On 26 August 2025, the historic Czocha Castle became the venue for a high-profile meeting of the Lower Silesian MICE industry. The programme featured, among other highlights, the Eventprofs Creators Lab – a series dedicated to knowledge exchange, forward-looking discussions, and shaping the future of business tourism in the region.
The event was opened by Dawid Pańczyszyn, President of the Board at Convention Bureau – Wrocław, and Anna Kowalska, Event Organisation Specialist, who emphasised the importance of collaboration and integration across the sector.
The agenda brought together industry experts, including:
- Marcin Chmielarz (Work Group Events) – presenting cutting-edge technologies supporting event delivery,
- Jakub Feiga, Director of the Board Office at the Lower Silesian Tourist Organisation – discussing tourism promotion in the context of today’s challenges,
- Jarosław Marciuk, Chief Marketing Specialist at the Poland Convention Bureau (Polish Tourism Organisation) – focusing on digital marketing in the MICE sector.
Participants also experienced a dedicated presentation of Czocha Castle, followed by a site inspection, exploring the venue’s rich heritage and outstanding potential for hosting conferences, events, and corporate meetings,
We extend our sincere thanks to all participants for their active engagement, inspiring contributions, and commitment to advancing the development of the regional MICE industry. The event was organised by Convention Bureau – Wrocław within the public project “Development of Business Tourism in Lower Silesia”, financed by the Lower Silesian Voivodeship Self-Government.
Eventprofs Creators Lab – Inspiring Innovation in the MICE industry
As part of the Eventprofs Creators Lab (Laboratorium Twórców), Jarosław Marciuk delivered a keynote on digital marketing, the promotion of the meetings industry, and the role of place branding in strengthening Poland’s competitive advantage as a MICE destination. At Czocha Castle, the MICE sector was offered a powerful dose of inspiration on the latest trends in digital marketing and destination promotion. Poland Convention Bureau expert highlighted how modern online tools are shaping destination branding and supporting the organisation of business events.
Key focus areas of the presentation included:
- Digital strategies in business tourism – from professional websites to a carefully crafted social media presence, where content marketing and storytelling create a distinctive destination identity.
- AI in place marketing – real-life case studies demonstrated how artificial intelligence is becoming not only a tool for automation but also a driver of fresh, innovative approaches to client communication.
- B2B influencer marketing – the growing impact of opinion leaders who, through authenticity and engaged communities, can significantly influence business decisions.
- E-marketing at trade fairs – case studies from IMEX and IBTM illustrated how the “festivalisation” of events and proactive online engagement boost brand visibility long after the trade show has closed its doors.
- Social listening and user-generated content – tracking mentions of Poland and leveraging natural ambassadors is becoming the cornerstone of PCB’s long-term strategy.
The presentation emphasised that the future of communication in MICE lies in the smart integration of technology, creativity, and authentic experiences. To remain competitive, the industry must continue to develop digital capabilities – from producing engaging content to collaborating with content creators and incorporating AI into everyday practice.
By building authentic destination identities grounded in local narratives and stakeholder engagement, Poland can strengthen its international recognition and attractiveness, positioning itself as a leading contender for prestigious congresses, conferences, and corporate events.
The session perfectly reflected the mission of the Eventprofs Creators Lab – an initiative of the Polish Tourism Organisation. Designed as a platform for sharing expertise and practical insights, it provides inspiration and actionable tools essential for the effective development of business tourism both regionally and nationwide.
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