CONGRESS AMBASSADORS PROGRAM
AS A CRUCIAL TOOL OF BUSINESS TOURISM DEVELOPMENT IN POLAND

Since the mid-nineties a development of the tourism industry of Poland has been selected as one of the goals of the European Union supportive founds. Within the framework of Tourin III, EU funded project for Tourism Development, Mr. Slawomir Wroblewski was appointed Business Tourism Brand Manager for this project.

The terms of reference of the project were based and covered by the following area:

• to recognise a current stage of development of the business tourism sector in Poland
• to identify partners for further co-operation
• to study the developments and branding in the other countries
• to advance the program of business tourism brand product
• to arise awareness of business tourism importance
• to promote the brand approach within the governmental structures and other partners
• to attract all possible partners' involvement
• to establish a brand group a forum for public and private sector co-operation in the brand development
• to establish working co-operation with professional international bodies in the same brand (business tourism)
• to organise conferences, workshops and training
• to develop promotional materials.

It is worth mentioning that Business Tourism in this country has been quite neglected in the scope of activities of the previous tourist state administrations. There were no reliable research, no educational programs, the majority of infrastructure represents archaic and worn out buildings. Due to a new political situation in Poland and its free economy all business related activities of Poles were springing up on a daily basis. Gradually the business travel has been recognised as an important and high-yield part of any hotel and travel bureaus activity. Poland began to be also a very popular destination for international business travellers.

During last two-and-half years several concrete results have been achieved within business tourism:

• an initial research has been conducted allowing to estimate the current trends in business tourism trends in Poland;
• a data base of approximately 1750 identified conference service providers and prospect clients has been developed;
• the Conferences and Congresses in Poland Association has been created as a brand group, the association consists of more then one hundred members -- individuals and tourist companies;
• the brand group gradually developed its program and forms of activity involving a broad access of all business tourism sector in Poland;
• two Business Tourism Forums were organised in 1997 and 1998 comprising several events: fair of conference venues and services, European Academy of Conference Organisers (training), gala meetings, press conferences, press tours;
• the brand group joined ICCA as the leading international organisation;
• the working international contacts has been established (for example -- participation in ICCA congress and EIBTM fairs and conferences);
• most of the Polish conference centres has been inspected;
• promotional brochures on business tourism have been published;
• last not least, a Conference and Congress Ambassadors Programme has been adopted, based on the successful example of Ireland;
• Convention Bureau of Poland has been planned as a designated promotional structure.

Let's present the Polish Congress Ambassadors Program in details. For the first time we have learn about the Ambassadors Program in December 1997 during the European Academy of Conference Organisers. Mr. Tom Giblin, the chairman of Convention Bureau of Ireland, was a keynote speaker and a moderator of the entire training. He presented the experience of Ireland in promotion of meetings in his country. The Ambassadors Program seemed to be a perfect solution for us: can gain worthwhile results with relatively small financial investments. In addition, Poland enjoys 13 million Poles leaving abroad, which can be a natural way in promotion business contacts with their old fatherland. Taking our international expert advice we prepared the Polish version of Conference Ambassadors Program. Two thousand copies of the brochure have been published and distributed by the Conferences and Congresses in Poland Association. Because we do not have much financial resources we cannot offer much to our Ambassadors. We decided to use Ambassadors Program as a form of appreciation and encouragement. However the response to our brochure was not good, we managed to select fifteen names for nomination in 1998. The Board of our Association has acted as an election committee. Eleven professors, two businessmen and three prominent representatives of cultural life were invited to the Gala Meeting in December 1998. They ware presented with special certificates - Ambassador Diplomas.

This year we decided that it is necessary to elevate the Ambassadors Program to the national level with the state support. On the invitation of deputy minister for tourism the special meeting of six governmental departments (ministries) was arranged in June this year. We invited again our Irish expert Mr. Tom Giblin to Poland to present the concept and to encourage the governmental bodies to support the project. We hope the newly created National Tourist Organisation will support our Ambassadors Program.

In conclusions we can say that in a relatively short period, we succeeded in rising the image, awareness, profile, and potential of Business tourism at the following publics:

• the Polish government, in particular, the State Sports and Tourism Administration (SSST)
• the Travel Industry, in particular, the leading tour operators, travel agencies and professional congress organisers
• the leading 4* and 5* star hotels management and conference centres
• academics, corporate and business representatives, who represent Conference Ambassadors and will travel abroad and persuade their international colleges to hold future conferences and meetings in Poland
• the media industry covering business newspapers, radio and TV
• the available conference organisers in Poland who are now beginning to realise that conference delegates represent high-yield spend
• at the international level, Poland is now creating an awareness as location for further congresses and conferences.

Future recommendations for development of business tourism in Poland are the following:

1. 1. It is most essential that the high-profile image for Poland be enhanced and fully supported in order to MAXIMASE business results for the country.
   
2. Business Travel as a brand. Financial Resources.
   Business tourism in Poland represents potential and quality sufficient to start full-scale international promotion of Poland as a meeting place. Business tourism brand should be included in the created image of Poland. However product and brand development take time and efforts. It is necessary to continue both product development and its promotion. The suitable financial resources should be allocated in the state budget. It is rightful to apply for some international assistance.
   
3. Business tourism in Polish Tourist Organisation (POT)
   There should be a representation of business tourism sector in the newly created National Tourist Organisation. In particular, a new Convention Bureau of Poland should be incorporated within the newly formed structures of POT. It is essential to continue all the achievements of brand group and use trust of industry the Brand Manager has gained.
4. Conference Ambassadors Program
   The Convention Bureau should have as its core task the further expansion of a Conference Ambassadors Program in Poland. This is a scheme, where Polish men and women, who belong to international organisations are persuaded to use their contacts and generate further conference business travel to Poland.
5. Incentive Travel
   The future promotion of incentive travel will become part of the promotional activities of the new Convention Bureau.
6. The market niche
   The Convention Bureau should concentrate its efforts in several market niches. Commerce, trade and industry both in Poland and abroad are the main market niche for the promotion of conferences. Further: academics and professionals. Most important countries: neighbouring (Germany, Scandinavia, Ukraine, Russia), rest of Europe, USA and Canada, selected Asian countries. It is important that Poland has just joined the NATO, and is in the process of integration with European Union. As such the country can play a role as a bridge between Western structures and Eastern European nations.
7. Mission Statement
   The mission statement of the new Convention Bureau of Poland would be: "To convey the promotion and marketing of conferences and allied business for Poland and double revenue and results within a 5 year period".
8. State and Industry co-operation
   There are many models for funding the Convention Bureau. There should be three elements: the State, regional governments, and the tourism industry. However in the initial first 2-year period, the State should be the dominant partner, because it will be necessary to kick-start the project. The initial job done already by the Brand Manager and the Association should de continued.

Sławomir J. Wróblewski

Współzałożyciel i Sekretarz Generalny Stowarzyszenia "Konferencje i Kongresy w Polsce". Właściciel biura konferencji "Meetings Management". Autor i wydawca Katalogu Obiektów i Usług Konferencyjnych "Konferencje w Polsce". Były attache kulturalny i dyrektor Ośrodka Informacji turystycznej w Chicago. Ekspert Unii Europejskiej w programie pomocowym Phare TOURIN.

Opracowanie chronione prawem autorskim. Wykorzystywanie i cytowanie wymaga pisemnej zgody autora. Kontakt e-mail: swroblewski@meetingspoland.pl.