Wroclaw University of Economics and Business at the centre of debates on the future of tourism and nation branding 

At this year’s “Tourism of the Future” Congress in Kołobrzeg, co-organised by the Ministry of Sport and Tourism and the Polish Tourism Organisation, our distinguished expert — Professor Barbara Mróz-Gorgoń — chaired one of the flagship panel discussions. 

The event was attended by senior representatives of the Polish government, including Jakub Rutnicki, Minister of Sport and Tourism, and Andrzej Domański, Minister of Finance and Economy, who in their opening addresses underlined the strategic importance of tourism for the country’s economic development. The session was formally opened by Piotr Borys and Ireneusz Raś, Secretaries of State at the Ministry of Sport and Tourism. 

The panel led by Professor Mróz-Gorgoń gathered an eminent group of speakers: 

• Piotr Borys, Deputy Minister of Sport and Tourism 
• Marcin Bosacki, Deputy Minister of Foreign Affairs 
• Piotr Henicz, Vice President of ITAKA Holdings 
• Michał Fijoł, CEO of LOT Polish Airlines 
• Ilona Grendas-Wójtowicz, Deputy Mayor of Szczecin 

The debate brought together perspectives from government, business, academia and local authorities. 

Discussions focused on the coherence of communication, the development of long-term sectoral strategies, and the importance of interaction between science, business and public institutions in strengthening Poland’s tourism potential. 

“A nation brand is a vital element in building competitive advantage. It is the wind in the sails of domestic companies and institutions competing every day on international markets. Today, Polish business has significant economic and innovative power, yet still lacks the initial capital of positive associations — described in research as the country-of-origin effect. This is precisely what we are now working on together, and we strongly believe that with this modern approach we will succeed,”

– concluded Professor Barbara Mróz-Gorgoń, Rector’s Plenipotentiary for Tourism and Regional Branding at Wroclaw University of Economics and Business.

Her presence in such a prestigious forum is not only an honour but also a clear sign that the voice of Wroclaw University of Economics and Business brings expert knowledge and substantive value to national debates on the future of tourism. 

Professor Mróz-Gorgoń’s involvement in the Congress is also linked to her strategic role as a member of the inter-ministerial team established by the Ministry of Sport and Tourism, responsible for preparing a coherent communication strategy for Poland’s national brand. This forum is developing the foundations of a long-term branding policy to enhance Poland’s recognition and competitiveness on the international stage. 

For Wroclaw University of Economics and Business, participation in such a prestigious event marks another step in building its profile as an institution able to generate impact on public policy, both nationally and internationally. 

Author: Justyna Morawska-Płoskonka