Eventprofs Creators Lab at the 5th European Tourism Forum in Wroclaw

This time, the Eventprofs Creators Lab visited Wroclaw. From December 4th to 5th, 2023, the Tourism Department of the Academy of Physical Education named after Polish Olympians organized the 5th European Tourism Forum in collaboration with the Wroclaw Convention Bureau and the Wroclaw Tourist Organization. On the second day, the Digital Marketing in Tourism workshop* was led by Jarosław Marciuk from the Polish Tourism Organisation - Poland Convention Bureau. The event took place both at the Academy and at the Novotel & ibis Wroclaw Centrum Hotel.

digital marketing tourism Eventprofs Creators Lab

Report on the "Digital Marketing in Tourism" training within the Laboratory of Creators project

The meeting in Wroclaw was part of an innovative educational and consulting project by the Polish Tourism Organization titled Laboratory of Creators. It aims to support the MICE industry in the effective use of e-marketing through learning and inspiration.

The training began by intriguing with a question: what connects tourism fairs, Norwegian DJ Fox, and a singer from Zakopane with destination promotion on the internet? The answer to this question was provided at the end of the workshops at the Novotel & ibis Wroclaw Centrum Hotel.

digital marketing tourism

Initially, the key elements of the latest report available on DataReportal regarding Digital Marketing were discussed. The document, comprising nearly 200 pages, contains crucial information about internet marketing on both a global and local scale. According to global data, nearly 70% of the population owns a mobile phone or smartphone, over 65% use the internet, and 61% actively engage in social media. Over 97% of internet users own smartphones, with over 58% using computers and almost 1/3 using tablets. This confirms that smartphones are key devices for internet users. On average, we spend over 6 hours online per day, with nearly 2.5 hours spent on social media platforms.

Globally, internet users mainly use it for seeking information, staying in touch with family and friends, and watching videos and movies. Regarding social media usage, the main purposes are maintaining connections with loved ones, filling leisure time, and gathering information. Users across different age groups utilize from 5 to 7.5 social media platforms.

Various social media platforms engage users in different activities - TikTok dominates for watching funny videos or entertainment, Instagram is a space for photo and video sharing, while LinkedIn and Twitter are platforms where consuming news-related content prevails. The year 2023 is the year of video, with YouTube leading in the viewership of long-form content and introducing the "Shorts" feature in response to TikTok's popularity. In the context of business tourism, LinkedIn is a crucial platform with nearly a billion users. The full report on digital marketing in Poland is available at:

During the Laboratory of Creators training, Jarosław Marciuk also covered:

  • Utilization of artificial intelligence in tourism marketing - examples of promotional campaigns and how to craft a good prompt in ChatGPT.
  • B2B influencer marketing.
  • Case studies - E-marketing by the Poland Convention Bureau at the tourism fairs IMEX Frankfurt 2023 and IBTM World in Barcelona 2023.
  • Case study - the MICE destination campaign "Poland. More than you expected" for the meetings and events industry.


IMEX Case Study

IBTM e-marketing

MICE influencer

About the 5th European Tourism Forum in Wroclaw

This year's fifth edition of the Forum, after a hiatus, returned to Wroclaw's conference scene. The first day commenced at the Academy of Physical Education named after Polish Olympians, where representatives of the university authorities gathered, led by His Magnificence Professor Andrzej Rokita, Ph.D. The inaugural lecture titled "Introducing the Euro in Poland and the Perspectives of Outbound and Inbound Tourism Development" was delivered by Professor Marian Noga, Ph.D., from the WSB Merito University in Wroclaw. Among the guests were representatives from the Ministry of Sport and Tourism (MSiT), Polish Tourism Organization (POT), and the Wroclaw City Office (UMW). Words of welcome were addressed to the participants not only by His Magnificence, the Rector, but also by Radosław Michalski (Director of the Promotion and Tourism Department at UMW) and the organizers. Addresses were given by the Chairman of the Organizing Committee, Associate Professor Piotr Oleśniewicz, AWF, and the Chairman of the Scientific Committee, Associate Professor Daniel Puciato, AWF. The welcome also included the President of CBW, Wiktoria Król-Cieciorowska, and Alfred Wagner, President of the Wroclaw Tourist Organization.

During the Forum and its four plenary sessions, representatives from 20 academic centers from across Poland participated alongside members of the Wroclaw tourism business, including members of the Wroclaw Tourist Organization. The event was interdisciplinary, covering 16 topics from various thematic areas such as social, natural, spatial aspects, as well as physical culture and health sciences. The Forum presented 23 scientific papers, with one session dedicated to issues outlined in the document titled "Tourism Development Program for Wroclaw in the years 2024-2030."

5th European Tourism Forum in Wroclaw

On the second day, Forum participants, gathering at the Novotel & ibis Wroclaw Centrum hotel, had the opportunity not only to present papers but also to participate in workshops. The first workshop focused on a practical approach to digital marketing in tourism, while the second emphasized the significance of ESG in developing tourism businesses.

The 5th European Tourism Forum had the patronage of the Ministry of Sport and Tourism, the Polish Tourism Organisation, and the Polski Holding Hotelowy Group. The substantive patronage was provided by the Poland Convention Bureau of the Polish Tourism Organisation. Honorary patronage was granted by the Rector of the Academy of Physical Education named after Polish Olympians and the Mayor of Wroclaw.

The organizer of the Forum was the Tourism Department of the Academy of Physical Education named after Polish Olympians, in collaboration with the Convention Bureau – Wroclaw and the Wroclaw Tourist Organization. During the accompanying program, participants had the opportunity to explore Wroclaw, experience the festive atmosphere at the Market Square, and discover the spaces of the Centennial Hall complex. The next edition of the Forum will take place in two years.

The full program of the 5th European Tourism Forum is available on the event's website:

About the Speaker at the Eventprofs Creators Lab

Jarosław Marciuk, Chief Marketing Specialist at the Polish Tourism Organization - Poland Convention Bureau, specializes in the meetings and events industry, destination marketing, and internet marketing. He possesses over 20 years of international experience in tourism, marketing, and sales, including roles at companies such as Accor Hotels, Jacobs Media Group (Connections Events), and Inspiros Consulting. He completed his studies at the University of Gdańsk and the Koźmiński University in Warsaw. He has been a lecturer at numerous conferences, meetings, and workshops. Jarosław takes immense joy in inspiring people in their professional development and supporting innovative projects. He has been ranked among the Top 100 Most Influential People in the Events Industry by Eventex (2021), recognized as one of the Top 30 LinkedIn Influencers in the MICE Industry by Kongres Magazine (2022), and served as a jury member for the Grand Mobile Photo - International Mobile Photography Contest (2021, 2022). Details on LinkedIn.


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