TOURISM UNITES THE WORLD
Interview with Magdalena Krucz – Director of the Department of Planning and Development at the Polish Tourism Organization, awarded the state medal “For Merits to Tourism” by the Minister of Sport and Tourism
Ewa Kotus: As director of the Planning and Development Department at the Polish Tourist Organization, you are responsible for the key topic of Polish tourism. I think the average citizen is not aware of the importance of the PTO’s activities. Tourism connects the world so naturally, so a very thoughtful promotion of our potential in the field of tourism, gives great results. How difficult are the decisions on well-tailored promotional activities?
photo: Małgorzata Tylka
Magdalena Krucz: Tourism is an extremely dynamic industry, it reacts very quickly to changes, both taking into account geopolitical issues, new technological and communication solutions, but also new trends. We make every effort to keep up with the latest requirements of the global tourism market, and immodestly speaking, we are successful – as Poland is currently among the top 20 most attractive tourist countries in the world. An example of such activities is the cooperation of the Polish Tourist Organization with the world-famous Michelin Guide, thanks to which four Polish regions have already been highlighted in this prestigious publication. Among other things, we also carry out intensive promotional activities in Arab markets, which significantly translates into the number of tourist arrivals in Poland from these regions.
photo: Polish Tourism Organization
E.K.: By what do we attract foreign tourists?
M.K.: Poland has an excellent and diverse tourist offer. Our flagship product are our cities and our rich culture. For lovers of active recreation, we can offer a variety of activities surrounded by enchanting nature. Families with children, on the other hand, find us a satisfying offer that meets the expectations of different age groups.
Our most important asset is the very good quality of services at an affordable price.
photo: Polish Tourism Organization
E.K.: In an era of such developed activities with the Internet, how do you manage social media promotion?
M.K.: Communication on the Internet has remained for a good few years a key marketing tool to reach a wide audience with a message. The Polish Tourist Organization, together with 15 Foreign Centers, actively promotes Poland on FB, IG, Linkedin and others available in specific markets. We also operate 20 language versions of the polska.travel portal.
E.K.: And the classic form of exhibiting at trade fairs, is it still justified? I’ve noticed that more and more offices are giving up even the ITB Fair in Berlin. What is your key in choosing these venues?
M.K.: Before the beginning of the pandemic, we had seen the declining importance of promotion at travel fairs. The pandemic reversed this trend. We now appreciate the opportunity for direct contacts, the chance to meet with partners and tourists interested in coming to Poland. Polish National Stands , which are organized by the Polish Tourist Organization, are now very popular with regions , cities and the tourism industry. After the pandemic, we decided that the participation of our exhibitors will take place on very preferential terms, which allows them to reduce the cost of participation. We also decided that we organize stands mainly at trade fairs, where visitors are mainly professionals from all over the world, who treat selected fair meetings in terms of prestigious, national or international meetings with representatives of tourism.
photo: Polish Tourism Organization
E.K.: How difficult is the idea of an exhibition stand?
M.K.: Very difficult. When designing a booth, we take into account many aspects, including mainly its multifunctionality. First and foremost, we keep in mind to create the best possible environment for our exhibitors. However, in the back of our minds we have coded its image role. In addition to aesthetics, the stand is a showcase of Poland, so we must have an idea of how we want to present our country. Designing a stand that is appropriate, useful, fits in with the latest exhibition trends, and at the same time meets the standards imposed by the organizers, is therefore really not an easy task and each time we treat it as quite a challenge. This, however, is the real flavor and this is what we like.
E.K.: How important is a film in promotion?
M.K.: Film offers endless possibilities for promotional activities. It is not just about the ease of distribution. With the help of image and sound, of course, we can directly present the beautiful Polish landscapes, monuments or modern cities in every corner of the world, but also the atmosphere and emotions of the inhabitants. This is extremely valuable and important for modern promotion – because, after all, it is the people who create the atmosphere of a country and create its business card.
E.K.: Certainly, the Czechs will already begin to enjoy their Baltic vacation in large numbers. PORR S.A. made with its humorous video “Czechs officially with access to the sea” a huge promotion of their newly built S3 Bolków – Kamienna Góra expressway, which provides the Czechs with a direct connection to Świnoujście….
M.K.: Yes, Czechs have been breaking records for tourist arrivals in Poland in recent years. Above all, they choose seaside destinations, but we are working to make them notice our other attractions as well. Thanks to the work of our Foreign PTO Center in Prague, we have managed to change the image of Poland among Czechs to one of mega-friendliness, safety, easy to reach, with very good quality services.
E.K.: We Poles love our seaside very much, it’s probably our favorite tourist destination during summer vacations, right?
M.K.: Indeed, the Polish seaside offers a very unique atmosphere. In addition, a well-prepared tourist infrastructure, which is increasingly appreciated by foreign tourists. However, we also focus on promoting other Polish regions. They also have a lot to offer and are perfectly prepared to welcome tourists. At the same time, however, we are also observing some changes in the criteria of chosen travel destinations. As I have already mentioned, urban tourism and the culinary traditions of the region are becoming increasingly popular.
photo: Polish Tourism Organization
E.K.: You have a great experience, you have represented Poland in a difficult foreign market. What do you think is the future of world tourism?
M.K.: Tourism trends are constantly transforming. Probably the human desire to explore the world will not change. However, there is no escaping the widespread modernity and technology, which offers more and more solutions at least in terms of communication, facilitating travel and exploring distant cultures. Let’s also remember that artificial intelligence has also already knocked on our industry, and we warmly welcome it.
photo: Polish Tourism Organization
E.K.: And what does AI prompt us to do?
M.K.: We need to think first about how we can take advantage of its development and analyze the opportunities that we get thanks to it, because they are undoubtedly wide. We presented a sample of the use of artificial intelligence in tourism during a series of regional conferences held in cooperation with Regional Tourism Organizations “Cooperation-Innovation-Sustainable Tourism”, However, we must not forget that artificial intelligence will not find an antidote for everything. For now, what is certainly needed is moderation and prudence in its use – just as in any other field.
E.K. Thank you for accepting, for the umpteenth time, the invitation to join the jury of FilmAT – the International Festival of Tourfilms, Corporate Films and Television Documentaries. What does jury work mean to you?
M.K.: Working on the jury is a great honor. Thanks to it, I have the opportunity to get acquainted with very different promotional films, to see how other companies make them, but also to assess whether a given film, in my opinion, has a chance to reach a selected audience with its message.
E.K.: During the 19th edition of the FilmAT Festival, we choose the awards given by the Jury Committee, which is chaired by the President of the Jury, but also each member of the jury has an individual award to give. Why did you decide to award the prize to the film “Be smart… the Warsaw way”?
M.K.: Because it is a complete film. Made in accordance with the latest trends. In addition, importantly, the form of the message is understandable. The film is both witty and pleasant to watch.
E.K.: Thank you for a very interesting conversation.
Translation: Wojciech Jaworek