Program 2019 En


8:00 – 8:40

8:40 – 9:00

Attendees’ registration start

Conference opening

Main stage


Jacek Kotarbinski

An economist, a prominent figure and an international expert in marketing, innovation
development and sales management

Marketing Nieoczywisty

09:00 – 9:25

Magdalena Pawłowska

The secrets of building outreach and selling tourism through social media

Learn the most effective strategies for building outreach on your Facebook and Instagram
accounts to quickly achieve the desired effect. Learn how to break through the
communication chaos.

9:25 – 9:50

Jakub Cyran

Boosting our sales – what we should do to increase it

Today’s sales have already changed from just a few years ago. The internet, friend’s
reviews, and price comparisons. How can we get around in this new reality? How should we be talking to customers so that they realise we are here to help and advise, not to mislead them?

9:50 – 10:15

Paweł Tkaczyk

Turning a No story into THE story

A good story is not enough to encourage the listener. You have to tell it right. Learn how to
tell stories that encourage tourists.

10:15 – 10:30


Fuckup Case: The story of your failure

Bill Gates once said that “it’s fine to celebrate success, but it is more important to heed the
lessons of failure.” Tell us the story of one of your failures. Were the conclusions as
enlightening as the success stories?

10:30 – 10:45


Coffee break / Networking

Great coffee and tea are waiting for you in the Exhibitors’ Area. Please join us for a break to restore some energy and meet our partners’ new products.

Destination marketing

10:45 – 11:10

Adam Pioch

Travelling to tell others about it. How to use storytelling in modern tourism

Everyone likes telling stories after coming back from their vacation. Why do we listen to such stories? I will tell you why storytelling is perfect for tourism.

11:10 – 11:35

Jacek Kotarbiński

What does it take to turn a city into a supercity, one that people love and visit? It is
City marketing does not have to be perfect – it has to be unique and authentic.
Nowadays, we have plenty of opportunities we can use to engage people, creating
enthusiasm and desire. It has to work and bring the desired effects.

11:35 – 11:50


A story about a city

Tom Fishburne said that “the best marketing doesn’t feel like marketing.” Join this group if you led a city, region or tourist destination promotional campaign in 2017 or 2018, on social media or in traditional media, and if you are proud of the results. Show us why your place is special!

11:50 – 12:20


Coffee break / Networking

Great coffee and tea are waiting for you in the Exhibitors’ Area. Please join us for a break to restore some energy and meet our partners’ new products.


About numbers, wolves, stories and spam data in Google Analytics.


Piotr Bucki

Factfulness – it is good to know, instead of thinking that you know

In the past people believed that a rooster wakes up the sun. Today we know that it is the other way around. We can say that science broadens horizons; however, if we take a look at common interpretations of reality on the Internet, during family events or (even worse) business meetings, it can give us grey hair.

12:45 – 13:10

Janina Bąk

When should we (not) trust the statistics? Some of the most common mistakes made in data analysis

Analysing the data about our clients and their behaviour became essential years ago, as it helps us run our business more efficiently. During the presentation I will discuss the most common mistakes made in data interpretation and inference, and show you some practical solutions and tools to help avoid them.

13:10 – 14:35

Panel dyskusyjny

Panel discussion. Piotr Bucki – Blind to mistakes, blind to mistake blindness

Simple explanations are the best – NOT NECESSARILY! The perception of reality based on mental shortcuts may result in narcissistic, indolent self-complacency, as in “I know it because I know what it is like”.

13:35 – 13:50


Coffee break / Networking

Great coffee and tea are waiting for you in the Exhibitors’ Area. Please join us for a break to restore some energy and meet our partners’ new products.

New technologies

14:00 – 14:25

Wioletta Hamerska

Creating guest experiences as a new distribution and sales model in hotels

Most of our guests’ experiences are created through human contact, i.e. in customer service. Even though the experiences take place offline, nowadays they are shared mainly online – in the digital world.

14:25 – 14:50 

Magdalena Kachniewska

Will tourism lose the largest piece of the pie again?

Tourism loses to other new technology industries in the fight for the most profitable fragments of the value chain: people see OTAs as travel agencies, Airbnb as the hotel industry and Uber as a public transport company.

14:50 – 15:15 

Panel dyskusyjny

Panel discussion on new technologies

How are new technologies used in big cities?

15:15 – 15:30


New technologies in tourism

Steve Jobs once said: “really hard to design products by focus groups. A lot of the time, people” know what they want until you show it to them.” So if your portfolio contains IT solutions dedicated to the tourism industry, this category is perfect for you.

15:30 – 15:45


Coffee break / Networking

Great coffee and tea are waiting for you in the Exhibitors’ Area. Please join us for a break to restore some energy and meet our partners’ new products.


15:45 – 15:50


Tourism Industry Person of the Year

“Your business and its future are in the hands of the people you hire” – Akio Morita. We encourage you to nominate candidates for the Tourism Industry Person of the Year. Why is our competition special?

15:50 – 16:15

Tomasz Rudnik

Mistakes, uncertainties and employees’ failures in the recruitment process

Each year companies lose thousands of zlotys through bad hiring decisions, and one of the reasons is that HR tasks (recruitment, onboarding, retention) are neglected.

16:15 – 16:40

Jarosław Łojewski

“Count on the best, prepare for the worst.”

Every journey starts with the first step. Then there is the second, third and many other steps. I would like to encourage you to remember to protect yourself from potential failures while taking those steps. How can we reduce the risk?

16:40 – 17:05

Robert Makłowicz

Robert Makłowicz’s recipe for culinary tourism

Add a dash of history to a local dish, season it with professional service, decorate it with a
smile and serve the wonderful meal made to Robert Maklowicz’s recipe. Make sure your
guests always come back!

Workshop Stage I

Piotr Bucki

Start 9:00 -11:15
Przerwa 10:30 – 10:45

How to focus in X minutes, present yourself well and get the audience’s attention

We can design communication – just like we design buildings, website interfaces or chairs. We just have to know how the brain works. Yes, to focus attention, improve understanding and communicate the value that the recipient is looking for.

Jarosław Łojewski

Start 11:15 -13:45
Przerwa 11:50 – 12:20

How to talk about mistakes and failures

Conversations about mistakes or failures are always complicated.
Especially if we want to talk about other people’s failures. It is hard but usually necessary.

Paweł Tkaczyk

Start 14:00 -16:15
Przerwa 15:30 – 10:45

Turning a No story to THE story in practice.

Stories are all different – either more or less interesting. However… a story is a story, you
just have to tell it right. Learn how to tell unforgettable stories.

Workshop Stage II

Tomasz Rudnik

Start 9:00 -11:15
Przerwa 10:30 – 10:45

Predicting a candidate’s future performance based on their previous work experience

During this workshop you will learn the techniques used in a job interview that can help you
avoid bad hiring decisions, saving your time and the company’s money. This also creates a
good, effective and independent team.

Magdalena Kachniewska

Start 11:15 -13:45
Przerwa 11:50 – 12:20

Can the employer be “trexy”? Employer branding in the experience economy

We are used to discussions on social marketing, mainly with reference to sales. However, the growing competition in the tourism market is more than a battle over clients, it is also about the best employees.

Magdalena Pawłowska

Start 14:00 -16:15
Przerwa 15:30 – 15:45

How to create unique Internet content which generates sales even without a 10-
person marketing department

During this workshop you will learn about the numerous tools and applications available for
creating unique social media content.

Workshop Stage III

Milewska Magdalena
Wierzbiński Radosław

Start 11:15 -13:45
Przerwa 11:50 – 12:20


“Let’s play” – how to build communication based on videos which engage your client

This workshop is dedicated to everyone who wants to participate in creating and/or organising content campaigns, and wants to make better use of the video potential.

Tomasz Palak

Start 13:55 -16:10
Przerwa 15:00 – 15:15

“Be LEGAL in social media”

You are present in social media, but do you not know the legal basis for it? Do you run a
fanpage and wonder what your limits are? Do you want to run a legal contest on Facebook?