Magdalena Krucz, President of the Polish Tourism Organisation

Magdalena Krucz is a manager whose knowledge and experience have served the industry for many years and, for over two decades, have contributed to achieving the statutory goals of the Polish Tourism Organisation (PTO). A graduate of the School of Economics in the field of tourism economics, she has followed a full career path within PTO - from chief specialist for promotion, through managerial positions at headquarters and abroad, to the role of Managing Director. She has managed, among others, teams in the departments of marketing, planning and development, as well as the network of over a dozen international offices. She participated in the development and implementation of strategic promotional projects for Poland. Her unconventional yet analytical approach to projects, use of modern solutions and communication tools, as well as the ability to build strong, interdisciplinary teams have contributed to the success of promotional initiatives such as: the campaign "Poland. More than you think," the programme to rebuild demand for Poland's tourist offer on foreign markets, Polish Tourism and Sports Days during the Expo Exhibition in Osaka, Buy Poland workshops, the “Tourism of the Future” congress in Kołobrzeg and the project "Poland – Partner Country of ITB Berlin 2011." Her professional motto is commitment and consistency in positioning Poland as an authentic, sustainable and inspiring destination for both tourists and business partners. Among her interests, she highlights travelling and discovering lesser-known corners of Poland and the world, as well as water and winter sports.

 

Małgorzata Wilk-Grzywna, Vice President Polish Tourism Organisation

Małgorzata Wilk-Grzywna has extensive experience in managing tourism organizations, supported by numerous successes in coordinating projects related to investments, promotions and training. Between 2002 and 2024, she worked as the Director of the Board Office for the Regional Tourism Organisation of the Świętokrzyskie Voivodeship. In this role, she established, among other initiatives, the local government cultural institution known as the “Łysa Góra” Świętokrzyskie Mountains Heritage Park and created the brand “Green Velo Eastern Cycling Trail.” From the very beginning of her professional career, she has been associated with tourism, having managed travel agencies and a holiday resort. She holds licenses as a regional tour guide and as a tour leader for international groups.

Her professional achievements are complemented by her academic work, which began with her graduation from the Faculty of Tourism and Recreation at the University of Physical Education in Kraków and continues through her ongoing doctoral dissertation, “The Brand Capital of Spa Towns: The Case of the Świętokrzyskie Spas.” She has also been teaching for many years at Jan Kochanowski University in Kielce. Her scholarly accomplishments include four publications issued under the patronage of the Polish Academy of Sciences.

Awards and honours: Tourism Eagle of Rzeczpospolita (2022) – for setting directions and the highest standards in tourism; Person of the Year in the category: Tourism, Echo Dnia (2015); Winner of the WaszaTurystyka.pl ranking among “The 100 Most Influential People in Polish Tourism” in 2021, 2022 and 2023.