Spotlight on Poland 2024: Wrocław Takes Center Stage for MICE Professionals

From September 3–6, 2024, Wrocław, the third largest city in Poland, became the center of international exchange of experiences and inspiration during the third edition of the Spotlight on Poland project. Organized jointly by the Polish Conference and Congress Association (SKKP), the Polish Tourism Organization (POT), and Poland Convention Bureau (PCB), the event attracted the attention of experts in the meetings and tourism industry from around the world. The goal of the initiative was not only to promote Poland’s tourist attractions but also to strengthen relations between meetings industry representatives from Poland and abroad.

Wrocław, which has experienced dynamic international growth in recent years, advanced by 23 positions in the prestigious ICCA ranking, ranking 163rd in 2023. With an international airport, modern conference facilities, and a growing hotel infrastructure, the city increasingly attracts organizers of international events and congresses.

Spotlight on Poland consisted of two main parts: an open industry conference and a multi-day FAM TRIP, attended by foreign hosted buyers from countries such as Italy, the United Kingdom, Germany, Norway, South Korea, Romania, and Hungary. During the FAM TRIP, guests had the opportunity to experience the unique attractions of the region, including diverse cuisine and the possibilities that Wrocław offers as an event destination.

The places visited included: Hotel Monopol, Centennial Hall, Tarasowa Restaurant, DoubleTree by Hilton, Art Hotel, Piwnica Świdnicka, and Hydropolis. Additionally, participants had the chance to experience Wrocław’s charm, touring the Old Town with a guide, taking a nighttime ride on a historic tram, traveling by electric cart through the streets, and enjoying a nighttime cruise on the Oder River.

The highlight of the program was the conference, held on September 5 at the Q Plus Wrocław Bielany hotel. The theme of this year’s edition focused on two key topics: the role of artificial intelligence in tourism and the importance of sustainability and ESG in the meetings industry.

Opening Paula Fanderowska opened the third edition of the Spotlight on Poland conference on behalf of the Board of the Polish Conference and Congress Association. She emphasized that Wrocław is known for its incredible architecture, rich history, and vibrant atmosphere. She concluded her speech by wishing all participants and guests valuable insights and meaningful connections.

Aneta Książek, head of the Poland Convention Bureau, Meetings and Events Office of the Polish Tourism Organization, also spoke during the introduction, accompanied by a humanoid robot from the Copernicus Science Centre in Warsaw. The robot, Ameca, answered the question: “What is the future of tourism?”

Discussion panel: Artificial Intelligence in Tourism – Opportunities and Challenges The first debate, dedicated to “Tourism in the Age of AI: A New Technological Reality – Opportunity or Threat?” brought together experts from various technological and tourism sectors. Panelists included: • Sina Bünte, founder of DigitalMind.events, • Jarosław Marciuk from Poland Convention Bureau – Polish Tourism Organization, • Dr. Maciej Piasecki, associate professor at Wrocław University of Science and Technology, Faculty of Information and Communication Technology, Department of Artificial Intelligence, • Krzysztof Rajda, head of AI at Brand24. The discussion focused on the impact of artificial intelligence on the tourism industry, potential risks associated with process automation, and the opportunities AI offers in personalizing tourist experiences and optimizing event organization. The panel opened with an interactive presentation on practical tools used in destination marketing and the meetings industry, led by Sina Bünte and Jarosław Marciuk.

Discussion panel: ESG – Environmental, Social, and Corporate Governance in Practice The second debate addressed the critical topic of sustainability and ESG, covering environmental, social, and corporate responsibility. The panel was opened by Agnieszka Rozwadowska from the Carbon Footprint Foundation, with the following participants: • Anna Peters, Creative Director, Evolve Events, • Rafał Kassan, Event Project Manager and ESG Reporting Manager at Symposium Cracoviense, • Marta Seweryn, Data Analysis Manager at Carbon Footprint Foundation. The discussion revolved around practical solutions for implementing ESG policies in event organization, environmental impact, and the challenges of social responsibility in the meetings industry. Anna Peters shared her story of traveling by train from London to Wrocław.

The panel moderators were Agnieszka Szymerowska, Director of the Office and Board Member of SKKP, and Krzysztof Paradowski, partner and creative director at BluExperience.

The entire conference was hosted by Michał Zalewski from Dobrze Powiedziane.

The third edition of Spotlight on Poland brought valuable discussions and new business contacts. The project could not have taken place without the involvement of numerous partners, including LOT Polish Airlines, Convention Bureau – Wrocław, Centennial Hall, Hydropolis, Q Plus Hotel Wrocław Bielany, and the Wrocław Tourism Organization.