The aim of the project is, among other things, to promote Polish tourism products in the new reality, to improve knowledge of sustainable tourism, and to support and lobby for the inbound tourism sector in Poland. The first international conference "Spotlight on Poland: Relax—Explore—Enjoy” took place just before the World Tourism Day, as the organisers wanted to highlight the power of tourism to drive economic recovery and get the international community back on track. In the future, Spotlight On Poland will take the form of regular meetings with the potential to create its own brand promoting business tourism in Poland through foreign suppliers.

 The event provides for an attractive and diversified two– or three–day programme, including a conference with workshops with suppliers and a wrap-up meeting with the closing gala in the evening and the opportunity to explore the following day's tourist and business potential of the city. The main objective of the meeting was to present the business tourism offer to hosted buyers, i.e. to conference and congress organisers from foreign markets.

Tourism is rightly recognised as a key pillar of growth and opportunities. Thanks to the sector's unique reach, it has the power to drive economic recovery and get the international community back on track. In many countries, it is a major employer and source of opportunities, especially for women, youth and rural communities. The tourism sector also helps to protect the environment. The innovations that drive this sector can help us build a more sustainable future for all.

Firstly, we need to restore confidence in the safety of travel to help the most disadvantaged destinations share their culture, heritage, and hospitality with the world again.

Secondly, the crisis triggered by the COVID-19 pandemic provides an excellent opportunity to rethink tourism and reshape the sector. Therefore, during the conference, the organisers focused on expert presentations of good practices and workshops in the ‘world café’ formula to exchange experiences and improve the skills of tourism staff and the quality of services provided.

Fifteen hosted buyers from Europe and selected non-European countries – mainly the USA – were invited to participate in the conference, interested in learning about the new, sustainable face of Poland, new products, presentations of good practices and, above all, willing to share their valuable opinions and experience. Polish operators, organisers and attraction owners were invited to actively participate in panel discussions in three thematic areas:

• Family & friends tours
• Sports & cultural events
• Meetings & business travel

The entire conference was prepared and conducted in English.

Co-organisers: SKKP Polish Conference and Congress Association, Meetings and Events Industry Council #TUgether, Polish Tourism Organisation, Poland Convention Bureau POT

Strategic partner: LOT Polish Airlines

Content partner: Polish Chamber of Tourism

Institutional partners, hosts: Łódź Tourism Organisation and Warsaw Tourism Organisation.

Partners: Polski Holding Hotelowy, Hotel Regent Warsaw, Totalizator Sportowy/Tor Służewiec, PKP Intercity, Park of Poland

Official website of the event, with agenda

Summarised by: Aneta Książek