As an educator shaping future industry talent, Prof. Krzysztof Celuch reflects on the importance of collaboration, innovation, and hands-on learning in driving the future growth of the international incentive travel community.
What excites you most about being part of the European Taskforce, and how do you hope it will support, engage, and create impact for members across different regions?
What excites me most is the opportunity to connect diverse perspectives across Europe and translate them into meaningful action. The European market is incredibly rich in cultural, economic, and operational diversity, and the Taskforce has the potential to turn that diversity into strength.
I see the Taskforce as a platform for dialogue, knowledge exchange, and practical collaboration. It should not only represent members but actively engage them—creating space for sharing best practices, addressing regional challenges, and building stronger connections between markets that don’t always interact closely.
Ultimately, I hope it becomes a catalyst for impact: supporting members through education, advocacy, and innovation, while ensuring that Europe’s voice is both unified and influential within the global incentive travel community.
From your perspective, what trends are influencing the incentive travel industry in Europe today, and how are they creating new opportunities or challenges for the market?
Several key trends are shaping the industry right now. First, the growing emphasis on sustainability is no longer optional—it’s a core expectation. This creates opportunities for destinations and suppliers who can offer authentic, responsible experiences, but it also challenges the industry to move beyond greenwashing and deliver measurable impact.
Second, there is a strong shift toward personalization and meaningful experiences. Incentive travel is evolving from luxury-driven to purpose-driven, where emotional value, local engagement, and storytelling matter more than standard high-end offerings. More you can find in my latest book: “Event experience and design. Transformative approach”.
Third, geopolitical and economic uncertainty continues to influence decision-making. While this creates challenges in terms of planning and budgets, it also pushes the industry to become more agile, creative, and resilient.
One of your students was recognized at last year’s IMEX Frankfurt awards—what did that moment mean to you, and how does it reflect the impact of your work with students?
That moment was incredibly meaningful on both a professional and personal level. Seeing Viktoriia Yushkaliuk recognized on such a prestigious international stage is a powerful reminder that education can truly shape the future of our industry.
For me, it reflects the importance of bridging theory and practice—giving students not only knowledge, but also the confidence, creativity, and critical thinking skills needed to succeed in real-world environments. She was the 4th student who won this award over last ten years, so I am very lucky professor.
It also reinforces the idea that investing in young talent is essential. When students are given the right tools, mentorship, and opportunities, they can contribute fresh perspectives and drive innovation in ways that benefit the entire industry.
What advice would you give to students or young professionals who are interested in pursuing a career in incentive travel?
First, stay curious and open-minded. Incentive travel sits at the intersection of business, psychology, culture, and experience design, so the more perspectives you explore, the stronger you become.
Second, focus on relationships. This industry is built on trust, collaboration, and human connection—your network will often be just as important as your technical skills.
Third, seek practical experience as early as possible. Internships, projects, and industry events will teach you things that no classroom can fully replicate.
And finally, be patient but proactive. It’s a dynamic and competitive field, but for those who are passionate and willing to learn continuously, it offers incredibly rewarding and global career opportunities. Content and creativity because it is worth meeting!
Prof. Krzysztof Celuch PhD, MBA
CMM, CITE, CIS, HMCC, CED
Nicolaus Copernicus University in Torun / Vistula School of Hospitality
