Hospitality and Tourism Management students lead the way in luxury tourism dialogue
On Wednesday, December 10, the RIT Croatia campus in Dubrovnik transformed into a hub of innovation and professional exchange as students hosted a CXM Mini Conference on the Future of Luxury Tourism. This unique event was more than just a class project; it was a sophisticated collaboration between two distinct groups: students of the Customer Experience Management (CXM) course, who drove the intellectual content and research, and the Meetings and Events Management (MEM) students, who took the helm as the event’s executive organizers.
From theory to "The Floor"
While a traditional final exam might test a student's memory, this conference tested their grit. Professor Milena Kužnin designed the event to mirror the complexities of the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry. "The objective was to give students a realistic, hands-on experience that reflects the complexity of the industry," says Kužnin. By shifting from case studies to a live floor, students applied market research and service design in real-time.
The organizers: Mastering the chaos
For the Meetings and Events Management students, the day was a masterclass in logistics and adaptability. Managing a professional event meant juggling high-stakes details under pressure.
Student organizers Noor Alagić and Tomo Naglić noted that their primary hurdle involved managing tight timelines while simultaneously juggling various other academic commitments. To combat this, the team utilized shared digital tools to keep everyone aligned, discovering that "over-communication" and regular check-ins were the secret to ensuring no detail slipped through the cracks.
This discipline proved vital when the "unpredictable factor" of event planning hit; the team had to pivot instantly when an unannounced high school class arrived to attend. Naglić reflected that this moment of quick thinking showed how successful logistics depend on the ability to respond calmly and efficiently to the unexpected.
Beyond logistics, the students stepped into the business world by securing sponsorships from Villa Cingrija and APEX VEND d.o.o.. This experience taught them that event management is built on a foundation of relationships, shared values, and mutual goodwill rather than just formal contracts.
The content: Redefining luxury
While the MEM team managed the "how," the CXM students focused on the "what." They presented research posters and led panels on the future of Dubrovnik's coffee bars and restaurants. They explored how storytelling and personalization can evolve to meet the changing expectations of luxury travelers in a well-established market like Dubrovnik.
Student Mar Anđelić observed that the interactive poster presentations were actually more challenging than the panels, as they required constant energy to draw people in and maintain engagement.
A new tradition for RIT Croatia
The success of this first-ever student-run conference has paved the way for the future. Professor Kužnin confirmed that due to the positive feedback from both student groups, this will become a recurring project.
Beyond the technical skills, the event cultivated essential "soft skills"—leadership, public speaking, and stress management—that are vital for a career in hospitality. As Noor Alagić rightly put it, the experience "prepared us for the realities of the industry and highlighted how dynamic and fast-paced a career in event management truly is."
