The release of “Vademecum of the Contemporary Event Manager” (Vademecum Współczesnego Event Managera) is an important milestone for me both professionally and personally. As one of the nine authors, and in my role at the Poland Convention Bureau of the Polish Tourism Organisation, I had the opportunity to co-create a publication that reflects the real dynamics of the meetings and events industry.
This is not a theoretical book. It is a practical guide to the MICE industry, built on everyday experience – projects delivered, teams managed, challenges solved, and relationships built with clients and partners in the business events ecosystem.
Why We Created This Book
The idea behind the Vademecum was driven by a clear need: to present an authentic, practice-based perspective on event management. Too often, industry knowledge is fragmented or overly theoretical. Our ambition was to show what the work of an event professional looks like – where responsibility extends beyond logistics to include people, outcomes, and long-term impact.
The project was initiated and led by Alexandra Kunowska from Next Level Academy, who brought together a group of practitioners actively shaping the meetings industry. What connects us is a shared understanding that today’s event manager must combine strategic thinking, operational excellence, and emotional intelligence.
This is particularly relevant in the context of Poland’s growing position as an international meetings destination, where professionalisation and knowledge-sharing are key to further development.
About the Authors and Industry Collaboration
The Vademecum brings together voices from across the industry, each offering a unique perspective based on hands-on experience. The authors include:
- Adam Biskup
- Alexandra Kunowska
- Katarzyna Gadomska
- Adam Niespor
- Agnieszka Bielicka
- Renata Szostak
- Ewa Stryjska
- Sandra Nazim
- Jarosław Marciuk
Last but not least, Angelika Łuszcz was our editor and proofreader.
The publication was developed in partnership with the Polish Tourism Organisation and the Poland Convention Bureau, with official patronage from the Forum Branży Eventowej (FBE). This collaboration reflects the importance of aligning knowledge, practice, and institutional support in strengthening the meetings industry.
My Chapter: Digital Marketing in the Meetings Industry
In my chapter, I focus on digital marketing in the MICE industry and DMO (Destination Management Organisation), analysed from the perspective of the Poland Convention Bureau.
I structured this part of the book around communication and promotion at the national level, looking at how destinations can effectively position themselves in the competitive global meetings market. The chapter addresses key areas such as:
- building a consistent and credible destination narrative, using data and analytics to support decision-making,
- collaboration with key opinion leaders, B2B influencers, content creators, and journalists
fostering knowledge exchange across the meetings industry.
One of the central messages I highlight is that sharing best practices and building a culture of collaboration are essential for strengthening Poland’s position in the international MICE landscape.
The chapter is based on my daily work as a content creator, analyst and marketing specialist, supported by concrete examples and data drawn from real projects and initiatives.
It reflects the transformation of the industry – from operational delivery to experience design, from traditional promotion to SEO, GEO, and AEO-driven communication, and from transactional events to meaningful, participant-centred experiences.
The content is grounded in real projects, international cooperation, and hands-on expertise in destination marketing, personal branding, AI, social media, influencer marketing and the growing importance of Return on Emotion (ROE) in the meetings industry.
What can you expect from my 40 pages
Here are the subchapters from Jarosław Marciuk’s chapter:
- Between Dopamine and Value
- Personal Brand: Your Most Important Business Card
- DMO and Digital Marketing – How Destination Attractiveness Is Built Today
- The Instagramisation of the MICE Industry
- Opinion Leaders and Content Creators in the MICE Industry
- Where Theory Meets Practice – Laboratorium Twórców
- Trade Fairs and Events as a Key Element of E-Marketing Communication
- E-PR – The Art of Managing Online Reputation
- AI in Practice in Tourism
- The Beginning of the End and a New Beginning
- Don’t Forget to Log Out of Work
Key Opinion Leaders
In addition, the book draws on insights, examples, and collaborations with a wide range of industry experts and professionals, including Julius Solaris, Sina Bünte, Anna Peters, Sabrina Meyers, Irina Graf, Suzanne Medcalf Mulligan, Sophie Pink, Miguel Neves, Martin Fullard, Gorazd Čad, Jan Oršič, Edita Kaite, Robert Szulc, Brian Allan, Basia Giewont, Aneta Książek, Marcin Maciejewski, Rafał Brzoska, Anna Rojek, Michał Sadowski, Patrycja Brychcy, Michał Zalewski, and Maciej Kautz.
Laboratorium Twórców – Eventprofs Creators Lab
It also reflects knowledge and experience built within the “Laboratorium Twórców” project, with contributions from experts and speakers such as Dagmara Plata-Alf, dr Nikodem Sarna, Rafał Szymański, dr Klaudia Chwastek, Jacek Adamczak, Piotr Szkoda, dr Bogdan Gałązka, Edita Kaite, Suzanne Medcalf Mulligan, Sophie Pink, and Marcin Maciejewski, alongside collaboration with academic communities and young professionals from MPI Future Professionals, SITE Young Leaders, and student organisations from Vistula University in Warsaw and Tourism Faculty at Akademia Wychowania Fizycznego in Warsaw.
Together, these perspectives create a comprehensive, practice-based, and industry-relevant view of how the meetings and events sector operates and evolves today.
Official Launch and Industry Presence
The official launch of the book took place on 16 April 2026, streamed online on YouTube. I had the pleasure of joining Alexandra Kunowska during the broadcast, where we introduced the publication and discussed its relevance for the industry. The premiere also included invitations from all authors, reflecting the collaborative spirit behind the project.
You can watch it below.
The publication will also be presented on 21 April 2026 during the Effect MICE Festival at EXPO Łódź (13:00, NeuroEvents – sensory relaxation zone) – an event that brings together professionals from across the Polish meetings and events sector. The choice of the NeuroEvents space was particularly meaningful, highlighting the growing importance of wellbeing and experience design in modern business events.
Full Table of Contents
The publication covers a wide range of topics relevant to today’s event professionals. The full table of contents includes:
- Alexandra Kunowska – The Boss on Holiday. The Company on Autopilot and A Development Tool for Specialists, Leaders and Top Management. Mentoring in the MICE Industry
- Agnieszka Bielicka – A Hotel in the Lion’s Den. Managing a Venue During an Event
Adam Biskup – The Money Has to Add Up. On Logistics and a Healthy Approach to Events - Katarzyna Gadomska – An Event That Stays with People. From Event Intuition, through TamTu, to Neuro-Events
- Jarosław Marciuk – Digital Marketing from the Perspective of MICE and DMO – Poland Convention Bureau of the Polish Tourism Organisation
- Sandra Nazim – The Power of Passion
- Adam Niespor – How to Create (Un)forgettable Moments? On Strategy in Experience Design and Managing Events Differently
- Ewa Stryjska – Where Has the Human Element Gone in Events? On Emotions in Experience Design
- Jacek Szostak – Before You Pitch the Tent, Change Your Mindset
- MICE Dictionary in Practice. The Language of the Industry According to the Authors
Final Reflections
My final thoughts
For me, being part of this publication is both a professional milestone and an opportunity to contribute to the ongoing development of the meetings industry in Poland and internationally.
The Vademecum is not just a collection of chapters; it is a shared voice of practitioners, a tool for knowledge exchange, and a step towards further professionalisation of our sector.
If you are involved in the MICE industry – whether as an organiser, destination marketer, service provider, or just starting your career – I believe this book offers practical insights that can support your daily work and long-term strategy.
More information about the publication is available on the Next Level Academy website.
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