From 3 to 6 September 2024, Wrocław, Poland’s third-largest city, became a hub for international knowledge exchange and inspiration during the third edition of the “Spotlight on Poland” project. Jointly organised by the Polish Conference and Congress Association (SKKP), the Polish Tourism Organisation (PTO), and the Poland Convention Bureau (PolandCVB), this event attracted the attention of B2B and MICE professionals from around the globe, fostering insights and collaboration across the meetings and tourism sectors.
The initiative sought not only to showcase Poland’s tourist attractions, hotels, and distinctive venues but also to deepen connections between Polish and international stakeholders in the meetings industry.
Wrocław, a city that has rapidly enhanced its international standing in recent years, climbed an impressive 23 places in the ICCA ranking, reaching 163rd position in 2023. Equipped with an international airport, cutting-edge conference facilities, and an expanding hotel sector, Wrocław has become an increasingly appealing choice for global event and congress organisers.
The Spotlight on Poland event offered two main components: an open industry conference and an immersive multi-day FAM trip. Hosted buyers from countries such as Italy, the United Kingdom, Germany, Norway, South Korea, Romania, and Hungary attended, gaining first-hand insights into the unique experiences Wrocław offers as a MICE destination. The FAM trip showcased the region’s standout attractions, varied local cuisine, and Wrocław’s extensive capabilities for hosting international events.
Key hotels and venues visited included the Hotel Monopol, the Centennial Hall, Tarasowa Restaurant, DoubleTree by Hilton Wroclaw, Art Hotel in Wroclaw, Piwnica Świdnicka, and Hydropolis.
Additionally, participants had the chance to explore the uniqueness of Wrocław by visiting the Old Town with a guide, taking a night ride on a historic tram, touring the city in an electric vehicle, and enjoying a night cruise on the Odra River.
Conference Highlights: Spotlight on Poland
The B2B events’s highlight occurred on September 5 at the Q Plus Wrocław Bielany Hotel. This year’s edition of the conference focused on two key themes: the role of artificial intelligence in tourism and the importance of sustainability and ESG in the meetings industry.
Whatch the video https://youtu.be/1oiy8I4qqxQ?si=LO2MWrovX8gqSvb7
Paula Fanderowska opened the third edition of the Spotlight on Poland conference on behalf of the Polish Conference and Congress Association Board. She emphasized that Wrocław is renowned for its stunning architecture, rich history, and vibrant atmosphere. Concluding her remarks, she wished all participants and invited guests valuable insights and meaningful connections.
Aneta Książek, Head of the Poland Convention Bureau at the Polish Tourism Organisation, also spoke during the opening, supported by a humanoid robot from the Copernicus Science Centre in Warsaw. The robot, named Ameca, answered the question: “What is the future of tourism?”
Panel Discussion: AI in Tourism – Opportunities and Challenges
The first debate, titled “Tourism in the Age of AI: A New Technological Reality – Opportunity or Threat?”, brought together experts from various technological and tourism fields. The panel included:
- Sina Bünte, Founder of DigitalMind.events,
- Dr. Maciej Piasecki, Associate Professor at the Wrocław University of Science and Technology, Faculty of Computer Science and Telecommunications, Department of Artificial Intelligence,
- Krzysztof Rajda, Head of AI at Brand24,
- Jarosław Marciuk from the Poland Convention Bureau – Polish Tourism Organisation.
The discussion centered on the impact of artificial intelligence on the tourism industry, potential risks associated with process automation, and opportunities AI offers in personalizing tourism experiences and optimizing event organization.
The panel opened with an interactive presentation on practical tools used in destination marketing and the meetings industry, presented by Sina Bünte and Jarosław Marciuk.
Panel Discussion: ESG – Environment, Society, Corporate Governance in Practice
The second debate focused on the crucial topic of sustainability and ESG, encompassing environmental, social, and corporate governance responsibilities. The panel was opened by Agnieszka Rozwadowska from the Carbon Footprint Foundation, with participants including:
- Anna Peters, Creative Director, Evolve Events,
- Rafał Kassan, Event Project Manager and ESG Reporting Manager at Symposium Cracoviense,
- Marta Seweryn, Data Analysis Manager at the Carbon Footprint Foundation.
The discussion addressed practical solutions for implementing ESG policies in event organization, environmental impact, and challenges related to social responsibility in the meetings industry. Anna Peters shared her story about traveling by train from London to Wrocław.
The panels were moderated by 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.
This year’s conference also featured an integrative workshop, PUZZLE BOX.
Summary of Spotlight on Poland 2024
A galleryof photos to view and download from the Spotlight on Poland event in Wrocław is available on PolandCVB Flickr. When sharing on social media remember to add #SpotlightonPoland.
The third edition of Spotlight on Poland brought numerous valuable discussions and new business connections. The project was made possible thanks to the involvement of many partners, including LOT Polish Airlines, Convention Bureau – Wrocław, Centennial Hall, Hydropolis, Q Plus Hotel Wrocław Bielany, and the Wrocław Tourism Organisation.
Information on previous editions of the event: Spotlight on Poland 2023 in Kraków and Spotlight on Poland 2022 in Łódź.
Photos: SKKP/ Pure Color Media
SKKP Poland Convention Bureau #SpotlightonPoland #WroclawtheMICEplace
