During the first week of September, Wrocław proved its strength as a MICE destination by hosting Spotlight on Poland 2024 — a 4-day event dedicated to showcasing the city’s potential for global conferences and business travel.
Organised by the Wroclaw Convention Bureau, together with the Polish Conference and Congress Association (SKKP), the Polish Tourism Organisation (PTO), and the Poland Convention Bureau (PolandCVB), the event brought together international professionals to experience first-hand what makes Wrocław a rising star in the MICE industry.
What is Spotlight on Poland?
Spotlight on Poland aims to bring professionals from the meetings and conference industries together, giving the participants a unique opportunity to meet, collaborate and discuss the pressing issues in the tourism world.
The 3rd largest city in Poland, Wrocław jumped 23 spots in the prestigious ICCA (International Congress and Convention Association) ranking, reaching the 163rd position in 2023. A top city break destination in Central Europe, Wrocław boasts an international airport, state-of-the-art conference facilities, and ever-evolving hotel infrastructure. The capital of Lower Silesia has a calendar packed with international events, meetings and congresses.
Spotlight on Poland 2024 – Event Overview
Packed with some of the best experiences in Wrocław, SoP began with a warm welcome at the iconic location – Hala Stulecia, aka the Centennial Hall.
A group of hosted buyers joined the event from different parts of the world and were treated to some of the finest spectacles and a taste of local Polish cuisine.
Sightseeing Wrocław’s best hotels, the city’s top MICE venues, experiential rides, the Wrocław city tour, and a glimpse of summer nightlife in Wrocław made the highlight of the event.
Highlights of the Spotlight on Poland event: 3rd – 6th September 2024
Day 1. Welcome tour of Hala Stulecia, dinner and historical tram ride
The event kicked off with a guided tour of the Hala Stulecia complex. Learning about the history of Wrocław’s only UNESCO World Heritage Site and the architectural marvel that it is, was mesmerising.
Fine dining at Tarasowa Restaurant, Hala Stulecia under the colourful multimedia fountain was an experience worth savouring. To kick things off, the evening began with an insightful presentation by Aneta Książek (Head of the Poland Convention Bureau at the Polish Tourism Organisation), highlighting Poland’s third-largest MICE destination and key tourist attractions — a perfect tone-setter.
The experiential night ride on a historical tram covering Wrocław’s top attractions was the fitting end to the evening. Wrocław at night is a joy to behold.
Day 2. City tour, local culinary experience, site visits, and evening river cruise
Comprising the finest tourist experiences in Wrocław, the day started with a Wrocław city tour in an electric vehicle. Next up – planned site visit to the DoubleTree by Hilton Wroclaw and Art Hotel in Wroclaw. Sharing countless stories from the city of gnomes, our next pit stop at Piwnica Świdnicka for an authentic taste of Polish history and cuisine.
Located in the basement of Poland’s finest Town Hall Market, Piwnica Świdnicka is one of the oldest local breweries in Europe. Notably, Piwnica is one of the oldest preserved attractions on Wrocław Main Market Square, dating back to 1273 — and undoubtedly a must-not-miss when visiting the city.
After a day full of exploration, the late afternoon coffee and cheesecake at the summer rooftop cafe of Hotel Monopol a well-deserved reward. And the day-end got only better with the evening river cruise on Odra.
Throughout the day, guests were treated to unique attractions and activities in Wrocław, including its rich local cuisine and the many opportunities it offers as a MICE destination.
Day 3. Q Plus Hotel, Spotlight on Poland Event, Hydropolis tour and networking dinner
The B2B event on September 5 was organised at the Q Plus Wrocław Bielany Hotel and focused on two key themes – the role of artificial intelligence in tourism and the importance of sustainability and ESG in the meetings industry.
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. Wrocław’s stunning architecture, rich history, and vibrant atmosphere were the main talking points.
The conference hall was all set for Panel Discussions.
The first topic was titled:
Tourism in the Age of AI: A New Technological Reality – Opportunity or Threat?
It was an insightful discussion that delved deep into the factors (good and bad) opportunities, and threats posed by Artificial Intelligence technology. Additionally, the panel highlighted both the risks tied to process automation and the vast opportunities AI presents in personalizing tourism experiences and optimizing event organization.
The second topic was titled:
ESG – Environment, Society, Corporate Governance in Practice
The second-panel discussion covered sustainability and ESG, encompassing environmental, social, and corporate governance responsibilities.
The discussion addressed practical solutions for implementing ESG policies in event organizations, environmental impact, and challenges related to social responsibility in the meetings industry.
Photos Courtesy: SKKP Poland Convention Bureau/Pure Color Media
The panel discussions (along with an integrative workshop, PUZZLE BOX) followed networking and connection sessions. Evening for all the conference participants was hosted by the Hydropolis (the only science centre in Wrocław dedicated to water) for a guided tour and networking dinner. A unique museum in Wrocław, Hydropolis features an innovative space with a distinctive flair.
It was an immersive experience for everyone discovering Wrocław for the first time.
Day 4. Zamek Topacz site visit
As the grand finale of the 4-day Spotlight on Poland event, the last site visit was dedicated to the iconic Zamek Topacz.
My key takeaways from the 3rd edition of Spotlight on Poland organised in Wrocław
🌟 Blending rustic history and state-of-the-art facilities, Wrocław offers premium MICE tourism venues like Hala Stulecia, Hydropolis, and Zamek Topacz, perfect for large-scale events.
🌟 Wrocław’s unique diversity and multinational atmosphere make it ideal for MICE professionals planning events in Poland.
🌟 Looking ahead, AI in tourism and carbon footprint management are set to shape the future of MICE tourism — underscoring the city’s strong commitment to sustainability.
🌟 Polish hospitality was at its finest — from the Wrocław Convention Bureau to every local host involved. The warm welcome from every hosting organization made the experience flawless.
As a resident of Wrocław, tour curator and guide, I was honoured to be part of this dynamic event. Looking at the trend of the evolving MICE industry in Poland, I couldn’t agree more with the thoughts of the humanoid robot from the Copernicus Science Centre in Warsaw named Ameca.
The question was: “What is the future of tourism?”
If you want to find the exact answer in her voice, take a trip to Copernicus Science Centre in Warsaw 😉
The third edition of the Spotlight on Poland event was made possible because of the involved partners – LOT Polish Airlines, Convention Bureau – Wrocław, Centennial Hall, Hydropolis, Q Plus Hotel Wrocław Bielany, and the Wrocław Tourism Organisation.
Again, such events and initiatives from the Polish and Wrocław city tourism organisations, make me a proud resident of the city.
#SpotlightonPoland #WroclawtheMICEplace
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Further read: What makes Wrocław a hit European city among skilled expats?
