Tourism and Economy
8th Europe-Ukraine Forum
15 February 2015
Tourism economy in Europe
• The largest tourist market in the world – more than 50%
share in international arrivals
• In 2014 Europe was visited by 588 million international
tourists, up by 22 million on 2013
• The most visited region – Northern and Southern Europe
and the Mediterranean (+7%)
• 5% of GDP of the European Union
• 2,2 million enterprises
• 11,9 million jobs
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Contribution of tourism to GDP in Poland
2009 – 2014 ( %)
* - prognozy
Źródło: Instytut Turystyki oraz Departament Turystyki MSiT.
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Inbound tourism to Poland in 2009 - 2014
(million)
80
72,3
67,4
70
60
74,1
58,3
60,7
53,8
50
40
30
20
11,9
12,5
13,4
14,8
15,8
16,4
10
0
2009
2010
International
visitors
2011
2012
* - prognozy
Źródło: Instytut Turystyki oraz Departament Turystyki MSiT.
International
2013
2014* tourists
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International arrivals to Poland (number of
international visitors in million)
Źródło: opracowano w Departamencie Turystyki na podstawie badań
statystycznych prowadzonych przez GUS-MSiT-NBP.
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Employment in tourism
Employment in tourism
related services in 2011
146 000 jobs
– directly
607 000 jobs
– indirectly
- 5% of total employment
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Tourism infrastructure
 Over 150 certified tourism products inluding 6 Golden
Certificates
 Number of passengers in airports in Poland reached 25
million in 2013 (+2% on 2012)
 Passenger traffic in Polish airports is expected to exceed 30
million per annum in 2015
 2 871 kilometers of main roads constructed in 2007-2013
including 1 695 motorways and expressways
 Rapid development of accomodation facilites – increase in
the number of hotels by 54% in 2007 – 2013
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Hotels in Poland
Źródło: dane Głównego Urzędu Statystycznego
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Record growth
in brand value of Poland
Brand „Poland” among the 20 most valuable national brands
(beating Austria, Finland and Norway)
Polands’s brand value was estimated at 602 USD bn in 2014
In 2012 Poland recorded the biggest increase among all countries in the
rank (+ 75,5% year by year)
Year
„Poland” brand
value (in USD bn)
Ranked
Year by year
change
2011
269
24
x
2012
472
20
+ 75,5%
2013
497
20
+ 5,3%
2014
602
20
+ 21,1%
Źródło: Brand Finance Institute, London, UK
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Promotion of Poland
– media anchors
 UEFA EURO 2012™
 FIVB World Voleyball Men’s Championship
2014
 EXPO Milan, Italy 2015
 European Men's Handball Championship
2016
 Wrocław - European Capital of Culture –
2016
 World Youth Day in Kraków 2016
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Opportunities and threats to the
development of Poland’s tourism
economy
Opportunities
• Positive trends in international
tourism (growth forecasts)
• Demographic change
• Development of infrastructure,
including for tourism
• High-end and niche tourism
products development
• Modern
technologies
development
• International cooperation in the
field of tourism
Threats
•
•
•
•
•
•
Economic change
Political transformation
Visa and immigration policy
Natural disasters and epidemics
Open labour markets abroad
Strong
competition
in
international markets
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Programme of tourism development until
2020
Vision of tourism development until 2020:
Modern and open tourism economy:
• Strenghtening Poland’s competitiveness within the EU
• Contributing to regional development of Poland
• Based on knowledge and smart tourism specialisations
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Programme of tourism development until
2020
Priority areas of tourism product
development in Poland
Cultural tourism
Meetings industry
(business tourism)
Medical tourism
(including
spa&wellness)
Active tourism
Tourism in rural
areas
Main implementing tools
Tourism clusters
Tourism
Observatory
Private-Public
Partnership
Certification of
products and
services
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Prospect sof cooperation PL-UA in the
field of tourism
Completed actions:
• Seminar in Lviv (2013) Transnational cooperation in the Carpathians in
the field of sustainable tourism
• 1st Tourism Forum of the Carpathian States , Rzeszów, 28 May 2014 r
• Marking hiking trails in Ukraine and training support
Possible actions:
• Supporting the liberalisation of EU Visa and Immigration Policy towards
Ukrainian citizens
• Local Border Trafic development
• Cooperation in the implementation of The Framework Convention on the
Protection and Sustainable Development of the Carpathians
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Thank you for your attention
Tomasz Jędrzejczak
Undersecretary of State
MINISTRY OF SPORT AND TOURISM
OF THE REPUBLIC OF POLAND
sekratariatps@msit.gov.pl
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