At the “Tourism of the Future” Congress in Kołobrzeg, co-organised by the Ministry of Sport and Tourism and the Polish Tourism Organisation, Professor Barbara Mróz-Gorgoń chaired one of the flagship panel sessions.
The debate gathered high-level representatives of government, business and local authorities, including Jakub Rutnicki, Minister of Sport and Tourism, Andrzej Domański, Minister of Finance and Economy, Marcin Bosacki, Deputy Minister of Foreign Affairs, Michał Fijoł, CEO of LOT Polish Airlines, Piotr Henicz, Vice President of ITAKA Holdings, and Ilona Grendas-Wójtowicz, Deputy Mayor of Szczecin.
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’s tourism potential.
“A 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”, Professor Mróz-Gorgoń underlined.
Her participation in the Congress is directly linked to her role as a member of an inter-ministerial team established by the Ministry of Sport and Tourism. The team is tasked with designing Poland’s national brand communication strategy, a cornerstone for the country’s international positioning.
For Wroclaw University of Economics and Business taking part in such a prestigious forum reinforces its position as an institution contributing to public policy and shaping international debates.
