{"id":249498,"date":"2025-09-26T06:00:00","date_gmt":"2025-09-26T04:00:00","guid":{"rendered":"https:\/\/uew.pl\/?p=249498"},"modified":"2025-09-29T10:10:42","modified_gmt":"2025-09-29T08:10:42","slug":"wueb-tourism-barbara-mroz-gorgon","status":"publish","type":"post","link":"https:\/\/uew.pl\/en\/wueb-tourism-barbara-mroz-gorgon\/","title":{"rendered":"WUEB at the centre of debates on the future of tourism and nation branding\u00a0"},"content":{"rendered":"\n<p><strong>At the \u201cTourism of the Future\u201d Congress in Ko\u0142obrzeg, co-organised by the Ministry of Sport and Tourism and the Polish Tourism Organisation, Professor Barbara Mr\u00f3z-Gorgo\u0144 chaired one of the flagship panel sessions.&nbsp;<\/strong><\/p>\n\n\n\n<p>The debate gathered high-level representatives of government, business and local authorities, including <strong>Jakub Rutnicki, Minister of Sport and Tourism<\/strong>, <strong>Andrzej Doma\u0144ski, Minister of Finance and Economy<\/strong>, <strong>Marcin Bosacki, Deputy Minister of Foreign Affairs<\/strong>, <strong>Micha\u0142 Fijo\u0142, CEO of LOT Polish Airlines<\/strong>, <strong>Piotr Henicz, Vice President of ITAKA Holdings<\/strong>, and <strong>Ilona Grendas-W\u00f3jtowicz, Deputy Mayor of Szczecin<\/strong>.<\/p>\n\n\n\n<p>The discussion focused on the coherence of communication, the need for long-term sectoral strategies, and the importance of collaboration between academia, business and public institutions in strengthening Poland\u2019s tourism potential.<\/p>\n\n\n\n<p>\u201cA nation brand is a vital component of building competitive advantage. It provides the positive associations that act as a springboard for Polish companies and institutions on global markets\u201d, Professor Mr\u00f3z-Gorgo\u0144 underlined.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group image-slider is-layout-constrained wp-container-core-group-is-layout-72d38984 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-right:0;padding-bottom:0;padding-left:0\">\t\t\t\t\t<div\n\t\t\t\t\t\tclass=\"wp-block-uagb-image-gallery uagb-block-4dcd0a50 block-image-slider    \"\n\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"spectra-image-gallery spectra-image-gallery__layout--grid spectra-image-gallery__layout--grid-col-5 spectra-image-gallery__layout--grid-col-tab-2 spectra-image-gallery__layout--grid-col-mob-1\">\n\t\t\t\t\t\t\t\t\t\t\t<div class='spectra-image-gallery__media-wrapper' 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swiper-lazy-preloader-white\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<div class=\"swiper-slide\">\n\t\t\t\t\t\t\t\t<img class=\"swiper-lazy\" data-src=\"https:\/\/uew.pl\/wp-content\/uploads\/2025\/09\/Kongres-Turystyka-Przyszlosci-2025-UEW-Barbara-Mroz-Gorgon-4.jpg\" alt=\"marka polska turystyka przysz\u0142o\u015bci barbara mr\u00f3z-gorgo\u0144\"\/>\n\t\t\t\t\t\t\t\t<div class=\"swiper-lazy-preloader swiper-lazy-preloader-white\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"swiper-button-next\"><\/div>\n\t\t\t\t\t<div class=\"swiper-button-prev\"><\/div>\n\t\t\t\t<\/div>\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<button class='spectra-image-gallery__control-lightbox--close' aria-label=\"Close\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 320 512\"><path d=\"M310.6 361.4c12.5 12.5 12.5 32.75 0 45.25C304.4 412.9 296.2 416 288 416s-16.38-3.125-22.62-9.375L160 301.3L54.63 406.6C48.38 412.9 40.19 416 32 416S15.63 412.9 9.375 406.6c-12.5-12.5-12.5-32.75 0-45.25l105.4-105.4L9.375 150.6c-12.5-12.5-12.5-32.75 0-45.25s32.75-12.5 45.25 0L160 210.8l105.4-105.4c12.5-12.5 32.75-12.5 45.25 0s12.5 32.75 0 45.25l-105.4 105.4L310.6 361.4z\"><\/path><\/svg>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Her participation in the Congress is directly linked to her role as a member of an <strong>inter-ministerial team established by the Ministry of Sport and Tourism<\/strong>. The team is tasked with designing Poland\u2019s national brand communication strategy, a cornerstone for the country\u2019s international positioning.<\/p>\n\n\n\n<p>For Wroclaw University of Economics and Business taking part in such a prestigious forum <strong>reinforces its position as an institution contributing to public policy and shaping international debates<\/strong>.<\/p>\n\n\n\n<p><strong>Read more: <a href=\"https:\/\/badania.uew.pl\/en\/wroclaw-university-of-economics-and-business-at-the-centre-of-debates-on-the-future-of-tourism-and-nation-branding\/\" target=\"_blank\" rel=\"noreferrer noopener\">Wroclaw University of Economics and Business at the centre of debates on the future of tourism and nation branding&nbsp; &#8211; Badania Naukowe<\/a>&nbsp;<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>At the \u201cTourism of the Future\u201d Congress in Ko\u0142obrzeg, co-organised [&hellip;]<\/p>\n","protected":false},"author":86,"featured_media":249471,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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