The meetings industry as an engine for urban development

The meetings industry, also known as the MICE (Meetings, Incentives, Conferences, Exhibitions) industry, is gaining increasing importance as a strategic sector of urban development. Modern metropolises recognize its potential not only in purely economic terms, but also in social, scientific and image aspects. Krakow has been conducting periodic research on the meetings industry since 2009.

A comprehensive study of the economic impact of the meetings industry on the local economy was conducted in 2013¹ and 2017² in Krakow. The results indicate a dynamic growth in the importance of this sector. In 2013, the industry's contribution to the city's gross domestic product (GDP) was 2.37%, while in 2017 it rose to 2.9%. At the same time, there was an increase in employment in the sector - from 12,214 to 13,479 people - as well as an increase in tax revenues generated by business and congress events: from PLN 89.6 million in 2013 to PLN 103.4 million in 2017. The average expenditure of congress attendees in 2017 was PLN 1,520, the largest part of which was the cost of accommodation, registration fees and catering. Trade fair exhibitors invested even more - both in organizational services, accommodation and accompanying events. This year, the Malopolska Tourist Organization plans to publish the latest data on the economic impact of the meetings industry, which will allow the further development of this sector and its importance to the region's economy to be assessed. As of 2025, data on the number of business meeting attendees in Krakow and tourist traffic is available on the Open Data portal.

The transformation of Krakow's event structure shows the increasing importance of congresses and conferences. Since 2013, the number of participants in these events has equaled the number of trade fair visitors, and the share of international events has steadily increased. In response to the challenges posed by over-tourism and social tensions, the city has developed the document “Sustainable Tourism Policy of Krakow for 2021-2028.” The strategy moves away from a quantitative approach, focusing on the quality of visitors, resident satisfaction and sustainable management of urban space.

In doing so, it is worth looking at the experience of other European cities. Vienna reached an all-time high in 2024, hosting more than 6,619 events that generated €1.32 billion in economic impact. Significantly, although international congresses accounted for only 12% of all meetings, they were responsible for as much as 78% of the economic impact. The city invests in programs such as the Vienna Meeting Fund, which supports organizers of off-season events, with a particular focus on Green Meetings. Vienna's specialization is also a significant asset - more than 40% of congress nights are for medical and scientific events, and with the presence of international institutions (such as the UN), the city remains at the center of global debates.³

Gothenburg, on the other hand, has been ranked first in the Global Destinations Sustainability Index for years. The city relies on tourism to benefit not only visitors, but also residents. The local government defines the tourism industry broadly, taking into account the experiences offered to the community as well. The destination's development strategy includes countering seasonality, developing off-peak offerings, educating industry personnel and implementing innovations. Tourism is seen here as an integral part of the city's development, rather than a separate sector detached from social realities.⁴

The City of Krakow, analyzing the good practices implemented by leaders in the sustainable development of the meetings industry - such as Vienna and Gothenburg - identifies a number of key courses of action that can strengthen the local meetings industry and its positive impact on the economy, society and the environment.

First, it is necessary to continue regular and in-depth studies of the meetings industry. These will allow us to better understand its multidimensional impact and make decisions based on reliable data.

Second, Krakow recognizes the need to further develop convention infrastructure and to support investment in quality - both in terms of accommodation and sustainable urban transportation.

Third, it will be crucial to increase promotional activity during periods outside the peak tourist season. Such activities will allow for a better distribution of tourist traffic throughout the year, relieve the city's congestion during the summer months, and contribute to strengthening the local economy during periods of lower visitation.

Fourth, social management is particularly important. It includes conducting dialogue with local residents, implementing educational campaigns, and creating mechanisms to resolve potential conflicts of interest related to the development of the meetings sector.

Fifth - and equally important - Krakow will strive to make even greater use of modern technologies in planning, promotion and analysis of tourist traffic. This will increase the efficiency of the city's operations and better respond to the needs of all stakeholders.

The City of Krakow consistently strives to make the development of the meetings industry an integral part of the city's sustainable development, benefiting both residents and visitors.

In summary, the meetings industry today is much more than the organization of conferences or business events. It is a tool for the development of the city - bringing tangible income, prestige and an impulse for innovation. With consistent research and quality-based strategies, Krakow has the potential to become one of the leaders in sustainable congress tourism in Central and Eastern Europe. The key to success will be further professionalization of the sector, integration with other areas of city life and drawing on the good practices of more advanced centers.

 

sources:

¹ Wpływ ekonomiczny przemysłu spotkań na gospodarkę Krakowa 2013

² Wpływ ekonomiczny BRANŻY SPOTKAŃ na gospodarkę Krakowa 2017

³ Vienna is a congress hotspot

⁴ Göteborgs Stads program för destinationsutveckling 2022–2030