Welcome to Poland: foreign tourism campaign to focus on adventure travel

In a bid to improve its sagging image and boost tourism figures, Poland will launch a new advertising campaign promoting adventure tourism, such as raft-riding, biking and hiking. According to the project's initiator Mateusz Zmyslony of the Eskadra training company, "There are many people who do not want to spend their holidays on crowded beaches. We want to reach those Europeans who would love to roam free in the forests. According to our calculations, there are around 37 million of them. Poland is a perfect place for fishing, canoeing, trekking and horseback riding. All we have to do is tell them about it." The overall cost of the campaign is estimated at $8 million and the project would begin operating in 2002. It will be directed mainly to young German, Austrian, Dutch and British tourists." (Gazeta Wyborcza, p.22)