Poland appoints commissioner to unify national brand and boost investment
Warsaw has tasked a dedicated official with consolidating the country’s fragmented international promotion efforts to leverage recent economic and tourism gains into sustained foreign investment.
The Polish government has appointed Barbara Mróz-Gorgoń as the new commissioner for the promotion of the Poland brand. She will develop and implement a unified strategy to coordinate the country’s international image, replacing what officials describe as fragmented promotional efforts.
Mróz-Gorgoń, a professor at Wrocław University of Economics and founder of a Poland-focused branding think tank, will oversee initiatives to grow tourism and support foreign investment. The government stated this new coordination will require no additional funding, but will ensure existing resources are deployed more effectively.
The move seeks to capitalise on Poland’s position as one of the world’s fastest-growing economies in recent decades. In 2025, the country recorded the second-fastest tourism growth in the European Union, trailing only Malta.
Authorities have set an ambitious target for the sector, aiming for tourism to contribute 9 per cent of annual gross domestic product within a decade. This represents a significant increase from its current contribution of roughly 4 to 5 per cent.
A stronger national brand is also viewed as a catalyst for foreign direct investment. According to the National Bank of Poland, annual inflows have surged from just under 15.5 billion zloty in 2003 to approximately 61.3 billion zloty last year.
This financial growth coincides with the international expansion of Polish firms such as delivery company InPost, insurer PZU and train manufacturer Pesa. The country’s global visibility has also been bolstered by prominent athletes, including footballer Robert Lewandowski and tennis star Iga Świątek.
Donald Tusk emphasised the need for cohesion, stating, “We will create one programme resulting in the joint promotion of our country’s brand.” Mróz-Gorgoń described her appointment as a shift toward “managing the reputation of our great country” rather than relying on simple promotional activities. She added that a cohesive strategy will provide “greater strength in international relations” by elevating the work of entrepreneurs, artists and local governments.
