More than 150 participants, six cities, over a dozen inspiring examples of good practices, and dozens of ideas for creating responsible events – this is how one can summarise the first edition of the Destination Poland Green Academy 2025–2026 project, a nationwide educational initiative aimed at the meetings and events industry.
The programme is delivered by the Poland Convention Bureau of the Polish Tourism Organisation in cooperation with SITE Poland experts Grażyna Grot-Duziak and Beata Koziarska, with the support of Aneta Książek, Head of the Meetings and Events Bureau – PTO’s Poland Convention Bureau.
As part of the project, a series of six workshops was organised in: Bydgoszcz, Kielce, Lublin, Poznań, Łódź and Katowice. They were attended by over 150 representatives of the MICE industry, including hotels, conference centres, event organisers, tourist attractions, DMCs, Convention Bureaux, local governments and institutions supporting the development of business tourism.
A Comprehensive Platform for Knowledge and Cooperation
Destination Poland Green Academy is much more than just a series of workshops. The project was designed as a comprehensive platform for knowledge and experience exchange, built on three pillars:
1. Regional Workshops
Practical sessions dedicated to sustainable events, ESG, trends in the meetings industry and building destination competitiveness through responsible actions. A key element was teamwork – participants developed concepts for conferences, integration events and incentive programmes based on local resources and the principles of sustainable development outlined in the SITE Poland Incentive Travel Sustainability Manifesto.
2. Green Talks
A series of interviews and conversations with industry representatives, based on the most interesting case studies presented during the workshops. The initiative highlights concrete actions implemented by Polish cities, regions and businesses, inspiring the adoption of solutions aligned with sustainable development.
3. Project Summary
E-book The programme will culminate in a publication containing the most important conclusions, recommendations, case studies and practical guidelines for event organisers and destinations. The e-book will become a compendium of knowledge for entities developing sustainable business tourism in Poland.
The publication will be released in both Polish and English, enabling its distribution abroad, including through the SITE Global network. The organisers hope the material will increase interest in Poland as a modern, responsible destination ready to meet future challenges.
Conclusions from the Project
Each meeting provided space for open discussion, experience exchange, and business relationship building. Regardless of the region, similar conclusions emerged – the industry needs further education, inspiration and cooperation platforms that enable the effective implementation of sustainable development solutions.
The project also confirmed that Polish cities and regions have significant potential for organising responsible events. Local natural resources, cultural and culinary heritage, developed infrastructure and growing ESG awareness are becoming important elements in building competitive advantage, both on the domestic and international markets.
Sustainable development is no longer just a trend, but a direction that defines the future of the meetings industry. In response to growing client expectations, Polish cities are developing tourism strategies, introducing certifications, investing in sustainable transport and educating local entrepreneurs.
Expert comments
Aneta Książek, Director of the Meetings and Events Bureau – PTO’s Poland Convention Bureau:
“For Polish cities and regions, this represents a tremendous opportunity to build competitiveness – especially for those considered ‘second-choice destinations’. A responsible approach, skilful use of local resources and stakeholder cooperation allow them to stand out effectively on the international market and attract higher-profile events.”
“I am glad that thanks to the Destination Poland Green Academy project, we were able to uncover – and often name – good practices that already exist in the cities we visited. This shows that Poland has real potential to be perceived as a modern, responsible, and globally competitive destination.”
Grażyna Grot-Duziak, SITE Poland, MICE Expert:
“The Destination Poland Green Academy workshops once again demonstrated the enormous potential that lies in cooperation within the local MICE industry. Participants emphasised their integrating and even revelatory nature – through joint work, they gained better knowledge of their own destination, new venues and partners. Importantly, the workshops build awareness of shared responsibility for the success of events and the overall image of the destination. After all, clients evaluate not a single service, but the entire experience – which is why cooperation and a coherent regional offer are so crucial.”
Beata Koziarska, SITE Poland, EMOVEO Group:
“The starting point and substantive foundation of the workshops is the Incentive Travel Sustainability Manifesto, announced by SITE Poland in 2025. It is a document that can already be regarded as a key guide to the principles of responsible event design. “The Manifesto contains ten practical recommendations showing how to combine the business efficiency of MICE projects with care for the environment, labour ethics and the well-being of local communities. Its strength lies in its universality – it is addressed to the entire meetings industry supply chain. It proves that a sustainable approach does not limit the attractiveness of events, but rather enhances their quality and builds long-term value for the entire sector.”
