Tourism PRO — Service quality, sales and digital skills in tourism and the meetings industry

The SKKP Association is implementing the nationwide “Tourism PRO” training programme, co-funded by the Ministry of Sport and Tourism. The project comprises a series of classroom-based training sessions in three key centres of the tourism and meetings industry in Poland — Kraków, Warsaw and Wrocław.
The aim of the programme is the practical development of staff competencies in the areas of service quality, the professionalisation of sales processes, and the use of digital tools and artificial intelligence in day-to-day work. The programme has been designed to address the industry’s real-world challenges and provide solutions that can be implemented immediately.

Training programme
1. Digital support for service and sales in MICE
This module focuses on the practical use of digital tools and AI-based systems. Participants work with solutions supporting the analysis of enquiries, personalisation of offers, automation of communication and customer segmentation. The programme also covers issues related to data security.
2. Service quality in business tourism
Professional MICE customer service is a structured system of standards that directly impacts the image of the venue and the event organiser. In this module, participants learn the principles of handling groups and events, communicating with organisers, and responding in situations requiring quick decisions. Particular emphasis is placed on building the event participant’s experience.
3. Selling MICE services and effective follow-up
This module develops sales skills in handling enquiries, creating tailored offers and designing the customer journey. A key element is the follow-up process as a tool for increasing conversion rates, customer loyalty and repeat business.

The implementation of the “Tourism PRO” programme will contribute to improving service quality, increasing sales effectiveness and developing staff’s digital skills, supporting the professionalisation of Polish business tourism and strengthening the competitiveness of the meetings industry — both on the domestic and international markets.

First training session: Kraków
AI and automation in MICE. Digital support for customer service and sales in the tourism industry
The first training session as part of the project will take place on 12 May 2026 in Kraków and will focus on the practical use of artificial intelligence and automation in sales and customer service processes.
Participants will learn about solutions that are genuinely transforming the way the industry operates — from analysing enquiries, through personalising offers and automating communication, to customer segmentation and data security issues.

Speaker
Wojtek Kardyś — an expert in online communication, social media and digital marketing, a business consultant and author of the book “Homo Digitalis. How the internet is changing our lives”. Since 2011, he has been a speaker at the most important marketing and social media conferences in Poland and has provided training for companies, personal brands and agencies. He specialises in influencer marketing, communication strategies, social media crisis management and video content. Co-founder of the Digital Republic Foundation, which works to combat disinformation and promote digital awareness. European Union Digital Ambassador for the period 2022–2025.

Organisational information
Fabryczna Conference Centre CKF_13
13 Fabryczna Street, Kraków
12 May 2026
Training: 9:00–15:00
Networking over coffee: from 8:45
Places are limited.
Registration

The public project entitled “Tourism PRO – service quality, sales and digital skills in tourism and the meetings industry (MICE)” was co-financed by the Ministry of Sport and Tourism in accordance with agreement no. 2026.0072/1251/UDOT/DT/BP/PM.