BBT’s 23rd MICE Fair in Brussels: Poland Attracts Attention as a Promising MICE Destination

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On 26 June, the 23rd edition of the meetings and events industry workshops, organised by Belgian platform BBT Online, took place at the Royal Library in Brussels. Poland was represented by Aneta Książek from the Poland Convention Bureau and Dominika Szulc from the Polish Tourism Organisation’s International Office in Brussels.

 

The event brought together 120 carefully selected participants, including representatives of corporations, associations, and organisers of business events such as conferences and incentive trips from the Belgian market. Poland’s presence sparked considerable interest, reinforcing its position as an attractive and competitive destination for the MICE sector.

 

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Brussels is home to numerous international associations, making the presence of Polish representatives at this specialised event particularly significant. It provides a valuable opportunity to establish connections, strengthen relationships, and reinforce Poland’s position as the leading meetings and events destination in Central Europe.

 

One example of the meetings was a conversation with representatives of the European Association of Research Managers and Administrators (EARMA). It will result in a conference of the association in Kraków already in the autumn of this year.

 

Currently, organising business events in Poland is difficult due to the uncertain geopolitical situation, especially since many associations and corporations have their own internal policy based on minimising risk. The business talks confirming the events for the fourth quarter of 2023 and future years are all the more satisfying, said Dominika Szulc, Director of the PTO International Office in Brussels.

 

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Air connections remain the most important factor in the choice of the final destination for meeting planners from abroad. Due to the direct connection between Brussels and Warsaw (LOT Polish Airlines and Brussels Airlines), Warsaw and Kraków dominated among inquiries for incentive groups (40-80 people), added Aneta Książek, head of the Poland Convention Bureau.

 

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The Polish presentation at the workshops was complemented by a dedicated newsletter, in which the Polish Tourism Organisation presented industry news, including:

 

 

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BBT Online, based in Belgium, is a media company dedicated to providing reliable industry information, developing tools to support event organisation, and initiating and hosting events that foster sector integration and drive sales. Its reach extends to 10,000 readers across the Benelux countries, along with an additional 10,000 contacts in neighbouring markets, including the Netherlands, France, the UK, and Germany.

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