of quality for both the hotel and Belgrade as a destination.
This shows that gastronomy in a business hotel can be a destination in itself. Today`s guests want a superior culinary experience without compromise, and we provide them with a combination of international standards and an authentic local signature.
The competition is strong. Those who have the courage to create stand out.
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IHG global standards and local specificity
The combination of IHG`s global standards and local knowledge enables the hotel to provide guests with impeccable, personalized service. How do international standards fit with the specifics of business travelers from Serbia and the region?
- Global standard is the foundation - but local accessibility is what gives the warmth.
IHG standards ensure consistency, safety and superior quality of service. However, business travelers from Serbia and the region have specific expectations - they value speed, direct communication and relationship.
That`s why we combine:
• a clear structure of the global system
• in-depth understanding of the local market
• flexibility in approach
The result is a service that is both professional and personalized. The strength of our brand lies precisely in this balance.
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Plans and projects for the next period
Crowne Plaza Belgrade is constantly evolving to improve the guest experience and set new standards. What are the hotel`s key plans and projects for the next period?
- The focus is on three strategic directions:
Further enhancement of the MICE offer
Modernization of space, additional technological solutions and even stronger positioning on international markets.
Strengthening of the premium F&B identity
We continue to develop gastronomy and event concepts as a powerful differentiator of the hotel.
A modern business hotel must also be a responsible hotel - through resource optimization, energy solutions and long-term sustainable business.
Development is not an option. It`s an obligation.
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Personal goals and ambitions
As a sales and marketing leader, what are your personal goals and ambitions for Crowne Plaza Belgrade in the coming years?
- Revenue growth is the foundation of any commercial strategy, but true ambition goes beyond the numbers themselves.
I want the Crowne Plaza Belgrade to be a reference point for business tourism in the region. To remain a hotel that sets standards, not follows them.
I place a special focus on people development. I believe in strong teams that think strategically, communicate openly and take responsibility. The success of a hotel is not only measured by the results, but also by the quality of the leadership behind them.
My ambition is for Crowne Plaza Belgrade to remain synonymous with leadership - in results, in reputation and in the quality of the experience we provide.
Because long-term brand value is not built by campaigns.
It is built through consistency, courage and a clear vision.
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Tags:
Crowne Plaza BelgradeJelena Tomić
MICE industrie
congress tourism
business tourism
special edition newsletter
Destination of the future
Region that welcomes the world
special edition newsletter Destination of the future
the region that welcomes the world
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