Last week, the 6th European Tourism Forum “The Future in Tourism – Tourism in the Future” was held in Wrocław (November 19–21, 2025) – a meeting of the worlds of science, tourism business, MICE, and public administration, organized under the patronage of SKKP and Poland Convention Bureau POT.
The program included a panel discussion entitled “Brand Poland” as part of the public task “Brand Poland – tourism sub-strategy” commissioned to the Association by the Ministry of Sport and Tourism, and a debate entitled “The battle for events: how to attract and retain event organizers in an era of fierce competition?” moderated by Agnieszka Szymerowska, President of SKKP.
Aneta Książek, manager of the Poland Convention Bureau POT and honorary member of SKKP, also participated in the discussion on effective competition for the most valuable events and strengthening the Polish Brand in business tourism.
The gallery shows selected photos from the Forum – from panels, speeches, and behind-the-scenes conversations.
We present you with an executive summary of a public task "Poland Brand" that will give you an overview of the document.
The content manager and author of the sectoral strategy is Dr. Barbara Mróz-Gorgoń, PhD, EUW (Wrocław University of Economics), who also represents the Polish Brand Think Tank.
As can be read in the summary of the full version of the document: "Poland has a unique opportunity: to use its potential as an innovative, open, ambitious, and dynamic country that can build bridges between cultures, sectors, and markets. This strategy is a practical action plan showing how to translate this potential into a sustainable and recognizable position in the global ecosystem. Its success will require consistency, coordination, and the involvement of institutional, business, and civic partners."
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EXECUTIVE SUMMARY MP
