The European Olympic Committee decided that Kraków and the region of Małopolska will host the third edition of the European Games in 2023. Seeing huge potential in the event, Polish Tourism Organisation intends to apply it for the purposes of the country’s promotion. By attracting attention, the Games might help rebuild the demand for trips to Poland among foreign tourists. During the coronavirus pandemic, the traffic has come to a literal halt, dealing a blow to Polish companies involved in providing related services.

“The 2023 European Games constitute a natural opportunity to promote Poland and Polish tourism abroad. I am certain that the Games will act as an economic stimulus and a major factor in tourism recovery”, declared Andrzej Gut-Mostowy, Plenipotentiary of the Prime Minister for the promotion of the Polish brand, who went on to add that “It offers a chance to promote Poland and its assets among international travellers. After all, we have every reason to be proud of not only our athletes, but also of the Polish brands whose high quality is recognised worldwide”.

The European Games will feature several thousand athletes competing in 24 disciplines. Their final list is determined by the organisers whose selection is based on existing sports infrastructure. As a result, the Games do not generate considerable costs, as they do not require the construction of many dedicated sports venues. Meanwhile, the new road infrastructure, e.g. connecting the Balice airport with Kraków, will guarantee more effective transfer of tourists travelling to the city centre.

In addition to Euro 2012, in recent years Poland has hosted Volleyball Men’s World and European Championship, World Athletics Indoor Championships, and FIFA U-20 World Cup. Each year, sports fans in Poland go wild over Ski Jumping World Cup events (Zakopane, Wisła) and Tour de Pologne, one of world’s leading road bicycle races. Importantly, all of the events staged in Poland are held in high esteem both by international federations and guests from abroad. Still, it is the fans who are responsible for creating unforgettable atmosphere and Polish hospitality that make our country stand out against other states. This phenomenon is confirmed by results of research conducted two years ago by Booking.com. The travel website’s users recognized Poland as one of the three most hospitable countries in the world.

“By hosting such a major sports event, Poland will attract the attention of the whole of Europe. We have to take advantage of this opportunity and present our country from the very best perspective. Together with the industry we will make all efforts to convince Games fans to stay in Poland and explore our country. We are planning to develop a comprehensive offer with tourists in mind”, said Rafał Szlachta, President of Polish Tourism Organisation.

Besides spectators, the contestants should also be perceived as potential guests, whose recommendations or positive social media coverage can encourage their fellow countrymen to come visit Poland.

The latest European Games were staged in Minsk and attracted close to 40,000 tourists. With Kraków ranked high among top getaway destinations, the forthcoming edition is expected to draw many more guests looking not only for sports thrills but also sightseeing must-sees. The organization of the Games will involve the Polish tourism industry - from guides and tour operators through accommodations to tourist attractions. The event will certainly be a crucial element helping the tourism services market recover from the crisis caused by the coronavirus pandemic.