The Architect of SXSW’s Global Success Shared His Experience at the Zlín Film Festival

A key figure in the history and development of the prestigious global festival SXSW (South by Southwest) in Austin, Texas, Hugh Forrest was invited to this year’s Zlín Film Festival by the Zlín Region and the regional development agency ZRIA.

Forrest is regarded as one of the architects of SXSW’s global success and an example of how a cultural platform can fundamentally influence the development of a city or region. During his visit, he met with Zlín Film Festival representatives led by President Čestmír Vančura, Governor Radim Holiš, and other regional and city officials, sharing his experience and inspiration from building a world-renowned event.

“The story of Austin shows that when culture, technology, and creative industries naturally come together, they can become a powerful engine for innovation and economic growth. ZRIA’s mission is to open up new opportunities for the region, so I was delighted that Hugh came to Zlín. The most inspiring aspect of the SXSW story is the fact that it became a catalyst for the development of the entire region and, above all, Austin, which is now one of the most innovative cities in the United States. Its story is a powerful example of how the combination of culture, technology, and creative industries can serve as a driver of innovation, attract talent, and support economic growth. That is why it has long been a source of inspiration for us,” said Petr Kubíček, Director of Strategic Development at ZRIA.

The visit was not only an inspiring meeting but, above all, an opportunity to share experiences and explore ways to transfer similar principles to the environment of the Zlín Region. During his stay, Hugh Forrest experienced Zlín firsthand. In addition to numerous meetings and discussions, he visited the film studios, the Baťa Skyscraper, and the Zikmund Villa, and met with representatives of various institutions. He participated in discussions about the region’s future development opportunities and how Zlín can leverage both its current and historical creative potential. His visit was not merely a one-off event, as ZRIA is already working on concrete possibilities for future cooperation.

Hugh Forrest is a transformative leader in the global events industry and a key figure in the history and development of the prestigious SXSW festival, at which he served for more than 35 years as Co-President and Chief Programming Officer, until 2025. He played a major role in transforming the event into a globally significant gathering focused on technology, innovation, film, and music. He is widely regarded as one of the principal architects behind SXSW’s global success and its transformation into a technology and cultural powerhouse. During his tenure, he received numerous prestigious awards in the United States and around the world.