Tourism in Poland goes rural
The backward and multifarious nature of Poland's rural areas, which many consider a curse, is now proving a major advantage. The variety and individuality of the Polish countryside is creating new opportunities for the development of so-called agrotourism, leading more and more people nationwide to turn their farms into tourist housing.
The industry's rapid growth started in the 1990s. In 1990 there were just 590 households offering agrotourist accommodation, but by 1997 this figure had rocketed to 4,800. The number nearly doubled to 8,700 by 2007. The Małopolskie and Podkarpackie voivodships had the most such agrotourist households last year, with 1,600 and 1,100 respectively, according to Poland's Institute of Tourism.
Growing opportunities
Agrotourism offers vary from region to region, but their common advantage is their proximity to unspoiled nature and beautiful landscapes, stressed experts. "Such intimate contact with wildlife and nature cannot be matched in Westerns countries," said Andrzej Bizior from Stowarzyszenie Kwaterodawców Miasta i Gminy Zwierzyniec, the association of hospitality providers in the Zwierzyniec region in Eastern Poland.
Local cuisines based on natural food is another attraction. "We have the largest plantation of organic food in the region," stressed Anna Lech from Sudeckie Stowarzyszenie Turystyki Wiej-skiej-Zdroje (SSTWZ), an agrotourism association, based in the Sudety mountains. The cultural and historical heritage of the regions is another factor that captures the attention of visitors, Bizior said.
The industry has even greater opportunities to grow following the the European Commission's adoption of a E17.2 (zł.59) billion rural development policy for 2007-2013. The policy aims at diversifying non-agricultural activities, creating small companies, developing the countryside and implementing local development strategies.
Elbow grease
But more has to be done if rural Poland is to fulfill its potential. The lack of appropriate promotion and cooperation with the local authorities is hindering development. "[Local authorities] are not interested in helping us with promotion, for example, in preparing the promotional materials," said Jan Hammer, a vice president of Podkarpacie voivodship's agrotourism association, Podkarpackie Stowarzyszenie Agroturystyczne Gospodarstwa Gocinne. Money is not the only issue. Local officials often fail to give proper advice and information to those want to start an agricultural business, SSTWZ's Lech complained.
The key to success is giving potential agrotourism entrepreneurs access to information, especially since many farmers are still reluctant to switch to agrotourism, Lech said. "Right now, agrotourism is created to a large extent by educated people from the cities," she said.
In spite of the attraction of living in a traditional Polish village, investments in modernization are also a must, said Bizior. "We need to keep up with the latest trends, take the opportunities the internet offers and invest in foreign-language education," he said. Raising accommodation standards, training hosts and trading experiences would also help, he added. But Lech warned that standardization and uniformity would be harmful to the agricultural industry in Poland, since its strength lies in its variety.
"In our region every offer differs from the others, which stimulates even greater cooperation within the branch," said Lech.
Despite all the challenges faced by rural regions in their race to keep up with development in the cities, representatives remained optimistic. "The problems will remain, but we will cope with them," Lech said.
