The Polish Tourism Organisation, in partnership with BBC, is showcasing Poland as an attractive travel destination that combines exceptional cuisine, rich cultural heritage and diverse natural landscapes. The international campaign reaches audiences worldwide through television, digital platforms and social media. According to preliminary results, its television activities have already reached 15.8 million people.
The international campaign by the Polish Tourism Organisation and BBC presents Poland through experiences that increasingly attract travellers from around the world: authentic local flavours, unique traditions and a modern approach to cultural heritage.
The campaign aims to raise Poland’s international profile and inspire travellers to choose the country for their next holiday, highlighting its growing reputation as a destination for food, culture and authentic travel experiences.
From Warsaw to Gdańsk: Polish Cuisine in the BBC Spotlight
One of the campaign’s highlights is the 23-minute television programme “Discovering the World’s Table: Poland – Capital to Coast”, featuring chef and food content creator Julie Lin as she explores the culinary scenes of Warsaw and Gdańsk.
Viewers discover traditional Polish ingredients and cooking techniques alongside innovative approaches to contemporary cuisine. The programme shows how Polish chefs are embracing local produce, rediscovering forgotten recipes and combining culinary heritage with modern food trends.
Featured locations include two restaurants recognised by the Michelin Guide: NUTA in Warsaw, awarded a Michelin Star, and Eliksir in Gdańsk, recognised with a Michelin Green Star for its commitment to sustainable gastronomy.
The programme aired 28 times on 3–4 October 2026 across seven BBC regional feeds, reaching audiences in Europe, North America, Latin America, the Middle East, Asia and Africa.
Polish Gastronomy Gains International Recognition
The promotion of Polish cuisine extends well beyond the main television programme.
As part of the campaign, two dedicated one-minute features were produced showcasing the NUTA and Eliksir restaurants. A shorter, four-minute version of the programme was also made available to international audiences on BBC.com.
Poland’s culinary scene was additionally featured on “Saturday Kitchen”, the popular BBC One programme, where Julie Lin and internationally renowned chef Jamie Oliver discussed Polish gastronomy and its Michelin-recognised restaurants. The programme attracts an average audience of approximately 1.5 million viewers per episode.
BBC Travel also published a feature on the jagodzianka, a traditional Polish blueberry bun, exploring how this much-loved pastry has become a contemporary artisanal food trend and a potential inspiration for international visitors to discover Poland.
Beyond Food: BBC Showcases Poland’s Culture, Heritage and Nature
The campaign also includes the promotion of three branded articles on BBC.com, highlighting different aspects of Poland’s tourism offer.
The first, “How Poland Keeps Its Heritage Alive”, explores the country’s cultural identity, from historic cities and regional traditions to customs passed down through generations. It demonstrates how Poland preserves its heritage while embracing contemporary culture.
The second, “Exploring Wild Poland”, takes readers on a journey through the country’s remarkable natural landscapes, including the ancient Białowieża Forest, the Tatra Mountains and the Baltic coast. It presents Poland as a destination for nature lovers, outdoor enthusiasts and travellers seeking authentic experiences.
The third, “Poland on a Plate: An Exploration of Tradition and Innovation”, focuses on Poland’s evolving culinary identity. It highlights traditional dishes, local ingredients and the creativity of contemporary chefs who are bringing Polish cuisine to new audiences.
The articles are promoted across BBC.com and social media, targeting international audiences interested in travel, culture, food and unique experiences.
Polish Tourism Organisation and BBC Campaign: Key Results
Preliminary figures demonstrate the campaign’s strong international reach.
According to BBC’s mid-campaign report, the television campaign has already reached 15.8 million people, generating 35.4 million advertising impacts. On average, each person reached had more than two opportunities to see the campaign’s advertising.
Digital and social media activities have also delivered encouraging results:
- 1.5 million impressions across digital display advertising and promotional formats directing audiences to content on BBC.com.
- 775,000 social media impressions generated by promotional content.
- 603,000 completed video views across social media platforms.
- More than 10,000 page views of branded content articles.
- 2.7 minutes average dwell time on branded content.
These figures represent interim results recorded during the campaign.
Its overall effectiveness will also be assessed through an independent international study covering 12 markets across six continents. The research will examine the campaign’s impact on how international audiences perceive Poland as a travel destination.
Poland: A Destination for Authentic Experiences
The partnership between the Polish Tourism Organisation and BBC forms part of wider efforts to strengthen Poland’s international image as a modern, attractive and diverse tourism destination.
The campaign highlights Polish gastronomy as a compelling reason to visit the country, while also encouraging travellers to explore its cities, natural landscapes, cultural traditions and local communities.
By combining television, online content and social media, the campaign brings Poland’s story to international audiences across multiple markets.
Above all, it presents Poland as a destination where tradition meets innovation, local flavours tell fascinating stories and authentic experiences await travellers looking for something new.
