Poland: Safe, Friendly and Modern Country

In many ways, 2025 is a special year for Poland and Polish tourism. One of the most important issues is of course the presidency of the Council of European Union assumed by our country. The task is not easy, as the times marked with conflicts are challenging and some of the most significant goals are: ensuring general security, socio-economic stabilisation and providing energy transformation. However, the presidency also creates new opportunities for Poland, giving unique possibilities to influence the direction of development of the European Union.

All above-mentioned matters naturally impact tourism industry. This year, Polish Tourism Organisation celebrates its 25th anniversary. It is an additional occasion to provide special activities aimed at introducing new technologies that use, among others, artificial intelligence to ensure safety and provide sustainable development of tourist facilities. The result of these actions is promotion of national tourism in its best aspects.

Polish Tourism Organisation, as a government agency reporting to the Ministry of Sport and Tourism, is the initiator and participant of many projects aimed at shaping and consolidating the positive image of our country, and promoting Polish tourist attractions in the spirit of sustainable development. One of the most important projects of the Polish Tourism Organisation is the Competition for the Best Tourist Product, under which PTO Certificates are awarded. The Competition has been running for over 20 years and during this time several hundred of the most interesting and best-managed tourist attractions in our country won the award.

Another extremely important project is the Golden Logo Poland. Polish Tourism Organisation awards this distinction to people and institutions whose daily activities contribute to creating a positive image of our country. Those honoured in 2024 included Jerzy Owsiak, Martyna Wojciechowska, Iga Świątek and Nikola Grbić.

Main goal of activities provided by Polish Tourism Organisation is to promote Poland as a country which is safe, friendly for tourists and modern.

Tourism is very sensitive to socio-economic changes, new trends and technological solutions, so it’s constantly evolving. We are observing this also in Poland. Visible example of such changes is dynamic development of culinary tourism as a natural consequence of European trend considering cultural and urban tourism. Polish Tourism Organisation makes every effort to follow the latest trends in the global tourism market. The result of these activities is an agreement signed by PTO with the world-famous Michelin Guide in 2023. Thanks to this cooperation, four Polish regions have already been recommended by Michelin inspectors.

It is worth emphasising that Polish Tourism Organisation is an active member of the two most important international organisations conducting statistical research on organised tourism and planned meetings – ICCA (International Congress and Convention Association) since 2002 and UIA (Union of International Associations) since 2011. ICCA and UIA reports are a benchmarking tool regarding the congress and conference potential of business destinations, which allows for determining competitive advantages and gaps in the case of a candidate to host a specific event. Poland Convention Bureau of the PTO and its partners annually report to ICCA and UIA the events that took place in our country, in accordance with the criteria adopted by the associations.

Main goal of activities provided by Polish Tourism Organisation is to promote Poland as a country which is safe, friendly for tourists and modern. The outcome of 25-year activity of PTO is the fact that Poland is ranked in the top twenty of the most attractive countries for tourists all over the world. We have not only remarkable landscapes, unique nature and interesting historical attractions. In 2024, we were celebrating 20 years of Poland’s membership in the European Union. Thanks to EU funds, many places and tourist facilities have been renovated, and some were built completely from scratch. Poland has perfectly prepared accommodation base and infrastructure solutions at the highest world level. However, Poland’s greatest treasure is its people and the legendary Polish hospitality. This is why our campaigns come with a slogan: Poland! More than you expected.

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