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BUSINESS TOURISM MARKET
IN KATOWICE
IN THE YEAR 2023
KRZYSZTOF CIEŚLIKOWSKI
REPORT
Katowice, February 2024
1
Preface
Dear Readers,
there are development of demand on the events market in 2023 in Poland, with ongoing political and economic
changes, inflation pressure, and other changes impacted by aggression of Russia against Ukraine.
Business tourism, which involves travels to group meetings for organizational development purposes, requires
predictability on both the supply and demand sides. Today this is much more difficult because of the turbulence of the
economic environment.
Supply side players of the business tourism market are beginning to accept this turbulence and they are increasingly
bold in implementing their previously investment plans.
The following challenges are the most important for them: technological acceleration (e.g., development of hybrid
events, development of the use of artificial intelligence in management and customer service, increasing importance
of cyber security), increasing dynamics of environmental changes (emphasis on pro-ecological solutions).
Despite the accumulation of various negative factors affecting the stability of economic development in the world and
in Poland, the business tourism market - the number of recorded conference meetings and other business events in
Katowice in 2023 reached the level of 6,451. This result is a little bit better then in 2022 (6,426 events).
The number of participants in business events recorded in 2023 in Katowice amounted to 730,001 people and is
significantly higher than the year before (in 2022 it was 552,849 people).
The total amount of expenses of participants of business events and conference meetings
in Katowice amounted to over PLN 236 million in 2023.
General statistic in global tourism is returned to the level of 2019.
The reconstruction of the business tourism market takes place taking into account new challenges facing the global
economy, as well as new opportunities for interpersonal contacts and exchange of views.
There are many cities and regions are more active in promoting their destinations on the global business tourism
market. Katowice is becoming a new interesting place - brand, both for investors, event organizers and participants.
The results in various economic rankings are showing this situation. The city of Katowice, due to its administrative role
in Poland, is included in the group of the so-called "Second Tier Cities", but the interest of institutions organized their
events in Katowice is still on very high level. So, Katowice City is able to compete with the capital cities on the
international events market.
This Report contains an analysis of the business tourism market in 2023 in Katowice. There is the calculation of the
basic economic parameters included, and also refers to the development prospects of this market.
feel invited to read this Report
Krzysztof Cieślikowski, PhD
2
Contents
INTRODUCTION .......................................................................................................................................................3
1 KATOWICE – A CONFERENCES AND BUSINESS MEETINGS DESTINATION......................................................6
1.1 KEY INFORMATION FOR THE DEVELOPMENT OF THE BUSINESS EVENTS INDUSTRY IN KATOWICE ..................................6
1.2 THE MOST IMPORTANT BUSINESS EVENTS IN THE YEAR 2023 IN KATOWICE AND MARKET DEVELOPMENT OPPORTUNITIES
………………………………………………………………………………………………………………………………………………………12
2 TERMINOLOGY.............................................................................................................................................15
3 CONFERENCE MEETINGS AND BUSINESS EVENTS IN KATOWICE.................................................................17
3.1 MARKET RESEARCH METHODOLOGY FOR ESTIMATING THE DEMAND REALIZED ON THE MARKET OF CONFERENCE
MEETINGS AND BUSINESS EVENTS IN THE CITY OF KATOWICE...........................................................................................17
3.2 ANALYSIS OF CONFERENCE MEETINGS IN KATOWICE........................................................................................18
4 PARTICIPANTS OF CONFERENCE MEETINGS IN KATOWICE IN 2023............................................................25
4.1 METHODOLOGY OF RESEARCH OF CONFERENCE MEETING PARTICIPANTS .............................................................25
4.2 RESEARCH SAMPLE...................................................................................................................................27
5 RESULTS OF MARKET RESEARCH OF DELEGATES - PARTICIPANTS OF CONFERENCE MEETINGS IN
KATOWICE IN 2023................................................................................................................................................30
5.1 CONFERENCE ACTIVITY OF DELEGATES IN 2023..............................................................................................30
5.1.1 Katowice as a destination for delegates compared to the rest of Poland .....................................30
5.1.2 Trends in delegate activity in attending conference meetings ......................................................31
5.2 MEANS OF TRANSPORT USED BY PARTICIPANTS OF CONFERENCE MEETINGS IN KATOWICE.......................................32
5.3 PERCEPTION OF THE CITY OF KATOWICE AS A PLACE FOR CONFERENCE MEETINGS AND BUSINESS EVENTS IN THE LIGHT OF
DELEGATES' RESEARCH ............................................................................................................................................33
5.3.1 Identification of the most important attributes of the town for participants of conference
meetings.......................................................................................................................................33
5.3.2 Determining the level of meeting delegates' expectations by the city of Katowice as a conference
venue............................................................................................................................................34
5.3.3 Strengths and weaknesses of the city of Katowice as a good place for conferences in the opinion
of the participants........................................................................................................................35
5.4 STRUCTURE AND AMOUNT OF EXPENSES OF PARTICIPANTS OF CONFERENCE MEETINGS IN KATOWICE IN 2023............36
SUMMARY .............................................................................................................................................................39
REFERENCES ..........................................................................................................................................................41
REPORTS AND STUDIES............................................................................................................................................41
WEB SITES............................................................................................................................................................42
LIST OF TABLES ......................................................................................................................................................43
LIST OF FIGURES ....................................................................................................................................................44
ATTACHMENTS ......................................................................................................................................................45
3
Introduction
In 2023, almost 1,286 million international trips were made worldwide. This result is 33.4% higher than
in 2022 (960 million trips) and still less (-12.7%) than in the best year for global tourism in 2019, when
1,462 million international trips were recorded1
. Europe is still the most visited destination region in
the world. In 2023, the number of arrivals in Europe increased by 17.4% y/y. At the same time, in
Central and Eastern Europe the increase was even 19.9% despite the ongoing military aggression of
Russia against Ukraine. It is estimated that in 2024, tourism in the world will continue to develop
despite political, economic and climate changes, and will reach the level of 2019, or a little bit better.2
.
Against this statistics background, the business tourism market (business events, conference and
congress meetings) is also developing, or rather rebuilding and changing internally, and is constantly
pressured of difficult to predict changes in the external environment. Its development requires long-
term planning, both on the part of entities involved in the processes of preparing and implementing
events, as well as entities commissioning these events, which is very difficult today. However, the
desire to further develop these entities, build business relationships, mutual understanding and trust
creates conditions for an optimistic view of the possibilities of further development of the business
tourism market.
There were completed many new investments in 2023 in Katowice, among another two hotels were
opened (Hotel Rehabilis and Hotel Qubus). The reconstruction of the Katowice Hotel, owned by the
Polish Hotel Holding, continues. The hotel will operate under the Voco brand, as a part of the
InterContinental Hotels Group (IHG) chain. It is worth to mention that the M23 hotel is scheduled to
open in 20243
. The Park Inn by Radisson Radisson hotel belonging to the Radisson Hotel Group
(formerly Best Western Premiere) will operate under the name Hola Hotel Katowice from 2024.
Therefore, it seems that hotel entrepreneurs and investors positively are positive attitude to
developing their business in Katowice. The Katowice city administration, in addition to routine
activities to promote the Katowice destination on the business tourism market, is also developing an
offer of free time attractions (city break attractions) for visitors to the city of Katowice on weekends,
as well as people staying on business who are interested in extending their stays in the city after
conferences.4
. At the end of 2023, the bilingual Katowice City Break application was launched5
, what
makes it easier to reach and visit the most attractive places for visitors to the city.
1see in: World Tourism Barometer, World Tourism Organization, Madrid, Vol. 22, Issue 1, January 2024, (access in
20.01.2023)
2 see in: tamże
3 see in: Hotel będzie oferował zakwaterowanie w 42 pokojach, których wystrój nawiązuje do industrialnych korzeni miasta,
salą konferencyjną o powierzchni 60 m kw. i strefą SPA & wellness. in: https://www.e-hotelarz.pl (access in
18.02.2024)
4 see in: K. Cieślikowski: Raport. Turystyka czasu wolnego w Katowicach. cz. 2. Badanie rynkowe uczestników ruchu turystyki
czasu wolnego. Wydział Promocji UM Katowice, 2023
5 M. Terech: Katowice mają swoją aplikację. Katowice City Break pomoże zwiedzać nasze miasto. More in:
https://www.wkatowicach.eu (access in 17.01.2024)
4
Collecting datas on the business tourism market allows planning the activity of public administration
in terms of its further involvement in the development of this market, especially in the perspective of
activities in promoting Katowice as the European City of Science 2024. The network of connections,
realtions, built in this area in the projects carried out trust and contributes to create new conference
meetings and business events in the city.
The purpose of this Report is to show the supply and demand side of the business events and
conference meetings market in Katowice in 2023, as well as the general conditions of its functioning.
To achieve this goal, market research was conducted and methods of analysis and active (participant)
and passive observation were used, using secondary sources and own research. While carrying out this
market research and developing their results, counts were made of conference meetings and other
business events (including participants of these events, conference days, duration) realized in Katowice
in 2023 in comparison to previous years. The structure of this market (according to generally accepted
criterias and described in the study) and the seasonality of demand were particularly analyzed.
In 2023, the surveys were conducted with participants of selected conference meetings (congress in
the congress center, conferences, workshops and seminars in hotels), using a survey questionnaire as
a research tool. The conference activity of participants of conference meetings and business events
was characterized (the total number in which they participated in 2023, it was determined how many
of these events they were in Katowice, what part of them involved accommodation, etc.) and the
trends in meeting activity were indicated. conference participants of the study compared to previous
years.
In the process of research on participants of conference meetings, the following activities were
described:
• identification of the means of transport used by participants of conference meetings in
Katowice,
• opinions about the city as a destination for business tourism,
• description of the structure and amount of expenses of participants of conference meetings
in Katowice.
Taking into account the information obtained on the total number of events and the number of
participants in these events in the city of Katowice in 2023, as well as the propensity and structure of
their expenses, the amount of total expenses of participants in conference meetings and business
events in the city of Katowice in 2023 was estimated.
The report consists of an introduction, five parts and a summary.
he first part referred to the general characteristics of the city of Katowice, with particular emphasis on
current information about hotel accommodation, completed and planned investments, as well as the
largest conference meetings and business events held in Katowice in 2023.
5
The next part is a reference to the terms and concepts used in the Report.
The third part of the Report analyzes the collected information on conference meetings and other
business events in Katowice in 2023 against the background of previous years, preceded by a
description of the research methodology.
The fourth and fifth parts of the study refer to a survey of participants of business events in Katowice.
The structure and amount of expenses of participants of conference meetings in Katowice were also
described.
The summary includes the most important research results of the business tourism market in
Katowice, including the estimation of the total expenses of participants of these events in 2023 in
Katowice.
At the end of the study, there were also references to the development prospects of the business
tourism market in Katowice, in the light of the results of market research and ongoing internal and
external changes.
Source: UM Katowice, Wydział Promocji
6
1 Katowice – a conferences and business meetings destination
1.1 Key information for the development of the business events industry in Katowice
In the ranking of the competitiveness of Polish cities on the international business events market,
Katowice is considered one of the most attractive destinations (it is in sixth place after Warsaw,
Krakow, Wroclaw, Poznan, Gdansk).6
There is possible to refer to current variables that directly
impacting on the attractiveness of the destination for organizing business events and conference
meetings. It will be useful to describe the city taking into account selected factors of the destination's
attractiveness on the business tourism market.
Katowice is a city located in the middle of list the largest urban agglomerations in the European Union
and the 288th place of the largest city areas in the world7
. It is the administrative capital of the Silesian
Voivodeship, the most attractive investment region in Poland8
. The city of Katowice is the most
attractive in Poland in terms of its strategy for attracting foreign direct investments in 2023. In the fDi
Inteligence Magazine ranking: "European Cities and Regions of Future 2023", which assessed the
attractiveness of cities for foreign direct investment, the city took sixth place among large cities in
Europe in 20239
. Moreover, in 2023 Katowice took second place in Poland in the ranking of the best
provincial cities to live in, as well as 4th place in terms of attractiveness for studying10
.
Katowice is a rather new city in comparison to other big cities in Poland. It received city rights on
September 11, 1865 and almost from the very beginning it was a destination for many business trips,
business events and conference meetings. From November 6 to 11, 1884, participants of jewish
organizaton the Lovers of Zion met in Katowice, then the city on the border of three empires. This
event was called the "Katowice Conference" and was the beginning of the establishment of the State
of Israel. The city of Katowice as a place for conference meetings and other business events has
developed along with the economic development of this part of Europe and the development of
transport accessibility (mainly railway, car and air). Hotels were built (the first one in 1848 - Hotel Welt)
and offices (including international investors like the IBM, which opened its office in Katowice in 1936)
for an increasing number of investors interested in business development in the region11
. In the years
after World War II, many event facilities were built (e.g. Spodek Entertainment and Sports Hall). In the
first decade of the 21st century, the reconstruction of the city center began (e.g. the "Culture Zone"
project was created, the Spodek hall was renovated, the International Congress Center was built, the
6 see in: N. Piechota, P. Zmyślony: Competitiveness of Polish cities in the international meetings market. IN: F. Dias (Ed.), A
pathway for the new generation of tourism research – Proceedings of the EATSA Conference, APTUR – Associação
Portuguesa de Turismologia, 2016, pp. 119–131.
7 see in Report. Demographia World Urban Areas. (Built Up Urban Areas or World Agglomerations), 19th Annual Edition:
2023.09. New York 2023
8 see in: Atrakcyjność inwestycyjna województw i podregionów Polski 2016. Red.: p. Szultka, IBnGR, Gdańsk, Fundacja Konrada
Adenauera w Polsce, Warszawa 2016, p. 9
9 see in: European Cities and Regions of The Future 2023. The Best and The Brightest Among Europe’s Investment Destination.
2023, p. 27, in: www.fDiIntelligence.com (access in 12.01.2024)
10 See in: Katowice najlepszym w Polsce miastem pod względem strategii przyciągania zagranicznych inwestycji
bezpośrednich. in: https://invest.katowice.eu (access in 12.01.2024)
11 More in: P. Fuglewicz, B. Zagnańska: Spacerownik po Katowicach. Śródmieście, część północna. Wydawnictwo CM,
Warszawa 2021, p. 45, 29
7
seat of the Polish National Radio Symphony Orchestra and the Silesian Museum, and the Market
Square and the area around the main railway station were rebuilt). This development of the city was
caused by economic development in the region and social changes.
Now, in Katowice is noted as one of the best transport accessibility city
in Poland. The transportation is particularly important for organizing
large events. Near the city, there is a crossroads of European transport
routes (A1 and A4 motorways - 20 km from the center of Katowice). The
A4 motorway runs through the city (the nearest entrance is 1.5 km from
the center). Good rail accessibility is evidenced by direct connections in
the Inter City and Euro City train standard to many cities in the country
(to Warsaw within 2 h 30 min, and to Krakow within 50 minutes) and
abroad (including: Berlin, Budapest, Prague, Vienna). The renovated main railway station of PKP
Katowice, as well as the developing services for travelers at the station or in its nearest area, encourage
visitors to visit the city using this kind of transport.
Near the railway station, on Sądowa street is located the International Coach Station, from which
dozens of long-distance buses depart every day to many cities in Poland and almost all of Europe12
.
In terms of the accessibility of the city by car, in the TomTom Traffic Index (what evaluates cities around
the world by their average travel time, what includes 19 large cities from Poland), Katowice are on the
last possition in the country (and 282nd place out of 387 cities in the world). The average travel time
in Katowice for 10 km is only 13 minutes 40 sec. with an average speed of 43 km/h (10 seconds more
than in 2022)13
. Peak hours are between 7 and 8 a.m. and 3 and 4 p.m. Other rankings show similarly
favorable results of the transport accessibility of the city of Katowice for cars14
.
There are three international airports within a distance of 100 km
from the center of Katowice15
. The closest (30 km from Katowice) is the
Katowice International Airport. There are direct flights to several dozen
cities around the world offered every day. In 2023, a record number of
5,609,022 passengers were served at the Katowice Airport (i.e. only
26.9% more than the year before, when 4,419,090 people were
recorded, and 15.8% more than before the COVID pandemic in 2019 -
then 4,843,889 passengers were noted)16
. It is worth noting that the
Katowice airport is the highest above the sea level passenger airport
in Poland. It guarantees the lowest number of foggy days per year among Polish passenger airports, as
12 see in: https://mdakatowice.pl/rozklad-jazdy/ (access in 20.01.2024)
13 see in: TomTom Traffic Index 2023, https://www.tomtom.com/traffic-index/ranking/ (access in 17.02.2024)
14 see in: The INRIX 2023 Global Traffic Scorecard, http://inrix.com/scorecard/ (access in 16.02.2024)
15 Katowice-Pyrzowice, Kraków-Balice, Ostrawa
16 see in https://www.katowice-airport.com/pl/nasze-lotnisko/statystyki/statystyki-roczne (access in 17.02.2024)
8
well as safety and certainty of timely landings. This location means there is a high probability of
punctual arrivals and departures for the most important participants of conference meetings and
business events. Currently, Katowice airport has three terminals with a total capacity of over 8 million
passengers per year. In December 2023, a direct railway connection to Częstochowa, Zawiercie and
Tarnowskie Góry was launched. In the next following years, investments are planned in the expansion
of terminals, parking lots and the underground passage to the railway stop17
.
The country's largest special economic zone (KSSE S.A.) has
headquarter in Katowice.18
. The Katowice Special Economic Zone
was on the 1st place in Europe and 4th in the world in the FDI
Business Financial Times 2023 ranking of such areas.19
.
Moreover, despite the economic turmoil, the number of entities
registered in the REGON register, a and the number is growing. In
2022, it was 53,421 business entities indicated their headquarters in
Katowice (and a year earlier it was 51,611), including over 1.3
thousand with foreign capital participation20
. It also promotes the
further development of business and other events in the city.
A business-friendly atmosphere favors business tourism. The city administration takes care of the
development of transport accessibility to serve guests visiting conference meetings (parking lots,
transfer centers, access roads to meeting places).
The development of various economic sectors in Katowice and the growing number of investors are
also supported by the development of hotel accommodation
facilities, as well as the expansion and modernization of
conference facilities in hotels for group meetings. Two hotels
were opened in Katowice in 2023: in May 2023 - Hotel Rehabilis
(categorized with three stars) and in December 2023 - Hotel
Qubus (four stars). The investment and reconstruction of the
former Hotel Katowice, owned by Polski Holding Hotelowy, is
progressing, and will ultimately operate under the Voco brand,
part of the InterContinental Hotels Group (IHG) chain. The
opening of the M23 hotel (a four-star hotel) is planned at the
17 see in: Lotnisko Katowice planuje inwestycje na ponad półtora miliarda złotych. in: https://investmap.pl (access in
10.02.2024)
18 KSSE S.A. is located in the Slaskie Voivodeship and 6 districts of the Opolskie Voivodeship. Currently, there are over 600
enterprises operating there, which have invested a total of approximately PLN 48 billion and created almost 100,000
jobs. More in:. http://ksse.com.pl (access in 17.02.2024)
19 see in: https://www.fdiintelligence.com (access in 10-01-2024)
20 see in: Podmioty gospodarki narodowej w rejestrze REGON. in: https://bdl.stat.gov.pl (access in 15-01-2024)
9
beginning of 2024)21
, and the Park Inn by Radisson hotel belonging to the Radisson Hotel Group
(formerly Best Western Premiere) will operate under the name Hola Hotel Katowice.
In December 2023,
there were 24 hotels in the city,
with total numbers of 2,650rooms
dedicated for 5,069 guests.
The total capacity of conference rooms in Katowice hotels was 4,809 participants.
Tab. 1. Hotels in Katowice in December 2023
Hotel Classification
No. of
hotels
No. of
hotel
rooms
Market
share in %
No. of hotel beds
Market
share
in %
average
number
of hotel rooms
average
number
of hotel beds
5 stars 1 108 4.1 204 4.0 108.0 250.0
4 stars 10 1,702 64.2 3,283 64.8 170.2 276.8
3 stars 6 299 11.3 539 10.6 49.8 101.0
2 stars 4 297 11.2 550 10.9 74.3 250.5
1 star 1 124 4.7 248 4.9 124.0 0.0
no classification 2 120 4.5 245 4.8 60.0 91.5
total 24 2,650 100.0 5,069 100.0% 110.4 200.4
source: K. Cieślikowski – own research
Visitors to the city of Katowice in 2023 was been offered accommodation by 24 hotels of various
categories, including ten four-star hotels. Hotels of this standard had a total of 1,702 rooms, which
constitutes 64.2% of all rooms in hotels in the city (this is more than a year earlier (1,587 rooms in
2022). It should be emphasized that the average number of rooms in a hotel in Katowice in 2023
amounted to over 110.4 rooms (Table 1). This result is much higher than the average in Poland
(approximately 55 rooms in a hotel). This means that hotels in Katowice are able to accommodate
large groups of guests interested in different standards of services provided. These hotels also have
conference rooms that can accommodate a total of 4,809 people (see Appendix 1).
Moreover, 16 hotels of 24 operating in the city of Katowice are belonging to various hotel chains group,
which had 2,234 guest rooms in the city in 2023 (representing 84.3% of all hotel rooms in the city). The
21 See in: Będzie to hotel z 42 pokojami, których wystrój ma nawiązywać do industrialnych korzeni miasta Katowice. W hotelu
będzie sala konferencyjna o powierzchni 60 m kw. i strefa SPA & wellness, a także restauracja Parostacja Restobar.
More in: https://www.e-hotelarz.pl (access in 11-02-2024)
10
high level of hotel networking guarantees a predictable and repeatable standard of services provided
to guests who prefer specific hotel chains group. Moreover, hotel chains group are investing in a
specific destination in themselves become a factor attracting guests (especially business ones) to that
city. The hotels have business customer data bases and signed contracts with large corporations and
other institutions whose employees make many business trips, under different reasons, including
conference meetings and other business events too.
It should be noted that Katowice is located in the central part of the Silesian Voivodeship, where there
are a total of 221 categorized hotels 22
. And the border lines of this region are reachable by car in time
within no more than 80 minutes.
In addition to hotels in Katowice, there are also many other meeting
places prepared for business events.
The largest of them are: International Congress Center in Katowice
(the total capacity of rooms in this facility is 15,000 people) and the
Spodek Multifunctional Hall (12,000 people).
Since May 2016 (when PTWP Event Center sp. z o. o. became the
operator of these facilities), these facilities have hosted over 2 million
visitoirs23
.
To organize any business large events, it is possible to adapt the
headquarters of the National Polish Radio Symphony Orchestra (NOSPR) in Katowice, the headquarters
of the Silesian Museum, the modern multi-functional building of the Faculty of Law of the University
of Silesia and many others (including modern conference rooms of other universities). The number of
modern business office buildings in Katowice increases every year24
, as well as rooms in tenement
houses, where conference and training rooms are also offered.
The existing extensive conference and congress facilities create great opportunities to organize large
business events and encourage further investments in the Katowice tourist market.
Before the pandemic, investors from the hotel market announced that between 2020 and 2022, 1,083
new rooms in 7 hotels would be made available in Katowice. The Moxy Hotel in the Nova Silesia
building complex is still planned with 144 rooms, and Hotel Puro with 200 rooms, Hotel Vienna House
R.evo – 203 rooms. The supply of hotel rooms in Katowice is systematically growing up. The Covid-19
pandemic, Russia's aggression against Ukraine, rising labor and energy costs, and inflation pressure
have slightly slowed down the pace of investment.
22 see in: https://bip.slaskie.pl/dzialalnosc_urzedu/turystyka/obiekty_hotelarskie_skategoryzowane (access in 12.02.2024)
23 see in: https://www.mckkatowice.pl/pl/ (access in 20.02.2024)
24 see in: https://invest.katowice.eu/infrastruktura-biznesowa/rynek-biurowy/ (20.01.2024)
11
It seems that entrepreneurs from the tourism market positively assess the possibilities of developing
their business in Katowice. Nevertheless, they are aware in implementing their projects. The city
administration, apart from routine activities to promote the Katowice destination on the business
tourism market (undertaken, among others, by the Katowice Convention Bureau and other
organizational units of the Katowice City Promotion Department)25
, also undertakes various activities
in the field of cooperation with other cities in Poland and around the world to develop the events
market (not only business, but also sports and cultural), as well as supporting local institutions in
acquiring event projects. An example of this is Katowice's involvement in the project initiated by the
University of Silesia (together with a consortium of other universities in Katowice) - Katowice City of
Science 2024. Many conference meetings and cultural events are organized in the city in connection
with this project26
.
In addition, the city is developing an offer of leisure attractions for visitors to Katowice, especially on
weekends and for people staying on business at conferences, encouraging them to extend their stays
in the city27
. They are organized by the city so-called study tour for representatives of enterprises
operating on the business tourism market, industry journalists from Poland and abroad, and the most
important guests of Katowice congresses. These activities, supported by reliable and up-to-date
information about the attractions of Katowice and the surrounding area, may contribute to further
creating a positive image of the city of Katowice and extending the stays and even returning guests for
weekend stays. At the beginning of 2023, the Silesia Convention Bureau began its activities under the
Silesian Tourist Organization, to promote the Silesian Voivodeship as a destination events. The activity
may also influence the recognition of the region and the city as very attractive for conference
organizers.
However, it should be remembered that most inquiries from organizers of large business events, as
well as their negotiations, are undertaken at the level of the city administration and the organizer.
Katowice is an important place in Europe for exchanging knowledge, experience and establishing
contacts, but the dynamics of changes on the business tourism market and the turbulent business
environment require further activities in this area.
25 including: participation in international conferences, tourism fairs, investment fairs around the world, purchasing
promotional packages from event organizers in Katowice within the city budget allocated for this purpose, organizing
information stands at every major event held at the International Congress Center, meetings with representatives of
the hotel industry in the city, etc.
26 See in: 50 Tygodni w Mieście Nauki to pasmo programowe, które w 2024 roku zdefiniuje działania związane z przyznaniem
Katowicom tytułu Europejskiego Miasta Nauki, in: www.us.edu.pl (access in 15.01.2024)
27 see in: K. Cieślikowski: Raport. Turystyka czasu wolnego w Katowicach. Stan aktualny i możliwości rozwoju. Wydział
Promocji UM Katowice, 2022
12
1.2 The most important business events in the year 2023 in Katowice and market
development opportunities
In 2023, many very important business events and conference meetings of national and international
importance were held in Katowice. Due to the large number of participants and involved business
companies, several of the events are described in detail.
In January, from 26 to 29, the “4 Design Days”
congress was held at the ICC in Katowice, devoted to
the real estate market, architecture, interiors,
design, urban development and sustainable
development. Over four days, 4.5 thousand people
participated in the event. people from Poland and
abroad. Including representatives of investors,
developers, well-known producers and city administrations. 75 important panel discussions took place
during the congress. 320 speakers from Poland and abroad performed on 7 stages. During the
congress, 150 exhibitors set up stands in the exhibition part28
.
In February 2023, from February 10 to 12, the
Spodek Arena and the International Congress
Center in Katowice hosted the finals of the
international e-sports tournament Intel
Extreme Masters (IEM), accompanied by the
international business conference EFG Esports
Forum Katowice 2023.
The events attracted 65,000 visitors over three
days. The prize pool for the tournament
winners exceeded one million dollars, and online viewership reached 700,000 people at its peak.29
.
28 see in: https://www.4dd.pl/2023/pl/ (access in 20.01.2024)
29 see in: Podsumowanie Intel Extreme Masters 2023 w Katowicach. in: https://ntt.pl (access in 23.11.2023)
13
The annual international congress “European Economic Congress” (EEC) in
Katowice is one of the greatest events significant for the city of Katowice
and the region's economy. In 2023, its next edition took place in the
premises of the International Congress Center and Spodek Arena, as well as
with the possibility of online participation. It was in May 13-15, 2023.
Over 150 thematic sessions, over 1,000 speakers, 12.5 thousand
participants, over 750 accredited media representatives - the record-
breaking 11th European Economic Congress (EEC) ended in Katowice.
Much of the event program was dedicated to the future of Europe, energy
transformation, digitalization, sustainable development and new consumer
trends. European Start-up Days, an event accompanying the Congress,
gathered over 3,000 people. people30
.
The International Trade Fair of Machine Tools, Tools and Processing Technologies TOOLEX took place
at MCK Katowice from October 3 to 5, 2023. They were accompanied by conferences and workshops.
5,500 participants took part in this event. During the fair,
there were 150 exhibitors from 8 countries who presented
the latest solutions for the metal processing industry.
During the event, there was also a gala during which the
winners of The Best of Industry 4.0 competition were
awarded, promoting the most interesting technologies,
trends and implementations in Polish Industry 4.0.31
The thirteenth edition of the European Congress of
Small and Medium-sized Enterprises was held from
October 25 to 27, 2023. The event was held under
the patronage of the European Parliament. From the
beginning of the event, the organizer is the Regional
Chamber of Commerce in Katowice. During the
Congress, issues were discussed: law and taxes,
financing, investing, HR, technological trends, marketing and sales, smart cities for business and
international cooperation, i.e. entering foreign markets. During the event, over 50 discussion panels,
workshops and speeches were held, with 300 speakers and speakers. The number of visitors exceeded
6,500 people from 24 countries32
.
30 see in: Europejski kongres gospodarczy w Katowicach coraz dojrzalszy programowo coraz młodszy duchem. Podsumowanie
XI edycji wydarzenia. in: https://www.eecpoland.eu (access in 10.12.2023)
31 https://www.toolex.pl (access in 10.12.2023)
32 https://ekmsp.eu/aktualnosci/news-011 (access in 10.01.2024)
14
At the end of 2023, from December 9 to 11, the 7th Silesian
Science Festival took place. An event promoting the scientific
achievements and research of Silesian universities. Within a
few days, several dozen conference meetings (workshops,
conferences) were held, scientific and research centers, as well
as cultural institutions, opened their stands. In the 2023
edition, the event was visited by 69,000 people over three
years, and another 10,000. followed the online broadcasts.
The event involved 68 sponsors and patrons, 120 special
guests and 870 speakers. The event attracted 480 people
providing their services as volunteers. The event is of great
importance for the university and the region's economy, especially in the perspective of 2024, when
Katowice is the European City of Science. The Silesian Science Festival was organized by three local
government entities (the city of Katowice - the host of the event, the Silesian Voivodeship and The
Metropolis GZM - as co-hosts organization); as well as 9 universities from the Silesian Voivodeship
(including: University of Silesia in Katowice, as the creator of the idea).
In 2024, next editions of very well-known business events (fairs, exhibitions, congresses, conferences)
will be held in Katowice (e.g.: 4 Design Days, IEM Expo Computer Games and Software Fair, Health
Challenges Congress, European Economic Congress, ExpoWELDING International Welding Fair,
TOOLEX International Fair of Machine Tools, Tools and Processing Technologies, Inventions and
Innovations Fair, International Mining Fair EXPO Katowice, PreCOP 29th Climate Conference, Local
Government Capital and Finance Forum, European Congress of Small and Medium-sized Enterprises,
Congress of the Polish Orthopedic and Traumatological Society, Congress of the Polish Society of
Cardiology, Endoscopic Days, Congress of the Polish Orthodontic Society).
Against these many events, the EuroScience Open
Forum International Science Congress planned to
be held in Katowice on June 12-15, 2024 seems to
be very interested. It is the largest congress in
Europe dedicated to the debate on research and
innovation, for and with society. The event is
carried out as part of the Katowice European City
of Science project.
In 2025, the following events are planned: Congress of the International Federation of European Law.
15
2 Terminology
As in previous years, in the reports on the business tourism market in Katowice, the adopted concepts
and division criteria are based on the same recommendations used in studies by many authors in
Poland and abroad, as well as international institutions responsible for collecting data on the tourism
market.
Business tourism is understood as the participation of participants/delegates in group meetings (UN
WTO has specified that the minimum number of people to consider a meeting as a group is 10)33
related to the participants' work. It should be remembered that the concept of "business tourism" is
narrower than the concept of "business travel". Davidson emphasizes that a more general term is
"business travel", which in the literature on the subject34
are defined as all trips whose purposes are
related to the work or interests of the traveler. Includes "individual business trips" as well as "business
tourism", i.e., trips and participation in group meetings.
The Poland Convention Bureau (PCB), in its periodically prepared reports on the meetings industry in
Poland, also refers to this division and distinguishes the following four groups of conference meetings
and business events: conference/congress, corporate event, motivational event and fairs/exhibitions.
Business tourism includes all business trips to various group meetings. Including: group meetings
(many types of events such as conferences, training seminars, new product launches and annual
general meetings); incentive trips (usually luxury trips to attractive places, financed by the employer
for its employees, as a reward for winning a work-related competition or for activities as part of a sales
team); exhibitions (including fairs and consumer events); corporate tourism (luxurious entertainment
offered by companies to their most valuable customers or potential customers during prestigious
sports and cultural events).
The venues dedicated for conference meetings and other business events are divided by the PCB into
four groups:
- exhibition/congress centers (an exhibition/congress center built for a specific purpose that
does not have accommodation),
- hotels (hotel with conference rooms, accommodation is provided and made available along
with meeting rooms)
- rooms/halls for a special event (facility/room for special events - without accommodation, but
with conference rooms; it may be a facility built or rebuilt for the needs of special events, a
restaurant, a bar, a film facility, a public park, a castle, a sports facility, etc. - this does not
include exhibition/congress centers built for a specific purpose;
- higher education institutions (university school with conference rooms, educational institution
with or without accommodation - accommodation e.g., in dormitories).
33 see in Global Report on the Meetings Industry, UN WTO, Madrid 2014, p. 10; Measuring the Economic Importance of the
Meetings Industry. Developing a Tourism Satellite Account Extension. UN WTO, Madrid 2006, p. 13
34 see in: R. Davidson, B. Cope: Turystyka biznesowa. Konferencje, podróże motywacyjne, wystawy, turystyka korporacyjna.
Polska Organizacja Turystyczna, Warszawa 2003, p. 4.
16
The term conference meeting and other business event used in this Report refers to a group meeting
(minimum 10 people), lasting at least 4 hours and held outside the client's office35
. The meetings are
different in terms of duration, number of participants, spatial scope, purpose and topic of the meeting,
and degree of formalization. Therefore, there are: congresses, conventions, conferences, forums,
assemblies, conventions, symposia, seminars or training, workshops, galas or conclaves. In this Report,
conference meetings and other business events include all these types of meetings, as well as trade
and promotional fairs and exhibitions; both open and closed36
.
The term "participant of conference meetings - delegate" refers both to "business tourists" (a business
participant of a meeting who meets the criteria adopted in the definition of a tourist according to the
terminology recommended by the UN WTO, i.e. stays outside the place of permanent residence for at
least 24 hours and uses publicly available accommodation base), as well as other people who are
decelerating business purposes at group meetings (previously described) in the conference town, do
not stay overnight in the place visited (one-day visitors), but use conference services and infrastructure
prepared for these meetings.
The business tourism market in entities terms is constituted by the following groups of players:
- Group I - producers/suppliers of partial services (accommodation facilities, meeting and
business event facilities, transport services, catering services, supporting services; other local
entrepreneurs - occasionally involved in the implementation of business events)
- Group II - specialized intermediaries acting on behalf of principals and institutions acting on
behalf of producers/suppliers of partial services
- Group III – institutional buyers (non-for-profit organizations, public administration,
enterprises) and participants of conference meetings37
.
It should be noted that the business tourism market is dominated by institutional clients demand,
which is identified and reported earlier than individual clients demand. However, conference
participants (delegates) have a certain choice of various additional services, travel methods, as well as
various meeting forms, places, participation costs and implementation time. When choosing a
meeting, they are guided by official reasons for participation, as well as unofficial (individual) ones,
which are also assessed in the report. The analysis of the preferences and behaviors of conference
participants, as well as their expectations and expenses, is an interesting subject of research, especially
for people managing various market entities operating on the business tourism market.
35 in accordance with the recommendations of the World Tourism Organization recorded in the study: Measuring the
Economic Importance of the Meetings Industry – Developing a Tourism Satellite Account Extension. World Tourism
Organization, Madrid, Spain, 2006, p. XII
36 The term "open" meetings refers to conference and other business meetings available to all interested persons, while the
term "closed" refers to conference meetings available only to a specific group of eligible people (often, entry to the
event is preceded by a personal invitation)..
37 See in: K. Cieślikowski: Zarządzanie turystyką biznesową. Wybrane aspekty globalne i lokalne. AWF Katowice 2015, p. 27-
30
17
3 Conference meetings and business events in Katowice
3.1 Market research methodology for estimating the demand realized on the market of
conference meetings and business events in the city of Katowice.
To achieve the aims of the business tourism market research in Katowice, conference meetings and
other business events organized in 2023 in this city were counted, and market research was conducted
through direct interviews with conference participants using a survey questionnaire addressed to
guests of selected meetings (fairs, congress, conference, workshops, seminars/trainings).
In order to be able to compare the results obtained with other cities, the selection criteria and
nomenclature of events recommended by the Poland Convention Bureau operating at the Polish
Tourist Organization (POT) were used in the Katowice research. However, in the Katowice studies, the
minimum number of participants in a group of people in a counted meeting was maintained at the
level of at least 10 people (used in previous years in the studies of the Convention Bureau Katowice,
POT and further recommended by the UN WTO). This is necessary to indicate trends in the business
tourism market in Katowice and to take into account the results of market research from previous
years in the analysis.
From the beginning of October 2023 to the end of January 2024, direct contact with managers of 36
conference venues (key to the conference meetings and business events market in Katowice) was
realized. Their material potential (buildings, halls, rooms, restaurants) to host business guests was
verified. Then, forms were sent to event venues where conferences were held in 2023 in their physical
resources (they were responsible for indicating the number of business events and conference
meetings by months of 2023, divided into one-day and longer events, and also indicating the number
of participants these events). At the end of December 2023 and in January 2024, completed forms
were received with detailed or general characteristics of conference meetings and business events
held in 16 facilities. These facilities have conference rooms and other rooms also used for business
meetings.
Repeated contacts with event venues (including telephone interviews and direct meetings) allowed
obtaining information about business events from 34 venues, including:
- 3 venues - exhibition/congress center,
- 17 venues - hotels with conference rooms,
- 6 venues – buildings dedicated to special events with conference rooms, including cultural facilities,
- 8 venues - university with conference rooms.
The above-mentioned facilities constitute a kind of research panel, which for many years has been
asked to provide: the number of business meetings carried out in their material resources of the event
facility (with meetings longer than 1 day marked) and the number of participants in these meetings.
This data is classified by months throughout the year.
18
Some venues (such as the International Congress Center Katowice, Spodek Arena) provide detailed
characteristics in accordance with the recommendations of the Poland Convention Bureau (PCB)
operating at the Polish Tourist Organization, and even indicate events qualifying for ICCA (International
Congress and Conferences Association) statistics. However, due to the high level of detail of the PCB
criteria of the collected data, as well as the discrepancies in the data collected and the criteria adopted
by event facility managers and the PCB requirements, simplified forms covering the variables
necessary to estimate the size of the business tourism market were introduced in the process of
research in Katowice a few years earlier in the city of Katowice.
3.2 Analysis of conference meetings in Katowice
The total number of counted conference meetings and other business events in the surveyed facilities
in Katowice in 2023 (Fig. 1) was 6,451 (6,426 were recorded in 2022), and the number of participants
(Fig. 2) in these meetings was 730 001 (a year earlier it was 552,849 visitors).
Fig. 1. Number of conference meetings and business events in Katowice in the years 2015 - 2023
source: K. Cieślikowski - own research
The number of conference meetings and business events in Katowice in 2023 returned to the level
before the COVID-19 pandemic (then 6,453 business meetings were held in 2019). However, the
number of participants, despite the high level of 730,001 people in 2023, is still different from record
year 2019 (1,020,187 people were recorded). Participants got used to hybrid forms of involvement in
conferences. Therefore, some of them did not appear in the city at all, but only connected on "live"
broadcasts or played topics that interested them business events.
6 594 6 317 6 334 6 170 6 453
2 033
2 465
6 426 6 451
0
1 000
2 000
3 000
4 000
5 000
6 000
7 000
NUMBER
OF
BUSINESS
MEETINGS
2015 2016 2017 2018 2019 2020 2021 2022 2023
19
Comparing 2023 to 2022, it should be noted that the number of business events in Katowice stabilized
(an increase of 0.39% y/y), while in the same period the number of stationary participants in these
events increased significantly (by 177,152 people) (by 32.0% y/y).
Fig. 2. Number of participants in conference meetings and business events in Katowice in the years
2015 - 2023
source: K. Cieślikowski - own research
Therefore, as can be seen in Fig. 2, the business tourism market is recovering after the COVID-19
pandemic. However, there is a noticeable slowdown in the number of events. The business tourism
market is constantly under the pressure of rising operating costs, turbulent political environment,
climate change, and growing internal competition.
In 2023, the number of one-day business meetings amounted to 4,681 (Fig. 3), which constituted
72.6% of the total number of 6,451. This means that the number of one-day events in 2023 decreased
y/y by 4.41% (in 4,897 events were recorded in 2022).
However, the number of business meetings lasting two days or longer accounted for 27.4% of the total
number of meetings. Their number was 1,770 events in 2023 and was higher by 15.8% y/y (1,529 such
events were recorded in 2022).
582 495
762 538
826 883
757 630
1 020 187
208 158
272 105
552 849
730 001
0
200 000
400 000
600 000
800 000
1 000 000
1 200 000
LNUMBER
OF
PARTICIPANTS
IN
BUSINESS
MEETINGS
2015 2016 2017 2018 2019 2020 2021 2022 2023
20
Fig. 3. Structure of conference meetings and business events market in Katowice in the years 2015
- 2023, concerning duration of the meetings
source: K. Cieślikowski - own research
Analyzing business events in Katowice taking into account the place of their implementation (type of
conference facility), it can be noted that in 2023, 5,432 business events were held in hotels (Fig. 4),
which constitutes 84.2% of the total number of events in Katowice.
Compared to 2022, this is an increase of 70 events, or 1.31% (then 5,362 business meetings in hotels
were recorded). Meanwhile, 1,019 business meetings were held in "other facilities" in 2023, which
constitutes 15.8% of all events (Fig. 6). Compared to 2022, this is 45 events less (i.e. a decrease of
4.23%).
However, when analyzing the distribution of the total number of participants in business events in
Katowice in 2023 (730,001 visitors) taking into account the type of conference facility in the following
years (Fig. 5), it should be noted that the proportions between hotels and "other facilities" are
reversed. In 2023, 24.9% of delegates (181,525 people) attended business events in hotels, and 75.1%
(548,476 people) in "facilities other than hotels" (Figure 6).
In "other facilities", the year-on-year increase in the number of participants is the highest (from
366,111 in 2022 to 730,001 visitors). This may be due to the increased activity of academic centers in
connection with the implementation of the Katowice European City of Science 2024 project, as well as
the growing interest in congresses and conferences among participants.
5 454
4 991 4 736 4 561 4 842
1 335
1 794
4 897 4 681
1 147
1 326 1 598 1 609
1 611
698
671
1 529 1 770
0
1 000
2 000
3 000
4 000
5 000
6 000
7 000
NUMBER
OF
BUSINESS
MEETINGS
spotkania jednodniowe spotkania trwające dwa dni i dłużej
2015 2016 2017 2018 2019 2020 2021 2022 2023
one-day meetings two days or more
21
Fig. 4. Structure of conference meetings and other business events in Katowice in the years 2015 -
2023, taking into account the type of conference facility
source: K. Cieślikowski - own research
Fig. 5. Structure of participants in conference meetings and other business events in Katowice in the
years 2015 - 2023, taking into account the type of conference facility
source: K. Cieślikowski - own research
The increase in the number of participants recorded in "other facilities" is also caused by the increasing
number of visitors to conference meetings and other business events (including fairs and exhibitions)
held in the Spodek Arena and the International Congress Center, where the attendance of cyclical
events is rebuilding after years of the pandemic.
958 765 997 859 1 002
376 552
1 064 1 019
5 636
5 552 5 337 5 311
5 451
1 657
1 913
5 362 5 432
0
1 000
2 000
3 000
4 000
5 000
6 000
7 000
NUMBER
OF
BUSINESS
MEETINGS
inne obiekty hotele
Other than
hotels
hotels
2015 2016 2017 2018 2019 2020 2021 2022 2023
378 892
573 258 615 086 565 206
811 554
136 290 167 039
366 111
548 476
203 603
189 280
211 797
192 424
208 633
71 868
105 066
186 738
181 525
0
200 000
400 000
600 000
800 000
1 000 000
1 200 000
NUMBER
OF
PARTICIPANTS
BUSINESS
MEETINGS
inne obiekty hotele
2015 2016 2017 2018 2019 2020 2021 2022 2023
Other than
hotels
hotels
22
Business events Participants of the business events
Fig. 6. Structure of business events and their participants depending on the type of conference
facility in Katowice in 2023.
source: K. Cieślikowski - own research
Another element of the analysis of the business tourism market in Katowice is the schedule of
conference meetings in individual months of the calendar year (Fig. 7).
Fig. 7. Distribution of conference meetings and business events in 2023, by months
source: K. Cieślikowski - own research
Most conference meetings and business events in 2023 were organized in October and November
(1,390 events). The largest number of people participating in business events was recorded in
November 2023 - 141,737 people (Table 2).
in other venues
1 019 events
16%
in hotels
5 432 events
84%
other venues
548 476 p.
75%
hotels
181 525 p.
25%
391
411
634
618
661
563
276
230
642
712
678
635
0
100
200
300
400
500
600
700
800
I II III IV V VI VII VIII IX X XI XII
23
The year 2023 is characterized by a significantly larger number of participants in events organized on
the business tourism market in Katowice than in 2022, but this did not translate into an increase in
occupancy in hotels that recorded "Occupancy rates" at a similar result as in the previous year or only
slightly improved their result year on year. However, ADR (Average Daily Rate) indicators increased
significantly, most often by approximately 14%, which was a reflection of the growing costs of services
provided in hotels.
Tab. 2. Seasonality on the market of conference meetings and business events in Katowice in 2023
Conference
meetings
participants
Conference
days
months meetings
Share
in %
participants % days %
January 391 6.1% 60,073 8.2% 521 6.3%
February 411 6.4% 85,427 11.7% 549 6.6%
March 634 9.8% 55,704 7.6% 834 10.1%
April 618 9.6% 61,661 8.4% 783 9.5%
May 661 10.2% 42,871 5.9% 848 10.3%
June 563 8.7% 27,943 3.8% 735 8.9%
July 276 4.3% 10,230 1.4% 355 4.3%
August 230 3.6% 10,241 1.4% 312 3.8%
September 642 10.0% 78,421 10.7% 808 9.8%
October 712 11.0% 75,245 10.3% 911 11.0%
November 678 10.5% 141,737 19.4% 857 10.4%
December 635 9.8% 80,448 11.0% 748 9.1%
total 6,451 100.0% 730,001 100.0% 8,261 100.0%
Source: K. Cieślikowski - own research
To resume 2023, it can be noted that December was again a very good month for the conference
meetings and business events industry (9.8% of events and 11.0% of participants - see table 2).
During the holiday months (July and August), the demand for conference meetings and business events
was traditionally the lowest throughout the year.
Moreover, it should be noted that throughout the year, all events (6,451 events) lasted a total of 8,261
days (in 2022 it was 7,962 days). This means that the average duration of the conference in Katowice
in 2023 was 1.28 days (in 2022 it was 1.24 days).
Taking into account the numbers of business events (total 6,451, including 1,019 in "other facilities"
and 5,432 in hotels) and participants (total 730,001 people, including 548,476 in "other facilities" and
24
181,525 visitors in hotels), divided into conference facilities (Fig. 6), it can be indicated that the average
number of participants in a business event/conference meeting held in 2023 in a hotel in Katowice was
33 people (in 2022 it was 35 people), while in other facilities 538 participants (in 2022 it was 344
visitors).
In 2023, conference meetings as well as business events in hotels were slightly smaller in terms of the
number of participants than in 2022 (-4.0%), while they were definitely larger in the case of "other
facilities" (an increase of 56.4% /r).
The number of events in Katowice in 2023 has almost reached the level of 2019, but the number of
participants in these events is even smaller than before the pandemic. An analysis of their behaviour
on the business tourism market in 2023, as well as the structure of expenses incurred in Katowice, will
allow for estimating the impact on the region's economy.
25
4 Participants of conference meetings in Katowice in 2023
4.1 Methodology of research of conference meeting participants
As part of the study of the business tourism market in Katowice in 2023, the behaviour and
expectations of conference participants were again taken into account (their activity on the business
tourism market, preferences, amount and structure of expenses, etc.).
To achieve the objectives of the study, a survey method was used, using a questionnaire as a research
tool. The direct research process was preceded by conversations with facility managers and conference
organizers about the need for business tourism market research and to obtain consent to conduct
research with participants of such events.
Questionnaires (surveys) were issued before the start of the conference meeting and collected during
a break or just after the meeting. People were prepared to carry out this study and they also provided
additional information to meeting participants in case of any questions or doubts. The survey
supported by direct contact from the research team ensured high feedback and accuracy of the
collected information.
In 2023, information obtained from 310 people, participants of 7 various conference meetings
(congress, conferences, workshops and training) was analyzed. A total of 1,546 people participated in
these meetings (these were business meetings with a different number of participants, and the
participants came from different towns, including from abroad). Taking into account the origin of the
event participants, they were defined as: 1 event - regional/provincial, 5 events - national, 1 -
international).
The selection of conference meetings and places (facilities), as well as the research sample, was
purposeful so that research could be conducted with participants of various conference meetings and
the results could be generalized. The survey research was:
• in various places in the city of Katowice (in the very center, outside the center)
• in various conference facilities (4 business meetings in conference hotels, 2 meetings in a
multifunctional conference center without accommodation facilities, 1 meeting in an
academic facility)
• in meetings held on different days of the week (2 - Tuesday, 3 - Wednesday, 1 - Thursday, 1 -
Friday)
• with participants represented various organizations: enterprises (companies), non-profit
organizations and public administration.
An additional research assumption concerned a similar research implementation period as in previous
years and a relatively short research implementation time (from October 20 to December 10, 2023),
so that various internal factors did not significantly affect the research results (e.g. different willingness
26
of participants to use services catering and other expenses outside the conference facility,
participation in other events, etc.).
To realize the research according to the above assumptions required the activities:
• contact with people managing conference facilities and convincing them of the need to
conduct research on participants of conference meetings also held in their facilities - located
in the city of Katowice,
• obtain information from facility managers about conference meetings taking place/planned in
October, November and December 2023,
• contact with the organizers of conference meetings in order to obtain consent to conduct
research on participants of their meetings,
• direct contact with conference participants during the research "in the field" (conference
facility).
The survey of participants of conference meetings in Katowice in 2022 for the purposes of preparing
the report included the following stages:
I. Verification of the research tool developed in previous years
II. Identification of event venues and selection of conference meetings for research
III. Receiving permission to conduct research
IV. Conducting surveys - collecting research data
V. Entering and coding the obtained data
VI. Counting and preparation of results
VII. Analysis and interpretation of results
VIII. Preparation of conclusions for the Report
To carry out the research and achieve the assumed goals, a survey questionnaire was developed and
tested, consisting, as in previous years, of questions (open and closed, questions in the cafeteria
structure, questions using a 5-point Likert scale) and details. The questionnaires together with the
cover letter were approved by the business event organizers.
The questionnaire with questions was handed to participants before entering the conference rooms,
along with information and a request to complete the questionnaire and return it to persons
designated during the conference or to specially prepared (described) boxes for completed research
questionnaires.
Then, the collected information was entered and coded in a computer program for further analysis
and drawing conclusions.
27
4.2 Research sample
The research sample consisted of 310 participants from 7 different conference meetings, held in
various conference facilities in the city of Katowice in October and November 2023. The analysis of the
age structure of the study participants allows us to note that 84.2% of them were people aged 25- 44
years old. Of these, 36.5% of the total study participants were conference participants aged 35-44, and
34.0% were aged 25-34 (Fig. 8).
Fig. 8. Structure of research sample by age
source: K. Cieślikowski - own research
The share of women in the research sample was 56.3 %, while that of men was 41.0 % (Fig. 9)
Fig. 9. Structure of the research sample by gender
source: K. Cieślikowski - own research
12.9%
34.8%
36.5%
12.3%
1.9%
1,6%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
40,0%
d
o
2
4
l
a
t
2
5
-
3
4
l
a
t
a
3
5
-
4
4
l
a
t
a
4
5
-
5
4
l
a
t
a
5
5
-
6
4
l
a
t
a
6
5
l
a
t
i
w
i
ę
c
e
j
Women
56.5%
Mem
41.0%
no indication
2.6%
->25 y. 25-34 y. 35-44 y. 45-54 y. 55-64 y. 65 y. or more
28
70.6% of delegates participating in conference meetings represented companies and this was the
largest group among the surveyed people. Representatives of non-profit organizations (including:
universities, schools, foundations, associations) constituted 18.4%, and state and local government
employees constituted 11.0% of the participants (Fig. 10.
Fig. 10. Structure of conference meeting participants by type of organization they represent
source: K. Cieślikowski - own research
23.5% of the surveyed conference participants declared that they incurred accommodation costs in
Katowice during their stay at the current conference (Fig. 11). Their behavior, expectations, and
expenditure structure may differ from those of participants who came to a business event and did not
use accommodation in Katowice, therefore, in the further part of the study, they were analyzed
separately - distinguishing their results from those of delegates without accommodation.
Fig. 11. The structure of the surveyed participants of conference meetings, taking into account the
cost of accommodation in Katowice
source: K. Cieślikowski - own research
company
70.6%
non-proft
organizations
18.4%
government
administration
11.0%
without
accommodation
70.6%
accommodate…
29
To estimate the total expenses of all participants of conference meetings and business events in
Katowice, distinguishing the size and structure of expenses incurred by participants of conference
meetings and other business events staying overnight in Katowice is very important, due to their
different purchasing behavior and the preferences of other services in the city38
.
Fig. 12. Geographical distribution of participants of conference meetings in Katowice
source: K. Cieślikowski - own research
The study counted responses only from people who came from outside Katowice. The largest number
of surveyed participants in conference meetings held in Katowice (Fig. 12) came from the Śląskie
Voivodeship (57.7%). The following voivodeships where the surveyed participants came from are:
Mazowieckie Voivodeship - 7.7% of all respondents, Małopolska Voivodeship - 7.1%. In 2023, foreign
participants in the research sample constituted 3.5%. The fewest people in the research sample were
people who came from the following voivodeships: Kujawsko-Pomorskie, Lublin, Podkarpackie and
Podlaskie. The study covered only people from outside the city of Katowice.
38 Analyzing the total expenses of participants of conference meetings in Katowice in 2023 requires taking into account the average values
of expenses from survey research (according to their type structure), and in the final calculations, taking into account the identified
share of overnight stays in all conferences in Katowice declared by the respondents throughout the year (Fig. 13)
57.7%
7.7%
7.1%
5.5%
2.9%
2.6%
1.9%
1.9%
1.9%
1.3%
1.3%
1.3%
1.0%
1.0%
1.0%
0.3%
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0%
śląskie
mazowieckie
małopolskie
opolskie
wielkopolskie
zachodniopomorskie
dolnośląskie
łódzkie
świętokrzyskie
lubuskie
pomorskie
warmińsko-mazurskie
kujawsko-pomorskie
lubelskie
podkarpackie
podlaskie
zagranica
foreigners
30
5 Results of market research of delegates - participants of conference
meetings in Katowice in 2023.
5.1 Conference activity of delegates in 2023.
5.1.1 Katowice as a destination for delegates compared to the rest of Poland
For people participating in business events, Katowice is an important point on the map of conference
meetings in Poland. The study participants (310 people) declared that in 2023 they attended a total of
1,356 conference meetings (on average, one person attended 4.4 conferences in 2023). However,
43.8% of these conference meetings (i.e., 594 conferences) were held by participants in Katowice (Fig.
13).
Fig. 13. Structure of all conference meetings attended in 2023 by respondents by conference
location
source: K. Cieślikowski - own research
Fig. 14. The structure of all conference meetings in 2023 held in Katowice by respondents,
including accommodation.
source: K. Cieślikowski - own research
other
56.2%
Katowice
43.8%
with
accommodation
35.5%
without
accommodation
65.5%
31
34.5% of all conference meetings that the study participants held in Katowice in 2023 (i.e. 205 out of
594) were held overnight in Katowice (Fig. 13). The remaining 65.5% of their conference meetings in
2023 in Katowice (i.e. 394 out of 594) these were events during which they did not stay overnight in
this city.
The delegates in 2023 participated on average in 4.37 conference meetings, including in Katowice the
average was 1.92 meetings (Table 3).
Tab. 3. Average number of conference meetings of delegates in 2022 by type of organization
delegates
in total
company
representatives
Non-profit and
administration
representatives
Average number of meetings in total 4.37 4.62 3.79
Average number of meetings in Katowice 1.92 2.09 1.49
source: K. Cieślikowski – own research
Delegates representing companies participated in conference meetings more often than other people
- their average number of such events in 2023 was 4.62 (including 2.09 in Katowice). However,
delegates representing non-profit organizations or public administration participated in an average of
3.78 conference meetings in 2023 (Table 3).
5.1.2 Trends in delegate activity in attending conference meetings
Taking into account the delegates' activity in participating in conference meetings in 2023, it can be
noted that for 54.2% of the surveyed people, the total number of conference meetings in which they
participated in 2023 did not change compared to the previous year.
Tab. 4. Activity of delegates on the conference meetings market in 2023 compared to 2022.
decrease in the
number of
conference meetings
number of conference
meetings at the same
level
increase in the
number of conference
meetings
How many of them indicated 12.9% 54.2% 32.9%
Average change in the number of
conference meetings
-37.9% 100.0% +36.6%
Source: K. Cieślikowski - own research
12.9% of delegates indicated that their activity on the conference meetings market had decreased.
They showed an average decrease in the number of events in which they participated y/y by -37.9%.
However, for 32.9% of study participants, the number of conference meetings increased by 36.6% in
2023 compared to 2022 (Table 4).
32
5.2 Means of transport used by participants of conference meetings in Katowice
The most of respondents came to conference meetings in Katowice by car (80.0% of indications). 20.3%
of participants used rail transport and 7.1% used taxi services (Figure 15). The number of indications
exceeds 100.0% because some study participants indicated several means of transport that they used
to arrive at the conference meeting.
Fig. 15. Distribution of participants of conference meetings in Katowice by means of transport used
for arrival in 2023
source: K. Cieślikowski - own research
The percentage of delegates using a car as a means of transport to conferences is higher among those
representing companies (85.4%) and among participants who do not use accommodation - 81.5%
(Table 5).
Tab. 5. The usage of means of transport by various groups of delegates - participants of conference
meetings in Katowice in 2023
Participants in
total
Delegates
representing
companies
delegates from the
organization non-profit
and public administration
delegate without
accommodation
accommodated
delegate
car 80.0% 85.4% 67.0% 81.5% 75.6%
railway 20.3% 15.1% 33.0% 17.2% 29.5%
TAXI 16.5% 15.1% 19.8% 19.0% 9.0%
public transportation 7.1% 5.5% 11.0% 8.2% 3.8%
plane 3.9% 2.7% 6.6% 5.2% 0.0%
long distance bus 2.9% 3.2% 2.2% 3.4% 1.3%
Source: K. Cieślikowski - own research
33.3% of delegates from non-profit organizations and public administration used the railway when
coming to Katowice, while among people representing companies this percentage was 15.1%. (Tab. 5).
80.0%
20.3%
16.5%
7.1%
3.9%
2.9%
osobowy samochód
PKP
Lokalna komunikacja miejska
TAXI
Samolot
Autobus dalekobieżny
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0%
long distance bus
plane
TAXI
public transportation
railway
car
33
5.3 Perception of the city of Katowice as a place for conference meetings and
business events in the light of delegates' research
5.3.1 Identification of the most important attributes of the town for participants of
conference meetings
In order to determine the attractiveness of the city of Katowice for conference participants, two
questions were included in the research questionnaire. One allowed the identification of the most
important advantages of the conference destination in the opinion of the respondents (13 features
were listed and participants were asked to respond to each of them by putting an "x" in a 5-point Likert
scale from 1 to 5, where 1 - "not very important", and 5 - "very important"). However, the second
question (placed further in the questionnaire) referred to the level of Katowice's fulfilment of these
factors determining the attractiveness of the destination as a conference location (the same
features/factors were listed, with 1 meaning that the city "meets it to a small extent", and 5 – "it works
perfectly"). The difference between the average results for individual features/attractiveness factors
(the difference between expectations and fulfilment in the opinion of delegates) allows us to show the
strengths and weaknesses of the city of Katowice as an attractive destination on the conference market
in the perception of conference participants.
Tab. 6. Attributes of the conference destination in the light of research of participants of
conference meetings and business events
Participants
in total
Delegates
representing
companies
delegates from
the organization
non-profit
and public
administration
delegates
without
accommodation
accommodated
delegates
The feeling of safety in the city 4.24 4.24 4.23 4.37 3.85
Transport accessibility 4.06 4.03 4.13 4.07 4.04
Positive experiences from previous
conferences in the city
3.99 4.05 3.84 4.11 3.63
Varied accommodation base 3.66 3.65 3.69 3.65 3.71
Diverse gastronomic base 3.53 3.58 3.43 3.62 3.29
Many cultural and entertainment facilities
in the town
3.45 3.46 3.41 3.53 3.20
Many free time attractions (facilities,
places) in the city
3.39 3.38 3.40 3.44 3.21
Parks and green areas 3.25 3.19 3.37 3.34 2.96
Many cultural and sports events in town 3.16 3.16 3.16 3.28 2.81
Other meetings. conferences and business
events. at the same time
3.04 2.95 3.25 3.17 2.65
Cultural events and sports, during the
days of your stay at the conference
3.00 2.91 3.22 3.02 2.94
Possibility to explore the city and
surrounding area with a guide
2.84 2.62 3.39 2.91 2.64
Many shopping centers in the town 2.80 2.68 3.10 2.82 2.74
Source: K. Cieślikowski - own research
34
Delegates' research showed that the most important attribute of the conference location for
participants is: "The feeling of safety in the city" (4.24 on a five-point scale) and transport accessibility
with an average of 4.06 (Table 6).
Less important for the attractiveness of the city as a conference destination, in the opinion of
conference participants, are such features as: "many shopping centers in the town" (2.80) and "the
possibility of visiting the city with a guide" (2.82). However, for people representing public
administration and non-profit organizations, this factor is more important with an average level of
importance of 3.39. The research results are presented in table 6, indicate that "a wide and diversified
accommodation base" is more important for delegates staying overnight than for other people, while
people not staying overnight indicated a higher level of importance for the feature "Diversified catering
base" than people staying overnight in Katowice.
5.3.2 Determining the level of meeting delegates' expectations by the city of Katowice as
a conference venue
In the city of Katowice, as an attractive destination on the business tourism market, the delegates rate
the city's "transport accessibility" (average score 4.13) and "diversified gastronomic base" - score 4.03
(Table 7).
Tab. 7. Assessment of the attractiveness of Katowice as a meeting place based on research by
participants of conference meetings and business events
Participants
in total
Delegates
representing
companies
delegates from the
organization non-
profit
and public admin.
delegates
without
accommodation
accommodated
delegates
Transport accessibility 4.13 4.10 4.22 4.19 3.95
Diverse gastronomic base 4.05 4.02 4.10 4.08 3.93
Feeling safe in the city 3.99 4.00 3.97 4.01 3.93
Positive experiences from previous
conferences in the city
3.99 4.00 3.96 4.02 3.88
Many cultural and entertainment facilities
in the town
3.95 3.94 3.98 3.96 3.92
Many shopping centers in the town 3.92 3.91 3.95 3.86 4.12
Many cultural and sports events in town 3.84 3.86 3.80 3.84 3.84
Varied accommodation base 3.77 3.77 3.77 3.73 3.89
Many free time attractions (facilities.
places) in the city
3.73 3.75 3.67 3.69 3.85
Parks and green areas 3.65 3.60 3.76 3.67 3.57
Other conference meetings and business
events at the same time
3.56 3.62 3.42 3.61 3.41
Cultural and sporting events during the
conference days
3.39 3.38 3.42 3.37 3.48
Possibility to explore the city and
surrounding area with a guide
3.37 3.42 3.25 3.38 3.36
Source: K. Cieślikowski - own research
35
Analyzing the results in table 7, it can be noticed that participants who did not stay overnight rate the
"Diversified gastronomic base" higher than those who stayed overnight. However, participants
representing companies rated the city of Katowice higher than others in terms of "Other conference
meetings and business events at the same time in the city".
5.3.3 Strengths and weaknesses of the city of Katowice as a good place for conferences in
the opinion of the participants
The strengths of the city as an attractive destination for conference participants are those
features/attributes that delegates indicate as very important to them and are well met by the
destination. As a result of the difference between the average fulfillment and the average importance,
these features will receive a positive value (i.e., they will exceed expectations).
Katowice, in surveys of participants of conference meetings in 2023, meets the expectations of
delegates in almost every feature of a conference destination that is important to them (Table 8).
Tab. 8. Features of the city of Katowice exceeding the expectations of conference participants in
2023.
how important are the
following features for
delegates?
how does the city
of Katowice meet
these features?
Katowice as
a conference city -
result
The feeling of safety in the city 4.24 3.99 -0.24
Transport accessibility 4.06 4.13 0.07
Positive experiences from previous
conferences in the city
3.99 3.99 0.00
Varied accommodation base 3.66 3.77 0.11
Diverse gastronomic base 3.53 4.05 0.51
Many cultural and entertainment facilities in
the town
3.45 3.95 0.50
Many free time attractions (facilities, places)
in the city
3.39 3.73 0.34
Parks and green areas 3.25 3.65 0.40
Many cultural and sports events in a given
town
3.16 3.84 0.68
Other conference meetings and business
events at the same time
3.04 3.56 0.52
Cultural and sporting events during the
conference days
3.00 3.39 0.39
Possibility to explore the city and
surrounding area with a guide
2.84 3.37 0.53
Many shopping centers in the town 2.80 3.92 1.12
Source: K. Cieślikowski - own research
36
The most important item for delegates, "sense of safety in the city", is slightly unfulfilled (-0.23), while
the next item "accessibility" (the level of fulfillment by the city of Katowice exceeded the guests'
expectations).
In terms of other features/attributes of a destination attractive to delegates, Katowice also exceeded
the delegates' expectations (Table 8). Most in the case of the feature "many shopping centers" - the
result was 1.12 points more compared to the level of importance.
5.4 Structure and amount of expenses of participants of conference meetings in
Katowice in 2023
All participants taking part in the study (310 people), during their stay at their conference, were asked
to provide the structure of expenses incurred in the city of Katowice. Taking into account only the
expenses of participants who declared such expenses in Katowice (71.0% of all surveyed people), it
was calculated that the average amount of expenses incurred in Katowice per person was PLN 463.14.
It was slightly lower than a year earlier (in 2022 it was PLN 496.13). This is due to greater activity in
spending by same-day guests visiting Katowice.
It should be noted that:
- 71.0% of survey participants reported any expenses in Katowice (excluding costs of getting to
and from the city), and 29.0% did not spend anything;
- 25.2% of all surveyed respondents declared expenses for accommodation in connection with
participation in the current conference meeting (this represented 35.5% of delegates from
those who reported any expenses in the city).
The large share (29.0%) of delegates who did not declare any expenses in Katowice may be due to the proximity
of Katowice to their place of residence (over half of 57.7% of delegates came to Katowice from other towns in
the Silesian Voivodeship - see Fig. 12.), and therefore their purchases of goods and services before or after a
conference meeting in another city, as well as their stay at a conference in Katowice, which is too short for them.
Study participants who declared expenses incurred for accommodation ("overnight participants") in
Katowice in 2023 in connection with participation in the conference spent a total of PLN 950.17 in the
city of Katowice (in 2022 it was PLN 837.73 PLN), including PLN 573.85 for the accommodation itself
(in 2022 it was PLN 413.47).
Taking into account the average stay in Katowice of a conference participant incurring accommodation costs
(1.97 days), it can be assumed that delegates staying overnight in the city of Katowice spent an average of PLN
481.25 per day in 2023 (in 2023 it was PLN 409.85 PLN), including for one night approximately PLN 290.65 (in
2019 it was PLN 202.29).
37
Delegates who declared expenses incurred in Katowice but did not stay overnight spent an average of
PLN 195.62 in Katowice (in 2022 it was PLN 172.33).
However, 29.0% of people in the "without accommodation" group of respondents did not declare any expenses
in Katowice. The average stay (delegates without accommodation) at the conference in Katowice was 1.24 days.
This means that the average value of their expenses in Katowice (of those who incurred any expenses) for one
conference day of their stay was PLN 157.58 (in 2022 it was PLN 121.43). Also taking into account the number of
people who did not spend anything during their stay at the business event, the average amount of delegates'
expenses without accommodation in Katowice in 2023 was - PLN 119.73.
The analysis of the structure of expenses of the surveyed delegates "not accommodated" in Katowice
in 2023 (Table 9) allows us to notice that the largest part of their expenses (33.2%) is spent on catering
services, the next item is "conference fees and materials" (35.6%), then "shopping in shopping malls"
(18.2% of their total expenditure).
However, an analysis of the structure of expenses of delegates staying overnight in Katowice allows us
to conclude that in 2023, accommodation expenses accounted for an average of 60.4% of all expenses
incurred in Katowice. They spent 16.8% on catering services both inside and outside the facility, and
14.6% on shopping.
Tab. 9. Structure of total expenses of conference participants spent in Katowice in 2023
Expense structure
delegates without
accommodation
Expense structure of
accommodated delegates
accommodation services
0.0% 60.4%
catering services in the conference
facility
13.4% 8.9%
catering services outside the
conference facility
19.8% 7.8%
conference materials
35.6% 3.9%
parking lots in Katowice
2.4% 1.8%
local transport in Katowice (e.g.,
PKM. MZK. TAXI) 5.8% 0.7%
recreation and entertainment in
free time at the conference
facility.
0.8% 0.9%
recreation and entertainment in
free time in Katowice
4.2% 0.9%
shopping in malls. centers and
shopping streets 18.2% 14.6%
total 100.0% 100.0%
Source: K. Cieślikowski - own research
38
It should be noted that the surveyed conference participants also showed varying willingness to incur
various expenses in Katowice (Table 10).
In the case of conference participants who did not stay overnight during the conference in Katowice,
31.5% of them spent an average of PLN 50.89 on catering services in the conference facility, and 30.2%
spent an average of PLN 78.34 on catering services outside the conference facility. . The highest
average amount of PLN 336.67 was spent by non-overnight participants on shopping in shopping malls,
centers and shopping streets. However, 6.5% of them reported these expenses.
In the case of conference participants who stayed overnight during the conference in Katowice, 61.5%
of them spent on catering services in the conference facility, an average of PLN 138.02, and 61.5% on
catering services outside the conference facility - an average of PLN 120 .83 PLN.
The total cost of accommodation in 2023 incurred by delegates is PLN 573.85. On average, one
overnight delegate was accommodated in Katowice for 1.97 days.
51.3% of delegates staying overnight in Katowice spent an average of PLN 270.00 on "shopping in
malls, centers and shopping streets.".
Tab. 10. Willingness of delegates to make expenses by type of costs along with their average value
of these expenses in Katowice for people who declared them in 2023
delegates without accommodation delegates with accommodation
Average amount of
expenses
(in PLN)
Percentage of
participants with these
expenses
Average amount of
expenses
(in PLN)
Percentage of
participants with these
expenses
accommodation services 0.00 0.0% 573.85 100.0%
catering services in the
conference facility
50.89 31.5% 138.02 61.5%
catering services outside the
conference facility
78.43 30.2% 120.83 61.5%
conference materials and fees 189.90 22.4% 158.89 23.1%
parking lots in Katowice 54.83 5.2% 43.84 39.7%
local transport in Katowice
(e.g. PKM. MZK. TAXI)
41.13 16.8% 30.72 23.1%
recreation and entertainment
in free time at the conference
facility.
52.50 1.7% 69.80 12.8%
recreation and entertainment
in free time in Katowice
146.88 3.4% 59.82 14.1%
shopping in malls. centers and
shopping streets
336.67 6.5% 270.00 51.3%
Source: K. Cieślikowski - own research
Accommodated participants are a very attractive target group for many market entities operating in
Katowice. They showed a greater tendency to spend on taxi services. leisure time recreation and other
services than participants of conference meetings without accommodation (Table 10).
39
Summary
In 2023, the total number of conference meetings and other business events in Katowice amounted to
6,451 events. 27.4% of them (i.e., 1,770) lasted two days or longer.
Moreover, it should be noted that 5,432 business meetings were held in hotels (84.2% of the total
number in Katowice), and the rest number of events (1,019) in other venues.
Compared to previous years, the number of business events and conference meetings has returned to
the level before the COVID-19 pandemic (in 2019, 6,453 business events were held in the city) and
compared to 2022 (6,426 events were recorded in Katowice) it is slightly higher. However, the number
of event participants in 2023 increased y/y by 32% and amounted to 730,001 delegates (in 2022 it was
552,849 delegates).
The total number of conference days in Katowice in 2023 was 8,261 days (in 2022 it was 7,962), and
the average duration of conferences and other business events was 1.28 days in 2023. The most
conference meetings and other business events, as well as conference days were recorded in October.
However, most participants of such events visited Katowice in November 2023.
In 2023, 124 business events and conference meetings were held at the International Congress Center
(ICC) in Katowice (the largest covered conference space in Poland). They were attended by 359,074
people in person (in 2022, 128 business events were recorded, attended by 234,087 participants).
Business tourism in Katowice generates participants' expenses for various services in conference
facilities and in the city. The overall expenses of the surveyed delegate staying overnight in Katowice
in 2023 amounted to an average of PLN 950.17 per person (in 2022 it was PLN 837.73), including PLN
573.85 for accommodation. The average stay of a person staying overnight during the conference in
Katowice is 1.97 days, so delegates staying overnight in Katowice spent on average about PLN 481.25
for one day (in 2022 it was PLN 409.85).
Delegates who declared expenses incurred in Katowice but did not stay overnight spent an average of
PLN 195.62 in Katowice (in 2022 it was PLN 172.33). However, 29.0% of people in the "without
accommodation" group of respondents did not declare any expenses in Katowice. The average stay
(delegates without accommodation) at the conference in Katowice was 1.24 days. This means that the
average value of their expenses in Katowice (analyzing only those who incurred any expenses) for one
conference day of their stay was PLN 157.58 (in 2022 it was PLN 121.43).
However, taking into account the number of these people without expenses during their stay at the
business event, the average amount of delegates' expenses without accommodation in Katowice in
2023 was - PLN 119.73 per day per person.
40
Taking into account the total number of participants of business events in Katowice, dividing them into
participants incurring any expenses in the city and not, as well as their further division into participants
staying overnight in Katowice and not staying overnight, as well as the average expenses related to
their activities during their stay in Katowice, the total the amount of expenses of participants of
business meetings in Katowice.
In 2023, the total amount of expenses spent by participants of
business events and conference meetings in Katowice
amounted to over PLN 236 million (PLN 236,249,515.13).
This amount is 56.2% higher y/y (in 2022 it was PLN 151
million). This result in 2023 was influenced by several factors at
the same time: in Katowice there was a significantly larger
number of participants, there was an increase in their
individual expenses, and a larger percentage of people were
willing to make any purchases in Katowice and slightly longer
stays of guests and conference meetings were recorded. The city of Katowice's policy of actively
supporting demand on the business tourism market and active promotion through business events
held in the city is also starting to bring results. In addition, involvement in various new congress and
conference projects, supporting the European City of Science 2024 initiative of Katowice universities
are just some of the additional factors in the development of the business tourism market in Katowice.
It is worth noting that the total amount of expenses of participants of business events in 2023 is higher
than before the COVID 2019 pandemic. At that time, a record number of people attended events in
Katowice (in 2019, it was over 1 million people who left over PLN 209 million in the city).
In the light of the research on the expectations and preferences of conference participants, Katowice
is a city that meets the requirements of delegates of conference meetings and business events.
The city administration is trying to create new tourist products and increase the information availability
of existing attractions (e.g., the City Break Katowice application) so that the stay of guests (including
those participating in conference meetings) can be extended.
In 2024 Katowice is the European City of Science. Many international and national business events are
planned (also described in the Report), further infrastructure investments are being implemented to
improve, among others: railway connection between Katowice and the Katowice-Pyrzowice airport.
Moreover, the hotel investments will increase the accommodation base and create competitive
pressure from greater activity of entrepreneurs also on the business tourism market.
Such changes in the business tourism market allow us to be somewhat optimistic about the prospects
for its development in Katowice, especially in the light of changes taking place in the business
environment around the world and in Poland.
41
References
Reports and studies
• Atrakcyjność inwestycyjna województw i podregionów Polski 2016. Red.: S. Szultka, IBnGR,
Gdańsk, Fundacja Konrada Adenauera w Polsce, Warszawa 2016
• Cieślikowski K.: Raport. Turystyka czasu wolnego w Katowicach. cz. 2. Badanie rynkowe
uczestników ruchu turystyki czasu wolnego. Wydział Promocji UM Katowice, 2023
• Cieślikowski K.: Raport. Turystyka czasu wolnego w Katowicach. Stan aktualny i możliwości
rozwoju. Wydział Promocji UM Katowice, 2022
• Cieślikowski K.: Rynek turystyki konferencyjnej. Tom I. Podstawy teoretyczne.
Funkcjonowanie i rozwój na świecie. AWF Katowice, Katowice 2014
• Cieślikowski K.: Zarządzanie turystyką biznesową. Wybrane aspekty globalne i lokalne. AWF
Katowice 2015
• Davidson R., Cope B.: Turystyka biznesowa. Konferencje, podróże motywacyjne, wystawy,
turystyka korporacyjna. Polska Organizacja Turystyczna, Warszawa 2003
• European Cities and Regions of The Future 2023. The Best and The Brightest Among Europe’s
Investment Destination. Raport, Financial Times, 2023
• Fuglewicz P., Zagnańska B.: Spacerownik po Katowicach. Śródmieście, część północna.
Wydawnictwo CM, Warszawa 2021
• Global Report on the Meetings Industry, UN WTO, Madrid 2014, s. 10; Measuring the
Economic Importance of the Meetings Industry. Developing a Tourism Satellite Account
Extension. UN WTO, Madrid 2006
• Kachniewska M.: Czynniki wyboru lokalizacji konferencji i kongresów w ocenie polskich
organizatorów. w: Zarządzanie i organizacja w przemyśle spotkań w Polsce. Teoria i praktyka,
Vistula, Warszawa, 2014
• Measuring the Economic Importance of the Meetings Industry – Developing a Tourism
Satellite Account Extension. World Tourism Organization, Madrid, Spain, 2006, s. XII
• Piechota L., Zmyślony P.: Competitiveness of Polish cities in the international meetings
market. W: F. Dias (Ed.), A pathway for the new generation of tourism research –
Proceedings of the EATSA Conference, APTUR – Associação Portuguesa de Turismologia,
2016
• Piechota N.: Rola convention bureau w kształtowaniu konkurencyjności miasta. Uniwersytet
Ekonomiczny w Poznaniu, Poznań 2021
• Report. Demographia World Urban Areas. (Built Up Urban Areas or World Agglomerations),
19th Annual Edition: 2023.09. New York 2023
• Second Tier Cities Matter, ESPON EGTC, Luxembourg 2020
• World Tourism Barometer, World Tourism Organization, Madrid, Vol. 22, Issue 1, January
2024.
42
Web sites
• http://inrix.com
• http://ksse.com.pl
• http://www.mckkatowice.pl
• https://bdl.stat.gov.pl
• https://bip.slaskie.pl
• https://businessinsider.com.pl
• https://ekmsp.eu
• https://invest.katowice.eu
• https://invest.katowice.eu
• https://mdakatowice.pl
• https://ntt.pl
• https://www.4dd.pl
• https://www.e-hotelarz.pl
• https://www.eecpoland.eu
• https://www.fdiintelligence.com
• https://www.katowice-airport.com
• https://investmap.pl
• https://www.slaskifestiwalnauki.pl
• https://www.tomtom.com
• https://www.toolex.pl
• https://www.wkatowicach.eu
• www.us.edu.pl
43
List of Tables
Tab. 1. Hotels in Katowice in December 2023........................................................................................ 9
Tab. 2. Seasonality on the market of conference meetings and business events in Katowice in 2023 23
Tab. 3. Average number of conference meetings of delegates in 2022 by type of organization......... 31
Tab. 4. Activity of delegates on the conference meetings market in 2023 compared to 2022............ 31
Tab. 5. The usage of means of transport by various groups of delegates - participants of conference
meetings in Katowice in 2023.................................................................................................. 32
Tab. 6. Attributes of the conference destination in the light of research of participants of conference
meetings and business events................................................................................................. 33
Tab. 7. Assessment of the attractiveness of Katowice as a meeting place based on research by
participants of conference meetings and business events...................................................... 34
Tab. 8. Features of the city of Katowice exceeding the expectations of conference participants in
2023. ........................................................................................................................................ 35
Tab. 9. Structure of total expenses of conference participants spent in Katowice in 2023 ................. 37
Tab. 10. Willingness of delegates to make expenses by type of costs along with their average value of
these expenses in Katowice for people who declared them in 2023 ...................................... 38
Business Tourism Market in Katowice in The Year 2023.
Business Tourism Market in Katowice in The Year 2023.
Business Tourism Market in Katowice in The Year 2023.
Business Tourism Market in Katowice in The Year 2023.
Business Tourism Market in Katowice in The Year 2023.

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Business Tourism Market in Katowice in The Year 2023.

  • 1. BUSINESS TOURISM MARKET IN KATOWICE IN THE YEAR 2023 KRZYSZTOF CIEŚLIKOWSKI REPORT Katowice, February 2024
  • 2. 1 Preface Dear Readers, there are development of demand on the events market in 2023 in Poland, with ongoing political and economic changes, inflation pressure, and other changes impacted by aggression of Russia against Ukraine. Business tourism, which involves travels to group meetings for organizational development purposes, requires predictability on both the supply and demand sides. Today this is much more difficult because of the turbulence of the economic environment. Supply side players of the business tourism market are beginning to accept this turbulence and they are increasingly bold in implementing their previously investment plans. The following challenges are the most important for them: technological acceleration (e.g., development of hybrid events, development of the use of artificial intelligence in management and customer service, increasing importance of cyber security), increasing dynamics of environmental changes (emphasis on pro-ecological solutions). Despite the accumulation of various negative factors affecting the stability of economic development in the world and in Poland, the business tourism market - the number of recorded conference meetings and other business events in Katowice in 2023 reached the level of 6,451. This result is a little bit better then in 2022 (6,426 events). The number of participants in business events recorded in 2023 in Katowice amounted to 730,001 people and is significantly higher than the year before (in 2022 it was 552,849 people). The total amount of expenses of participants of business events and conference meetings in Katowice amounted to over PLN 236 million in 2023. General statistic in global tourism is returned to the level of 2019. The reconstruction of the business tourism market takes place taking into account new challenges facing the global economy, as well as new opportunities for interpersonal contacts and exchange of views. There are many cities and regions are more active in promoting their destinations on the global business tourism market. Katowice is becoming a new interesting place - brand, both for investors, event organizers and participants. The results in various economic rankings are showing this situation. The city of Katowice, due to its administrative role in Poland, is included in the group of the so-called "Second Tier Cities", but the interest of institutions organized their events in Katowice is still on very high level. So, Katowice City is able to compete with the capital cities on the international events market. This Report contains an analysis of the business tourism market in 2023 in Katowice. There is the calculation of the basic economic parameters included, and also refers to the development prospects of this market. feel invited to read this Report Krzysztof Cieślikowski, PhD
  • 3. 2 Contents INTRODUCTION .......................................................................................................................................................3 1 KATOWICE – A CONFERENCES AND BUSINESS MEETINGS DESTINATION......................................................6 1.1 KEY INFORMATION FOR THE DEVELOPMENT OF THE BUSINESS EVENTS INDUSTRY IN KATOWICE ..................................6 1.2 THE MOST IMPORTANT BUSINESS EVENTS IN THE YEAR 2023 IN KATOWICE AND MARKET DEVELOPMENT OPPORTUNITIES ………………………………………………………………………………………………………………………………………………………12 2 TERMINOLOGY.............................................................................................................................................15 3 CONFERENCE MEETINGS AND BUSINESS EVENTS IN KATOWICE.................................................................17 3.1 MARKET RESEARCH METHODOLOGY FOR ESTIMATING THE DEMAND REALIZED ON THE MARKET OF CONFERENCE MEETINGS AND BUSINESS EVENTS IN THE CITY OF KATOWICE...........................................................................................17 3.2 ANALYSIS OF CONFERENCE MEETINGS IN KATOWICE........................................................................................18 4 PARTICIPANTS OF CONFERENCE MEETINGS IN KATOWICE IN 2023............................................................25 4.1 METHODOLOGY OF RESEARCH OF CONFERENCE MEETING PARTICIPANTS .............................................................25 4.2 RESEARCH SAMPLE...................................................................................................................................27 5 RESULTS OF MARKET RESEARCH OF DELEGATES - PARTICIPANTS OF CONFERENCE MEETINGS IN KATOWICE IN 2023................................................................................................................................................30 5.1 CONFERENCE ACTIVITY OF DELEGATES IN 2023..............................................................................................30 5.1.1 Katowice as a destination for delegates compared to the rest of Poland .....................................30 5.1.2 Trends in delegate activity in attending conference meetings ......................................................31 5.2 MEANS OF TRANSPORT USED BY PARTICIPANTS OF CONFERENCE MEETINGS IN KATOWICE.......................................32 5.3 PERCEPTION OF THE CITY OF KATOWICE AS A PLACE FOR CONFERENCE MEETINGS AND BUSINESS EVENTS IN THE LIGHT OF DELEGATES' RESEARCH ............................................................................................................................................33 5.3.1 Identification of the most important attributes of the town for participants of conference meetings.......................................................................................................................................33 5.3.2 Determining the level of meeting delegates' expectations by the city of Katowice as a conference venue............................................................................................................................................34 5.3.3 Strengths and weaknesses of the city of Katowice as a good place for conferences in the opinion of the participants........................................................................................................................35 5.4 STRUCTURE AND AMOUNT OF EXPENSES OF PARTICIPANTS OF CONFERENCE MEETINGS IN KATOWICE IN 2023............36 SUMMARY .............................................................................................................................................................39 REFERENCES ..........................................................................................................................................................41 REPORTS AND STUDIES............................................................................................................................................41 WEB SITES............................................................................................................................................................42 LIST OF TABLES ......................................................................................................................................................43 LIST OF FIGURES ....................................................................................................................................................44 ATTACHMENTS ......................................................................................................................................................45
  • 4. 3 Introduction In 2023, almost 1,286 million international trips were made worldwide. This result is 33.4% higher than in 2022 (960 million trips) and still less (-12.7%) than in the best year for global tourism in 2019, when 1,462 million international trips were recorded1 . Europe is still the most visited destination region in the world. In 2023, the number of arrivals in Europe increased by 17.4% y/y. At the same time, in Central and Eastern Europe the increase was even 19.9% despite the ongoing military aggression of Russia against Ukraine. It is estimated that in 2024, tourism in the world will continue to develop despite political, economic and climate changes, and will reach the level of 2019, or a little bit better.2 . Against this statistics background, the business tourism market (business events, conference and congress meetings) is also developing, or rather rebuilding and changing internally, and is constantly pressured of difficult to predict changes in the external environment. Its development requires long- term planning, both on the part of entities involved in the processes of preparing and implementing events, as well as entities commissioning these events, which is very difficult today. However, the desire to further develop these entities, build business relationships, mutual understanding and trust creates conditions for an optimistic view of the possibilities of further development of the business tourism market. There were completed many new investments in 2023 in Katowice, among another two hotels were opened (Hotel Rehabilis and Hotel Qubus). The reconstruction of the Katowice Hotel, owned by the Polish Hotel Holding, continues. The hotel will operate under the Voco brand, as a part of the InterContinental Hotels Group (IHG) chain. It is worth to mention that the M23 hotel is scheduled to open in 20243 . The Park Inn by Radisson Radisson hotel belonging to the Radisson Hotel Group (formerly Best Western Premiere) will operate under the name Hola Hotel Katowice from 2024. Therefore, it seems that hotel entrepreneurs and investors positively are positive attitude to developing their business in Katowice. The Katowice city administration, in addition to routine activities to promote the Katowice destination on the business tourism market, is also developing an offer of free time attractions (city break attractions) for visitors to the city of Katowice on weekends, as well as people staying on business who are interested in extending their stays in the city after conferences.4 . At the end of 2023, the bilingual Katowice City Break application was launched5 , what makes it easier to reach and visit the most attractive places for visitors to the city. 1see in: World Tourism Barometer, World Tourism Organization, Madrid, Vol. 22, Issue 1, January 2024, (access in 20.01.2023) 2 see in: tamże 3 see in: Hotel będzie oferował zakwaterowanie w 42 pokojach, których wystrój nawiązuje do industrialnych korzeni miasta, salą konferencyjną o powierzchni 60 m kw. i strefą SPA & wellness. in: https://www.e-hotelarz.pl (access in 18.02.2024) 4 see in: K. Cieślikowski: Raport. Turystyka czasu wolnego w Katowicach. cz. 2. Badanie rynkowe uczestników ruchu turystyki czasu wolnego. Wydział Promocji UM Katowice, 2023 5 M. Terech: Katowice mają swoją aplikację. Katowice City Break pomoże zwiedzać nasze miasto. More in: https://www.wkatowicach.eu (access in 17.01.2024)
  • 5. 4 Collecting datas on the business tourism market allows planning the activity of public administration in terms of its further involvement in the development of this market, especially in the perspective of activities in promoting Katowice as the European City of Science 2024. The network of connections, realtions, built in this area in the projects carried out trust and contributes to create new conference meetings and business events in the city. The purpose of this Report is to show the supply and demand side of the business events and conference meetings market in Katowice in 2023, as well as the general conditions of its functioning. To achieve this goal, market research was conducted and methods of analysis and active (participant) and passive observation were used, using secondary sources and own research. While carrying out this market research and developing their results, counts were made of conference meetings and other business events (including participants of these events, conference days, duration) realized in Katowice in 2023 in comparison to previous years. The structure of this market (according to generally accepted criterias and described in the study) and the seasonality of demand were particularly analyzed. In 2023, the surveys were conducted with participants of selected conference meetings (congress in the congress center, conferences, workshops and seminars in hotels), using a survey questionnaire as a research tool. The conference activity of participants of conference meetings and business events was characterized (the total number in which they participated in 2023, it was determined how many of these events they were in Katowice, what part of them involved accommodation, etc.) and the trends in meeting activity were indicated. conference participants of the study compared to previous years. In the process of research on participants of conference meetings, the following activities were described: • identification of the means of transport used by participants of conference meetings in Katowice, • opinions about the city as a destination for business tourism, • description of the structure and amount of expenses of participants of conference meetings in Katowice. Taking into account the information obtained on the total number of events and the number of participants in these events in the city of Katowice in 2023, as well as the propensity and structure of their expenses, the amount of total expenses of participants in conference meetings and business events in the city of Katowice in 2023 was estimated. The report consists of an introduction, five parts and a summary. he first part referred to the general characteristics of the city of Katowice, with particular emphasis on current information about hotel accommodation, completed and planned investments, as well as the largest conference meetings and business events held in Katowice in 2023.
  • 6. 5 The next part is a reference to the terms and concepts used in the Report. The third part of the Report analyzes the collected information on conference meetings and other business events in Katowice in 2023 against the background of previous years, preceded by a description of the research methodology. The fourth and fifth parts of the study refer to a survey of participants of business events in Katowice. The structure and amount of expenses of participants of conference meetings in Katowice were also described. The summary includes the most important research results of the business tourism market in Katowice, including the estimation of the total expenses of participants of these events in 2023 in Katowice. At the end of the study, there were also references to the development prospects of the business tourism market in Katowice, in the light of the results of market research and ongoing internal and external changes. Source: UM Katowice, Wydział Promocji
  • 7. 6 1 Katowice – a conferences and business meetings destination 1.1 Key information for the development of the business events industry in Katowice In the ranking of the competitiveness of Polish cities on the international business events market, Katowice is considered one of the most attractive destinations (it is in sixth place after Warsaw, Krakow, Wroclaw, Poznan, Gdansk).6 There is possible to refer to current variables that directly impacting on the attractiveness of the destination for organizing business events and conference meetings. It will be useful to describe the city taking into account selected factors of the destination's attractiveness on the business tourism market. Katowice is a city located in the middle of list the largest urban agglomerations in the European Union and the 288th place of the largest city areas in the world7 . It is the administrative capital of the Silesian Voivodeship, the most attractive investment region in Poland8 . The city of Katowice is the most attractive in Poland in terms of its strategy for attracting foreign direct investments in 2023. In the fDi Inteligence Magazine ranking: "European Cities and Regions of Future 2023", which assessed the attractiveness of cities for foreign direct investment, the city took sixth place among large cities in Europe in 20239 . Moreover, in 2023 Katowice took second place in Poland in the ranking of the best provincial cities to live in, as well as 4th place in terms of attractiveness for studying10 . Katowice is a rather new city in comparison to other big cities in Poland. It received city rights on September 11, 1865 and almost from the very beginning it was a destination for many business trips, business events and conference meetings. From November 6 to 11, 1884, participants of jewish organizaton the Lovers of Zion met in Katowice, then the city on the border of three empires. This event was called the "Katowice Conference" and was the beginning of the establishment of the State of Israel. The city of Katowice as a place for conference meetings and other business events has developed along with the economic development of this part of Europe and the development of transport accessibility (mainly railway, car and air). Hotels were built (the first one in 1848 - Hotel Welt) and offices (including international investors like the IBM, which opened its office in Katowice in 1936) for an increasing number of investors interested in business development in the region11 . In the years after World War II, many event facilities were built (e.g. Spodek Entertainment and Sports Hall). In the first decade of the 21st century, the reconstruction of the city center began (e.g. the "Culture Zone" project was created, the Spodek hall was renovated, the International Congress Center was built, the 6 see in: N. Piechota, P. Zmyślony: Competitiveness of Polish cities in the international meetings market. IN: F. Dias (Ed.), A pathway for the new generation of tourism research – Proceedings of the EATSA Conference, APTUR – Associação Portuguesa de Turismologia, 2016, pp. 119–131. 7 see in Report. Demographia World Urban Areas. (Built Up Urban Areas or World Agglomerations), 19th Annual Edition: 2023.09. New York 2023 8 see in: Atrakcyjność inwestycyjna województw i podregionów Polski 2016. Red.: p. Szultka, IBnGR, Gdańsk, Fundacja Konrada Adenauera w Polsce, Warszawa 2016, p. 9 9 see in: European Cities and Regions of The Future 2023. The Best and The Brightest Among Europe’s Investment Destination. 2023, p. 27, in: www.fDiIntelligence.com (access in 12.01.2024) 10 See in: Katowice najlepszym w Polsce miastem pod względem strategii przyciągania zagranicznych inwestycji bezpośrednich. in: https://invest.katowice.eu (access in 12.01.2024) 11 More in: P. Fuglewicz, B. Zagnańska: Spacerownik po Katowicach. Śródmieście, część północna. Wydawnictwo CM, Warszawa 2021, p. 45, 29
  • 8. 7 seat of the Polish National Radio Symphony Orchestra and the Silesian Museum, and the Market Square and the area around the main railway station were rebuilt). This development of the city was caused by economic development in the region and social changes. Now, in Katowice is noted as one of the best transport accessibility city in Poland. The transportation is particularly important for organizing large events. Near the city, there is a crossroads of European transport routes (A1 and A4 motorways - 20 km from the center of Katowice). The A4 motorway runs through the city (the nearest entrance is 1.5 km from the center). Good rail accessibility is evidenced by direct connections in the Inter City and Euro City train standard to many cities in the country (to Warsaw within 2 h 30 min, and to Krakow within 50 minutes) and abroad (including: Berlin, Budapest, Prague, Vienna). The renovated main railway station of PKP Katowice, as well as the developing services for travelers at the station or in its nearest area, encourage visitors to visit the city using this kind of transport. Near the railway station, on Sądowa street is located the International Coach Station, from which dozens of long-distance buses depart every day to many cities in Poland and almost all of Europe12 . In terms of the accessibility of the city by car, in the TomTom Traffic Index (what evaluates cities around the world by their average travel time, what includes 19 large cities from Poland), Katowice are on the last possition in the country (and 282nd place out of 387 cities in the world). The average travel time in Katowice for 10 km is only 13 minutes 40 sec. with an average speed of 43 km/h (10 seconds more than in 2022)13 . Peak hours are between 7 and 8 a.m. and 3 and 4 p.m. Other rankings show similarly favorable results of the transport accessibility of the city of Katowice for cars14 . There are three international airports within a distance of 100 km from the center of Katowice15 . The closest (30 km from Katowice) is the Katowice International Airport. There are direct flights to several dozen cities around the world offered every day. In 2023, a record number of 5,609,022 passengers were served at the Katowice Airport (i.e. only 26.9% more than the year before, when 4,419,090 people were recorded, and 15.8% more than before the COVID pandemic in 2019 - then 4,843,889 passengers were noted)16 . It is worth noting that the Katowice airport is the highest above the sea level passenger airport in Poland. It guarantees the lowest number of foggy days per year among Polish passenger airports, as 12 see in: https://mdakatowice.pl/rozklad-jazdy/ (access in 20.01.2024) 13 see in: TomTom Traffic Index 2023, https://www.tomtom.com/traffic-index/ranking/ (access in 17.02.2024) 14 see in: The INRIX 2023 Global Traffic Scorecard, http://inrix.com/scorecard/ (access in 16.02.2024) 15 Katowice-Pyrzowice, Kraków-Balice, Ostrawa 16 see in https://www.katowice-airport.com/pl/nasze-lotnisko/statystyki/statystyki-roczne (access in 17.02.2024)
  • 9. 8 well as safety and certainty of timely landings. This location means there is a high probability of punctual arrivals and departures for the most important participants of conference meetings and business events. Currently, Katowice airport has three terminals with a total capacity of over 8 million passengers per year. In December 2023, a direct railway connection to Częstochowa, Zawiercie and Tarnowskie Góry was launched. In the next following years, investments are planned in the expansion of terminals, parking lots and the underground passage to the railway stop17 . The country's largest special economic zone (KSSE S.A.) has headquarter in Katowice.18 . The Katowice Special Economic Zone was on the 1st place in Europe and 4th in the world in the FDI Business Financial Times 2023 ranking of such areas.19 . Moreover, despite the economic turmoil, the number of entities registered in the REGON register, a and the number is growing. In 2022, it was 53,421 business entities indicated their headquarters in Katowice (and a year earlier it was 51,611), including over 1.3 thousand with foreign capital participation20 . It also promotes the further development of business and other events in the city. A business-friendly atmosphere favors business tourism. The city administration takes care of the development of transport accessibility to serve guests visiting conference meetings (parking lots, transfer centers, access roads to meeting places). The development of various economic sectors in Katowice and the growing number of investors are also supported by the development of hotel accommodation facilities, as well as the expansion and modernization of conference facilities in hotels for group meetings. Two hotels were opened in Katowice in 2023: in May 2023 - Hotel Rehabilis (categorized with three stars) and in December 2023 - Hotel Qubus (four stars). The investment and reconstruction of the former Hotel Katowice, owned by Polski Holding Hotelowy, is progressing, and will ultimately operate under the Voco brand, part of the InterContinental Hotels Group (IHG) chain. The opening of the M23 hotel (a four-star hotel) is planned at the 17 see in: Lotnisko Katowice planuje inwestycje na ponad półtora miliarda złotych. in: https://investmap.pl (access in 10.02.2024) 18 KSSE S.A. is located in the Slaskie Voivodeship and 6 districts of the Opolskie Voivodeship. Currently, there are over 600 enterprises operating there, which have invested a total of approximately PLN 48 billion and created almost 100,000 jobs. More in:. http://ksse.com.pl (access in 17.02.2024) 19 see in: https://www.fdiintelligence.com (access in 10-01-2024) 20 see in: Podmioty gospodarki narodowej w rejestrze REGON. in: https://bdl.stat.gov.pl (access in 15-01-2024)
  • 10. 9 beginning of 2024)21 , and the Park Inn by Radisson hotel belonging to the Radisson Hotel Group (formerly Best Western Premiere) will operate under the name Hola Hotel Katowice. In December 2023, there were 24 hotels in the city, with total numbers of 2,650rooms dedicated for 5,069 guests. The total capacity of conference rooms in Katowice hotels was 4,809 participants. Tab. 1. Hotels in Katowice in December 2023 Hotel Classification No. of hotels No. of hotel rooms Market share in % No. of hotel beds Market share in % average number of hotel rooms average number of hotel beds 5 stars 1 108 4.1 204 4.0 108.0 250.0 4 stars 10 1,702 64.2 3,283 64.8 170.2 276.8 3 stars 6 299 11.3 539 10.6 49.8 101.0 2 stars 4 297 11.2 550 10.9 74.3 250.5 1 star 1 124 4.7 248 4.9 124.0 0.0 no classification 2 120 4.5 245 4.8 60.0 91.5 total 24 2,650 100.0 5,069 100.0% 110.4 200.4 source: K. Cieślikowski – own research Visitors to the city of Katowice in 2023 was been offered accommodation by 24 hotels of various categories, including ten four-star hotels. Hotels of this standard had a total of 1,702 rooms, which constitutes 64.2% of all rooms in hotels in the city (this is more than a year earlier (1,587 rooms in 2022). It should be emphasized that the average number of rooms in a hotel in Katowice in 2023 amounted to over 110.4 rooms (Table 1). This result is much higher than the average in Poland (approximately 55 rooms in a hotel). This means that hotels in Katowice are able to accommodate large groups of guests interested in different standards of services provided. These hotels also have conference rooms that can accommodate a total of 4,809 people (see Appendix 1). Moreover, 16 hotels of 24 operating in the city of Katowice are belonging to various hotel chains group, which had 2,234 guest rooms in the city in 2023 (representing 84.3% of all hotel rooms in the city). The 21 See in: Będzie to hotel z 42 pokojami, których wystrój ma nawiązywać do industrialnych korzeni miasta Katowice. W hotelu będzie sala konferencyjna o powierzchni 60 m kw. i strefa SPA & wellness, a także restauracja Parostacja Restobar. More in: https://www.e-hotelarz.pl (access in 11-02-2024)
  • 11. 10 high level of hotel networking guarantees a predictable and repeatable standard of services provided to guests who prefer specific hotel chains group. Moreover, hotel chains group are investing in a specific destination in themselves become a factor attracting guests (especially business ones) to that city. The hotels have business customer data bases and signed contracts with large corporations and other institutions whose employees make many business trips, under different reasons, including conference meetings and other business events too. It should be noted that Katowice is located in the central part of the Silesian Voivodeship, where there are a total of 221 categorized hotels 22 . And the border lines of this region are reachable by car in time within no more than 80 minutes. In addition to hotels in Katowice, there are also many other meeting places prepared for business events. The largest of them are: International Congress Center in Katowice (the total capacity of rooms in this facility is 15,000 people) and the Spodek Multifunctional Hall (12,000 people). Since May 2016 (when PTWP Event Center sp. z o. o. became the operator of these facilities), these facilities have hosted over 2 million visitoirs23 . To organize any business large events, it is possible to adapt the headquarters of the National Polish Radio Symphony Orchestra (NOSPR) in Katowice, the headquarters of the Silesian Museum, the modern multi-functional building of the Faculty of Law of the University of Silesia and many others (including modern conference rooms of other universities). The number of modern business office buildings in Katowice increases every year24 , as well as rooms in tenement houses, where conference and training rooms are also offered. The existing extensive conference and congress facilities create great opportunities to organize large business events and encourage further investments in the Katowice tourist market. Before the pandemic, investors from the hotel market announced that between 2020 and 2022, 1,083 new rooms in 7 hotels would be made available in Katowice. The Moxy Hotel in the Nova Silesia building complex is still planned with 144 rooms, and Hotel Puro with 200 rooms, Hotel Vienna House R.evo – 203 rooms. The supply of hotel rooms in Katowice is systematically growing up. The Covid-19 pandemic, Russia's aggression against Ukraine, rising labor and energy costs, and inflation pressure have slightly slowed down the pace of investment. 22 see in: https://bip.slaskie.pl/dzialalnosc_urzedu/turystyka/obiekty_hotelarskie_skategoryzowane (access in 12.02.2024) 23 see in: https://www.mckkatowice.pl/pl/ (access in 20.02.2024) 24 see in: https://invest.katowice.eu/infrastruktura-biznesowa/rynek-biurowy/ (20.01.2024)
  • 12. 11 It seems that entrepreneurs from the tourism market positively assess the possibilities of developing their business in Katowice. Nevertheless, they are aware in implementing their projects. The city administration, apart from routine activities to promote the Katowice destination on the business tourism market (undertaken, among others, by the Katowice Convention Bureau and other organizational units of the Katowice City Promotion Department)25 , also undertakes various activities in the field of cooperation with other cities in Poland and around the world to develop the events market (not only business, but also sports and cultural), as well as supporting local institutions in acquiring event projects. An example of this is Katowice's involvement in the project initiated by the University of Silesia (together with a consortium of other universities in Katowice) - Katowice City of Science 2024. Many conference meetings and cultural events are organized in the city in connection with this project26 . In addition, the city is developing an offer of leisure attractions for visitors to Katowice, especially on weekends and for people staying on business at conferences, encouraging them to extend their stays in the city27 . They are organized by the city so-called study tour for representatives of enterprises operating on the business tourism market, industry journalists from Poland and abroad, and the most important guests of Katowice congresses. These activities, supported by reliable and up-to-date information about the attractions of Katowice and the surrounding area, may contribute to further creating a positive image of the city of Katowice and extending the stays and even returning guests for weekend stays. At the beginning of 2023, the Silesia Convention Bureau began its activities under the Silesian Tourist Organization, to promote the Silesian Voivodeship as a destination events. The activity may also influence the recognition of the region and the city as very attractive for conference organizers. However, it should be remembered that most inquiries from organizers of large business events, as well as their negotiations, are undertaken at the level of the city administration and the organizer. Katowice is an important place in Europe for exchanging knowledge, experience and establishing contacts, but the dynamics of changes on the business tourism market and the turbulent business environment require further activities in this area. 25 including: participation in international conferences, tourism fairs, investment fairs around the world, purchasing promotional packages from event organizers in Katowice within the city budget allocated for this purpose, organizing information stands at every major event held at the International Congress Center, meetings with representatives of the hotel industry in the city, etc. 26 See in: 50 Tygodni w Mieście Nauki to pasmo programowe, które w 2024 roku zdefiniuje działania związane z przyznaniem Katowicom tytułu Europejskiego Miasta Nauki, in: www.us.edu.pl (access in 15.01.2024) 27 see in: K. Cieślikowski: Raport. Turystyka czasu wolnego w Katowicach. Stan aktualny i możliwości rozwoju. Wydział Promocji UM Katowice, 2022
  • 13. 12 1.2 The most important business events in the year 2023 in Katowice and market development opportunities In 2023, many very important business events and conference meetings of national and international importance were held in Katowice. Due to the large number of participants and involved business companies, several of the events are described in detail. In January, from 26 to 29, the “4 Design Days” congress was held at the ICC in Katowice, devoted to the real estate market, architecture, interiors, design, urban development and sustainable development. Over four days, 4.5 thousand people participated in the event. people from Poland and abroad. Including representatives of investors, developers, well-known producers and city administrations. 75 important panel discussions took place during the congress. 320 speakers from Poland and abroad performed on 7 stages. During the congress, 150 exhibitors set up stands in the exhibition part28 . In February 2023, from February 10 to 12, the Spodek Arena and the International Congress Center in Katowice hosted the finals of the international e-sports tournament Intel Extreme Masters (IEM), accompanied by the international business conference EFG Esports Forum Katowice 2023. The events attracted 65,000 visitors over three days. The prize pool for the tournament winners exceeded one million dollars, and online viewership reached 700,000 people at its peak.29 . 28 see in: https://www.4dd.pl/2023/pl/ (access in 20.01.2024) 29 see in: Podsumowanie Intel Extreme Masters 2023 w Katowicach. in: https://ntt.pl (access in 23.11.2023)
  • 14. 13 The annual international congress “European Economic Congress” (EEC) in Katowice is one of the greatest events significant for the city of Katowice and the region's economy. In 2023, its next edition took place in the premises of the International Congress Center and Spodek Arena, as well as with the possibility of online participation. It was in May 13-15, 2023. Over 150 thematic sessions, over 1,000 speakers, 12.5 thousand participants, over 750 accredited media representatives - the record- breaking 11th European Economic Congress (EEC) ended in Katowice. Much of the event program was dedicated to the future of Europe, energy transformation, digitalization, sustainable development and new consumer trends. European Start-up Days, an event accompanying the Congress, gathered over 3,000 people. people30 . The International Trade Fair of Machine Tools, Tools and Processing Technologies TOOLEX took place at MCK Katowice from October 3 to 5, 2023. They were accompanied by conferences and workshops. 5,500 participants took part in this event. During the fair, there were 150 exhibitors from 8 countries who presented the latest solutions for the metal processing industry. During the event, there was also a gala during which the winners of The Best of Industry 4.0 competition were awarded, promoting the most interesting technologies, trends and implementations in Polish Industry 4.0.31 The thirteenth edition of the European Congress of Small and Medium-sized Enterprises was held from October 25 to 27, 2023. The event was held under the patronage of the European Parliament. From the beginning of the event, the organizer is the Regional Chamber of Commerce in Katowice. During the Congress, issues were discussed: law and taxes, financing, investing, HR, technological trends, marketing and sales, smart cities for business and international cooperation, i.e. entering foreign markets. During the event, over 50 discussion panels, workshops and speeches were held, with 300 speakers and speakers. The number of visitors exceeded 6,500 people from 24 countries32 . 30 see in: Europejski kongres gospodarczy w Katowicach coraz dojrzalszy programowo coraz młodszy duchem. Podsumowanie XI edycji wydarzenia. in: https://www.eecpoland.eu (access in 10.12.2023) 31 https://www.toolex.pl (access in 10.12.2023) 32 https://ekmsp.eu/aktualnosci/news-011 (access in 10.01.2024)
  • 15. 14 At the end of 2023, from December 9 to 11, the 7th Silesian Science Festival took place. An event promoting the scientific achievements and research of Silesian universities. Within a few days, several dozen conference meetings (workshops, conferences) were held, scientific and research centers, as well as cultural institutions, opened their stands. In the 2023 edition, the event was visited by 69,000 people over three years, and another 10,000. followed the online broadcasts. The event involved 68 sponsors and patrons, 120 special guests and 870 speakers. The event attracted 480 people providing their services as volunteers. The event is of great importance for the university and the region's economy, especially in the perspective of 2024, when Katowice is the European City of Science. The Silesian Science Festival was organized by three local government entities (the city of Katowice - the host of the event, the Silesian Voivodeship and The Metropolis GZM - as co-hosts organization); as well as 9 universities from the Silesian Voivodeship (including: University of Silesia in Katowice, as the creator of the idea). In 2024, next editions of very well-known business events (fairs, exhibitions, congresses, conferences) will be held in Katowice (e.g.: 4 Design Days, IEM Expo Computer Games and Software Fair, Health Challenges Congress, European Economic Congress, ExpoWELDING International Welding Fair, TOOLEX International Fair of Machine Tools, Tools and Processing Technologies, Inventions and Innovations Fair, International Mining Fair EXPO Katowice, PreCOP 29th Climate Conference, Local Government Capital and Finance Forum, European Congress of Small and Medium-sized Enterprises, Congress of the Polish Orthopedic and Traumatological Society, Congress of the Polish Society of Cardiology, Endoscopic Days, Congress of the Polish Orthodontic Society). Against these many events, the EuroScience Open Forum International Science Congress planned to be held in Katowice on June 12-15, 2024 seems to be very interested. It is the largest congress in Europe dedicated to the debate on research and innovation, for and with society. The event is carried out as part of the Katowice European City of Science project. In 2025, the following events are planned: Congress of the International Federation of European Law.
  • 16. 15 2 Terminology As in previous years, in the reports on the business tourism market in Katowice, the adopted concepts and division criteria are based on the same recommendations used in studies by many authors in Poland and abroad, as well as international institutions responsible for collecting data on the tourism market. Business tourism is understood as the participation of participants/delegates in group meetings (UN WTO has specified that the minimum number of people to consider a meeting as a group is 10)33 related to the participants' work. It should be remembered that the concept of "business tourism" is narrower than the concept of "business travel". Davidson emphasizes that a more general term is "business travel", which in the literature on the subject34 are defined as all trips whose purposes are related to the work or interests of the traveler. Includes "individual business trips" as well as "business tourism", i.e., trips and participation in group meetings. The Poland Convention Bureau (PCB), in its periodically prepared reports on the meetings industry in Poland, also refers to this division and distinguishes the following four groups of conference meetings and business events: conference/congress, corporate event, motivational event and fairs/exhibitions. Business tourism includes all business trips to various group meetings. Including: group meetings (many types of events such as conferences, training seminars, new product launches and annual general meetings); incentive trips (usually luxury trips to attractive places, financed by the employer for its employees, as a reward for winning a work-related competition or for activities as part of a sales team); exhibitions (including fairs and consumer events); corporate tourism (luxurious entertainment offered by companies to their most valuable customers or potential customers during prestigious sports and cultural events). The venues dedicated for conference meetings and other business events are divided by the PCB into four groups: - exhibition/congress centers (an exhibition/congress center built for a specific purpose that does not have accommodation), - hotels (hotel with conference rooms, accommodation is provided and made available along with meeting rooms) - rooms/halls for a special event (facility/room for special events - without accommodation, but with conference rooms; it may be a facility built or rebuilt for the needs of special events, a restaurant, a bar, a film facility, a public park, a castle, a sports facility, etc. - this does not include exhibition/congress centers built for a specific purpose; - higher education institutions (university school with conference rooms, educational institution with or without accommodation - accommodation e.g., in dormitories). 33 see in Global Report on the Meetings Industry, UN WTO, Madrid 2014, p. 10; Measuring the Economic Importance of the Meetings Industry. Developing a Tourism Satellite Account Extension. UN WTO, Madrid 2006, p. 13 34 see in: R. Davidson, B. Cope: Turystyka biznesowa. Konferencje, podróże motywacyjne, wystawy, turystyka korporacyjna. Polska Organizacja Turystyczna, Warszawa 2003, p. 4.
  • 17. 16 The term conference meeting and other business event used in this Report refers to a group meeting (minimum 10 people), lasting at least 4 hours and held outside the client's office35 . The meetings are different in terms of duration, number of participants, spatial scope, purpose and topic of the meeting, and degree of formalization. Therefore, there are: congresses, conventions, conferences, forums, assemblies, conventions, symposia, seminars or training, workshops, galas or conclaves. In this Report, conference meetings and other business events include all these types of meetings, as well as trade and promotional fairs and exhibitions; both open and closed36 . The term "participant of conference meetings - delegate" refers both to "business tourists" (a business participant of a meeting who meets the criteria adopted in the definition of a tourist according to the terminology recommended by the UN WTO, i.e. stays outside the place of permanent residence for at least 24 hours and uses publicly available accommodation base), as well as other people who are decelerating business purposes at group meetings (previously described) in the conference town, do not stay overnight in the place visited (one-day visitors), but use conference services and infrastructure prepared for these meetings. The business tourism market in entities terms is constituted by the following groups of players: - Group I - producers/suppliers of partial services (accommodation facilities, meeting and business event facilities, transport services, catering services, supporting services; other local entrepreneurs - occasionally involved in the implementation of business events) - Group II - specialized intermediaries acting on behalf of principals and institutions acting on behalf of producers/suppliers of partial services - Group III – institutional buyers (non-for-profit organizations, public administration, enterprises) and participants of conference meetings37 . It should be noted that the business tourism market is dominated by institutional clients demand, which is identified and reported earlier than individual clients demand. However, conference participants (delegates) have a certain choice of various additional services, travel methods, as well as various meeting forms, places, participation costs and implementation time. When choosing a meeting, they are guided by official reasons for participation, as well as unofficial (individual) ones, which are also assessed in the report. The analysis of the preferences and behaviors of conference participants, as well as their expectations and expenses, is an interesting subject of research, especially for people managing various market entities operating on the business tourism market. 35 in accordance with the recommendations of the World Tourism Organization recorded in the study: Measuring the Economic Importance of the Meetings Industry – Developing a Tourism Satellite Account Extension. World Tourism Organization, Madrid, Spain, 2006, p. XII 36 The term "open" meetings refers to conference and other business meetings available to all interested persons, while the term "closed" refers to conference meetings available only to a specific group of eligible people (often, entry to the event is preceded by a personal invitation).. 37 See in: K. Cieślikowski: Zarządzanie turystyką biznesową. Wybrane aspekty globalne i lokalne. AWF Katowice 2015, p. 27- 30
  • 18. 17 3 Conference meetings and business events in Katowice 3.1 Market research methodology for estimating the demand realized on the market of conference meetings and business events in the city of Katowice. To achieve the aims of the business tourism market research in Katowice, conference meetings and other business events organized in 2023 in this city were counted, and market research was conducted through direct interviews with conference participants using a survey questionnaire addressed to guests of selected meetings (fairs, congress, conference, workshops, seminars/trainings). In order to be able to compare the results obtained with other cities, the selection criteria and nomenclature of events recommended by the Poland Convention Bureau operating at the Polish Tourist Organization (POT) were used in the Katowice research. However, in the Katowice studies, the minimum number of participants in a group of people in a counted meeting was maintained at the level of at least 10 people (used in previous years in the studies of the Convention Bureau Katowice, POT and further recommended by the UN WTO). This is necessary to indicate trends in the business tourism market in Katowice and to take into account the results of market research from previous years in the analysis. From the beginning of October 2023 to the end of January 2024, direct contact with managers of 36 conference venues (key to the conference meetings and business events market in Katowice) was realized. Their material potential (buildings, halls, rooms, restaurants) to host business guests was verified. Then, forms were sent to event venues where conferences were held in 2023 in their physical resources (they were responsible for indicating the number of business events and conference meetings by months of 2023, divided into one-day and longer events, and also indicating the number of participants these events). At the end of December 2023 and in January 2024, completed forms were received with detailed or general characteristics of conference meetings and business events held in 16 facilities. These facilities have conference rooms and other rooms also used for business meetings. Repeated contacts with event venues (including telephone interviews and direct meetings) allowed obtaining information about business events from 34 venues, including: - 3 venues - exhibition/congress center, - 17 venues - hotels with conference rooms, - 6 venues – buildings dedicated to special events with conference rooms, including cultural facilities, - 8 venues - university with conference rooms. The above-mentioned facilities constitute a kind of research panel, which for many years has been asked to provide: the number of business meetings carried out in their material resources of the event facility (with meetings longer than 1 day marked) and the number of participants in these meetings. This data is classified by months throughout the year.
  • 19. 18 Some venues (such as the International Congress Center Katowice, Spodek Arena) provide detailed characteristics in accordance with the recommendations of the Poland Convention Bureau (PCB) operating at the Polish Tourist Organization, and even indicate events qualifying for ICCA (International Congress and Conferences Association) statistics. However, due to the high level of detail of the PCB criteria of the collected data, as well as the discrepancies in the data collected and the criteria adopted by event facility managers and the PCB requirements, simplified forms covering the variables necessary to estimate the size of the business tourism market were introduced in the process of research in Katowice a few years earlier in the city of Katowice. 3.2 Analysis of conference meetings in Katowice The total number of counted conference meetings and other business events in the surveyed facilities in Katowice in 2023 (Fig. 1) was 6,451 (6,426 were recorded in 2022), and the number of participants (Fig. 2) in these meetings was 730 001 (a year earlier it was 552,849 visitors). Fig. 1. Number of conference meetings and business events in Katowice in the years 2015 - 2023 source: K. Cieślikowski - own research The number of conference meetings and business events in Katowice in 2023 returned to the level before the COVID-19 pandemic (then 6,453 business meetings were held in 2019). However, the number of participants, despite the high level of 730,001 people in 2023, is still different from record year 2019 (1,020,187 people were recorded). Participants got used to hybrid forms of involvement in conferences. Therefore, some of them did not appear in the city at all, but only connected on "live" broadcasts or played topics that interested them business events. 6 594 6 317 6 334 6 170 6 453 2 033 2 465 6 426 6 451 0 1 000 2 000 3 000 4 000 5 000 6 000 7 000 NUMBER OF BUSINESS MEETINGS 2015 2016 2017 2018 2019 2020 2021 2022 2023
  • 20. 19 Comparing 2023 to 2022, it should be noted that the number of business events in Katowice stabilized (an increase of 0.39% y/y), while in the same period the number of stationary participants in these events increased significantly (by 177,152 people) (by 32.0% y/y). Fig. 2. Number of participants in conference meetings and business events in Katowice in the years 2015 - 2023 source: K. Cieślikowski - own research Therefore, as can be seen in Fig. 2, the business tourism market is recovering after the COVID-19 pandemic. However, there is a noticeable slowdown in the number of events. The business tourism market is constantly under the pressure of rising operating costs, turbulent political environment, climate change, and growing internal competition. In 2023, the number of one-day business meetings amounted to 4,681 (Fig. 3), which constituted 72.6% of the total number of 6,451. This means that the number of one-day events in 2023 decreased y/y by 4.41% (in 4,897 events were recorded in 2022). However, the number of business meetings lasting two days or longer accounted for 27.4% of the total number of meetings. Their number was 1,770 events in 2023 and was higher by 15.8% y/y (1,529 such events were recorded in 2022). 582 495 762 538 826 883 757 630 1 020 187 208 158 272 105 552 849 730 001 0 200 000 400 000 600 000 800 000 1 000 000 1 200 000 LNUMBER OF PARTICIPANTS IN BUSINESS MEETINGS 2015 2016 2017 2018 2019 2020 2021 2022 2023
  • 21. 20 Fig. 3. Structure of conference meetings and business events market in Katowice in the years 2015 - 2023, concerning duration of the meetings source: K. Cieślikowski - own research Analyzing business events in Katowice taking into account the place of their implementation (type of conference facility), it can be noted that in 2023, 5,432 business events were held in hotels (Fig. 4), which constitutes 84.2% of the total number of events in Katowice. Compared to 2022, this is an increase of 70 events, or 1.31% (then 5,362 business meetings in hotels were recorded). Meanwhile, 1,019 business meetings were held in "other facilities" in 2023, which constitutes 15.8% of all events (Fig. 6). Compared to 2022, this is 45 events less (i.e. a decrease of 4.23%). However, when analyzing the distribution of the total number of participants in business events in Katowice in 2023 (730,001 visitors) taking into account the type of conference facility in the following years (Fig. 5), it should be noted that the proportions between hotels and "other facilities" are reversed. In 2023, 24.9% of delegates (181,525 people) attended business events in hotels, and 75.1% (548,476 people) in "facilities other than hotels" (Figure 6). In "other facilities", the year-on-year increase in the number of participants is the highest (from 366,111 in 2022 to 730,001 visitors). This may be due to the increased activity of academic centers in connection with the implementation of the Katowice European City of Science 2024 project, as well as the growing interest in congresses and conferences among participants. 5 454 4 991 4 736 4 561 4 842 1 335 1 794 4 897 4 681 1 147 1 326 1 598 1 609 1 611 698 671 1 529 1 770 0 1 000 2 000 3 000 4 000 5 000 6 000 7 000 NUMBER OF BUSINESS MEETINGS spotkania jednodniowe spotkania trwające dwa dni i dłużej 2015 2016 2017 2018 2019 2020 2021 2022 2023 one-day meetings two days or more
  • 22. 21 Fig. 4. Structure of conference meetings and other business events in Katowice in the years 2015 - 2023, taking into account the type of conference facility source: K. Cieślikowski - own research Fig. 5. Structure of participants in conference meetings and other business events in Katowice in the years 2015 - 2023, taking into account the type of conference facility source: K. Cieślikowski - own research The increase in the number of participants recorded in "other facilities" is also caused by the increasing number of visitors to conference meetings and other business events (including fairs and exhibitions) held in the Spodek Arena and the International Congress Center, where the attendance of cyclical events is rebuilding after years of the pandemic. 958 765 997 859 1 002 376 552 1 064 1 019 5 636 5 552 5 337 5 311 5 451 1 657 1 913 5 362 5 432 0 1 000 2 000 3 000 4 000 5 000 6 000 7 000 NUMBER OF BUSINESS MEETINGS inne obiekty hotele Other than hotels hotels 2015 2016 2017 2018 2019 2020 2021 2022 2023 378 892 573 258 615 086 565 206 811 554 136 290 167 039 366 111 548 476 203 603 189 280 211 797 192 424 208 633 71 868 105 066 186 738 181 525 0 200 000 400 000 600 000 800 000 1 000 000 1 200 000 NUMBER OF PARTICIPANTS BUSINESS MEETINGS inne obiekty hotele 2015 2016 2017 2018 2019 2020 2021 2022 2023 Other than hotels hotels
  • 23. 22 Business events Participants of the business events Fig. 6. Structure of business events and their participants depending on the type of conference facility in Katowice in 2023. source: K. Cieślikowski - own research Another element of the analysis of the business tourism market in Katowice is the schedule of conference meetings in individual months of the calendar year (Fig. 7). Fig. 7. Distribution of conference meetings and business events in 2023, by months source: K. Cieślikowski - own research Most conference meetings and business events in 2023 were organized in October and November (1,390 events). The largest number of people participating in business events was recorded in November 2023 - 141,737 people (Table 2). in other venues 1 019 events 16% in hotels 5 432 events 84% other venues 548 476 p. 75% hotels 181 525 p. 25% 391 411 634 618 661 563 276 230 642 712 678 635 0 100 200 300 400 500 600 700 800 I II III IV V VI VII VIII IX X XI XII
  • 24. 23 The year 2023 is characterized by a significantly larger number of participants in events organized on the business tourism market in Katowice than in 2022, but this did not translate into an increase in occupancy in hotels that recorded "Occupancy rates" at a similar result as in the previous year or only slightly improved their result year on year. However, ADR (Average Daily Rate) indicators increased significantly, most often by approximately 14%, which was a reflection of the growing costs of services provided in hotels. Tab. 2. Seasonality on the market of conference meetings and business events in Katowice in 2023 Conference meetings participants Conference days months meetings Share in % participants % days % January 391 6.1% 60,073 8.2% 521 6.3% February 411 6.4% 85,427 11.7% 549 6.6% March 634 9.8% 55,704 7.6% 834 10.1% April 618 9.6% 61,661 8.4% 783 9.5% May 661 10.2% 42,871 5.9% 848 10.3% June 563 8.7% 27,943 3.8% 735 8.9% July 276 4.3% 10,230 1.4% 355 4.3% August 230 3.6% 10,241 1.4% 312 3.8% September 642 10.0% 78,421 10.7% 808 9.8% October 712 11.0% 75,245 10.3% 911 11.0% November 678 10.5% 141,737 19.4% 857 10.4% December 635 9.8% 80,448 11.0% 748 9.1% total 6,451 100.0% 730,001 100.0% 8,261 100.0% Source: K. Cieślikowski - own research To resume 2023, it can be noted that December was again a very good month for the conference meetings and business events industry (9.8% of events and 11.0% of participants - see table 2). During the holiday months (July and August), the demand for conference meetings and business events was traditionally the lowest throughout the year. Moreover, it should be noted that throughout the year, all events (6,451 events) lasted a total of 8,261 days (in 2022 it was 7,962 days). This means that the average duration of the conference in Katowice in 2023 was 1.28 days (in 2022 it was 1.24 days). Taking into account the numbers of business events (total 6,451, including 1,019 in "other facilities" and 5,432 in hotels) and participants (total 730,001 people, including 548,476 in "other facilities" and
  • 25. 24 181,525 visitors in hotels), divided into conference facilities (Fig. 6), it can be indicated that the average number of participants in a business event/conference meeting held in 2023 in a hotel in Katowice was 33 people (in 2022 it was 35 people), while in other facilities 538 participants (in 2022 it was 344 visitors). In 2023, conference meetings as well as business events in hotels were slightly smaller in terms of the number of participants than in 2022 (-4.0%), while they were definitely larger in the case of "other facilities" (an increase of 56.4% /r). The number of events in Katowice in 2023 has almost reached the level of 2019, but the number of participants in these events is even smaller than before the pandemic. An analysis of their behaviour on the business tourism market in 2023, as well as the structure of expenses incurred in Katowice, will allow for estimating the impact on the region's economy.
  • 26. 25 4 Participants of conference meetings in Katowice in 2023 4.1 Methodology of research of conference meeting participants As part of the study of the business tourism market in Katowice in 2023, the behaviour and expectations of conference participants were again taken into account (their activity on the business tourism market, preferences, amount and structure of expenses, etc.). To achieve the objectives of the study, a survey method was used, using a questionnaire as a research tool. The direct research process was preceded by conversations with facility managers and conference organizers about the need for business tourism market research and to obtain consent to conduct research with participants of such events. Questionnaires (surveys) were issued before the start of the conference meeting and collected during a break or just after the meeting. People were prepared to carry out this study and they also provided additional information to meeting participants in case of any questions or doubts. The survey supported by direct contact from the research team ensured high feedback and accuracy of the collected information. In 2023, information obtained from 310 people, participants of 7 various conference meetings (congress, conferences, workshops and training) was analyzed. A total of 1,546 people participated in these meetings (these were business meetings with a different number of participants, and the participants came from different towns, including from abroad). Taking into account the origin of the event participants, they were defined as: 1 event - regional/provincial, 5 events - national, 1 - international). The selection of conference meetings and places (facilities), as well as the research sample, was purposeful so that research could be conducted with participants of various conference meetings and the results could be generalized. The survey research was: • in various places in the city of Katowice (in the very center, outside the center) • in various conference facilities (4 business meetings in conference hotels, 2 meetings in a multifunctional conference center without accommodation facilities, 1 meeting in an academic facility) • in meetings held on different days of the week (2 - Tuesday, 3 - Wednesday, 1 - Thursday, 1 - Friday) • with participants represented various organizations: enterprises (companies), non-profit organizations and public administration. An additional research assumption concerned a similar research implementation period as in previous years and a relatively short research implementation time (from October 20 to December 10, 2023), so that various internal factors did not significantly affect the research results (e.g. different willingness
  • 27. 26 of participants to use services catering and other expenses outside the conference facility, participation in other events, etc.). To realize the research according to the above assumptions required the activities: • contact with people managing conference facilities and convincing them of the need to conduct research on participants of conference meetings also held in their facilities - located in the city of Katowice, • obtain information from facility managers about conference meetings taking place/planned in October, November and December 2023, • contact with the organizers of conference meetings in order to obtain consent to conduct research on participants of their meetings, • direct contact with conference participants during the research "in the field" (conference facility). The survey of participants of conference meetings in Katowice in 2022 for the purposes of preparing the report included the following stages: I. Verification of the research tool developed in previous years II. Identification of event venues and selection of conference meetings for research III. Receiving permission to conduct research IV. Conducting surveys - collecting research data V. Entering and coding the obtained data VI. Counting and preparation of results VII. Analysis and interpretation of results VIII. Preparation of conclusions for the Report To carry out the research and achieve the assumed goals, a survey questionnaire was developed and tested, consisting, as in previous years, of questions (open and closed, questions in the cafeteria structure, questions using a 5-point Likert scale) and details. The questionnaires together with the cover letter were approved by the business event organizers. The questionnaire with questions was handed to participants before entering the conference rooms, along with information and a request to complete the questionnaire and return it to persons designated during the conference or to specially prepared (described) boxes for completed research questionnaires. Then, the collected information was entered and coded in a computer program for further analysis and drawing conclusions.
  • 28. 27 4.2 Research sample The research sample consisted of 310 participants from 7 different conference meetings, held in various conference facilities in the city of Katowice in October and November 2023. The analysis of the age structure of the study participants allows us to note that 84.2% of them were people aged 25- 44 years old. Of these, 36.5% of the total study participants were conference participants aged 35-44, and 34.0% were aged 25-34 (Fig. 8). Fig. 8. Structure of research sample by age source: K. Cieślikowski - own research The share of women in the research sample was 56.3 %, while that of men was 41.0 % (Fig. 9) Fig. 9. Structure of the research sample by gender source: K. Cieślikowski - own research 12.9% 34.8% 36.5% 12.3% 1.9% 1,6% 0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0% 40,0% d o 2 4 l a t 2 5 - 3 4 l a t a 3 5 - 4 4 l a t a 4 5 - 5 4 l a t a 5 5 - 6 4 l a t a 6 5 l a t i w i ę c e j Women 56.5% Mem 41.0% no indication 2.6% ->25 y. 25-34 y. 35-44 y. 45-54 y. 55-64 y. 65 y. or more
  • 29. 28 70.6% of delegates participating in conference meetings represented companies and this was the largest group among the surveyed people. Representatives of non-profit organizations (including: universities, schools, foundations, associations) constituted 18.4%, and state and local government employees constituted 11.0% of the participants (Fig. 10. Fig. 10. Structure of conference meeting participants by type of organization they represent source: K. Cieślikowski - own research 23.5% of the surveyed conference participants declared that they incurred accommodation costs in Katowice during their stay at the current conference (Fig. 11). Their behavior, expectations, and expenditure structure may differ from those of participants who came to a business event and did not use accommodation in Katowice, therefore, in the further part of the study, they were analyzed separately - distinguishing their results from those of delegates without accommodation. Fig. 11. The structure of the surveyed participants of conference meetings, taking into account the cost of accommodation in Katowice source: K. Cieślikowski - own research company 70.6% non-proft organizations 18.4% government administration 11.0% without accommodation 70.6% accommodate…
  • 30. 29 To estimate the total expenses of all participants of conference meetings and business events in Katowice, distinguishing the size and structure of expenses incurred by participants of conference meetings and other business events staying overnight in Katowice is very important, due to their different purchasing behavior and the preferences of other services in the city38 . Fig. 12. Geographical distribution of participants of conference meetings in Katowice source: K. Cieślikowski - own research The study counted responses only from people who came from outside Katowice. The largest number of surveyed participants in conference meetings held in Katowice (Fig. 12) came from the Śląskie Voivodeship (57.7%). The following voivodeships where the surveyed participants came from are: Mazowieckie Voivodeship - 7.7% of all respondents, Małopolska Voivodeship - 7.1%. In 2023, foreign participants in the research sample constituted 3.5%. The fewest people in the research sample were people who came from the following voivodeships: Kujawsko-Pomorskie, Lublin, Podkarpackie and Podlaskie. The study covered only people from outside the city of Katowice. 38 Analyzing the total expenses of participants of conference meetings in Katowice in 2023 requires taking into account the average values of expenses from survey research (according to their type structure), and in the final calculations, taking into account the identified share of overnight stays in all conferences in Katowice declared by the respondents throughout the year (Fig. 13) 57.7% 7.7% 7.1% 5.5% 2.9% 2.6% 1.9% 1.9% 1.9% 1.3% 1.3% 1.3% 1.0% 1.0% 1.0% 0.3% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% śląskie mazowieckie małopolskie opolskie wielkopolskie zachodniopomorskie dolnośląskie łódzkie świętokrzyskie lubuskie pomorskie warmińsko-mazurskie kujawsko-pomorskie lubelskie podkarpackie podlaskie zagranica foreigners
  • 31. 30 5 Results of market research of delegates - participants of conference meetings in Katowice in 2023. 5.1 Conference activity of delegates in 2023. 5.1.1 Katowice as a destination for delegates compared to the rest of Poland For people participating in business events, Katowice is an important point on the map of conference meetings in Poland. The study participants (310 people) declared that in 2023 they attended a total of 1,356 conference meetings (on average, one person attended 4.4 conferences in 2023). However, 43.8% of these conference meetings (i.e., 594 conferences) were held by participants in Katowice (Fig. 13). Fig. 13. Structure of all conference meetings attended in 2023 by respondents by conference location source: K. Cieślikowski - own research Fig. 14. The structure of all conference meetings in 2023 held in Katowice by respondents, including accommodation. source: K. Cieślikowski - own research other 56.2% Katowice 43.8% with accommodation 35.5% without accommodation 65.5%
  • 32. 31 34.5% of all conference meetings that the study participants held in Katowice in 2023 (i.e. 205 out of 594) were held overnight in Katowice (Fig. 13). The remaining 65.5% of their conference meetings in 2023 in Katowice (i.e. 394 out of 594) these were events during which they did not stay overnight in this city. The delegates in 2023 participated on average in 4.37 conference meetings, including in Katowice the average was 1.92 meetings (Table 3). Tab. 3. Average number of conference meetings of delegates in 2022 by type of organization delegates in total company representatives Non-profit and administration representatives Average number of meetings in total 4.37 4.62 3.79 Average number of meetings in Katowice 1.92 2.09 1.49 source: K. Cieślikowski – own research Delegates representing companies participated in conference meetings more often than other people - their average number of such events in 2023 was 4.62 (including 2.09 in Katowice). However, delegates representing non-profit organizations or public administration participated in an average of 3.78 conference meetings in 2023 (Table 3). 5.1.2 Trends in delegate activity in attending conference meetings Taking into account the delegates' activity in participating in conference meetings in 2023, it can be noted that for 54.2% of the surveyed people, the total number of conference meetings in which they participated in 2023 did not change compared to the previous year. Tab. 4. Activity of delegates on the conference meetings market in 2023 compared to 2022. decrease in the number of conference meetings number of conference meetings at the same level increase in the number of conference meetings How many of them indicated 12.9% 54.2% 32.9% Average change in the number of conference meetings -37.9% 100.0% +36.6% Source: K. Cieślikowski - own research 12.9% of delegates indicated that their activity on the conference meetings market had decreased. They showed an average decrease in the number of events in which they participated y/y by -37.9%. However, for 32.9% of study participants, the number of conference meetings increased by 36.6% in 2023 compared to 2022 (Table 4).
  • 33. 32 5.2 Means of transport used by participants of conference meetings in Katowice The most of respondents came to conference meetings in Katowice by car (80.0% of indications). 20.3% of participants used rail transport and 7.1% used taxi services (Figure 15). The number of indications exceeds 100.0% because some study participants indicated several means of transport that they used to arrive at the conference meeting. Fig. 15. Distribution of participants of conference meetings in Katowice by means of transport used for arrival in 2023 source: K. Cieślikowski - own research The percentage of delegates using a car as a means of transport to conferences is higher among those representing companies (85.4%) and among participants who do not use accommodation - 81.5% (Table 5). Tab. 5. The usage of means of transport by various groups of delegates - participants of conference meetings in Katowice in 2023 Participants in total Delegates representing companies delegates from the organization non-profit and public administration delegate without accommodation accommodated delegate car 80.0% 85.4% 67.0% 81.5% 75.6% railway 20.3% 15.1% 33.0% 17.2% 29.5% TAXI 16.5% 15.1% 19.8% 19.0% 9.0% public transportation 7.1% 5.5% 11.0% 8.2% 3.8% plane 3.9% 2.7% 6.6% 5.2% 0.0% long distance bus 2.9% 3.2% 2.2% 3.4% 1.3% Source: K. Cieślikowski - own research 33.3% of delegates from non-profit organizations and public administration used the railway when coming to Katowice, while among people representing companies this percentage was 15.1%. (Tab. 5). 80.0% 20.3% 16.5% 7.1% 3.9% 2.9% osobowy samochód PKP Lokalna komunikacja miejska TAXI Samolot Autobus dalekobieżny 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% long distance bus plane TAXI public transportation railway car
  • 34. 33 5.3 Perception of the city of Katowice as a place for conference meetings and business events in the light of delegates' research 5.3.1 Identification of the most important attributes of the town for participants of conference meetings In order to determine the attractiveness of the city of Katowice for conference participants, two questions were included in the research questionnaire. One allowed the identification of the most important advantages of the conference destination in the opinion of the respondents (13 features were listed and participants were asked to respond to each of them by putting an "x" in a 5-point Likert scale from 1 to 5, where 1 - "not very important", and 5 - "very important"). However, the second question (placed further in the questionnaire) referred to the level of Katowice's fulfilment of these factors determining the attractiveness of the destination as a conference location (the same features/factors were listed, with 1 meaning that the city "meets it to a small extent", and 5 – "it works perfectly"). The difference between the average results for individual features/attractiveness factors (the difference between expectations and fulfilment in the opinion of delegates) allows us to show the strengths and weaknesses of the city of Katowice as an attractive destination on the conference market in the perception of conference participants. Tab. 6. Attributes of the conference destination in the light of research of participants of conference meetings and business events Participants in total Delegates representing companies delegates from the organization non-profit and public administration delegates without accommodation accommodated delegates The feeling of safety in the city 4.24 4.24 4.23 4.37 3.85 Transport accessibility 4.06 4.03 4.13 4.07 4.04 Positive experiences from previous conferences in the city 3.99 4.05 3.84 4.11 3.63 Varied accommodation base 3.66 3.65 3.69 3.65 3.71 Diverse gastronomic base 3.53 3.58 3.43 3.62 3.29 Many cultural and entertainment facilities in the town 3.45 3.46 3.41 3.53 3.20 Many free time attractions (facilities, places) in the city 3.39 3.38 3.40 3.44 3.21 Parks and green areas 3.25 3.19 3.37 3.34 2.96 Many cultural and sports events in town 3.16 3.16 3.16 3.28 2.81 Other meetings. conferences and business events. at the same time 3.04 2.95 3.25 3.17 2.65 Cultural events and sports, during the days of your stay at the conference 3.00 2.91 3.22 3.02 2.94 Possibility to explore the city and surrounding area with a guide 2.84 2.62 3.39 2.91 2.64 Many shopping centers in the town 2.80 2.68 3.10 2.82 2.74 Source: K. Cieślikowski - own research
  • 35. 34 Delegates' research showed that the most important attribute of the conference location for participants is: "The feeling of safety in the city" (4.24 on a five-point scale) and transport accessibility with an average of 4.06 (Table 6). Less important for the attractiveness of the city as a conference destination, in the opinion of conference participants, are such features as: "many shopping centers in the town" (2.80) and "the possibility of visiting the city with a guide" (2.82). However, for people representing public administration and non-profit organizations, this factor is more important with an average level of importance of 3.39. The research results are presented in table 6, indicate that "a wide and diversified accommodation base" is more important for delegates staying overnight than for other people, while people not staying overnight indicated a higher level of importance for the feature "Diversified catering base" than people staying overnight in Katowice. 5.3.2 Determining the level of meeting delegates' expectations by the city of Katowice as a conference venue In the city of Katowice, as an attractive destination on the business tourism market, the delegates rate the city's "transport accessibility" (average score 4.13) and "diversified gastronomic base" - score 4.03 (Table 7). Tab. 7. Assessment of the attractiveness of Katowice as a meeting place based on research by participants of conference meetings and business events Participants in total Delegates representing companies delegates from the organization non- profit and public admin. delegates without accommodation accommodated delegates Transport accessibility 4.13 4.10 4.22 4.19 3.95 Diverse gastronomic base 4.05 4.02 4.10 4.08 3.93 Feeling safe in the city 3.99 4.00 3.97 4.01 3.93 Positive experiences from previous conferences in the city 3.99 4.00 3.96 4.02 3.88 Many cultural and entertainment facilities in the town 3.95 3.94 3.98 3.96 3.92 Many shopping centers in the town 3.92 3.91 3.95 3.86 4.12 Many cultural and sports events in town 3.84 3.86 3.80 3.84 3.84 Varied accommodation base 3.77 3.77 3.77 3.73 3.89 Many free time attractions (facilities. places) in the city 3.73 3.75 3.67 3.69 3.85 Parks and green areas 3.65 3.60 3.76 3.67 3.57 Other conference meetings and business events at the same time 3.56 3.62 3.42 3.61 3.41 Cultural and sporting events during the conference days 3.39 3.38 3.42 3.37 3.48 Possibility to explore the city and surrounding area with a guide 3.37 3.42 3.25 3.38 3.36 Source: K. Cieślikowski - own research
  • 36. 35 Analyzing the results in table 7, it can be noticed that participants who did not stay overnight rate the "Diversified gastronomic base" higher than those who stayed overnight. However, participants representing companies rated the city of Katowice higher than others in terms of "Other conference meetings and business events at the same time in the city". 5.3.3 Strengths and weaknesses of the city of Katowice as a good place for conferences in the opinion of the participants The strengths of the city as an attractive destination for conference participants are those features/attributes that delegates indicate as very important to them and are well met by the destination. As a result of the difference between the average fulfillment and the average importance, these features will receive a positive value (i.e., they will exceed expectations). Katowice, in surveys of participants of conference meetings in 2023, meets the expectations of delegates in almost every feature of a conference destination that is important to them (Table 8). Tab. 8. Features of the city of Katowice exceeding the expectations of conference participants in 2023. how important are the following features for delegates? how does the city of Katowice meet these features? Katowice as a conference city - result The feeling of safety in the city 4.24 3.99 -0.24 Transport accessibility 4.06 4.13 0.07 Positive experiences from previous conferences in the city 3.99 3.99 0.00 Varied accommodation base 3.66 3.77 0.11 Diverse gastronomic base 3.53 4.05 0.51 Many cultural and entertainment facilities in the town 3.45 3.95 0.50 Many free time attractions (facilities, places) in the city 3.39 3.73 0.34 Parks and green areas 3.25 3.65 0.40 Many cultural and sports events in a given town 3.16 3.84 0.68 Other conference meetings and business events at the same time 3.04 3.56 0.52 Cultural and sporting events during the conference days 3.00 3.39 0.39 Possibility to explore the city and surrounding area with a guide 2.84 3.37 0.53 Many shopping centers in the town 2.80 3.92 1.12 Source: K. Cieślikowski - own research
  • 37. 36 The most important item for delegates, "sense of safety in the city", is slightly unfulfilled (-0.23), while the next item "accessibility" (the level of fulfillment by the city of Katowice exceeded the guests' expectations). In terms of other features/attributes of a destination attractive to delegates, Katowice also exceeded the delegates' expectations (Table 8). Most in the case of the feature "many shopping centers" - the result was 1.12 points more compared to the level of importance. 5.4 Structure and amount of expenses of participants of conference meetings in Katowice in 2023 All participants taking part in the study (310 people), during their stay at their conference, were asked to provide the structure of expenses incurred in the city of Katowice. Taking into account only the expenses of participants who declared such expenses in Katowice (71.0% of all surveyed people), it was calculated that the average amount of expenses incurred in Katowice per person was PLN 463.14. It was slightly lower than a year earlier (in 2022 it was PLN 496.13). This is due to greater activity in spending by same-day guests visiting Katowice. It should be noted that: - 71.0% of survey participants reported any expenses in Katowice (excluding costs of getting to and from the city), and 29.0% did not spend anything; - 25.2% of all surveyed respondents declared expenses for accommodation in connection with participation in the current conference meeting (this represented 35.5% of delegates from those who reported any expenses in the city). The large share (29.0%) of delegates who did not declare any expenses in Katowice may be due to the proximity of Katowice to their place of residence (over half of 57.7% of delegates came to Katowice from other towns in the Silesian Voivodeship - see Fig. 12.), and therefore their purchases of goods and services before or after a conference meeting in another city, as well as their stay at a conference in Katowice, which is too short for them. Study participants who declared expenses incurred for accommodation ("overnight participants") in Katowice in 2023 in connection with participation in the conference spent a total of PLN 950.17 in the city of Katowice (in 2022 it was PLN 837.73 PLN), including PLN 573.85 for the accommodation itself (in 2022 it was PLN 413.47). Taking into account the average stay in Katowice of a conference participant incurring accommodation costs (1.97 days), it can be assumed that delegates staying overnight in the city of Katowice spent an average of PLN 481.25 per day in 2023 (in 2023 it was PLN 409.85 PLN), including for one night approximately PLN 290.65 (in 2019 it was PLN 202.29).
  • 38. 37 Delegates who declared expenses incurred in Katowice but did not stay overnight spent an average of PLN 195.62 in Katowice (in 2022 it was PLN 172.33). However, 29.0% of people in the "without accommodation" group of respondents did not declare any expenses in Katowice. The average stay (delegates without accommodation) at the conference in Katowice was 1.24 days. This means that the average value of their expenses in Katowice (of those who incurred any expenses) for one conference day of their stay was PLN 157.58 (in 2022 it was PLN 121.43). Also taking into account the number of people who did not spend anything during their stay at the business event, the average amount of delegates' expenses without accommodation in Katowice in 2023 was - PLN 119.73. The analysis of the structure of expenses of the surveyed delegates "not accommodated" in Katowice in 2023 (Table 9) allows us to notice that the largest part of their expenses (33.2%) is spent on catering services, the next item is "conference fees and materials" (35.6%), then "shopping in shopping malls" (18.2% of their total expenditure). However, an analysis of the structure of expenses of delegates staying overnight in Katowice allows us to conclude that in 2023, accommodation expenses accounted for an average of 60.4% of all expenses incurred in Katowice. They spent 16.8% on catering services both inside and outside the facility, and 14.6% on shopping. Tab. 9. Structure of total expenses of conference participants spent in Katowice in 2023 Expense structure delegates without accommodation Expense structure of accommodated delegates accommodation services 0.0% 60.4% catering services in the conference facility 13.4% 8.9% catering services outside the conference facility 19.8% 7.8% conference materials 35.6% 3.9% parking lots in Katowice 2.4% 1.8% local transport in Katowice (e.g., PKM. MZK. TAXI) 5.8% 0.7% recreation and entertainment in free time at the conference facility. 0.8% 0.9% recreation and entertainment in free time in Katowice 4.2% 0.9% shopping in malls. centers and shopping streets 18.2% 14.6% total 100.0% 100.0% Source: K. Cieślikowski - own research
  • 39. 38 It should be noted that the surveyed conference participants also showed varying willingness to incur various expenses in Katowice (Table 10). In the case of conference participants who did not stay overnight during the conference in Katowice, 31.5% of them spent an average of PLN 50.89 on catering services in the conference facility, and 30.2% spent an average of PLN 78.34 on catering services outside the conference facility. . The highest average amount of PLN 336.67 was spent by non-overnight participants on shopping in shopping malls, centers and shopping streets. However, 6.5% of them reported these expenses. In the case of conference participants who stayed overnight during the conference in Katowice, 61.5% of them spent on catering services in the conference facility, an average of PLN 138.02, and 61.5% on catering services outside the conference facility - an average of PLN 120 .83 PLN. The total cost of accommodation in 2023 incurred by delegates is PLN 573.85. On average, one overnight delegate was accommodated in Katowice for 1.97 days. 51.3% of delegates staying overnight in Katowice spent an average of PLN 270.00 on "shopping in malls, centers and shopping streets.". Tab. 10. Willingness of delegates to make expenses by type of costs along with their average value of these expenses in Katowice for people who declared them in 2023 delegates without accommodation delegates with accommodation Average amount of expenses (in PLN) Percentage of participants with these expenses Average amount of expenses (in PLN) Percentage of participants with these expenses accommodation services 0.00 0.0% 573.85 100.0% catering services in the conference facility 50.89 31.5% 138.02 61.5% catering services outside the conference facility 78.43 30.2% 120.83 61.5% conference materials and fees 189.90 22.4% 158.89 23.1% parking lots in Katowice 54.83 5.2% 43.84 39.7% local transport in Katowice (e.g. PKM. MZK. TAXI) 41.13 16.8% 30.72 23.1% recreation and entertainment in free time at the conference facility. 52.50 1.7% 69.80 12.8% recreation and entertainment in free time in Katowice 146.88 3.4% 59.82 14.1% shopping in malls. centers and shopping streets 336.67 6.5% 270.00 51.3% Source: K. Cieślikowski - own research Accommodated participants are a very attractive target group for many market entities operating in Katowice. They showed a greater tendency to spend on taxi services. leisure time recreation and other services than participants of conference meetings without accommodation (Table 10).
  • 40. 39 Summary In 2023, the total number of conference meetings and other business events in Katowice amounted to 6,451 events. 27.4% of them (i.e., 1,770) lasted two days or longer. Moreover, it should be noted that 5,432 business meetings were held in hotels (84.2% of the total number in Katowice), and the rest number of events (1,019) in other venues. Compared to previous years, the number of business events and conference meetings has returned to the level before the COVID-19 pandemic (in 2019, 6,453 business events were held in the city) and compared to 2022 (6,426 events were recorded in Katowice) it is slightly higher. However, the number of event participants in 2023 increased y/y by 32% and amounted to 730,001 delegates (in 2022 it was 552,849 delegates). The total number of conference days in Katowice in 2023 was 8,261 days (in 2022 it was 7,962), and the average duration of conferences and other business events was 1.28 days in 2023. The most conference meetings and other business events, as well as conference days were recorded in October. However, most participants of such events visited Katowice in November 2023. In 2023, 124 business events and conference meetings were held at the International Congress Center (ICC) in Katowice (the largest covered conference space in Poland). They were attended by 359,074 people in person (in 2022, 128 business events were recorded, attended by 234,087 participants). Business tourism in Katowice generates participants' expenses for various services in conference facilities and in the city. The overall expenses of the surveyed delegate staying overnight in Katowice in 2023 amounted to an average of PLN 950.17 per person (in 2022 it was PLN 837.73), including PLN 573.85 for accommodation. The average stay of a person staying overnight during the conference in Katowice is 1.97 days, so delegates staying overnight in Katowice spent on average about PLN 481.25 for one day (in 2022 it was PLN 409.85). Delegates who declared expenses incurred in Katowice but did not stay overnight spent an average of PLN 195.62 in Katowice (in 2022 it was PLN 172.33). However, 29.0% of people in the "without accommodation" group of respondents did not declare any expenses in Katowice. The average stay (delegates without accommodation) at the conference in Katowice was 1.24 days. This means that the average value of their expenses in Katowice (analyzing only those who incurred any expenses) for one conference day of their stay was PLN 157.58 (in 2022 it was PLN 121.43). However, taking into account the number of these people without expenses during their stay at the business event, the average amount of delegates' expenses without accommodation in Katowice in 2023 was - PLN 119.73 per day per person.
  • 41. 40 Taking into account the total number of participants of business events in Katowice, dividing them into participants incurring any expenses in the city and not, as well as their further division into participants staying overnight in Katowice and not staying overnight, as well as the average expenses related to their activities during their stay in Katowice, the total the amount of expenses of participants of business meetings in Katowice. In 2023, the total amount of expenses spent by participants of business events and conference meetings in Katowice amounted to over PLN 236 million (PLN 236,249,515.13). This amount is 56.2% higher y/y (in 2022 it was PLN 151 million). This result in 2023 was influenced by several factors at the same time: in Katowice there was a significantly larger number of participants, there was an increase in their individual expenses, and a larger percentage of people were willing to make any purchases in Katowice and slightly longer stays of guests and conference meetings were recorded. The city of Katowice's policy of actively supporting demand on the business tourism market and active promotion through business events held in the city is also starting to bring results. In addition, involvement in various new congress and conference projects, supporting the European City of Science 2024 initiative of Katowice universities are just some of the additional factors in the development of the business tourism market in Katowice. It is worth noting that the total amount of expenses of participants of business events in 2023 is higher than before the COVID 2019 pandemic. At that time, a record number of people attended events in Katowice (in 2019, it was over 1 million people who left over PLN 209 million in the city). In the light of the research on the expectations and preferences of conference participants, Katowice is a city that meets the requirements of delegates of conference meetings and business events. The city administration is trying to create new tourist products and increase the information availability of existing attractions (e.g., the City Break Katowice application) so that the stay of guests (including those participating in conference meetings) can be extended. In 2024 Katowice is the European City of Science. Many international and national business events are planned (also described in the Report), further infrastructure investments are being implemented to improve, among others: railway connection between Katowice and the Katowice-Pyrzowice airport. Moreover, the hotel investments will increase the accommodation base and create competitive pressure from greater activity of entrepreneurs also on the business tourism market. Such changes in the business tourism market allow us to be somewhat optimistic about the prospects for its development in Katowice, especially in the light of changes taking place in the business environment around the world and in Poland.
  • 42. 41 References Reports and studies • Atrakcyjność inwestycyjna województw i podregionów Polski 2016. Red.: S. Szultka, IBnGR, Gdańsk, Fundacja Konrada Adenauera w Polsce, Warszawa 2016 • Cieślikowski K.: Raport. Turystyka czasu wolnego w Katowicach. cz. 2. Badanie rynkowe uczestników ruchu turystyki czasu wolnego. Wydział Promocji UM Katowice, 2023 • Cieślikowski K.: Raport. Turystyka czasu wolnego w Katowicach. Stan aktualny i możliwości rozwoju. Wydział Promocji UM Katowice, 2022 • Cieślikowski K.: Rynek turystyki konferencyjnej. Tom I. Podstawy teoretyczne. Funkcjonowanie i rozwój na świecie. AWF Katowice, Katowice 2014 • Cieślikowski K.: Zarządzanie turystyką biznesową. Wybrane aspekty globalne i lokalne. AWF Katowice 2015 • Davidson R., Cope B.: Turystyka biznesowa. Konferencje, podróże motywacyjne, wystawy, turystyka korporacyjna. Polska Organizacja Turystyczna, Warszawa 2003 • European Cities and Regions of The Future 2023. The Best and The Brightest Among Europe’s Investment Destination. Raport, Financial Times, 2023 • Fuglewicz P., Zagnańska B.: Spacerownik po Katowicach. Śródmieście, część północna. Wydawnictwo CM, Warszawa 2021 • Global Report on the Meetings Industry, UN WTO, Madrid 2014, s. 10; Measuring the Economic Importance of the Meetings Industry. Developing a Tourism Satellite Account Extension. UN WTO, Madrid 2006 • Kachniewska M.: Czynniki wyboru lokalizacji konferencji i kongresów w ocenie polskich organizatorów. w: Zarządzanie i organizacja w przemyśle spotkań w Polsce. Teoria i praktyka, Vistula, Warszawa, 2014 • Measuring the Economic Importance of the Meetings Industry – Developing a Tourism Satellite Account Extension. World Tourism Organization, Madrid, Spain, 2006, s. XII • Piechota L., Zmyślony P.: Competitiveness of Polish cities in the international meetings market. W: F. Dias (Ed.), A pathway for the new generation of tourism research – Proceedings of the EATSA Conference, APTUR – Associação Portuguesa de Turismologia, 2016 • Piechota N.: Rola convention bureau w kształtowaniu konkurencyjności miasta. Uniwersytet Ekonomiczny w Poznaniu, Poznań 2021 • Report. Demographia World Urban Areas. (Built Up Urban Areas or World Agglomerations), 19th Annual Edition: 2023.09. New York 2023 • Second Tier Cities Matter, ESPON EGTC, Luxembourg 2020 • World Tourism Barometer, World Tourism Organization, Madrid, Vol. 22, Issue 1, January 2024.
  • 43. 42 Web sites • http://inrix.com • http://ksse.com.pl • http://www.mckkatowice.pl • https://bdl.stat.gov.pl • https://bip.slaskie.pl • https://businessinsider.com.pl • https://ekmsp.eu • https://invest.katowice.eu • https://invest.katowice.eu • https://mdakatowice.pl • https://ntt.pl • https://www.4dd.pl • https://www.e-hotelarz.pl • https://www.eecpoland.eu • https://www.fdiintelligence.com • https://www.katowice-airport.com • https://investmap.pl • https://www.slaskifestiwalnauki.pl • https://www.tomtom.com • https://www.toolex.pl • https://www.wkatowicach.eu • www.us.edu.pl
  • 44. 43 List of Tables Tab. 1. Hotels in Katowice in December 2023........................................................................................ 9 Tab. 2. Seasonality on the market of conference meetings and business events in Katowice in 2023 23 Tab. 3. Average number of conference meetings of delegates in 2022 by type of organization......... 31 Tab. 4. Activity of delegates on the conference meetings market in 2023 compared to 2022............ 31 Tab. 5. The usage of means of transport by various groups of delegates - participants of conference meetings in Katowice in 2023.................................................................................................. 32 Tab. 6. Attributes of the conference destination in the light of research of participants of conference meetings and business events................................................................................................. 33 Tab. 7. Assessment of the attractiveness of Katowice as a meeting place based on research by participants of conference meetings and business events...................................................... 34 Tab. 8. Features of the city of Katowice exceeding the expectations of conference participants in 2023. ........................................................................................................................................ 35 Tab. 9. Structure of total expenses of conference participants spent in Katowice in 2023 ................. 37 Tab. 10. Willingness of delegates to make expenses by type of costs along with their average value of these expenses in Katowice for people who declared them in 2023 ...................................... 38