The inauguration of Poland’s second Regional Congress Ambassadors Club signifies a pivotal moment in advancing the Silesian Voivodeship in Poland as a premier hub for international business and associations events. This strategic initiative underscores the region’s burgeoning stature within the global meetings and congress industry.
On 11 March 2025, the second edition of Silesia Ambassador Day unfolded in the remarkable post-industrial setting of the Historic Guido Coal Mine in Zabrze, 320 metres below ground level. This exclusive meeting convened over 50 distinguished representatives from academia and the business sector, highlighting the imperative of cross-sector collaboration in fostering congress tourism in the region. The event also marked the official inauguration of the Silesia Ambassador Club, further fortifying Silesia’s credentials as a world-class host for international congresses and conferences.
The club’s establishment is the result of a tripartite agreement signed by:
- Polish Tourism Organisation – Poland Convention Bureau,
- Polish Conference & Congress Association (SKKP),
- Silesian Tourism Organisation – Silesia Convention Bureau.
A Strategic Advancement for Business Tourism in Silesia
“This initiative represents a transformative step in Silesia’s evolution as a centre for business tourism, particularly within the congress and conference sector. The foundation of the Regional Congress Ambassadors Club is a testament to the region’s escalating prominence as a distinguished host for international events. I am confident that the Silesia Convention Bureau, as the driving force behind this initiative, will serve as a vital conduit between academia and business, facilitating synergy between these two crucial spheres. The combination of robust infrastructure, a highly professional event services sector, and an intellectually rich academic ecosystem within this club will undoubtedly yield a substantial increase in the acquisition of international congresses for the region,” stated Paula Fanderowska, President of the Polish Conference & Congress Association (SKKP).
The Crucial Role of Congress Ambassadors in Enhancing Poland’s Global Standing
The Polish Congress Ambassadors Programme, which has been in operation for over 25 years, recognises individuals who play a pivotal role in advocating for Poland as a prime congress destination. Each year, the programme’s esteemed jury selects outstanding nominees and bestows upon them the honorary title of Polish Congress Ambassador.
These individuals act as influential advocates, championing Poland’s credentials as an optimal location for international conferences and congresses. To date, over 320 distinguished professionals have been awarded this prestigious title, with tailored support structures in place to facilitate the successful bidding and hosting of international events.
“The Polish Tourism Organisation, through the National Support Programme for the Meetings Industry and the Promotional Support Programme for Meetings and Events, proactively supports external initiatives that reinforce Poland’s status as a highly attractive associations events destination. We are delighted to see the Silesia Convention Bureau spearheading this endeavour. Events such as Silesia Ambassador Day serve as platforms for knowledge exchange and further solidify Poland’s position as a preeminent player in the global meetings and events industry,” remarked Aneta Książek, Head of the Poland Convention Bureau.
Unlocking Silesia’s Potential as a Global Business Events Hub
The Silesia Ambassador Day initiative, launched by Silesia Convention Bureau in 2024 and inaugurated at the International Congress Centre in Katowice, is designed to cultivate a network of influential regional leaders, academics, and business professionals committed to attracting and organising high-profile congresses and conferences. This concerted effort is set to drive regional economic growth while simultaneously elevating the international prestige of Silesia as a dynamic MICE destination.
“Silesia boasts exceptional infrastructure to support the meetings industry. Conferences and congresses are not merely prestige-enhancing events; they also generate tangible economic benefits for the region. The indispensable role of congress ambassadors in the advancement of business tourism cannot be overstated. We take immense pride in the fact that 38 eminent professionals from our region are among the distinguished members of this esteemed programme. Over the past two years alone, thanks to nominations submitted by Silesia Convention Bureau, six individuals have been awarded this prestigious title,” affirmed Krzysztof Jazowy, President of the Silesian Tourism Organisation.
The Strategic Impact of the Silesia Ambassador Club
The creation of the Silesia Ambassador Club is poised to deliver profound benefits to the region. By leveraging the expertise and influence of its ambassadors, Silesia has an unparalleled opportunity to secure a significant share of the international congress and conference market, thereby enhancing its global visibility.
Hosting large-scale events will attract high-calibre delegates from diverse industries, yielding direct economic advantages for the local ecosystem, including hotels, conference centres, restaurants, and event agencies. Furthermore, the presence of leading global experts fosters unparalleled networking opportunities and facilitates the cross-pollination of innovative ideas and best practices, further entrenching Silesia’s position within the global MICE landscape.
“It is with immense pride and enthusiasm that I join the newly established Silesia Ambassador Club. I had the privilege of co-organising the 21st Congress of the European Association of Work and Organisational Psychology, which was hosted at the International Congress Centre in Katowice in 2023. This event was a resounding success, bringing together over 1,600 participants from around the world, predominantly from Europe. In recognition of my contribution to the successful execution of this congress, I was honoured with the Polish Congress Ambassador title for 2022–2023. As a psychologist, I deeply appreciate the critical role of in-person gatherings in fostering professional and academic collaboration. As a Silesian, I am acutely aware of the region’s remarkable capacity to deliver world-class events,” shared Dr Barbara Smorczewska, President of the Polish Association of Work and Organisational Psychology, member of the European Association of Work and Organisational Psychology, and academic at the University of Silesia in Katowice.
Industry Collaboration and Future Prospects
The event was made possible through the collaboration of partners affiliated with the Silesia Convention Bureau consortium. The Museum of Coal Mining in Zabrze served as the distinguished host venue, Catering Arts curated an exceptional culinary experience, and Dream Events, a POT PCB-certified Professional Congress Organiser and Incentive Travel Organiser, expertly coordinated the event.
Further underscoring the industry’s commitment to fostering congress tourism in the region, Crystal Mountain in Wisła and Mercure Szczyrk Resort generously provided awards for outstanding contributions.
With the launch of the Silesia Ambassador Club, the region embarks on a transformative journey to solidify its standing as a premier international business events destination, reinforcing its influence within the global MICE sector and further unlocking its immense potential for the future.
source: press release, JM
