The Future We Create: Why Adriatics Tech Summit?
Sometimes the best ideas are the ones that take years to execute properly. The Adriatics Tech Summit is exactly that – a concept that has been developing for years, and now the timing is finally right.
The Story That Started It All
Back to 2012. Together with Nenad Trajkovski and Toni Frankola, we had this crazy idea: what if we created a proper SharePoint conference right here in the Adriatic region? Not just another user group meeting, but a real conference with international speakers and world-class content. SharePoint? Sounds lame? Well, back then it was the hottest enterprise technology, and we knew the region needed better than traveling to Seattle or Las Vegas to learn about it.
That first SPC Adriatics in Zagreb was modest – a one-day event with a mix of local experts and a few international friends we managed to convince to visit. But something clicked. The energy in that room, the hunger for knowledge, the connections being made over coffee breaks – it was clear we had identified a real need.
By 2016, SPC Adriatics had grown into something remarkable. Picture this: 44 world-class speakers, including 36 Microsoft MVPs and 7 Microsoft Certified Masters, all gathered in Zagreb. People flew in from New Zealand, South Africa, and everywhere in between. The conference achieved an almost unheard-of average session rating of 4.78 out of 5.00. We weren’t just running a regional conference anymore – we were hosting a world-class event that happened to be in the Adriatic region.
The Strategic Evolution
After 2017, we made a strategic decision. We took the model of SPC Adriatics and transformed it into the European Collaboration Summit, relocating to Germany. Why? Because the demand for this type of high-quality, community-driven conference extended far beyond regional borders. The business case was clear: serve a broader European audience while maintaining that special community-driven approach we had developed.
ECS became a tremendous success – growing to over 3,000 attendees annually and becoming the largest Microsoft 365 conference in the world. But here’s the reality: every year at ECS, I would have multiple conversations that pointed to the same conclusion. Professionals from the Adriatic region would approach me saying they wished they could bring their whole team but the travel costs and time away were prohibitive. International speakers who had presented in Zagreb would reminisce about those special days at SPC Adriatics. Even attendees from places like the UK or Netherlands would tell me how they still remembered the unique atmosphere and energy of the Zagreb events with genuine nostalgia.
The success of ECS proved the conference model worked. But it also highlighted that by moving to a bigger stage, we had inadvertently left a gap in the Adriatic tech ecosystem – one that many people, from different corners of the world, were feeling.
The Market Opportunity
Over the past few years I’ve watched the Adriatic region’s tech scene transform. Bosnia and Herzegovina’s IT sector has been growing at double-digit rates. Croatia’s startup ecosystem is thriving. Slovenia is becoming a hidden gem for tech innovation. Serbia’s developer community is world-renowned. Yet, there wasn’t a flagship conference to showcase all this talent and bring the community together.
The numbers tell the story. The IT sector in Bosnia and Herzegovina alone saw 10.85% employment growth in 2024. Software exports from the region are climbing year over year. Major international companies are establishing development centers there. The talent is there, the companies are there, but the premier knowledge-sharing platform was missing.
Why Now? Why Sarajevo?
The decision to launch Adriatics Tech Summit was based on careful analysis and timing. Several factors aligned:
First, the Adriatic tech ecosystem has reached critical mass. The talent pool, the companies, the innovation happening there rivals any tech hub in Europe. The region isn’t in catch-up mode anymore; it’s ready to showcase and share.
Second, the technology landscape has fundamentally shifted. When we started SPC Adriatics, it was focused on SharePoint. Today? It’s artificial intelligence, cloud, security, modern work – technologies that are transforming every business, not just the IT department. This broader scope means a conference there can serve not just developers and IT pros, but business leaders, entrepreneurs, and decision-makers across all industries.
And why Sarajevo? Practical reasons: it’s centrally located for the region, just 2km from the international airport, with direct flights to major European hubs. The city’s tech scene is booming, with innovation hubs and a strong developer community. Hotel Hills provides world-class conference facilities with 330 rooms and state-of-the-art meeting spaces.
Plus, being named National Geographic’s #1 must-visit destination for 2025 doesn’t hurt for attracting international attendees.
So, who is it for?
Running conferences isn’t just about community – it’s about creating sustainable platforms for knowledge transfer and business growth. ATS 2026 addresses several critical needs:
For Attendees: Access to world-class content without international travel costs. Four tracks covering AI, Security, Modern Work, and Development with one ticket. Direct access to Microsoft MVPs, Regional Directors, and product experts.
For the Region: A flagship event that positions the Adriatics as a serious player in the European tech scene. A platform for local talent to showcase their expertise alongside international speakers.
For Sponsors: Direct access to 500+ decision-makers and technical professionals from across the region. A more focused, high-value audience compared to massive international conferences.
For the Ecosystem: A catalyst for partnerships, investments, and knowledge sharing that will drive innovation throughout the year, not just during the conference.
The ATS 2026 Promise
Here’s what we’re delivering: Adriatics Tech Summit 2026 will match the organizational and content standards we’ve established at ECS. Same caliber of speakers, same quality of content, same professional execution.
Four parallel tracks – AI, Security & Compliance, Modern Work, and Development. Full-day tutorials. Real-world case studies. No vendor pitches disguised as sessions.
But it will also leverage what makes the Adriatic region special – the collaborative spirit of the community, the hunger for innovation, and the unique position of being at the crossroads of Europe. Mix that with Sarajevo’s charm and strategic location and infrastructure, and we’re creating more than a conference; we’re establishing a recurring platform for regional tech leadership.
The Strategic Vision
Adriatics Tech Summit isn’t just about three days in Sarajevo. It’s about establishing the Adriatic region as a permanent fixture on the global tech conference circuit. It’s about creating a sustainable platform for knowledge sharing that serves the community year after year.
When I think about why we’re doing this, I remember feedback from SPC Adriatics 2016. An attendee from New Zealand told me, “I’ve been to conferences all over the world, but the community engagement here is exceptional.” That level of quality is what we’re bringing back. That’s what the region’s growing tech sector requires.
The Adriatics Tech Summit is happening because the timing is right, the market is ready, and the need is clear. The Adriatic tech sector has reached a point where it requires – and can support – a world-class conference.
Our motif is “The Future We Create”. Let’s create future, together. In Sarajevo.
Adis Jugo
Microsoft Regional Director & Microsoft MVP for Artificial Intelligence
CEO run.events
Management Board Member at ecs.events
