Kraków Convention Bureau

 Kraków Convention Bureau (KCB) has been operating within the structure of the City of Kraków since 2004. The primary objective of KCB is to establish and promote Kraków as a prominent business destination, a reputation that is currently stable and well-regarded both nationally and internationally. KCB serves as a crucial link between the business and academic communities and the city administration, often acting as the first point of contact for event organizers, particularly for international events. Most major association congresses in the city are conducted with the collaboration and support of the Convention Bureau.

An important aspect, due to Kraków's status as an academic hub, is the Kraków Congress Ambassador Club, which operates under the Kraków Network group in cooperation with the Kraków Convention Bureau. To date, over 320 individuals have been awarded the title of Polish Congress Ambassador, with 64 of them associated with Kraków

Consistent Growth in Krakow's Events Until the Pandemic

Since 2014, detailed information about the meetings industry has been provided by the annual report "Meetings Industry in Krakow." Until 2019, the number of reported events consistently increased. For comparison, in 2014, there were 3,976 events, while three years later, this number rose to 6,013. The pandemic interrupted this trend, but according to the latest report, 4,368 business meetings were organized in 2023, which is a 66.15% increase from the previous year and more than double the number in 2021. This suggests an optimistic return to the growth trend in congresses and conferences.

It is worth noting that in 2014, Krakow was the first Polish city to estimate the economic impact of the meetings industry on the city's economy, confirming its influence on the city budget. The 2017 report indicates that the contribution of the meetings and events industry to Krakow's GDP was 3.38 percent.

Elżbieta Kantor, Director of the Tourism Department, comments:

The increase in the number of events is a natural consequence of Krakow's unique attributes. Its centuries-old history and heritage, rich tourist offerings, and modern hotel facilities and congress infrastructure provide the perfect setting and foundation for congress and conference organizers. A significant driver attracting international congresses to Krakow is its academic environment—there are 23 higher education institutions in the city and a dynamically growing business sector.

Profesjonalna infrastruktura

The increase in the number of events has been accompanied by significant investments in infrastructure. Over the past 20 years, Krakow has undergone substantial changes. In 2004, there were 83 hotels in the city; currently, there are 198, including 21 five-star establishments. Many of these hotels cater to event organizers and business guests, with two hotels particularly focused on the conference market: DoubleTree by Hilton Krakow Hotel & Convention Center and Metropolo by Golden Tulip. Both offer 16 conference rooms, each capable of accommodating up to two thousand guests.

In 2014, Krakow saw the inauguration of three major conference venues: TAURON Arena Kraków, the largest entertainment and sports hall in Poland with a capacity of over 22,000 people; the International Exhibition and Convention Centre Expo Kraków, which can host congresses for up to 5,000 participants; and the ICE Kraków Congress Centre.

ICE Kraków hosts a wide range of events, varying in form, theme, and scale. The past decade has been filled with business and cultural gatherings, establishing ICE Kraków as a leader on the European congress and cultural scene. Since its opening in October 2014, the venue has hosted over 1,400 events, attracting nearly 1.7 million participants. Some notable events held at ICE Kraków include:

• The 61st edition of the ICCA World Congress
• The ECAI (European Conference on Artificial Intelligence) congress
• The International Congress of the Organization of World Heritage Cities (OWHC)
• The 48th World Congress of Surgery
• The Open Eyes Economy Summit

In May 2024, it marked 10 years since the first event held at TAURON Arena Kraków., which was Pixar in Concert.

Since then, TAURON Arena Kraków has hosted over 2,400 events and welcomed more than 6 million visitors! The arena has seen performances by iconic artists such as Paul McCartney, Elton John, Sting, Björk, Robbie Williams, Metallica, Aerosmith, Depeche Mode, Deep Purple, Iron Maiden, Linkin Park, Justin Bieber, and Harry Styles.

In total, over 430 artists have graced its stage, alongside 380 sports events and over 100 congresses and conferences, including notable gatherings like the Musketeers Congress, Lyconet Elite Seminar, Jobicon Job Fair, MeetUp events, and the HackYeah Hackathon.

 In 2004, EXPO Kraków, the largest exhibition venue in Małopolska with 15,000 m2 of flat exhibition space, was opened. The first events held at EXPO Kraków were ConExPest followed by Moto Show Kraków. Currently, EXPO Kraków hosts over 100,000 visitors annually from various parts of the world. Flagship events that have become permanent fixtures in Krakow's event calendar include:

• International Book Fair in Krakow®
• International Dental Fair KRAKDENT®
• International Fair of Hotel and Catering Equipment HORECA®
• Festival and Trade Fair of Board Games BookGame
• Automotive enthusiasts event TUNING SHOW EXPO

In 2021, Fabryczna Conference Centre (CKF_13) was opened as a multifunctional facility located in the historic part of the Fabryczna City complex, on the grounds of the former Polmos vodka distillery. The Fabryczna City complex also includes the four-star Mercure hotel, a passage with restaurants, and the Vodka Factory Museum.

To meet the needs of visitors to the capital of Małopolska, the number of flight connections to Krakow has been systematically increasing. Kraków Airport currently offers over 160 regular connections. Passenger traffic at Krakow Airport has been steadily increasing, reaching nearly 9.5 million passengers in 2023—a record high in the airport's 60-year history.

The city of Krakow supports events.

The city of Krakow plays a crucial role in building its brand as a Host City for events, driven by a consistent municipal policy and awareness of the importance of developing the meetings industry for the city's economy. The "Sustainable Tourism Policy of Krakow for 2021-2028" identifies business tourism as one of its strategic and key areas. Congresses and conferences are among the products that hold the highest value in terms of competitiveness and attractiveness.

"Krakow focuses on attracting international congresses and conferences. These efforts aim to strengthen Krakow's brand as a congress city, a mission pursued by Krakow Convention Bureau for the past 20 years. We not only focus on securing events but also support organizers throughout the entire process. We believe that portraying the city positively is its best advertisement," summarizes Małgorzata Przygórska-Skowron, Director of Krakow Convention Bureau.

The benefits of hosting congresses and conferences extend to the economic realm, benefiting event management companies, hotels, restaurants, transportation companies, museums, and tourist guides. The meetings industry creates jobs, and the city benefits from taxes paid by businesses operating within this sector. The promotional and image-related aspects are also significant. Hosting events results in articles in international trade press, visibility on event websites, and social media posts from organizers and participants alike.

During major international events, actions are undertaken aimed at the local community and through Corporate Social Responsibility (CSR) initiatives. These can include free medical screenings during health-related events, charity runs, or complimentary event passes for students. These efforts demonstrate that international events are not isolated gatherings of specialists but are integrated into the fabric of the city and resonate with its residents. In Krakow, we promote a perspective on congresses as part of the city's "heritage". We believe they are not mere episodes in the city's life but have the potential to positively impact the local community. Organizing congress events represents a strategic market for knowledge transfer and development.

Support provided to organizers can take various forms, from conducting study visits and providing access to professional promotional materials, to engaging city authorities in the event acquisition process and promoting the event itself. It sometimes happens that the city becomes an organizer or partner of specific sessions within the event program. In Krakow, organizers of conferences, congresses, cultural, and sports events can benefit from special rates for public transport with the introduction of the "conference ticket" in 2014. Discounts, ranging from 10 to 30 percent of the ticket price, are determined based on group size and event duration. The city is considering further enhancements for event organizers.

Actively sought grant funding supports the development of business tourism and activities of the Convention Bureau itself. European Union funds facilitated the construction of the ICE Krakow Congress Centre, while Swiss grants supported impact studies. From 2022 to 2023, Krakow and Małopolska were engaged in the "Wide Open for Meetings" campaign under the project "Małopolska - Destination of Travel", financed by European Funds within the Regional Operational Programme for Małopolska for 2014-2020.

The total budget for the project amounted to PLN 24 million, with PLN 8 million allocated to the national campaign and PLN 16 million to the international campaign, including PLN 4 million for MICE promotion. Promotional activities were conducted complementarily and across multiple channels, with a strong emphasis on the internet utilizing the latest products and marketing tools online. The campaign included spots, banners, and advertisements showcasing the rich tourism offerings of Małopolska and Krakow, featured in prestigious publications such as The Economist. The cumulative reach of just one element of the project - the internet campaign - is estimated at nearly 30 million individuals reached through social media. On Facebook alone, the total reach across all markets is estimated at over 10 million!

Krakow actively participates in international business tourism trade shows such as IMEX Frankfurt Krakow, IMEX America, IBTM World in Barcelona, and Conventa Trade Show.

Kraków is a member of international associations such as the International Congress and Convention Association (ICCA), currently comprising 900 entities, companies, and organizations engaged in business tourism worldwide. Additionally, Kraków is part of the City Destinations Alliance (CityDNA), an organization facilitating the exchange of information and experiences related to urban tourism among its member cities.

Challangers and opportunities

In recent years, trends in tourism and the meetings industry have increasingly emphasized environmental sustainability and responsible development. Hotels and conference centers worldwide are taking steps to reduce CO2 emissions, minimize waste, and achieve independent certifications.

Kraków, as one of Poland's most popular tourist destinations, is also embracing this trend by promoting sustainable event organization. As the first Polish city, Kraków joined the GDS-Index in 2022. The GDS-Index is a benchmarking initiative that evaluates cities based on their sustainable development performance across seventy criteria. Participation in such initiatives catalyzes local initiatives, fosters collaboration within the tourism industry and the city, and ultimately drives long-term changes in ESG (Environmental, Social, and Governance) practices.

In 2024, as the Krakow Convention Bureau, we have developed a Strategy for Sustainable Business Tourism in Kraków and a Declaration on Diversity and Equality in the congress industry. Our participation in these initiatives serves as a catalyst for further projects and collaborative efforts within the tourism industry and the city, offering opportunities for substantial long-term improvements in Kraków's tourism quality.

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source: Kraków Convention Bureau