In a world of constant change, we take on new challenges. Today, we are opening a new chapter in thinking about building Krakow’s image and promoting it. Kraków5020 has just gained two promotional tools: it has become the operator of ICE Krakow International Congress Center and PLAY KRAKÓW platform. In the modern world, such model of operation, which also includes the management of multiple promotional tools, is called a DMO, or Destination Management Organisation. Krakow as a city has the potential to become the capital of congresses, trade fairs and conferences from all over the world, and Krakow5020 was established precisely to leverage the potential.

Kraków5020 is a municipal company founded by the Mayor of the City of Kraków to manage the venue. This is the role of a DMO: holistic image building, management and promotion of the city, in collaboration with a wide range of actors from different fields. Kraków5020 is to strengthen Krakow’s brand in the world – as a European metropolis, an open, tolerant, attractive destination; a city of world cultural heritage and a thriving academic centre. The company’s aim is to involve Krakow in the organisation of events of international, scientific, cultural and sporting significance, to contribute to the development of business and religious tourism, and to create conditions for prestigious institutions and the headquarters of major domestic and foreign companies to set up their headquarters in Krakow. “That’s where you are We put Krakow first as a city that can be a model, that speaks an open language. By coordinating promotion with the company’s tools, we can reach a larger audience in Poland and abroad,” says Izabela Błaszczyk, CEO of Krakow5020. In doing so, we are pursuing the strategic objectives listed in “This is where I want to live. Kraków 2030 Development Strategy”.

Through its operations, Kraków5020 is the spark to the city’s business success and its ensuing economic success, the beneficiaries of which will be all of Kraków’s residents, not just those who work in the tourism, hotel or catering sectors. Krakow will benefit locally from higher revenues from taxes and these translate into a higher quality of life here – including better pavements, streets, investment in crèches or kindergartens and efficient public transport.

The DMO’s operating model makes it possible to assess the current image needs of the city of Krakow; it engages a wide range of partners and allows for application of innovative solutions. We analyse the development and effectiveness of the tourism and MICE industry, i.e. meetings and events; we monitor the impact of the performance of individual industries, businesses and enterprises on the global prosperity of the city,” explains Paula Fanderowska, Vice-President for Marketing and ICE Krakow. In doing so, we are following the best examples – DMO institutions promoting cities have, e.g. London, Brussels, Vienna, Berlin, Rome, Amsterdam and Madrid.

To achieve it, Kraków5020 uses a variety of tools, including own brands and partnerships. The company’s own brands are the ICE Krakow Congress Centre and the hybrid studio located at the ICE, our innovative project that has made ICE Krakow one of the world’s leading conference centres. These types of studios in venues represent a new post-pandemic standard now being introduced globally – a move recommended by the global meetings industry body the International Congress and Convention Association (ICCA). – As of today, the studio will be available for rental by ICE Krakow clients. All event organisers will be able to use them for their projects – assures Robert Rozciecha, Vice President of Technology and Investment.

Other brands include the city’s VOD PLAY KRAKÓW platform, PLAY KRAKÓW NEWS and Wyspiański’s Pavillon. They are also the ICE Classic concert series held in the Congress Centre and a series of open events for families Dzień dobry ICE Kraków (Good Morning ICE Krakow), Slow Saturday – a series of slowlife events popular among Cracovians, or a series of CSR activities. Partnerships run by Krakow5020 include the Krakow Network project, which brings together the Krakow MICE industry, and the Power of 4 project, which brings together conference venues in Poland.

In November, Kraków5020 will manage the InfoKraków Official City Information Network, which includes: the Tourist Services Centre – at 11, Powiśle St., a service desk at the Cloth Hall in the Main Square, ICE Krakow and Balice International Airport, 25 25, Szpitalna St., 7, Józefa 7 St., 2, Jana St. and 7, Zgody St Ultimately, K5020 will also operate the Planet Lem Literature and Language Centre.