Polish tourism hub Podhale rebrands: TUI promotes Zakopane in UK, 'Tatry!' brand launched

Travel operator TUI is launching a large-scale promotion of Zakopane on the British market, which the local tourism industry sees as an opportunity to attract a new, significant customer group. This initiative follows a wave of interest in the region from guests from Arab countries, who have dominated foreign arrival statistics under Giewont in recent seasons. Karol Wagner from Tatra Chamber of Commerce points out that the British market has great potential for Podhale tourism, and clients from there could become a permanent feature of the region's tourist landscape. Entrepreneurs hope to diversify revenue sources and fill the gap left by changing travel trends. Readiness to welcome British tourists is seen as the next stage in professionalizing the local offer.

Parallel to the actions of global operators, municipalities of Tatra County have decided on unprecedented cooperation to strengthen the region's image. Zakopane, Kościelisko, Poronin, Biały Dunajec, and Bukowina Tatrzańska will now promote their attractions under the common Tatry brand. Uniting forces is expected to allow for more effective competition with foreign resorts and better use of marketing budgets through a consistent message. The current three-tier administrative division of Poland, under which Tatra County and its constituent municipalities operate, has been in effect since January 1, 1999. The Podhale region has struggled for years with fragmented promotional activities, often leading to internal competition instead of jointly building a strong position in the international market. The new strategy draws on cooperation models known from Alpine regions, where a common territorial brand is key to commercial success.

Another element of modernizing the tourist offer will be the planned launch of the Tourist Card in Zakopane in May 2026. The new system is expected to bring tangible benefits both to visitors and the city itself through integrated discounts, easier access to attractions, and optimization of the local budget's revenues. Authorities expect this tool to allow for better monitoring of tourist traffic and adapting infrastructure to the real needs of guests. Key dates for Podhale tourism: March 13 — Start of TUI promotional campaign on the British market; May — Launch of the Tourist Card in Zakopane Municipalities cooperating under the Tatry brand: 1. Zakopane; 2. Kościelisko; 3. Poronin; 4. Biały Dunajec; 5. Bukowina Tatrzańska