On 27 May 2026, Aneta Książek was appointed Director of the Poland Convention Bureau (PCB) within the Polish Tourism Organisation (PTO). While the appointment reflects the alignment of PCB within PTO’s updated organisational structure, it also marks the natural progression of a bureau that has played a central role in shaping and promoting Poland’s position in the international meetings and events industry.
About Aneta Ksiazek
For many years, Aneta Książek has been recognised as one of the leading advocates for the development of Poland’s meetings industry. A close observer of global trends and an initiator of numerous projects supporting innovation, sustainability and destination development, she has become strongly associated with the Polish Tourism Organisation’s efforts to strengthen Poland’s competitiveness in the international business events market.
As she often notes, her professional path has been guided by the words of Confucius: “Choose a job you love, and you will never have to work a day in your life.” This philosophy continues to underpin her commitment to advancing Poland’s meetings industry through long-term vision, consistency and collaboration.
Between 2008 and 2018, Aneta served as a Senior Conference Specialist at the Polish Tourism Organisation. In 2015, she spent ten months at the PTO Office in Brussels, where she actively promoted both leisure tourism and the meetings industry. The experience broadened her international perspective and strengthened relationships within the European and global business events community.
From December 2022 until the recent restructuring of PTO, she held the position of Head of the Meetings and Events Bureau – Poland Convention Bureau. Under her leadership, the bureau continued to expand its activities and strategic partnerships while further reinforcing its role as a key stakeholder in the development of Poland’s meetings and events ecosystem.
In an increasingly competitive global marketplace, where destinations continuously vie for international congresses, conferences and corporate events, Poland has steadily enhanced its visibility and reputation. This progress is reflected not only in international rankings and event acquisition successes but also in industry recognition.
In 2025, Aneta Książek became the first representative from Central and Eastern Europe to receive the prestigious Paul Flackett IMEX Academy Award. Presented since 2003 in cooperation with leading international industry organisations, the award honours individuals whose contributions have had a lasting impact on the global meetings and events sector, including innovation, sustainability, industry collaboration, leadership and talent development.
The Team Behind Poland Convention Bureau
Today, Poland Convention Bureau operates as a highly specialised team of four professionals. Alongside Aneta Książek, the bureau is represented by Magda Mazgaj, , Jarosław Marciuk, and Wojciech Norkowski, who joined the team as in early 2026.
The team’s responsibilities reflect a strategic division of expertise:
- Magda Mazgaj oversees the Recommendation Programmes, trade show operations and industry reporting, including the preparation of the annual Meetings and Events Industry in Poland report as well as submissions to ICCA and UIA.
- Jaroslaw Marciuk is responsible for digital marketing, international industry media relations, the educational initiative Laboratorium Twórców, and cooperation with key global partners.
- Wojciech Norkowski manages industry support programmes and leads the development of the Sensory Zone concept, combining these activities with his expertise in sound-based wellbeing solutions and Tibetan singing bowl therapy.
This complementary structure has enabled PCB to build a highly recognisable and respected brand within the international meetings industry, while maintaining a strong focus on innovation, partnership development and destination competitiveness.
Driving the Development of Poland’s Meetings Industry
Poland’s growing position as a leading meetings destination in Central and Eastern Europe is the result of sustained strategic efforts rather than isolated promotional activities. Poland Convention Bureau continues to strengthen the country’s market position through destination marketing, industry advocacy and the development of innovative delegate-focused solutions.
One example is the integration of sensory marketing into Poland’s international trade show presence at events such as IMEX Frankfurt, IMEX America and IBTM World Barcelona, reflecting a broader shift towards experience-led destination promotion.
Recent years have also seen the implementation of several strategic initiatives, including the reactivation of the National Support Programme in partnership with LOT Polish Airlines, the launch of the Promotional Support Programme for Meetings and Events, and the continued development of established projects such as the Polish Congress Ambassadors Programme and the Recommendation Programmes supporting event organisers.
Education and knowledge-sharing remain equally important pillars of PCB’s activities. Programmes such as Spotlight on Poland, Laboratorium Twórców and Destination Poland Green Academy provide practical tools and expertise to support the implementation of sustainable practices across the tourism and meetings sectors.
Accessibility and inclusivity have also become increasingly important priorities. Initiatives such as the mobile Low Sensory Show Room demonstrate Poland Convention Bureau’s commitment to creating more inclusive event experiences and supporting the wellbeing of participants. This reflects a broader evolution within the industry—from promoting destinations solely through infrastructure and services to actively designing and managing meaningful participant experiences.
The approach is fully aligned with the Strategy for the Development of the Meetings and Events Industry in Poland and contributes to strengthening Poland’s competitive advantage as a forward-thinking and responsible business events destination.
At the same time, Poland continues to enhance its international profile through active engagement in organisations such as ICCA, UIA, PCMA and SANCBE, as well as through the successful acquisition of major international events, including the ICCA Congress 2022, GDS Forum & Impact Day 2026, and Aviation Connect 2026.
“We are gradually preparing for the 25th anniversary of Poland Convention Bureau, which will be celebrated in 2027. Over the past quarter of a century, Poland’s meetings industry has undergone a remarkable transformation, evolving from a niche sector into a significant contributor to the national economy. A key element of this transformation has been the development of modern conference and exhibition infrastructure, alongside the establishment of city and regional convention bureaux and industry associations.
It is a privilege to be part of this journey, but it also comes with responsibility for the future. In the years ahead, the Poland Convention Bureau POT team will continue to strengthen Poland’s leadership position in Central Europe through international promotion, strategic partnerships and the development of support mechanisms that facilitate the attraction of international meetings and events.
I would like to thank the leadership of the Polish Tourism Organisation for the opportunity to continue this mission,” said Aneta Książek, Director of the Poland Convention Bureau PTO.
The appointment of Aneta Książek as Director is therefore not a departure from the bureau’s established direction, but rather a continuation of a long-term strategy focused on strengthening Poland’s position in the global meetings industry. It reinforces a model built on expertise, partnership and innovation – one that continues to be recognised and valued by stakeholders across both the domestic and international business events community.
