Kreowanie wizerunku Polski jako celu podróży turystycznych

Abstract

Building and maintaining a strong country brand brings positive effects to all sectors of the economy and is crucial for the enhancement of a country’s position in the global marketplace. Considering the global character of competition, an attractive country brand should be able to attract foreign investment, business and skilful workforce as well as support exporters and promote state diplomacy. It must also promote the goals of the tourism industry and strengthen national identity and increase self-respect. Since tourism contributes significantly to the economic and social development of a country, it is important to design and implement a strategy aimed at creating a country brand as a tourism destination, which should be integrated with other activities concerned with building a strong country image. In Poland, the Polish Tourist Organization conducts the activities directed at increasing the number of visitors coming to our country and stimulating tourist demand. The aim of the article is to analyze the process of developing an image of Poland as a tourist destination and evaluate the marketing strategy which have been implemented by the Polish Tourist Organization.