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The Forum focused on new models for connecting cultural institutions with audiences, contemporary European practices, and the challenges shaping the future of the cultural sector.

Held for the second consecutive year, the Forum transformed the Croatian National Theatre in Zagreb into a hub for the international exchange of knowledge and experience in audience development. A panel discussion, a thematic presentation, European case studies and workshops encouraged participants to explore inclusion, changing cultural habits, younger generations, new models of communication, and the role of cultural institutions in contemporary society.

Audience Development as Part of a Long-Term Strategy

The Forum was opened by Dr Iva Hraste Sočo, General Manager of the Croatian National Theatre in Zagreb and Vice-President of Opera Europa, who highlighted audience development as an important part of the long-term strategy and social responsibility of contemporary cultural institutions.

The Forum’s international dimension was further emphasised by a presentation by Heidi Wiley, Executive Director of the European Theatre Convention (ETC), who discussed the relationship between female leadership, representation and audience development, as well as the role of diversity in creating more open and inclusive European cultural institutions.

Approaches, Projects and Models for Audience Engagement

The panel Approaches, Projects and Models for Audience Engagement and Development in Different Contexts brought together Anera Stopfer, Head of the Creative Europe Desk – Culture at the Ministry of Culture and Media of the Republic of Croatia; Alan Kavčič, Director of Marketing and Promotion at the Slovene National Theatre Maribor; Sonja Kovačić, Director of the Kerempuh Satirical Theatre; Naima Balić, cultural professional and audience development expert and former Deputy Minister of Culture of the Republic of Croatia; and Jordane Michard, Director of Communications and Marketing at the Opéra de Monte-Carlo. The panel was moderated by Mario Gigović, Director of the Creative Production Office at the Croatian National Theatre in Zagreb.

The discussion explored ways in which cultural institutions can attract new audiences, respond to changing expectations and habits, and build long-term relationships with their communities. Particular emphasis was placed on international cooperation, the exchange of European experiences, and the role of cultural networks in developing new models of audience participation.

Prof. Darko Lukić presented examples of successful European audience development practices, demonstrating how innovative programmes, communication, participation and long-term strategic thinking can transform the relationship between cultural organisations and their communities.

Focus on Young Audiences

The afternoon programme was organised in cooperation with RESEO – the European Network for Opera, Music and Dance Education – and focused on developing relationships with young audiences aged 18 to 30. The workshop was led by Frédérique Tessier, Head of the Passerelles Department at the Festival d’Aix-en-Provence; Vania Cauzillo, President of RESEO and Co-Artistic Director of Compagnie l’Albero; and Karen Gillingham, independent opera director, facilitator and Creative Director of Learning and Participation at Garsington Opera.

Drawing on European examples, research and a case study from the Festival d’Aix-en-Provence, as well as a co-creation laboratory, participants developed concrete ideas for engaging younger generations and strengthening their connection with cultural institutions.

With the second edition of the International Forum on Audience Development, the Croatian National Theatre in Zagreb continues to build a platform for international dialogue and knowledge exchange, further strengthening its active role in European cultural networks and in processes shaping the future relationship between art and audiences.