The headquarters of the Polish Tourism Organisation hosted the first meeting of this year’s Eventprofs Creators Lab series (Laboratorium Twórców), dedicated to digital marketing in the meetings and events industry. The event brought together 30 students from the Józef Piłsudski University of Physical Education in Warsaw. The session provided an opportunity for a practical perspective on communication in the era of the “Instagramisation” of the MICE sector. The workshop was led by Jarosław Marciuk from the Poland Convention Bureau of the Polish Tourism Organisation.
At the heart of the discussion was the question of how to effectively leverage digital marketing within the meetings and events industry, and how to build visibility for destinations and events in a world dominated by social media. One of the key themes was the growing importance of Instagram as a communication tool in the MICE sector. As the most visual platform, it enables destination storytelling, showcases delegate experiences, and helps build emotional connections with audiences. The importance of user-generated content, behind-the-scenes coverage, and real-time communication was highlighted as a standard in today’s promotion of events and venues.
An important element of the session was also collaboration with B2B influencers and key opinion leaders. Students were introduced to concrete examples of initiatives delivered by the Poland Convention Bureau and its industry partners, including cooperation with content creators active at events such as IMEX and IBTM. It was emphasised that in the MICE industry, success is not defined solely by follower numbers, but by real influence, credibility, and community engagement. Micro- and nano-influencers play a particularly significant role, often becoming ambassadors for brands and destinations.
“At the invitation of the Poland Convention Bureau of the Polish Tourism Organisation, thirty postgraduate students specialising in tourism from the University of Physical Education took part in the Laboratorium Twórców project meeting. The students gained both practical and theoretical knowledge while also enjoying the experience. I believe that combining learning, knowledge, and enjoyment is the most important aspect,” said Dr Agnieszka Muszyńska from the Department of Management, Organisation and Economics at the Józef Piłsudski University of Physical Education in Warsaw.
The meeting also covered practical tools used in digital marketing – from social listening and data analysis, through the use of artificial intelligence, to creating engaging video formats. Students were able to see how communication strategies around events are planned, what types of content generate engagement, and how crucial consistency across communication channels is.
The session was led by Jarosław Marciuk from the Poland Convention Bureau of the Polish Tourism Organisation, who shared his experience in destination marketing, communication, and event promotion. For the Polish Tourism Organisation, sharing knowledge and expertise with those entering the job market is an investment in the development of the entire industry. Initiatives such as Laboratorium Twórców not only inspire but also effectively prepare young professionals for the challenges of the modern meetings and events sector.
“We have inaugurated another year of the Laboratorium Twórców project. It is a strategic educational initiative of the Polish Tourism Organisation, implemented by the Poland Convention Bureau since 2023, which has already engaged nearly 1,500 participants – both students and professionals from the meetings and events industry,” said Jarosław Marciuk, Senior Marketing Specialist at the Polish Tourism Organisation.
Photo gallery
Photos available for download in various resolutions. Photo credit: Przemysław Marczewski, Polish Tourism Organisation
Laboratorium Twórców – Eventprofs Creators Lab
The project, implemented between 2023 and 2026, is a series of educational and inspirational activities aimed at representatives of the meetings industry. The initiative focuses on developing competencies in digital marketing, new technologies, and career development within the meetings sector. Over three years, the Polish Tourism Organisation and the Poland Convention Bureau have organised 24 events in Warsaw, Wrocław, Katowice, Kielce, Zakopane, Poznań, Szczecin, Lublin, Zamek Czocha and Gliwice. In total, nearly 1,500 participants have taken part in the project.
Laboratorium Twórców (Eventprofs Creators Lab) has been included in the Polish Tourism Organisation’s “Integrated Marketing Communication Strategy in Tourism until 2030”, adopted on 3 April 2024. The project has also received industry recognition as a finalist of the MP Impact Awards 2024 in the “Initiative” category.
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