Poland Promoted in China
January 31, 2013
The Polish Tourist Organization is planning to spend zl.50 million on a campaign to promote Poland in Asia, with a special focus on China.
Poland is visited by around 30,000 tourists a year from China, a fraction of the millions of Chinese who travel to other countries in Europe. The Polish Tourist Organization aims to increase the number of Chinese visiting this country several fold. Launched in January, the campaign will continue for two years, focusing on China’s largest metropolitan areas, including Beijing, Shanghai and Guangzhou.
The Polish Tourist Organization is also planning to continue similar campaigns on other markets, including in Europe. Europeans are the largest group of visitors to Poland and Germans top the statistics, accounting for a third of all tourists from abroad. Poland is also popular among its eastern neighbors Russia, Ukraine and Belarus, but there are also many visitors from Britain. Many Britons say they have been encouraged to come to Poland by Polish workers in Britain. Opinion polls conducted in Britain have shown Poles are the most liked group of immigrants there, which means good PR for this country.
Promotional campaigns for Poland are drawing to a close in Scandinavia and France and the Polish Tourist Organization is hoping the number of visitors from those countries will now increase.
Last year, Poland was visited by a record 13.5 million foreigners. The figure includes soccer fans who came to the Euro 2012 European soccer championships hosted jointly by Poland and Ukraine. The Polish Tourist Organization hopes an enormous campaign promoting Poland as a host of the championships will bring results in the years ahead. Research conducted in many countries shows that campaigns preceding sporting events of this scale frequently need two, three and more years to take effect.