Poland tourism campaign faces backlash over 7 million PLN budget

The Polish Tourism Organization (POT) has launched an international marketing campaign titled ‘POLAND. More than you expected’. Commissioned by the Ministry of Sport and Tourism, the project has a budget of 7 million PLN and targets five priority foreign markets through December 15.

The campaign features high-profile figures including footballer Robert Lewandowski, actor Jesse Eisenberg, model Anja Rubik, Lech Wałęsa, and Maryla Rodowicz. Despite the celebrity involvement, the initiative has faced significant public backlash. According to data from Res Futura, 85 percent of internet users categorized the campaign as an image failure.

Prime Minister Donald Tusk addressed the criticism, noting that while he is not the director or screenwriter and might have approached the script differently, a government plenipotentiary is working on a more integrated brand promotion strategy. Tusk expressed satisfaction with the participation of Jesse Eisenberg but acknowledged that opinions on the current promotional efforts remain divided.