'Poland. More than you expected:' A Conversation with Aneta Ksiazek
World Urban Forum 2022, in Katowice, Poland
IMEX Frankfurt 2025 was an outstanding success for Poland and a clear confirmation that they are now fully recognised as a serious and creative player in the global meetings and events landscape. With over 13,335 total participants, including 4,466 qualified hosted buyers, this year’s event was dynamic, competitive, and high-level - yet Poland’s delegation stood out thanks to their comprehensive industry representation, authentic engagement, and a programme designed to create lasting impressions.
We caught up with Aneta Ksiazek (below on the right), Head of Poland Convention Bureau, to find out how they’ve managed to reap the benefits of years of strategic growth, from an emerging destination to a trusted partner for planners and associations.
First of all Aneta, our warmest congratulations on the Paul Flackett IMEX Academy Award 2025 that you received after years of leadership at the Poland CVB. Well deserved! More than the simple question ‘what does this mean to you,’ can you briefly describe your journey so far and the incredible milestones and achievements your Convention Bureau has strived for? What are the major steps you highlight on the Poland CVB timeline that have made the country grow so much as an events destination?
Aneta Ksiazek: Thank you so much! This award is a tremendous honour, and I’m truly grateful. But I also see it as recognition of the broader journey we've taken as a country and an industry. My role at Poland Convention Bureau has given me a front-row seat to one of the most dynamic transformations in our tourism and events sector.
From a niche sector to a strategic pillar of our national economy, the meetings industry in Poland has undergone a significant evolution. This transformation didn’t happen overnight. It’s the result of many years of strategic efforts, thoughtful planning, and above all, investment. A major catalyst was Poland’s accession to the European Union, which opened access to structural funds. These resources were critical in developing the infrastructure and capabilities we needed to compete on an international level.
What were some of the most impactful steps taken during that transformation?
AK: I would say the establishment of Poland Convention Bureau as a department of Polish Tourism Organisation in 2002 was a foundational moment. From there, we saw the creation of 14 regional and city convention bureaux, which really helped us professionalise and coordinate efforts across the country. That network made us more agile and better positioned to attract large-scale international events. At the same time, Poland made major investments in modern conference and exhibition venues. These new facilities were built to meet international standards and allowed us to host increasingly complex and large-scale events.
And in terms of international visibility?
AK: Hosting the ICCA Congress in Kraków in 2022 was a landmark achievement. It not only proved our readiness to host world-class events, but it also showcased the depth of collaboration between public institutions, local convention bureaux, and international partners. It was a clear signal that Poland had truly arrived on the global meetings scene.
Beyond infrastructure and partnerships, what else has helped Poland stand out?
AK: What makes events in Poland truly special is the experience we offer beyond the venue. Meetings and conferences here give participants the chance to engage with our local culture, traditions, and cuisine. These elements are no longer just ‘nice to have’ – they are essential to creating memorable, meaningful experiences.
We have also placed a strong emphasis on sustainable tourism. There’s a growing demand for responsibility towards the environment, local communities, and cultural heritage. This has become a core part of our strategy moving forward.
That’s inspiring. Any final reflections on what this award means in the bigger picture?
AK: For me personally, it's a moment of pride and reflection. But more importantly, it affirms the value of collaboration, between institutions, cities, and international partners. It also motivates us to keep innovating and growing. Poland has become a competitive, credible, and creative destination for global events, and I believe the best is yet to come.
Lodz
Poland continues to surprise and inspire, this time under the slogan ‘Poland. More than you expected', which shows the world that the country isn't just about venues and marketing – it's about people, partnerships and the power to provide meaningful experiences. What does this campaign bring to the surface that is new and appealing to the association sector?
AK: That’s a wonderful question, and I’m really proud of this campaign, because it truly captures the essence of what we’re trying to communicate to the world right now. ‘Poland. More than you expected’ is more than a slogan, it is a mindset. It reflects how we see our role as hosts in the global meetings and association landscape. Yes, we have fantastic venues and infrastructure, but what really makes a difference is the human connection, the authenticity, and the collaborative spirit that Poland brings to the table.
For the association sector, this message is particularly relevant. Associations today are looking for destinations that can do more than deliver a space. They want a partner that understands their mission, can help connect them with local experts, and create legacy opportunities that go beyond the event itself.
We are continuing to build on this by working closely with Poland’s knowledge hubs – universities, scientific institutes, medical communities, and innovation centres – so that associations can find not only a venue but a real thematic and intellectual connection here. Our network of 14 regional convention bureaux, alongside the Poland Convention Bureau, plays a vital role in making these connections happen effectively.
How have you worked to target this association segment through partnerships, ambassadors and knowledge hubs?
AK: We have strengthened our approach through strategic programmes that specifically target the association segment. One long-standing initiative is the Polish Congress Ambassadors Program, which which was initiated over 25 years ago through a partnership between the Polish Tourism Organisation and a non-governmental organization, the Conference and Congress Association in Poland.
The main objective of the Polish Congress Ambassadors Program is to gain congresses for Poland, ensuring at the same time effective assistance with attracting similar events to our country, by Polish people working within the structures of international organisations, e.g. scientists and specialist from various fields.
The Polish Congress Ambassadors Program keeps on growing. In parallel to the Program – also from 2019 – Local Congress Ambassador Clubs operate. Congress Ambassador Clubs are a space for organizing information and networking meetings. Local Ambassador Clubs are also available, exchange of knowledge between interests, as well as good practice on the possibilities of applying applications about international events.
What can you tell me about other projects and developments of your National Bureau?
AK: Building on this legacy, we recently launched the National Support Program for the Meetings Industry, which provides Polish Airlines LOT air tickets to Congress Ambassadors so they can actively participate in international bidding processes and personally promote Poland’s potential to host congresses, conferences, and trade fairs. It is a tangible way to empower our ambassadors and bring more events home.
Another exciting development is the Promotional Support Programme for Meetings and Events, which was officially launched on 15 February 2025. This is a new initiative led by the Poland Convention Bureau at the Polish Tourism Organisation, designed to offer structured promotional support to external entities organising international events in Poland.
The idea is to provide financial and strategic assistance as part of a cyclical promotion plan for Poland - not just for one-off exposure, but as part of a broader, long-term commitment to raising Poland’s profile globally. This includes supporting events that align with our strategic sectors and offer high added value to the country’s image and knowledge economy.
We believe that a successful event is not just well-organised – it is transformative. We work to ensure that events held in Poland leave a lasting legacy, whether through academic collaboration, knowledge transfer, or social impact in the local community. This approach is very much in line with current trends in the association sector, where impact, inclusivity, and sustainability are becoming just as important as logistics and budgets.
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Krakow City Centre
In 2024, Poland was ranked 19th globally in the ICCA GlobeWatch: Business Analytics - Country & City Rankings, and 12th in the European ranking - hosting 191 qualifying meetings. What struck me was that several Polish cities appeared in the global city rankings, reflecting the growing participation of the various regions in the international meetings market. For you, is this trend towards decentralisation and national distribution of meetings an objective that your national CVB intends to follow?
AK: Absolutely, the trend towards decentralisation and national distribution of meetings is a central part of our vision for Poland's meetings sector. Poland is a country with a diverse offering – we have leading cities like Warsaw and Kraków, but also secondary destinations such as Wrocław, Gdańsk, Poznań, and Katowice, as well as emerging third-tier cities like Lublin, Łódź, Szczecin, and Bydgoszcz.
For us, this growing participation of regional cities in international rankings reflects not only the increasing appeal of these locations but also the success of our broader strategy to promote Poland as a multi-dimensional destination.
In recent years, we have seen a clear rise in the importance of what we call "second-tier" and "third-tier" cities in the meetings industry. Event planners and participants are increasingly searching for fresh, non-traditional destinations; places that surprise with their authenticity, unique character, and fresh approach to organising events. This trend fits perfectly with the broader demand for more conscious, sustainable, and engaging experiences, where meetings not only achieve their business goals but also leave a positive impact on local communities.
What is the structural and cross-cutting vision that Poland has adopted in this sector for its different regions and cities?
AK: These secondary and tertiary cities often provide greater flexibility, closer interaction with local culture, and a more personalised approach, which makes them an increasingly attractive alternative to traditional conference hubs. They are becoming places where events feel more unique, more immersive, and, essentially, more aligned with the growing emphasis on sustainability and community engagement.
In terms of structure, we are actively supporting the development of regional convention bureaux across Poland. These bureaux act as local catalysts, helping to bring international meetings to smaller cities while also providing a strong framework for international cooperation. This is not only about infrastructure development but also about fostering a more inclusive approach to the country's meetings sector.
We encourage cities to showcase their unique offerings. This diversified offer allows us to cater to the evolving needs of event planners who are looking for destinations that can offer more than just the basics - they seek places where their events can create lasting memories and meaningful local impact. In short, our structural vision is one of inclusivity and regional balance, with the goal of showcasing Poland's full potential as a vibrant, multi-dimensional meetings destination that caters to diverse needs while creating opportunities across all regions.
Lublin
We would also like to emphasise the exciting and hopeful times ahead for the country on a macro-economic and geo-strategic level. Several international economic journals have cited the country as an economic miracle and a future European power in various sectors, including manufacturing. How could this state of progress spill over into the meetings and events sector? Do you feel that, at an upward and vibrant stage in the country, policymakers and private sector investors in Poland are paying a closer attention to the performance and potential of the MICE industry?
AK: It’s an exciting time for Poland, indeed. As TIME Magazine and many other international outlets have highlighted, Poland is truly one of Europe’s biggest success stories. Our country is not only perfect located, economically stable and safe, but it also offers a high quality of life, a rich culinary heritage, and beautiful landscapes perfect for leisure and relaxation. These qualities are contributing to Poland’s attractiveness as both a business hub and a tourism destination.
This economic success is clearly spilling over into the meetings, incentives, conferences, and exhibitions sector. Let me give you an example: just last week, I was a panelist at the opening of a premium hotel in Wrocław, a city that has become an essential hub for business and international investment. Wrocław, as the capital of the region, has evolved into not only a cultural and tourist centre but also a strong economic powerhouse, hosting many international corporations. For instance, South Korean companies have established their largest development centre outside the country, positioning the city as a gateway to Europe and a partner in groundbreaking industries, particularly in automotive technologies and the production of electric vehicle batteries.
This growing international presence in cities like Wrocław is contributing directly to the region’s economic expansion, which has a profound impact on the overall country’s development. Moreover, in response to this increasing global interest, LOT Polish Airlines launched a direct flight connection between Wrocław and Seoul in late 2023 – the first intercontinental flight from Wrocław’s airport. This is just one example of how investments and international connections are stimulating regional and national growth, both in terms of business and tourism.
Private sector investors and policymakers are certainly recognising the potential of the MICE sector. The country’s economic stability, coupled with our growing profile in the global business and tourism arenas, has led to increased investments in MICE infrastructure and services. These investments will continue to support the sector’s growth, ensuring that Poland remains a competitive, sustainable, and high-value destination for international events.
How are you attacking over-tourism considering your sustainable axes?
AK: In most Polish cities and among their residents, the challenges associated with overtourism have largely been avoided. Maintaining a balance is crucial. While tourism plays a significant role in economic development, it is essential to ensure that it does not overwhelm local environments, infrastructure, or communities. Poland has proactively adopted a sustainable tourism model, focused on preserving its cultural, environmental, and social integrity.
A notable example of this commitment is Wrocław’s and Szczecin’s membership in the Global Destination Sustainability Index (GDS-Index), which the cities officially joined in 2025. This achievement confirms that Wrocław and Szczecin is not only investing in advanced infrastructure to support tourism but is also aligning itself with global sustainability standards.
Wrocław and Szczecin, alongside other Polish cities like Kraków, Gdańsk, which are also part of the GDS-Index, demonstrates the country’s dedication to creating a more sustainable tourism ecosystem. These cities are committed to minimising the negative impacts of tourism while enhancing visitor experiences through sustainable practices in environmental management, social responsibility, and community engagement.
In parallel, the Michelin Culinary inspection process, supported by the Polish Tourism Organisation (PTO), highlights the increasing significance of culinary tourism and quality experiences in Poland. Cities with over 100 Michelin-starred and recommended restaurants, including Warsaw, Kraków, Gdańsk, Sopot, Poznań, and Wrocław, showcase Poland’s growing culinary excellence. This initiative emphasises the country's rich food culture and promotes high-quality, sustainable gastronomic experiences. The presence of Michelin-starred restaurants underscores Poland’s efforts to elevate its culinary scene, attracting visitors seeking authentic, world-class dining experiences that align with sustainable practices.
Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.
