Silesia Convention Bureau is building a community of ambassadors around the Silesia “MICE is nice” brand, which, for the past three years, has been promoting the Silesian Voivodeship within the meetings industry in Poland and internationally.
Śląskie (Silesia) is the first destination in Poland to introduce such an initiative, aimed at further strengthening the region’s image as a destination offering a unique proposition in the meetings industry. The contribution of professionals connected with the national meetings sector, who have experienced Śląskie and developed a genuine affinity for the region, has been recognised through the title of Ambassador of the Śląskie MICE is nice brand, honouring their engagement in promoting the region as a MICE destination.
The first ambassador of the brand is Izabela Pałdyna. She discovered the region’s potential during a study visit organised by the Silesia Convention Bureau in 2025, which left a strong impression on her. Since then, she has delivered more than a dozen business events in the region. It was her idea to unite individuals from outside the region who had been informally promoting it under a common banner. Izabela Pałdyna officially received her ambassador title during the spring edition of the Silesia Meeting Day industry event, held at Novotel Katowice Centrum, where she was presented with a certificate.
“This title is not only a great honour for me, but also a true privilege. I would like to sincerely thank you for your trust and this distinction. A year ago, I visited the region for the first time at the invitation of Dominika and Sebastian. I arrived with curiosity… and left absolutely captivated! By the region—its energy, diversity and potential, which I feel has not yet fully revealed itself. It was also a very personal moment, when I realised that an idea that had recently existed only as a concept was becoming reality. The idea behind creating this title was to build a bridge between the region and its ambassadors—people who genuinely influence destination choices. This distinction also shows that contributing to a region’s development does not stop at its borders. We can co-create it, support it and share its story further with conviction and genuine enthusiasm. In my role, I want to actively promote Śląskie and support initiatives that raise awareness of what the region has to offer,” said the ambassador.
Izabela Pałdyna has been associated with the meetings industry for over 20 years. She is the founder and owner of SHO GROUP, an agency specialising in marketing consultancy and event organisation. She is an active and influential expert in the meetings market, with an extensive network of business contacts.
As she adds, “Śląskie has something truly unique – an openness to change and an ability to connect business, science and hospitality into one coherent whole. It is a place where you can think bigger, act more boldly and achieve more – together. It is a story that truly deserves to be told.”
Silesia as a brand
In the commercial world, a brand ambassador is someone not directly affiliated with a brand but who builds its positive image and credibility among audiences. They act on its behalf over the long term, sharing authentic stories connected with the brand, and over time may become its public face. Brand ambassadors operate within relationship marketing and recommendation-based strategies, which play a crucial role in the meetings industry. If product brands can have ambassadors, why not destinations?
“From the very beginning of our activities as Silesia Convention Bureau, relationships have been our top priority. We have succeeded in building a community of MICE professionals around our brand—individuals who not only recognised the great potential of our region and began delivering their projects here, but also started speaking about it widely within the industry. They simply became our ambassadors. This inspired the idea to recognise them and to integrate them more strongly into our SCB community. We are convinced that building a community of brand ambassadors will enable us to reach meeting planners more effectively with our regional offer, as there is nothing more credible than a client or company satisfied with the delivery of their event,” says Sebastian Gronet, Project Manager at Silesia Convention Bureau and the initiator of the concept.
Source: press release
