From September 3 to 6, 2024, Wrocław, Poland's third-largest city, became the focal point for international exchange of experiences and inspiration during the third edition of the "Spotlight on Poland" project. This event, jointly organized by the Polish Conference and Congress Association (SKKP), the Polish Tourism Organisation (PTO), and the Poland Convention Bureau (PolandCVB), captured the attention of experts from the meetings and tourism industries worldwide.

The initiative aimed not only to promote Poland's tourist attractions, hotels, and unique venues but also to strengthen relationships between meeting industry representatives from Poland and abroad.

Wrocław, a city that has dynamically positioned itself on the international stage in recent years, climbed 23 spots in the prestigious ICCA ranking, reaching the 163rd position in 2023. With an international airport, state-of-the-art conference facilities, and a growing hotel infrastructure, the city is increasingly attracting international event and congress organizers.

The Spotlight on Poland event featured two main components: an open industry conference and a multi-day FAM trip, attended by international hosted buyers from countries such as Italy, the United Kingdom, Germany, Norway, South Korea, Romania, and Hungary. During the FAM trip, guests experienced the unique attractions of the region, including diverse local cuisine and the opportunities Wrocław offers as a MICE destination.

Key hotels and venues visited included the Hotel Monopol, the Centennial Hall, Tarasowa Restaurant, DoubleTree by Hilton Wroclaw, Art Hotel in Wroclaw, Piwnica Świdnicka, and Hydropolis.

Additionally, participants had the chance to explore the uniqueness of Wrocław by visiting the Old Town with a guide, taking a night ride on a historic tram, touring the city in an electric vehicle, and enjoying a night cruise on the Odra River.

Conference Highlights: Spotlight on Poland

The B2B events's highlight occurred on September 5 at the Q Plus Wrocław Bielany Hotel. This year's edition of the conference focused on two key themes: the role of artificial intelligence in tourism and the importance of sustainability and ESG in the meetings industry.

Paula Fanderowska opened the third edition of the Spotlight on Poland conference on behalf of the Polish Conference and Congress Association Board. She emphasized that Wrocław is renowned for its stunning architecture, rich history, and vibrant atmosphere. Concluding her remarks, she wished all participants and invited guests valuable insights and meaningful connections.

Aneta Książek, Head of the Poland Convention Bureau at the Polish Tourism Organisation, also spoke during the opening, supported by a humanoid robot from the Copernicus Science Centre in Warsaw. The robot, named Ameca, answered the question: "What is the future of tourism?"

Panel Discussion: AI in Tourism – Opportunities and Challenges

The first debate, titled "Tourism in the Age of AI: A New Technological Reality – Opportunity or Threat?", brought together experts from various technological and tourism fields. The panel included:

• Sina Bünte, Founder of DigitalMind.events,
• Dr. Maciej Piasecki, Associate Professor at the Wrocław University of Science and Technology, Faculty of Computer Science and Telecommunications, Department of Artificial Intelligence,
• Krzysztof Rajda, Head of AI at Brand24,
• Jarosław Marciuk from the Poland Convention Bureau - Polish Tourism Organisation.

The discussion centered on the impact of artificial intelligence on the tourism industry, potential risks associated with process automation, and opportunities AI offers in personalizing tourism experiences and optimizing event organization.

The panel opened with an interactive presentation on practical tools used in destination marketing and the meetings industry, presented by Sina Bünte and Jarosław Marciuk.

Panel Discussion: ESG – Environment, Society, Corporate Governance in Practice

The second debate focused on the crucial topic of sustainability and ESG, encompassing environmental, social, and corporate governance responsibilities. The panel was opened by Agnieszka Rozwadowska from the Carbon Footprint Foundation, with participants including:

• Anna Peters, Creative Director, Evolve Events,
• Rafał Kassan, Event Project Manager and ESG Reporting Manager at Symposium Cracoviense,
• Marta Seweryn, Data Analysis Manager at the Carbon Footprint Foundation.

The discussion addressed practical solutions for implementing ESG policies in event organization, environmental impact, and challenges related to social responsibility in the meetings industry. Anna Peters shared her story about traveling by train from London to Wrocław.

The panels were moderated by Agnieszka Szymerowska, Director of the Office and Board Member of SKKP, and Krzysztof Paradowski, Partner and Creative Director at BluExperience.

The entire conference was hosted by Michał Zalewski from Dobrze Powiedziane.

This year’s conference also featured an integrative workshop, PUZZLE BOX.

Summary of Spotlight on Poland 2024

A galleryof photos to view and download from the Spotlight on Poland event in Wrocław is available on PolandCVB Flickr. When sharing on social media remember to add #SpotlightonPoland.

The third edition of Spotlight on Poland brought numerous valuable discussions and new business connections. The project was made possible thanks to the involvement of many partners, including LOT Polish Airlines, Convention Bureau - Wrocław, Centennial Hall, Hydropolis, Q Plus Hotel Wrocław Bielany, and the Wrocław Tourism Organisation.

Information on previous editions of the event: Spotlight on Poland 2023 in Kraków and Spotlight on Poland 2022 in Łódź.

Photos: SKKP/ Pure Color Media

SKKP Poland Convention Bureau #SpotlightonPoland #WroclawtheMICEplace