Support and intensification of promotional activities of Poland in cooperation with all subjects acting for promotion of the country all over the world are the goals of the Project. The planned activities are to intensify arrival of tourists to Poland and to extend tourist season in the country. Improvement of Poland’s recognition abroad as a country attractive for tourists and offering competitive tourist products of high quality is Project’s next goal. In all actions modern and effective promotional tools will be used.

During execution of the Project, the Polish Tourist Organization cooperates tightly with its foreign affiliates - the Polish Tourist Information Centers - all over the world. Mostly engaged are the Centers from: Stockholm, Berlin, Brussels, Amsterdam, Paris and London. A support by choosing the appropriate promotional tools depending on market’s characteristics and assumed effectiveness in reaching target groups is their task.

Project’s idea is resulting from guidelines of Poland’s Marketing Strategy in Tourism Sector for 2008-2015 elaborated by the Polish Tourist Organization in 2008 and from Tourism Development Strategy for 2008-2015 developed by the Ministry of Sport and Tourism. In accordance with the guidelines, big events will be used for Poland’s promotion, so called “media anchors” that will constitute an impulse for foreign tourists to visit our country and have enormous promotional potential. Those events include e.g. 2012 UEFA European Football Championship “Euro 2012”, Polish Presidency of the Council of the European Union in 2011, as well as foreign events: Chopin’s Year 2010 and Polish Season in the Great Britain 2009/2010.

The project will be executed for 3 years (2009-2012) and is dedicated to the following target groups:

- current tourists,

- potential tourists,

- journalists,

- foreign opinion leaders,

- tour operators

- travel agents

- Polonia,

- Poles of the latest emigration,

- foreign students and graduates of the Polish colleges,

- Polish citizens,

- domestic opinion leaders,

- domestic owners and managers of tourist attractions that constitute so called “tourist product”,

- foreign organizations, corporations and associations.

The Local and Regional Tourist Organizations will be partners in execution of some elements of the Project.

The Project consists of three basic and tightly interconnected components. A Component includes promotional activities using modern marketing tools, goal of which is to promote “POLSKA” brand. Creation of integrated tourist information system on Poland and its implementation by development of already existing www.polska.travel internet portal is the goal of the B Component. Activities under C Component include gaining, popularization and exchange of knowledge by organization of trainings, workshops and conferences for participants and potential beneficiaries of the Project.