Four days of intense debates, over a hundred speakers and nearly five hundred participants – that, in a nutshell, is the “Tourism of the Future 2025” Congress, which has just come to an end in Kołobrzeg. As one of the most important events in Poland’s tourism industry, the Congress became a forum for exchanging experiences, inspiring discussions and collectively seeking answers to questions about the future of travel.

The programme included panels dedicated to topics such as technological innovations, legal regulations, marketing, tourist experience and development strategies. The discussions brought together not only representatives of the tourism sector but also representatives of local governments, academia and non-governmental organisations. Their shared goal was to reflect on how to build a tourism industry that is modern, sustainable and resilient in the face of global challenges.

“The ‘Tourism of the Future 2025’ Congress in Kołobrzeg consisted of four days of intense debates – full of inspiring conversations and exchanges of experience within the tourism industry. Polish tourism cannot afford to slow down – it’s time to accelerate. Together, we must build the ‘Brand Poland,’ so that our country is positively associated around the world and becomes one of Europe’s most attractive travel destinations.” - emphasised Ireneusz Raś, Secretary of State at the Ministry of Sport and Tourism.

Concrete announcements followed these words. Raś highlighted the need to streamline hotel categorisation regulations, regulate the short-term rental market and to introduce a tourist fee – where majority of revenues would remain under the control of local governments. He also announced the creation of a new promotional instrument for Poland, developed in cooperation with the industry and less dependent on the state budget.

The Congress was also an opportunity for celebration. On the third day, 25 September, a special ceremony marked the 25th anniversary of the Polish Tourism Organisation (PTO), combined with World Tourism Day. The jubilee was inaugurated by Jakub Rutnicki, Minister of Sport and Tourism, who emphasised that modern infrastructure, safety and dynamic development are the driving forces behind Poland’s promotion worldwide. During the gala, honorary medals “For Services to Tourism” were awarded – among the recipients was Rafał Szmytke, President of the PTO. In his anniversary speech, he recalled 25 years of consistent promotion of Poland and noted that this was both a moment of reflection and an opportunity to set new goals for the future.

“A quarter century of PTO’s activity is proof that Polish tourism can grow dynamically and responsibly. Now is the time for new ambitious goals and for further strengthening Poland’s position,” said President Szmytke. He added that the greatest strength of Polish tourism lies in its friendly, open and supportive atmosphere, as well as in the spirit of cooperation at every level – regional, provincial, and national.

The four days of debate resulted in a clear and coherent vision for the future. Participants pointed to the need to develop sustainable tourism, to apply artificial intelligence to manage tourist traffic, to build a strong national brand and to provide better support for local governments. The symbolic culmination of the discussions was the announcement by Secretary of State Ireneusz Raś of the members of the Tourism Council - an eight-person advisory body intended to have a real impact on the direction of Poland’s tourism policy.

“If we want to achieve real results, I cannot do it alone as minister. Therefore, I invite everyone to cooperate – and I am appointing people who will effectively represent different communities in ongoing dialogue,” Raś said when announcing the council’s composition.

The members appointed to the Council are: Iwona Karolewska, Izabela Stelmańska, Agnieszka Szymerowska, Bartłomiej Walas, Piotr Henicz, Wiesław Czernic, Radosław Fronc and Ireneusz Węgłowski.

For several days, Kołobrzeg turned into a hub for Poland’s tourism industry - a place where the entire industry came together to look toward the future. The Congress showed that Polish tourism stands on the threshold of major changes, but also great opportunities. Dynamic presentations, constructive debates and the announcement of concrete initiatives give hope that the coming years will be a time of rapid growth and the strengthening of Poland’s position on the tourism map of Europe.

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