IMEX Frankfurt 2025, a flagship event in the global meetings and business tourism industry, concluded on a high note for the Polish delegation, which once again affirmed its prominent presence. The national stand, orchestrated by the Polish Tourism Organisation – Poland Convention Bureau, captivated attendees with its diverse and compelling offer, the professionalism of its representatives, and a thoughtfully curated programme of accompanying events.
This 21st edition of IMEX in Frankfurt drew an impressive 13,000 participants, including approximately 4,000 qualified hosted buyers and nearly 3,000 exhibitors from across the globe. Complementing the exhibition was a rich programme of networking and educational opportunities, comprising over 200 sessions, workshops, and expert-led presentations – underscoring the fair’s role as a vital platform for knowledge exchange and business development.
Poland’s MICE offering was presented by a comprehensive cross-section of the industry: destination management companies, congress and conference venues, convention bureaux, hotels, and the national airline, LOT Polish Airlines.
Among the Polish exhibitors were: Bespoke DMC Poland, Convention Bureau – Wrocław, ICE Kraków Congress Centre, Kraków Convention Bureau, Mazurkas DMC Poland, Nobu Hotel Warsaw (marking its debut at the national stand), Poznań Convention Bureau, Poznań Event Hub (Grupa MTP), Sheraton Hotels – represented for the first time by Sheraton Grand Warsaw, Sheraton Grand Kraków, and Sheraton Sopot – Silesia Convention Bureau, Szczecin Convention Bureau (also debuting), Travel Projekt DMC Poland, Warsaw Convention Bureau, Mazovia Convention Bureau, Zdrojowa Hotels, and the stand’s special partner – the iconic “Wieliczka” Salt Mine.
Poland’s strong showing at IMEX Frankfurt 2025 underscores the country’s ongoing commitment to establishing itself as a premier European destination for meetings, incentives, conferences, and exhibitions.
Musical Mornings again in Messe Frankfurt
A distinctive feature of this year’s edition of IMEX was the “Musical Mornings” initiative, featuring live performances by the Academic Choir of Vistula University. Two concerts, held at the main entrance to the exhibition hall, created a memorable atmosphere by blending well-known international hits with selections from the Polish musical repertoire.
This artistic interlude was met with enthusiastic acclaim from attendees, reinforcing Poland’s image as an open, creative, and passionate destination – rich in culture and ready to inspire.
Wellbeing Zone and Polish Delight Tasting
A noteworthy highlight of Poland’s presence at IMEX was the array of experiential activities offered at the national stand. The wellbeing sessions curated by the “Wieliczka” Salt Mine provided a unique opportunity for rest and revitalisation amid the fast-paced rhythm of the trade show. These moments of calm were highly appreciated by delegates seeking balance and relaxation.
In the afternoons, the Polish Delight Tasting sessions attracted numerous guests eager to savour both flavour and atmosphere. Featuring regional cider from Mazovia – Dwaj Bracia – the tastings offered more than culinary pleasure; they served as a genuine expression of Polish hospitality, warmly received by international visitors.
The stand also marked a special occasion: the 35th anniversary of Mazurkas Travel, celebrated in a spirit of pride and appreciation for decades of contribution to Poland’s MICE sector.
Coffee – A Polish Signature and Networking Favourite
An enduring and recognisable hallmark of the Polish national stand was its coffee offering, which has become an anticipated feature among IMEX attendees. Aromatic and served in a variety of styles – including a unique version infused with salt from Wieliczka – the coffee experience provided more than just a culinary highlight. It served as a welcoming space conducive to conversation and the forging of new business relationships.
In addition to classic coffee options, guests could enjoy matcha, espresso tonic, a selection of teas, and other refreshing beverages – all of which proved immensely popular.
For many trade show participants, a visit to the Polish stand – and a cup of coffee – has become an annual tradition, warmly reinforcing Poland’s reputation for hospitality and thoughtful engagement.
A Historic Honour for Aneta Książek at the IMEX Gala Dinner
During the prestigious IMEX Gala Dinner held on 21 May in the historic setting of the Alte Oper in Frankfurt, awards were presented across thirteen distinguished categories, recognising excellence and leadership in the global meetings industry. Among this year’s laureates was Aneta Książek, Head of the Poland Convention Bureau at the Polish Tourism Organisation, who received the renowned Paul Flackett IMEX Academy Award.
This accolade marks a historic moment, as she is the first-ever recipient of this award from both Poland and the entire Central European region.
Presented annually since 2003, the IMEX Awards are among the most prestigious distinctions in the MICE sector. Granted in cooperation with leading industry organisations – including ICCA, MPI, SITE, IAPCO, ASAE, IAEE, JMIC and EIC – the awards honour individuals who have made outstanding contributions to the development of the industry through innovation, sustainability, community engagement, support for emerging talent, and visionary leadership. The award bestowed upon Aneta Książek not only represents a remarkable personal achievement but also stands as a powerful symbol of international recognition for the professionalism and dedication of Poland’s entire meetings and events industry.
Special congratulations are also due to Viktoria Yushkaliuk, representing the Vistula School of Hospitality and Tourism, who was honoured with the MPI Foundation Student Scholarship Award.
Read more about the IMEX Gala Dinner and Awards 2025.
New Connections and an Enhanced Position for Poland in the Global MICE Landscape
IMEX Frankfurt 2025 once again proved to be a dynamic platform for establishing new business relationships, sharing industry insights, and showcasing the potential of Poland’s MICE sector on the international stage. Joint efforts under the banner “POLAND. More than you expected”, along with the debut of new partners, contributed significantly to strengthening Poland’s position as an attractive destination for event planners and incentive travel professionals.
“We strive to ensure that our activities at trade shows are as optimised and targeted as possible. The layout of our stand is deliberately designed to facilitate meaningful engagement – both for us and for our partners – by creating natural conversation starters. However, the role of a national convention bureau extends far beyond exhibition logistics. We are also responsible for the broad promotion of Poland as a MICE destination and for advancing international cooperation. We actively discuss the next steps such as organising familiarisation trips and strengthening our presence within international industry associations, including ICCA. These are now fundamental to effective destination development. At this year’s IMEX, we once again incorporated elements of sensory marketing. In collaboration with the Vistula University Choir, we hosted two exceptional ‘Musical Morning’ concerts. Visitors to our stand also enjoyed freshly brewed coffee, wellbeing sessions by the Wieliczka Salt Mine, and the afternoon Polish Delight Tasting featuring Dwaj Bracia cider. This strategy proves highly effective – it evokes emotion, creates lasting memories, and, most importantly, differentiates us. Regional authenticity and sincerity are the foundations upon which we consistently build our message.” – Aneta Książek, Head of the Poland Convention Bureau, Polish Tourism Organisation
“What is particularly important for us is the opportunity to enrich Warsaw’s offer with meaningful experiences from the wider Mazovia region. We noticed a clear interest from hosted buyers in complementing events held in the capital with regional attractions – such as culinary, artistic, and folk workshops, as well as outdoor activities including kayaking, cycling, hiking, rafting, or themed historical excursions. This emerging trend opens new possibilities for showcasing what our region has to offer. We actively promote such solutions, demonstrating to our interlocutors that in under an hour from Warsaw, they can find themselves in an entirely different setting – green, tranquil, and immersed in nature. It is the essence of ‘slow life’, just a stone’s throw from a major European metropolis.” – Iwona Majewska, Deputy Director, Mazovian Regional Tourist Organisation (Mazovia Convention Bureau)
“Compared to the previous year, we observed clear progress – we held numerous promising meetings, and now we await their outcomes. The discussions focused on specific projects and events, with hosted buyers inquiring about opportunities from virtually all over the world, including a significant number from the United States. There was strong interest in the additional experiences we can integrate into conference and congress programmes – a clear sign that clients value comprehensive and engaging event formats.” – Agata Rybkiewicz, Project Coordinator, Warsaw Convention Bureau
“Szczecin is still perceived as a new destination, which is why most of our conversations began with introducing the city itself. Changing that perception was our clear objective, and I believe we achieved it. Our first-ever participation at IMEX was a significant step forward in this regard. In addition to general presentations, we conducted two focused pre-bid discussions. We were pleased to see interest in hosting cultural events and mid-sized conferences in Szczecin – formats that align perfectly with the city’s infrastructure and capabilities. An unexpected but welcome development was the interest from representatives of the Chinese market, which highlights the untapped potential of our location – particularly due to its proximity to Berlin. I see this as a major advantage, as many clients are looking to combine a visit to Germany with an extension in our region. Excellent flight connections via Berlin also ensure that Szczecin is easily accessible from virtually anywhere in the world.” – Anna Rojek, Project Manager, Szczecin Convention Bureau
“Our conversations increasingly went beyond the usual interest in Warsaw or Kraków. Buyers were also asking about other cities, including Wrocław, Poznań, Katowice, and the entire Silesian region. In their search for inspiration, many also looked toward destinations outside major metropolitan areas – closer to nature. That is a notable shift. The prospect of hosting an event in a natural setting sparked considerable interest, as did all elements tied to folklore, authenticity, and locality – qualities that can truly make a project stand out.” – Magdalena Rembek, DMC Director, Bespoke Agency
Compared to previous editions, we noticed a marked improvement in the quality of meetings. This time, not a single attendee needed an explanation of where Poland is – something that, in the past, we occasionally encountered. Most of our conversations were with professionals who were already delivering projects in Poland and were looking for local partners to support logistics and accompanying activities. Notably, we secured three compelling briefs that we will now be preparing proposals for – a significant achievement, as trade shows typically favour more general interactions. I also observed increased interest in the congress segment. In addition to European clients, we saw strong engagement from the United States and received several enquiries from India. One client approached us with a purely marketing-focused brief, which allowed us to pivot from presenting our DMC services to showcasing the full scope of our agency’s capabilities. The topic of ESG (Environmental, Social, and Governance) was also particularly prominent. Clients want their events to leave a positive legacy, and we are seeing a growing number of requests related to this area. We are now frequently required to provide sustainability certificates for venues and to confirm that our subcontractors meet defined ESG standards. These factors are becoming critical – especially in the context of European Union tenders.” – Maja Leśny, Account Manager, Bespoke Agency
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Compiled by Jaroslaw Marciuk| Photos: Michał Kalarus, JM
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