Poland tourism campaign faces criticism from international observers

The Polish Tourism Organization has launched a new international promotional campaign titled ‘Poland. More than you expected’ to encourage foreign tourism and challenge national stereotypes. The project, which has a budget of 7 million PLN and is scheduled to run until December 2026, features prominent figures including Robert Lewandowski, Jesse Eisenberg, Lech Wałęsa, Maryla Rodowicz, and Anja Rubik. The campaign is being rolled out across five markets: Germany, Spain, Italy, the United Kingdom, and the United States.

However, the campaign has faced significant criticism from both Polish internet users and international observers. Critics argue that the advertisement focuses too heavily on celebrities rather than the country itself. International feedback from various users suggests the spot is too generic, with some comparing its aesthetic to a smartphone or dating app advertisement. Some viewers noted that the fast-paced editing and lack of distinct landmarks made the locations, such as Warsaw, indistinguishable from other European cities like Vienna or Prague, ultimately failing to provide a compelling reason to visit Poland.