The ninth edition of the international museum conference, the conference that makes the difference,  “Meet, See, Do” took place on May 28–29, 2025, in Zagreb, Croatia, bringing together over eighty museum and heritage professionals from more than ten countries across Southeastern Europe and beyond. Organized by the Balkan Museum Network (BMN), in collaboration with the Zagreb City Museum and the Network of European Museum Organisations (NEMO), this year’s conference explored the timely and complex theme of “Museum Trends”, focusing on the evolving role of museums in a world marked by profound societal, environmental, and technological change.

As one of the leading professional platforms for museums in Southeastern Europe, the Balkan Museum Network continues to serve as a crucial catalyst for capacity-building, the sharing of best practices, and the promotion of regional cooperation in the preservation and interpretation of cultural heritage. The 2025 conference further solidified this role, offering participants a dynamic and multilayered program addressing key questions shaping 21st-century museum practice.

The conference was inaugurated with opening remarks by Emina Višnić, Head of the Zagreb City Office for Culture, Aleksandra Berberih Slana, Director of the Zagreb City Museum, and Tatjana Cvjetićanin, President of the BMN Steering Board. In their speeches, all three emphasized the importance of regional and cross-sectoral collaboration in facing the growing complexities and responsibilities that define the modern museum sector. They underlined how today’s museums must navigate a delicate balance between safeguarding heritage and responding to shifting political, environmental, and societal demands.

Keynote Addresses: Setting the Tone for Critical Reflection

Two keynote speeches set the intellectual framework for the conference, inviting participants to engage critically with emerging paradigms in museum work.

The first keynote was delivered by Margherita Sani, adjunct professor at the University of Bologna and project coordinator at NEMO. In her address, titled “Museum is a Verb! The Changing Nature of Museum Work; New Challenges and New Skills in a Shifting Scenario”, Sani examined how museums today operate at the crossroads of multiple societal shifts: global migration, demographic changes, sustainability transitions, and technological transformation. She argued that these developments require not only new skills but also entirely new mindsets among museum professionals. The traditional role of the museum as a static institution safeguarding objects is being replaced by a more dynamic, participatory, and socially engaged model. Heritage is increasingly perceived as a value-based and people-centered domain, calling for professionals who are both creative experimenters and lifelong learners. Sani emphasized the need for continuous upskilling and reskilling, as well as the courage to unlearn outdated practices to remain relevant and impactful.

The second keynote, “Staying True to Our Values”, was delivered by Maria Vlachou, executive director of Access Culture (Acesso Cultura) and an influential voice in cultural policy debates. Vlachou addressed the increasingly politicized operating environment in which museums function, citing recent examples from the United States where major institutions have dismantled their Diversity, Equity, Inclusion, and Access (DEIA) departments under political pressure. While this phenomenon may appear geographically distant, she warned that similar threats are emerging worldwide, including in Europe, as documented by reports from NEMO and PEN America. Vlachou’s keynote posed difficult but essential questions: Can museums remain committed to their foundational values amid growing external pressures? How can they preserve trust with both their audiences and internal teams? Her talk built upon previous BMN discussions on the mission of museums, encouraging participants to examine real-life case studies involving conflicts between institutional missions and external political or societal pressures.

Panels and Discussions: Addressing Diverse Aspects of Museum Practice

The keynote speeches were complemented by three expert panel discussions, each delving into distinct, yet interrelated aspects of contemporary museum work.

The first panel, “Main Issues of the Exhibition Design”, brought together experts with diverse professional backgrounds—including curators, conservators, designers, educators, and managers—to explore the complexities of creating permanent exhibitions. Panelists Agata Abramowicz, Tijana Palkovljević Bugarski, Igor Stepančić, and Sanja Vrzić discussed how exhibition design must strike a delicate balance between aesthetic considerations, conservation requirements, and visitor engagement. They reflected on how design solutions can adapt to various settings, from traditional gallery spaces to open-air industrial exhibitions, thus fostering innovative approaches tailored to diverse contexts.

The second panel, “Emotional Museum – Curating with Care”, explored how museums can move beyond the mere presentation of facts to engage visitors emotionally. Panelists Tatjana Jurić, Elma Hodžić, and Cvetanka Vuchkovska-Mitovska examined how emotional storytelling can be a powerful tool for provoking empathy, challenging stereotypes, and revealing forgotten narratives—especially when dealing with traumatic histories. Their discussion emphasized the need for curators to approach sensitive topics with both emotional intelligence and professional responsibility, ensuring that exhibitions remain both respectful and personally resonant.

The third panel, “Digital Storytelling”, examined the role of emerging technologies such as artificial intelligence (AI), augmented reality (AR), and virtual reality (VR) in transforming museum engagement and cultural storytelling. Panelists Rašeljka Bilić Boras, Draga Gajić, Kay Nag, Selma Rizvić, and Cristina Toma demonstrated how digital tools can enhance visitor interaction, shape institutional identities, and attract younger audiences. A special highlight was the presentation of an innovative mobile app designed to engage teenagers through interactive, curriculum-based narratives, bridging education and entertainment.

Workshops: Practical Learning and Professional Exchange

In addition to the keynote and panel discussions, the conference featured an extensive program of twelve practical workshops, offering participants opportunities for in-depth learning and hands-on engagement.

Topics ranged from solidarity in action and value-based heritage interpretation (Bernadette Lynch, Ivana Jagić Boljat), to risk mitigation during conflicts and natural disasters (Andreja Bjelan, Alenka Černelič Krošelj, Urška Purg), and addressing colonialism, racism, and marginalization in museums (Željka Jelavić). Other workshops focused on digital heritage digitization (Arman Džaferagić), combating illegal art trafficking (Amra Ćebić), improving visitor experience through customer journey mapping (Antonia Silvaggi), and climate change and monument protection (Laura – Melpomeni Tapini).

Participants also explored emerging professions in museums (Mihaela Ion), cross-cultural collaborations (Iva Validžija, Jasenka Butić), and engaged in a light-hearted but educational museum quiz (Marina Pejović), fostering both knowledge-sharing and collegial networking. Additionally, a special presentation of the SHELeadersVR project was delivered, including a virtual reality simulation led by Bojan Mijatović and Selma Rizvić, offering participants a first-hand experience of how immersive technologies can contribute to advancing gender equality and leadership in the cultural sector.

Partner Presentations and Institutional Innovations

The conference program also included dedicated partner presentations highlighting innovative projects and technological solutions relevant to the evolving needs of the museum sector. Among the featured contributions were a presentation by Irina Ban (Interpret Europe), addressing interpretive practices in heritage contexts, and a demonstration by Sašo Zagoranski (GalisOnline), focusing on modern approaches to museum documentation supported by artificial intelligence. These sessions underscored the growing significance of interdisciplinary collaboration, digital innovation, and data-driven methodologies in advancing museum practice and institutional sustainability.

Cultural Program: Experiencing Zagreb’s Museum Landscape

Beyond the formal sessions, participants had the opportunity to explore Zagreb’s rich cultural offerings. The program included a guided tour of the Zagreb City Museum’s permanent exhibition, presented in the form of “living pictures”, as well as a professional visit to the Ethnographic Museum of Zagreb. These cultural activities not only provided valuable professional insights but also highlighted the host city’s commitment to innovative heritage presentation.

Closing Ceremony: Honoring Dedication to Peacebuilding

The conference concluded with the formal awarding of the Peace Broker Prize for the Western Balkan Region, an honor that celebrates individuals who have made significant contributions to regional cooperation and peacebuilding through their professional work. This year’s prize was awarded to Irena Ružin, who has dedicated nearly three decades to her work at the National Institution Institute and Museum in Bitola. Her long-standing commitment to intercultural dialogue and regional cooperation epitomizes the very mission that the Balkan Museum Network seeks to uphold.

The success of Meet, See, Do 2025 was made possible thanks to the skillful facilitation and coordination provided by a dedicated team: Lejla Alić, Suzana Pandek, Aleksandra Berberih Slana, Tatjana Cvjetićanin, Irena Ružin, Azra Bečević Šarenkapa, Milena Milošević Micić, Mia Babić and Aida Vežić whose joint effort ensured the seamless implementation of the event’s rich program.

As the museum sector continues to evolve, Meet, See, Do 2025 provided an essential space for museum professionals to reflect critically, share solutions, and build networks across borders. The conference reaffirmed the crucial role of museums as spaces not only for safeguarding cultural heritage, but also for fostering empathy, dialogue, and resilience in the face of an increasingly complex world.

We would also like to thank companies that supported the conference: Semantika, Crascat and Kunst Trans.

For detailed overview of the program look into conference brochure.