Poland appoints new official to lead national brand promotion

Poland has appointed Professor Barbara Mróz-Gorgoń as the Plenipotentiary for the Promotion of the Polish Brand. This move follows decades of discussions regarding the necessity of a cohesive national brand to benefit entrepreneurs, regions, and citizens.

Journalist Jan Puhl of Der Spiegel notes a significant shift in how Poland is perceived in the region. He observes that Poland has developed to the point where citizens no longer feel a 'complex' toward the West and often believe their country performs better in certain sectors than Germany. Puhl highlights improvements in infrastructure, such as modern railways, highways, and high-speed internet, as key indicators of this growth.

Furthermore, Puhl reports a change in the social atmosphere, noting a sense of optimism and confidence among Poles compared to the perceived economic depression in Germany. Tourism data supports this shift, with Germans remaining the primary foreign visitors to Poland, totaling 1.7 million guests in 2025.