Q- What differs Polish tourism from other countries?
Katarzyna Sobierajska- More than Polish tourism I would rather distinguish Polish products. The competition on the European market where they are targeting is indeed high and what we are trying to achieve is to promote Poland not necessarily as a spot with attractive sightseeing points but we rather want to attract foreigners with potential emotional experiences which are awaiting them in our country. Thus the tourist products offer needs to be diverse so that a tourist can fill his time with various attractions. We are talking here about cultural events, concerts and open- air events. More than trying to build a unique product, we are aiming at diversification of our offer.
Q- What are the priorities of the Ministry, municipalities as well as private institutions in Polish tourism?
Katarzyna Sobierajska- For the first time Polish Tourist Organization prepared a strategy focused strictly on marketing which includes priority marketing tools, target groups and markets. It is based on government document Directions for tourism development until 2015. When it comes to nearest future, three major markets we would like to focus on in Europe are France, Great Britain and Germany. Marketing tools vary every year. Naturally, 2010 was organized around urban and cultural tourism as it is “Chopin’s Year”. For the next year we are preparing Polish presidency in the EU, year 2012 will be dominated by football championships. The most important target group for Polish tourism are people in age group 25-40 and 40-50. However, we would also like to focus on youth and, with our selected products, on seniors. With regard to markets outside of Europe, our priorities lie in Asia: China, India and Japan. Though, the development of tourist relations with China and Japan is highly dependent on direct flight connection.
Q- Do you agree that“Polish tourist brand” exist?
Katarzyna Sobierajska- No, we have not yet created a brand “Poland”, neither cultural, economic, nor touristic. The city of Krakow undoubtedly made the biggest progress in this regard and has huge potential to become such a recognizable brand. What needs to be noted is that due to historical events , the promotion of Poland as a tourist destination is relatively short. The very Polish Tourist Organization, which was established on the example of organizations of that type in European countries, functions only for 10 years. It is a relatively short period in comparison with European economies which have been creating their own brands throughout the years. I am convinced that we can catch up with them with support of the European Structural Fund which will help us to reach the objectives outlined in the marketing strategy. European financial aid, sound marketing strategy and events that are already taking place in Poland, like Chopin year, Polish presidency in the EU and the European Football Championship. will definitely approximate us to the creation of the Polish brand.
Q- Before we move on to discuss EURO 2012, could you give us examples of actions that the Ministry initiated in order to promote Polish tourism abroad?
Katarzyna Sobierajska- The answer for this question could be very long, as there are many of such initiatives. Most importantly, all undertakings aiming at promoting Poland as a tourist destination are coordinated directly by the Polish Tourist Organization. Their activities are implemented in cooperation with the local government and supervised by the Minister of Sport and Tourism. The scope of these activities is really broad. Polish Tourist Organization has currently 14 posts abroad which work directly in target countries. In other cases, the strategy is being implemented directly from Warsaw. One of the most effective tools are study- trips for journalists and tour- operators, as well as typical PR campaigns such as out-door and BtoB events for representatives of Polish and foreign tourists sector.
Q- Our neighboring countries are attracting foreign tourist through business tourism. Are we already on board in this field?
Katarzyna Sobierajska- Of course! Convention Bureau of Poland exists since 2002 and the infrastructure is getting better year by year . We are a member of ICCA- International Congress and Convention Association as well as implementing program Polish Ambassadors though which we get on board people active internationally in their field who are able to promote Poland as a conference destination. The marketing strategy places business tourism as one of the top priorities because Poland has huge potential in this field.
Q- Let us now turn to the hottest topic : EURO 2012. Recently, the Ministry, municipalities and private tourist institutions took part in a meeting “EURO 2012- a chance for Poland and development of tourism”. What are these chances and how can they be efficiently used?
Katarzyna Sobierajska- I see two basic opportunities that EURO 2012 poses for our country. First of them is change in a way Poland is perceived on an international stage, also when it comes to business tourism. Thanks to EURO 2012, which is a massive undertaking in itself, we can show that as a country, we are able to deal with such challenges. Second added value of EURO 2012 for tourism is widely understood infrastructure which is being created for this occasion. And I do not mean by it only hotels, which appear in large numbers in different cities and towns, but mainly roads, railway and airline infrastructure , which will greatly enhance the accessibility of particular regions and tourist attractions. No matter how much of the assumed goals we will be able to reach before EURO 2012, this infrastructure will last after the championships and definitely improve the quality of Polish tourism. The very event itself, is also a chance to attract to Poland people who otherwise would not come to our country. In most of the cases these will be one-day trips, however they are already a good chance to show football fans a tourist offer which may bring them back for a longer period to Poland.
Q- Why foreigners should choose Poland as their holiday destination as oppose to other Central European countries?
Katarzyna Sobierajska- It seems to me that Poland has much greater offer in comparison to other European countries. Beautiful Mazury Lake District, Baltic See and mountains, just to name few. This variety of choice is a great potential we should take advantage of. On top of that Poland has a great historical heritage which shows in numerous castles and mansions, especially in Silesia. Most of them are now adopted for beautiful hotels and spending time there is very attractive experience. The atmosphere in Poland is incomparable- our hospitality is a recognizable national trait . Apart from that, the economic growth which is taking place in Poland offers a variety of options in business which is an asset in the time of crisis making us a “green island” of Europe.
CONTACT DETAILS:
Ministry of Sport and Tourism
ul. Senatorska 14
00-082 Warsaw
Republic of Poland
By: Aneta Popiel (apopiel@ceoworld.biz) & Milena Golda (mgolda@ceoworld.biz)
Editorial Team, CEOWORLD Magazine
The following Interview is brought to you by CEOWORLD Magazine.
