The inauguration of Poland’s second Regional Congress Ambassadors Club marks a significant milestone in advancing the Silesian Voivodeship as a premier destination for international business and association events. This strategic initiative underscores the region’s growing importance within the global meetings and congress industry.

The second edition of Silesia Ambassador Day took place on 11 March 2025 in the remarkable post-industrial setting of the Historic Guido Coal Mine in Zabrze, 320 metres underground. This exclusive gathering brought together more than 50 distinguished representatives from academia and the business sector, emphasising the critical role of cross-sector collaboration in fostering congresses in the region.

The event also officially launched the Silesia Ambassador Club, further strengthening the region’s credentials as a leading European destination for international congresses and conferences.

A Strategic Partnership Driving Regional Growth

The establishment of the club results from a tripartite agreement between:

  • The Polish Tourism Organisation – Poland Convention Bureau
  • The Polish Conference & Congress Association (SKKP)
  • The Silesian Tourism Organisation – Silesia Convention Bureau

The region aims to attract high-calibre delegates from diverse industries by hosting large-scale events, generating direct economic benefits for local businesses, including hotels, conference centres, restaurants, and PCOs. Additionally, the presence of global industry experts fosters unique networking opportunities and facilitates the exchange of innovative ideas and best practices, further solidifying Silesia’s position within the international MICE landscape.

“It is with immense pride and enthusiasm that I join the newly established Silesia Ambassador Club. I had the privilege of co-organising the 21st Congress of the European Association of Work and Organisational Psychology, held at the International Congress Centre in Katowice in 2023. This event was a resounding success, bringing together over 1,600 participants across Europe and beyond. In recognition of my contribution to the successful execution of this congress, I was honoured with the Polish Congress Ambassador title for 2022–2023. As a psychologist, I deeply value the importance of in-person gatherings in fostering professional and academic collaboration. As a Silesian, I take great pride in the region’s remarkable capacity to host world-class events,” shared Dr Barbara Smorczewska, President of the Polish Association of Work and Organisational Psychology, member of the European Association of Work and Organisational Psychology, and academic at the University of Silesia in Katowice.

The Role of Congress Ambassadors in Enhancing Poland’s Global Standing

For over 25 years, the Polish Congress Ambassadors Programme has recognised individuals who promote Poland as a prime congress destination. Each year, a distinguished jury selects outstanding nominees and awards them the Polish Congress Ambassador honorary title.

These ambassadors act as influential advocates, championing Poland’s strengths as a location for international conferences and congresses. More than 320 distinguished professionals have received this prestigious title with dedicated support structures to assist in securing and hosting international events.

“The Poland Convention Bureau, through the Polish Congress Ambassadors Programme, the National Support Programme for the Meetings Industry, and the Promotional Support Programme for Meetings and Events, actively supports initiatives that enhance Poland’s attractiveness as a destination for association events. We are delighted to see the Silesia Convention Bureau spearheading this initiative. Events such as Silesia Ambassador Day provide a platform for knowledge exchange and further reinforce Poland’s position as a key player in the global meetings and events industry,” remarked Aneta Książek, Head of the Poland Convention Bureau.

About Silesia

The Silesian Voivodeship, with its capital, Katowice, offers numerous competitive advantages for the development of business tourism. It is one of the most diverse regions in Poland in terms of landscape, history, and culture. The region features a striking mix of natural and urban landscapes – mountains in the south, forests and lakes in the west, and Jurassic rock formations in the north.

On one hand, it boasts historic towns with castles and palaces; on the other, modern urban centres with repurposed post-industrial sites. These contrasts make Silesia a very diverse region on a national scale.

The region’s key strengths include Poland’s most developed transport infrastructure, strong economic potential, leading academic institutions, and a well-established service sector. The Silesian Voivodeship is increasingly attracting business travellers, with corporate clients accounting for more than half of all hotel guests in the region. This highlights the growing scale and influence of the meetings industry, which is expected to be more significant in the region’s economic development.