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Promoting travel brands in Poland: local PR and influencer strategies that work

  • Writer: Awesome PR girls
    Awesome PR girls
  • Mar 25
  • 3 min read

In today’s competitive travel landscape, tourism brands can no longer rely on beautiful images and traditional advertising alone. To succeed in Poland, international travel and tourism brands must invest in a well-localized public relations strategy and influencer marketing tailored to the expectations of Polish audiences. Below, we share expert insights and effective tools for running a PR campaign in Poland that builds trust, awareness, and customer loyalty.


Why Poland needs its own strategy


Polish consumers love to travel, but they make decisions based on more than just low prices or Instagrammable views. Trust, safety, value for money, and authentic recommendations all play a key role. That’s why effective PR in Poland must go beyond press releases - it needs to build real emotional engagement.



Example of PR article published after a press trip on a leading Polish travel portal.
Example of PR article published after a press trip on a leading Polish travel portal.


Key PR tools that work for the Polish travel market:


  1. Localized media relations. Work with Polish journalists, bloggers, and travel editors who understand the market. Local press coverage is still one of the most trusted sources of information for Polish consumers. Focus on storytelling that aligns with Polish travel habits and seasonal trends.


  2. Press trips (media fam trips). Organize well-thought-out media trips for Polish journalists and influencers. It’s essential to select participants based on audience relevance and content quality, not just reach.


  3. Content marketing with SEO value. Polish travelers do their research. Invest in blog articles, travel guides, and expert tips on Polish-language platforms. Make sure your content is optimized for local search intent: keywords like "family holidays Andalusia", "safe travel destinations", or "weekend trips from Warsaw".


  4. Expert commentary and industry insights. Position your brand as a knowledgeable source. Offer expert quotes to the media, especially in travel trend stories, safety advice, or sustainability topics. This builds long-term brand credibility.



    Client featured in the print edition of Elle Polska.
    Client featured in the print edition of Elle Polska.


Influencer marketing in Poland: what really works


  1. Micro-influencer collaborationsPolish audiences tend to trust smaller influencers with niche communities. Focus on relevance and authenticity rather than just big numbers. These partnerships often deliver higher engagement.


  2. Video-first campaignsUse Instagram Reels, YouTube Shorts, or TikTok to promote experiences. Polish travelers love visual storytelling. But keep it informative—practical travel tips perform better than pure aesthetics.


  3. Long-term partnershipsInstead of one-off collaborations, invest in relationships. Let influencers visit more than once, share behind-the-scenes content, or get involved in co-creating travel packages. This deepens trust and loyalty.


  4. Influencer-generated travel contentEncourage creators to produce guides, itineraries, or "top 5 things to do" lists. This kind of content not only promotes your brand but also has long-term SEO value on blogs and YouTube.


Mistakes to avoid in Polish PR & influencer marketing

  • Translating international content 1:1 without local adaptation

  • Choosing influencers based on follower count alone

  • Ignoring traditional media (it still matters in Poland!)

  • Overly commercial messaging that lacks real emotional value



Multi-page feature about Andalusia in a leading Polish travel magazine – an example of successful travel PR and media relations in Poland.
Multi-page feature about Andalusia in a leading Polish travel magazine – an example of successful travel PR and media relations in Poland.

How to launch a travel brand in Poland successfully


PR and influencer marketing in Poland requires cultural sensitivity, smart local partnerships, and a long-term strategy. If you're an international brand looking for a PR agency in Poland that understands both global standards and local expectations, we're here to help.


Awesome PR Girls specializes in travel PR in Poland, influencer marketing for tourism brands, and PR services for international brands operating in Poland.


Contact us if you're planning to launch communications in Poland and understand the value of local expertise. As a Polish PR agency, we’ll help you avoid costly mistakes, decode cultural nuances, and tailor your message to resonate with local audiences.


Want to speak with our experts? Just drop us a line: hello@awesomePRgirls.com

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