Poland appoints new official to promote country’s brand internationally

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Poland’s government has appointed a marketing and branding expert to develop a unified strategy for promoting the country abroad, saying the move will help boost tourism, support Polish products and attract foreign investment. Barbara Mróz-Gorgoń, a professor at Wrocław University of Economics, noted that her appointment signals “a shift” from simple promotional activities to “managing the reputation of our great country”. The move comes as Poland seeks to capitalise on its economic success, including growth in tourism and continued investments.

But the government says that current promotion efforts lack a single strategy and are fragmented. Barbarę Mróz – Gorgoń 🇵🇱 pic.twitter.com/PPX2eWTRSm — Donald Tusk (@donaldtusk) July 29, 2026 Last year, Poland’s sport and tourism ministry appointed Mróz-Gorgoń, who also advises companies and institutions on branding strategy and founded a think tank dedicated to promoting Poland, to an interministerial team tasked with developing a comprehensive new branding strategy for Poland. The government said, however, that efforts to promote Poland were so far fragmented and lacked a single strategy, which is why it created the post of commissioner for promotion of the Poland brand.

As the first specialist to take the position, Mróz-Gorgoń will be tasked with preparing a strategy to build a national brand and help implement it, coordinate activities to help grow tourism, support investments, and improve Poland’s position on the world stage. According to the government, this will come at no further cost, but ensure that existing funds will be spent in a more “coherent and effective way”. Mróz-Gorgoń, meanwhile, noted that “the Poland brand is not the property of the government.

It is created by entrepreneurs, artists, athletes, local governments and millions of Poles at home and abroad”. Developing this brand “means more invest…