Fifteen years of the Unicorn Awards
When we began building the story of the Unicorn Awards fifteen years ago, no one probably imagined where it would take us. Back then, we had a simple idea: to create a space where the best event organisers can showcase their work, exchange experience, and learn from one another. Without grand words or promises. Most importantly, without the feeling that excellent events are home only to London, Amsterdam, Barcelona or Berlin.
Today, fifteen years later, I can say with certainty that the idea has succeeded. The Unicorn Awards have become one of the most recognisable expert events within the European events industry. Since the beginning, Ljubljana has hosted representatives of virtually every event agency considered to be in the European and even global elite. The registered projects include events of nearly all global brands, while the jury members are among the industry’s most influential experts.
The names are not the biggest recognition, though. The fact that Unicorn Awards is known and respected by people who co-create the future of events is the greatest feat.
This acclaim was not gained overnight. The competition grew and changed over the years. First, it was known as the Unicorn Awards, then as the Best Event Award, later as the Conventa Best Event Award. Today, it is once again the Unicorn Awards.
While the names, formats and generations of event organisers changed, one thing remained the same: our pursuit of the finest, boldest and most inspiring in our industry.
One of the unique features of the Unicorn Awards is its pan-European dimension. It is one of the few international competitions dedicated exclusively to the finest European events, enabling a comparison of projects from various markets, cultures and creative environments on a unified expert platform.
Why the unicorn?
Because world-class events are a lot like unicorns: everyone talks about them. Everyone looks for them. Few encounter them, though. An event only becomes a unicorn when it exceeds expectations. A unicorn event is not only perfectly organised, but changes the way people think, creates value and leaves a mark long after the curtains fall and the stage props go into the wardrobe. Such projects are rare, and that is why we wish to recognise them.
In an era when the events industry is increasingly pressured by AI, economic insecurity, sustainability demands, and ever-higher client expectations, it is vital, perhaps more than ever, to be adept at distinguishing between great and exceptional. The Unicorn Awards competition was created precisely because of this. Not to award unicorn-shaped prizes, but to set standards.
Personally, I am most proud of something else. Over the years, I have heard numerous comments about the competition, but one is truly recurring. Attendees consistently say the Unicorn Awards are one of the most trustworthy and credible event competitions. To me, that is the highest recognition. A competition has no value if the industry does not trust it. No jury is great if their decision are not objective and based on expertise. Finally, no festival can serve as a reference case if it does not remain independent, transparent, and focused on quality.
We hope to remain a platform of excellence in the future
Our goal is not merely to continue the story of the past fifteen years. We aim to rewrite it every year. We want to open topics that will mark the future of events. Our goal is to connect the best creative minds from Europe and the world. We want to create experiences that make people return to Ljubljana, not because they have to, but because they wish to be part of something extraordinary.
in the event world, there is a simple rule of thumb: the size of a city never determines the size of a city’s ideas.
Perhaps the most exciting part of the event is that it takes place in Ljubljana, a city that some still search for on Europe’s map, much longer than they do for Paris or London. But, in the event world, there is a simple rule of thumb: the size of a city never determines the size of a city’s ideas. If our competition proves anything, it proves this rule. A smaller destination can create an event the whole of Europe talks about. A tiny community can beat big budgets. Trust can outdo marketing. Often, the best stories are written where no one expects them.
Do you believe in unicorns?
After fifteen years, the question in the title is no longer rhetorical: do you believe in unicorns? Of course we do. We have been diligently searching for them among the best European events for fifteen years. Every year, we find a few.
Unicorns are rare. That is why it is worth finding them. That is why the Unicorn Awards remain a space where the European events industry annually showcases its best, boldest and most unforgettable stories.
If you believe your event is among them, enter it in the Unicorn Awards 2026 and shine on the European stage. Find out more here.
