7,000 Guests at the festival of the festivals – Weekend.18 Came Together to Celebrate Media, Innovation, Business, and Creativity
The 18th edition of Weekend festival – the region’s most influential festival welcomed its largest audience yet, confirming Rovinj as an unmissable hub for the communication, media, business, and creative communities. Ideas, experiences, and visions that will shape the future of industry and society were exchanged across ten venues and six festivals.
Weekend.18 was defined by speakers whose messages resonated far beyond Rovinj. Lara Boro, CEO of The Economist Group, emphasized the importance of objectivity and a balanced approach in reporting: “When Trump won a second term, we publicly recruited journalists who supported him because we wanted to hear that perspective. Polarization is not acceptable; both sides must be represented. Even what Trump says can sometimes be accurate and make sense.” Michael Wolff, bestselling author of Fire and Fury, reminded the audience that Trump is “both an idiot and a genius. An idiot because he knows almost nothing and wages war against information itself, a genius because he has mastered chaos to capture attention and become the center of every conversation.”
Mariana van Zeller, award-winning National Geographic journalist, shared her experiences covering global black markets and trafficking networks, highlighting that “the real power of a story comes from honesty and building relationships, even with those operating outside the law.” Mirsada Begović, News Editor at Al Jazeera English, described the challenging environment in which journalists operate today, in a world marked by wars, misinformation, and constant polarization, where truth is often the first casualty of global crises: “Objectivity cannot be in doubt, even when our lives literally hang by a thread,” she added.
The festival also showcased forward-looking perspectives. Federico Paderni, Managing Director for Emerging Markets in the EMEA region at X, explained: “X is no longer just a social network; it’s a technological platform shaping the future in real time. Brands must be ready for hyper-adaptability. Communication must be more personalized, and content more relevant,” highlighting that only courageous and flexible brands can succeed in this fast-moving and unpredictable arena.
Weekend.18 also provided space for regional reflections. On the panel “There Once Was a Serb, a Croat, and a Slovene… National Stereotypes”, Ante Tomić, Zoran Predin, Dragoljub Petrović, and Zoran Kesić used humor and satire to dissect Balkan stereotypes. Meanwhile, the discussion “Haters: Who Are Those Strange People?” demonstrated that online hate can be countered with authenticity and humor. “470,000 people on my profile are just waiting to hate on me,” said Zoran Šprajc, while Ida Prester shared a comment she received: “Yugoslavian, feminist, communist, but at least not Serbian,” illustrating the absurd and bizarre ways haters target individuals.
The voices of women in newsrooms were equally powerful. “Audiences recognize authenticity, not imitation,” highlighted Mojmira Pastorčić, adding that women bring a new dimension to news coverage: “We are more sensitive to certain topics, bring empathy, and change the tone of reporting.” She also addressed the unique pressures female journalists face: “Why is Šprajc’s joke commented on, but my shirt gets attention? I demand that the focus be on content. I don’t want to talk about my beauty routine; I want to be taken as seriously as my colleagues.”
Weekend.18 was also a platform for new initiatives. Nenad Milanović, founder and CEO of CAKE.com, announced the creation of a fully independent media outlet in Serbia that will employ journalists dismissed for critical reporting: “I don’t want to get into the media business, but the most important thing is that there’s a media that reports impartially on the real situation on the ground and everything the regime is doing.”
While some sessions addressed societal issues, others highlighted strategic insights. AI.Weekend showcased how technology is already transforming business models, presenting applications in media, marketing, healthcare, finance, and creative industries. The message was clear: AI does not take jobs from people; it frees up time for creative and strategic tasks, while ethical responsibility remains a key challenge. HR.Weekend highlighted the latest trends in management, leadership, and corporate culture, sparking conversations about the future of business in the region. Finance.Weekend explored the future of markets and the role of digital innovation in finance, Investment.Weekend emphasized the region’s investment potential and sustainable projects, while Energy.Weekend underlined the critical importance of the energy transition.
The festival’s final message was clear. “Weekend is not just a festival; it’s a platform shaping trends and opening conversations that change industries. This year, we’ve shown that Rovinj is not just a meeting place, but a space where ideas emerge that will define the next decade,” concluded festival director Tomo Ricov.
Weekend.18 once again proved that it is more than an event, it’s a movement, a place where leaders meet and the direction of the region is shaped for years to come.
