Polish Tourism Organisation set its intense promotional campaign of Poland’s inbound tourism in winter scenery. As a rule, winter is when U.S. tourists plan their long-distance trips, included those headed to European destinations. Thanks to POT’s efforts, advertisements and articles encouraging visits to Poland in 2020 were published in most popular travel media outlets.
Commissioned by POT’s International Office in New York, the campaign promoted active tourism in Poland via the popular science and lifestyle magazine, portal, a database of newsletter recipients, as well as Backpacker’s social media platforms. Introducing readers to Poland’s most beautiful hiking trails, including i.a. Bieszczady Mountains, Tatra Mountains, Trail of the Eagle’s Nests and a wooden architecture route, the campaign lasted several months and was aimed at enthusiasts of active tourism and backpacking. It involved press ads, web banners, online articles, newsletters, Instagram and Facebook posts. The project reached more than 3 million people.
The January issue of Afar, one of the most successful travel magazines in the U.S., featured the editorial staff’s recommendations of best places to travel in 2020. POT used this opportunity to promote Lower Silesia and encourage readers to visit Poland. Castles, palaces, historical architecture and venues included on the UNESCO World Heritage List are among the top reasons why U.S. tourists travel to Poland. Afar’s circulation has grown to 250,000 and more than a million people visit its website every month.
“The Dragon Roars”, a comprehensive article dedicated to Kraków, was published in the December issue of Global Traveler, one of the leading American travel magazines, highly appreciated by industry professionals. Allie Moore praised not only the historical part of the city, but also the impressive conditions for growing business and new technologies. Each month Global Traveler reaches more than half a million readers.