I am a MICE Expert
Julieta Trifonova, PhD
I am passionate about Meetings, Incentives, Conferences, and Exhibitions (MICE) and I turn ideas into experiences and strategies into legacies. From vision to impact – I am providing consultancy, education, and management with heart, mind, and purpose.
Services
Consulting
Strategic advisory and tailored planning for organizations, and businesses engaged in MICE, with a strong emphasis on impact, financial viability, innovation, sustainability and growth.
Education
Empowering individuals, teams, and institutions in the MICE ecosystem through training, mentoring, and knowledge development. Designed to foster innovation, professionalism, and excellence.
Management
Comprehensive execution and coordination of MICE events and initiatives – from initial planning to flawless delivery – ensuring strategic alignment, stakeholder satisfaction, and measurable impact.
About Me
My journey into the MICE industry began in 1996, when I was selected to represent my high school at Bulgaria’s International Spring Fair in Plovdiv. That week – guiding international guests, solving problems, and creating meaningful interactions, sparked a realization: I belonged there. I had found a field where passion, ability, and purpose aligned.
I pursued this calling with intention: earning a bachelor’s, master’s, and PhD in tourism economics and management. My actual career started in accounting and finance, but I soon transitioned to hospitality, joining Radisson Blu Sofia as a cost controller, followed by roles in travel and event management.
I’ve taught business and congress tourism at leading Bulgarian universities, and for the past decade, I’ve led the Bulgarian offices of two major international PCOs – AIM Group International and Kenes Group, organising 100+ conferences and business events, launching over 10 original event brands and growing local teams with purpose and vision.
In 2025, I founded my own company to bring together everything I’ve learned and love. I now offer strategic consulting, education, and project management for MICE professionals, institutions, and businesses.
I believe in people, in purposeful work, and in creating experiences that leave a mark.
Work Experience & Awards
As the Director of both Kenes Bulgaria and Original Events, I established and led the Bulgarian office, oversaw strategic development, grew the team to 85+ employees, guided budgeting, and fostered a high-performance culture.
In parallel, I successfully conceptualized, launched, and scaled 10+ original event brands.
As Country Manager for AIM Group International, I launched and led the Bulgarian office, successfully positioning it as a MICE leader on the regional market.
I oversaw project execution across 100+ conferences & business events, driving operational efficiency and resource optimization.
As an Assistant Professor I delivered courses in “Tourism Economics”, “MICE Industry”, “Corporate Strategies in Tourism”, and “Management of Investments.” I focused on fostering critical thinking and industry readiness – equipping 350+ future professionals with the tools to navigate and lead in the global tourism and MICE sectors.