This year’s edition of Spotlight on Poland was held under the theme Value, Relevance & Impact, focusing on the value, relevance and impact of business events. The programme brought together representatives of the MICE industry from Poland and 13 hosted buyers from seven countries, who explored Poznań’s potential before taking part in GDS-Forum and Impact Day 2026 in Szczecin.
This year, Spotlight on Poland was hosted in Poznań, presenting the city as a dynamic destination for conferences, congresses and association events. The edition brought together several dozen participants representing DMCs, PCOs, hotels, venues, event organisers and institutions supporting the development of the meetings industry. The programme was also attended by 13 hosted buyers from seven countries: the United States, the United Kingdom, Belgium, Georgia, France, Switzerland and Estonia.
The fifth edition of the event had a special character, as it was combined with participants’ attendance at GDS-Forum and Impact Day 2026, held in Szczecin on 17–19 June. This gave international guests the opportunity to discover two Polish MICE destinations – Poznań and Szczecin – in the context of a modern, responsible and sustainable approach to event organisation.
Spotlight on Poland was jointly prepared by Stowarzyszenie Konferencje i Kongresy w Polsce and Poland Convention Bureau of the Polish Tourism Organisation.
As Agnieszka Szymerowska, President of SKKP, emphasised, this year’s format differed from previous editions. The main audience for the programme consisted of representatives of international associations, selected together with the event partners.
The group was complemented by a representative of international meetings industry media, while cooperation with the Polish National Tourist Office in Chicago also enabled incentive travel organisers to be invited to Poland, including those who also deliver conferences and meetings as part of their portfolios.
Conference at Mercure Poznań Centrum
The first part of the programme, preceded by a welcome from Agnieszka Szymerowska and Aneta Książek, Director of Poland Convention Bureau POT, was devoted to the guiding theme of this year’s edition: value, relevance & impact. The discussion focused on how to design events that not only respond to participants’ needs, but also create lasting value for professional communities, associations and local communities.
Made Raie from #Meet4Impact spoke about the role of social impact and a strategic approach to events, presenting a case study of a congress organised in Tallinn in 2024. In her presentation, she highlighted the importance of direct engagement with the local community, a strong understanding of associations’ needs, and the role of ambassador programmes in attracting and designing international events.
Experts panel
These themes were also addressed by participants in a panel moderated by Agnieszka Szymerowska:
- Anna Paczos from Poznań Event Hub,
- Professor Magdalena Rudzińska from Poznań University of Life Sciences, Polish Congress Ambassador,
- and Made Raie.
Hospitality 2.0. Building Competitive Advantage Through Accessibility and Participant-Centered Design
The second part of the conference, entitled “Hospitality 2.0. Building Competitive Advantage Through Accessibility and Participant-Centered Design”, focused on accessibility and participant-centred event design. Particular attention was paid to neurodivergent people and the challenges they may face when attending conferences and congresses. Aneta Książek pointed out that, for nearly 20 per cent of potential participants, taking part in events may be difficult due, among other factors, to sensory overload caused by noise, lighting or crowds.
The presentation also addressed demographic changes and ageing societies. By 2050, people aged over 60 will account for more than 20 per cent of the population, which means that events will need to be designed in response to more diverse participant needs.
In this context, accessibility, comfort, clear communication, quiet zones and conscious space management are becoming not only elements of social responsibility, but also factors shaping the competitiveness of MICE destinations and venues.
During the meeting, Aneta Książek also presented Poland’s potential in the international meetings market, with particular emphasis on conferences and congresses. Thanks to its well-developed infrastructure, growing number of modern venues, transport accessibility and the experience of local partners, Poland remains an attractive destination for organisers of business and association events.
Fam trip at Poznań venues
An important element of the programme was also the study visit, which enabled hosted buyers to experience Poznań’s MICE offer in practice. Participants visited Brama Poznania and the Concordia Design business centre, and then took part in a game organised at the Poznań International Fair. This activity provided an opportunity to learn about the history of the venue, which has operated for more than 100 years, as well as its congress and exhibition functions and its capacity to host events of various scales and formats.
The evening concluded with dinner at Młyńska 12 restaurant, creating a favourable setting for conversations, networking and relationship-building between Polish partners and international organisers.
The final day in Poznań began with culinary workshops at the Poznań Croissant Museum.
As Agnieszka Szymerowska summarised, participants’ first impressions were very positive, particularly among association representatives, who appreciated the opportunity to discover the potential of conference and congress venues both in Poznań and during their subsequent participation in events in Szczecin, including the GDS Awards Gala Dinner at the Philharmonic Hall.
Photo gallery on Flickr.
Two cities, one country
Spotlight on Poland 2026 confirmed that the promotion of Poland as a MICE destination is increasingly built around the quality of experience, accessibility, a sustainable approach and the real impact of events. Combining the Poznań programme with GDS-Forum and Impact Day 2026 in Szczecin created a coherent narrative about Poland as a country developing its meetings industry on the basis of values, professionalism and responsibility towards participants and local communities.
See also previous editions:
- 2025 Spotlight on Poland in Sopot and Gdańsk (conference and fam trip)
- 2024 Spotlight on Poland in Wrocław
- 2023 Spotlight on Poland in Kraków
Photo: Fotobueno
