The Polish Tourism Organization (PTO) announced today (Monday) the restart of marketing Poland as a destination to the Israeli market. After an in-depth strategy study, PTO has also redefined its vision, marketing concept, slogans, and activities and appointed Terranova Tourism Marketing & Consultancy as its new marketing & PR representative in Israel.
Terranova will be in charge of developing and strengthening the brand awareness of Poland as a destination suitable for various Israeli market segments, especially families, individual travelers (FIT), and tour groups, targeting Millennials and silver-hair seniors alike as well as conferences and events (MICE).
The main focus will be on showcasing the rich variety of Poland for tourists interested in nature, culture, wellness, sports, heritage, or an urban vacation. PTO thus aims to strengthen the ties with the Israeli travel trade and media and promote Poland in the Hebrew social media.
Israel is an important market for the Polish tourism industry. In 2019 alone, 289K Israeli tourists visited Poland and Israel was one of the top ten source markets (outside Eastern Europe).
Dorota Zadrozna, in charge of the Israeli market at PTO: “We are ready to open this new chapter of innovative marketing Poland in Israel. Terranova has been elected thanks to its experience in destination marketing in Israel. We are convinced that together with our Israeli trade partners and Polish suppliers in Poland, we’ll increase the figures of the Israelis to Poland to pre-Covid levels. We will portray Poland as the ideal green, spacious, friendly, and fresh-air destination of Europe. Poland offers a wonderful contemporary experience of fun and warm hospitality for first-timers and repeaters alike. We look forward to welcoming the Israeli tourists!”
Dov Kalmann, founder and CEO of Terranova expressed his gratitude to PTO for the nomination: “We are thrilled to have been elected to create the buzz in Israel related to this exciting destination. Our marketing strategy is aimed at broadening and altering the image of Poland, in for to be perceived as surprising, exciting, and value-for-money, for active holidays and city breaks, for all ages and segments, and for all seasons. We are convinced in the high potential of quality tourism by Israelis to Poland.” Kalmann added, “This is the first European destination to be represented by Terranova in Israel. We regard it as an enormous honor, challenge, and responsibility.”