Poland Launches Global Tourism Campaign With International Sports Stars
Poland's tourism authority unveiled a new international marketing push featuring footballer Robert Lewandowski and other celebrities to attract visitors from key European markets and the United States.
New 'More Than You Expected' Campaign
Poland has launched a new advertising campaign to promote itself internationally and attract more tourists from "key European markets" and the United States. Lewandowski, who recently joined US football team Chicago Fire, tells viewers that Poland offers "more than you expected", a reference to the campaign's main slogan, which suggests to viewers that Poland may surprise them positively.
The campaign aims to boost Poland's tourism sector, which has experienced significant growth. Poland has experienced a tourism boom in recent years. Last year, the country recorded the European Union's second-fastest growth in the number of nights spent in tourist accommodation, behind only Malta. "Research shows that people who have visited Poland rate it much more favourably than their previous perceptions or media reports suggested," notes POT in its press release.
Kraków Leads the Way
The biggest tourist draw is the historic city of Kraków, which was last year named the best city break destination in Europe by members of British consumer association and magazine Which? for the fifth time.
What This Means for Foreigners
If you're recently arrived in Poland, the tourism boom reflects the country's growing international profile and appeal. Increased tourist infrastructure investment—hotels, restaurants, attractions, and transportation—creates more jobs and services available to both visitors and residents. Cultural events and tourism spending can revitalize city centres and regional economies, making Poland an increasingly vibrant place to live and work.
Sources
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