The ICCA Congress in Porto – held under the theme “Charting the Course / Meetings of the Future” – brought together more than 1,500 delegates from 81 countries, making it the largest ICCA Congress ever held on the European continent. While the scale of the event was impressive in itself, the spotlight was firmly on the future of the meetings industry – from innovation and AI, to sustainability and legacy, to the strongly emphasised human and empathetic dimension of events. Aneta Książek, Head of the Poland Convention Bureau at the Polish Tourism Organisation, represented Poland.
Poland’s voice on the international stage
The presence of Polish meetings industry professionals was clearly visible throughout the congress. Representatives attending the event included:
- Poland Convention Bureau (Polish Tourism Organisation)
- Warsaw Convention Bureau
- Kraków Convention Bureau
- Gdansk Convention Bureau
- Szczecin Convention Bureau
- Poznań International Fair – Poznan Event Hub
- LOT Polish Airlines
- Symposium Cracoviense (PCO)
It was strongly highlighted that Poland aims to be an active contributor to the global conversation surrounding the future of meetings – both as a destination and as a partner helping shape new standards. This is particularly significant considering that one of the most recent European hosts of the ICCA Congress was Kraków (2022) – still remembered very positively by international delegates. The long-term image benefits for the city and its local industry demonstrate the value of hosting events of this calibre.
Polish delegates actively participated in thematic sessions, educational tracks and global discussions, forming a visible and cohesive representation of the country.
Meeting with GDS-Movement and #MEET4IMPACT and the new strategy for Poland’s meetings industry
The ICCA Congress also served as an important platform for key working meetings. On 11 November – Poland’s Independence Day – representatives of the Szczecin Convention Bureau met with the organisers of the upcoming GDS-Forum & Impact Day:
- Guy Bigwood, Managing Director, Global Destination Sustainability Movement
- Geneviève Leclerc, Co-Founder & CEO, #MEET4IMPACT
Szczecin to host the GDS-Forum & Impact Day 2026
Szczecin will become the first Polish city to host GDS-Forum & Impact Day, an event bringing together more than 300 leaders of regenerative tourism and sustainability experts from around the world. From 16–18 June 2026, the city will transform into a laboratory of innovation and collaboration:
- GDS-Forum will facilitate joint development of solutions for more responsible tourism and events.
- Impact Day, co-organised with #MEET4IMPACT, will focus on designing and measuring positive social impact within the MICE sector.
Local and national partners will be invited to contribute to the programme, including presentations of best practices and challenges from Szczecin and other Polish cities reporting to the GDS-Movement (Kraków, Gdańsk, Wrocław).
A 90-minute laboratory session led by the Poland Convention Bureau
On behalf of the Poland Convention Bureau, a 90-minute laboratory-style session will be prepared together with partners, focusing on projects and initiatives aimed at key participant groups – tourists, business delegates and local residents.
This approach aligns closely with the direction set out in the “Strategy for the Development of the Meetings and Events Industry in Poland”, presented on 3 November 2025 in Warsaw.
One of the strategy’s central ideas is strong participant orientation – a genuine paradigm shift in how events are planned and delivered. It assumes a move away from purely logistical thinking towards designing enriched participant experiences, including:
- personalisation
- interactivity
- engagement
- delivery of unique value – both educational and emotional
Poland’s ambition is to build an image of a destination associated with events created for participants and together with them. Such sensitivity to human needs becomes a source of competitive advantage – increasing attendee satisfaction, driving return visits and strengthening recommendations for Poland as a meetings destination.
The session during GDS-Forum & Impact Day aims to translate strategic ideas into concrete actions, projects and solutions for Polish cities and MICE destinations.
Seven key lessons from Porto – insights for the meetings industry
From an industry perspective, seven essential insights emerged from the congress:
- Long-term thinking – thinking-the future of meetings will be shaped by megatrends such as climate change, demographics, urbanisation and technology. Events need to be designed with a 2030+ perspective in mind.
- Sustainability as action, not declaration – sustainability strategies must be reflected in tangible practices, from catering and travel to legacy projects and collaboration with local communities.
- Events as platforms for dialogue and peace – in an unstable world, conferences and congresses can act as spaces for constructive discussion beyond political divides.
- Technology will not replace people – even with the growing role of AI, face-to-face meetings remain the most effective tool for building trust and relationships.
- Accessibility and inclusivity as a standard – these are obligations, not optional extras; designing “for all” begins at the earliest stages of event planning.
- Leadership in times of uncertainty – association leaders must be ready to adapt business models, structures and methods of cooperation with members and partners. The congress showcased many examples of turning crisis into opportunity.
- Legacy as the ultimate measure of success – an event is truly successful when it leaves more than documents and reports: real change, new standards and lasting partnerships
A clearer direction for the future
The lessons from Porto confirm that “meetings of the future” will be defined increasingly by their impact – on people, places and systems – rather than purely by quantitative metrics. By actively engaging in global dialogue, Poland continues to strengthen its position as a responsible, modern and forward-thinking MICE destination.
Written by: Aneta Książek – #konkretyAnety; Full article available on LinkedIn.
