The “Silesia Black & White” familiarisation trip took place from 26 to 28 October 2026. Participants discovered two distinctive and contrasting landscapes: the symbolic “black” of the industrial part of Silesia, represented by two key venues – the International Congress Centre in Katowice and Guido Historic Coal Mine in Zabrze – and the white limestone rock formations of the Kraków-Częstochowa Upland. This contrast showed just how varied the region is, not only in its landscapes, but also in its heritage, traditions and cuisine.
Representatives from five countries – Germany, Greece, Spain, France and Portugal – spent three days in the region. It was their first visit, and they had not previously been familiar with the opportunities it offers for business events, from major congresses to incentive travel.
“I was very impressed by the region’s diversity, its unique venues and the authentic experiences it has to offer,” said Diogo Vultos of Portuguese agency Saleslink Marketing. “Silesia has proved that it has a great deal to offer the international meetings industry.”
The Silesian part of the programme included a walk through Katowice’s Culture Zone and a tour of the International Congress Centre, Poland’s largest congress and exhibition venue. Participants also played turbo golf 320 metres underground at Guido Historic Coal Mine in Zabrze, and took part in a theatrical walking tour of the picturesque Nikiszowiec district, ending with dinner at Śląska Prohibicja, a restaurant recommended by Michelin.
This was the first initiative of its kind organised by Silesia Convention Bureau, in cooperation with Warsaw-based agency Bespoke.
“From the outset, we knew that an international project of this kind would benefit from the support and expertise of Bespoke DMC. Our cooperation delivered results beyond our expectations. We brought together eight people from different countries, all of whom engaged with our ideas with genuine curiosity. We focused on unique products that participants would not find elsewhere. Our guests agreed that the region is ready to compete in the international market,” said Dominika Wojniak, Project Manager at Silesia Convention Bureau.
“I have long believed that Silesia is a region we should talk about more, because remarkable things are happening there. Together with Silesia Convention Bureau, we organised this familiarisation trip to show international meeting planners the region’s diversity and its potential for incentive travel. Their questions and observations gave me a perspective on Silesia through the eyes of five different markets, and inspired further ideas for incentive programmes in the region,” added Magdalena Rembek, DMC Director at Bespoke.
The Kraków-Częstochowa Upland programme began with an off-road drive through a quarry. The activity offered an adrenaline rush and introduced participants to parts of the region beyond its main tourist routes. The organisers had something truly distinctive in store for the finale: a traditional feast inspired by ancient Slavic customs, held in a cave and attended not only by the guests, but also by Geralt of Rivia and his companions.
What the participants said
“As a fan of The Witcher, I was proud to introduce our international guests to a part of Slavic culture that has captured the imagination of people around the world. For events of this kind, immersion is what matters most to me: participants should not simply watch a story unfold; they should step into it. That is why I focused on realism and an experience that transports people to another world. Imagine feasting in a cave at night. Suddenly, the conversation falls silent as Geralt, the Witcher, appears at the entrance. From that moment, the guests become part of the story and set off into the dark forest… Why play a computer game when you can experience it for real?” asked Daria Zacha, Event Manager at Cudotwórnia Events, who was responsible for the entertainment during the feast.
“Discovering the region during this exceptional study tour was a real pleasure. Two inspiring and productive days gave us the chance to see the destination’s considerable potential for international meetings, incentive travel and corporate events. I was particularly impressed by the warm hospitality, the diversity of experiences on offer and the professionalism of everyone involved in delivering the event,” said Susana Navarro of Spanish agency Neotravel Designers.
Guests stayed at two important hotels in the region: voco Katowice, part of the IHG network, which has operated for more than a year in the revitalised premises of the iconic Hotel Katowice, and Hotel Berkowa, the newly opened part of Resort Jurajski in Podlesice.
“My familiarisation trip to Silesia was an unforgettable experience, full of wonderful discoveries and exceptionally warm hospitality. I returned with many happy memories, fresh inspiration and a strong conviction that Silesia is a destination I simply have to share with my clients,” added Diogo Vultos.
Source: Silesia Convention Bureau. Photo: Marcin Faliński
Silesia and the Kraków-Częstochowa Upland: venues and places to inspire event planners
The following venues and locations were visited by the international event organisers.
- International Congress Centre in Katowice – one of Poland’s key congress and exhibition venues, located in Katowice’s Culture Zone. It can host a major congress, trade fair or conference, while its industrial surroundings offer additional possibilities for event design.
- Guido Historic Coal Mine in Zabrze – the mine’s underground spaces allow event activities to take place 320 metres below ground. The study tour demonstrated how groups can take part in activities such as turbo golf, an unusual team-building option.
- Nikiszowiec in Katowice – this historic workers’ district provides a distinctive setting for a guided walk and stories about the region’s industrial heritage. The tour featured a theatrical element and ended with dinner at a local restaurant.
- Śląska Prohibicja – a restaurant in Nikiszowiec, recognised with a Michelin recommendation, hosted dinner for the participants. It offers a setting for an intimate culinary gathering rooted in the region and served to a high standard.
- A quarry in the Kraków-Częstochowa Upland – the site provided a setting for an off-road drive, adding an element of adventure to the programme. This kind of activity can enrich an incentive trip and showcase the upland landscape beyond its most popular routes.
- A cave in the Kraków-Częstochowa Upland – a feast inspired by ancient Slavic customs was held in the cave, accompanied by characters and storytelling inspired by the world of The Witcher. It was an immersive event in which participants became part of the story, with the location adding to the atmosphere.
- voco Katowice – an IHG hotel operating in the revitalised premises of the former Hotel Katowice. It provided accommodation for the participants and may appeal to organisers seeking a contemporary hotel with a strong connection to the city’s history.
- Hotel Berkowa in Podlesice – the newly opened part of Resort Jurajski provided accommodation during the visit to the Kraków-Częstochowa Upland. It can serve as a base for events combining meetings with activities in the surrounding landscape.
