Rural tourism in Poland

Tempting
tourists
Rural tourism in Poland
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Rural tourism
Agritourism a Driver
Zofia Szalczyk, undersecretary of state at the Ministry of Agriculture and Rural Development,
talks to Andrzej Jonas and Witold ˚ygulski.
teaching people how to start their own business. Today, agritourism in Poland is an attractive form of earning an extra income
for many farms. It is developing greatly, not only in mountain
areas (Ma∏opolska and Podkarpacie provinces) which lead the way
in this field, but also in regions such as Podlasie, Warmia-andMazuria, Pomerania or Wielkopolska. The extent and attractiveness of agritourism is shown by the fact that in the early ‘90s, there
were only 590 agritourism farms in Poland. Today nearly 8,000
farms provide agritourism services; they can accommodate more
than 80,000 guests between them. Agritourism takes many forms;
it is not only combined with relaxation in natural surroundings and
admiring local wildlife, but also with exploring the region and its
cultural opportunities, consuming traditional food, including
organic products. Finally, sentimental tourism, which means visiting areas from which visitors’ families come, is developing, particularly among German people, whose families come often from
the Mazuria, Kashubia or Wielkopolska regions.
■ People are increasingly choosing to spend their vacation
down at the farm. From the perspective of the Ministry of
Agriculture and Rural Development, is rural tourism still
a way for farmers to earn a few extra zlotys or a fullyfledged business in its own right?
There’s no doubt that it’s a business. It’s not just about small farms
anymore; it develops wherever there is potential for these types of
services. The roots of Polish agritourism date back to the 18th century and its heyday was in the communist era, when people
arranged their own countryside vacations known as wczasy pod
gruszà (“vacation under a pear tree”). Going to the countryside
and staying with farmers on their farm was very popular.
Agritourism started going truly professional in Poland a little over
10 years ago. That was due to two factors. The first was foreign
influences and good models as well as information. Farmers
learned that they could greatly supplement their income by having
people spend their vacations on their farms. The second factor was
the crisis on the agricultural market, which forced many farms to
look for alternative sources of income. Agricultural Advisory
Centers played a major role in laying the foundations for agritourism by creating local agritourism development programs and
■ What is the role of the Ministry of Agriculture and Rural
Development in the development of agritourism?
The primary mission of the ministry is safeguarding the incomes
of the rural population in all possible ways. If agricultural production is not enough, then other methods have to be found and
agritourism is one of them. We have been supporting microenterprises in rural areas for many years, for example by coming up
with initiatives such as the LEADER program, which encourages the rural population to undertake social and economic activities. We support agritourism not only organizationally but also
financially. An assistance mechanism dedicated to non-agricultural activities is available as part of the EU’s Rural
Development Program under way in Poland. These are grants of
up to zl.100,000 for farmers and their families to be spent on
non-agricultural investment projects. Agritourism is one of the
two most popular projects of this kind. More than 7,000 projects
have been approved for implementation as part of the Regional
Development Program (RDP) for 2007-2013, which aims to
develop tourism, sports, recreation and leisure-related services.
These projects will be financed with public funds to the tune of
more than zl.1 billion. More than zl.614 million has already been
spent on nearly 4,000 projects. Nearly 3,500 projects to the tune
of more than zl.571 million still need to be carried out.
Funds available under the RDP 2007-2013 program have
enabled agritourism service providers to invest in improving the
quality of their services. This includes the purchase of new
household items and room furnishings as well as recreational
equipment such as bicycles or kayaks. EU funds are increasingly used to adapt premises for use by guests and to equip rooms
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Rural tourism
of Growth
for various educational activities. Innovative activities are carried out on the farms related to environmental protection, such as
the use of “clean” energy or redevelopment of land and water
reservoirs. In addition, bike paths, hiking trails, play areas for
children, recreation sites and sports facilities are being created in
rural areas. Modern information technology is used to support
tourist information points, tourist information databases and
websites promoting tourist opportunities in areas covered by
local development strategies. Leaflets and other information and
promotional publications are being produced and published.
The Agricultural Advisory Center (CDR) in Brwinów near
Warsaw, which also has a branch in Cracow, deals with the
transfer of know-how in the broad sense for non-agricultural
activities to those interested. Other agricultural advisory centers
(ODR) also handle these tasks. Besides, many associations
bringing together agritourism farm owners as well as the
Gospodarstwa GoÊcinne (Guest Farms) Polish Federation of
Rural Tourism have been established since 1990. Today there
are around 120 agritourism associations across Poland.
■ Does your ministry check the quality of agritourism services in any way?
Not at the moment. We believe that this is not our role. Tourism
service standards are rather the responsibility of the Ministry of
Sports and Tourism. Therefore, as a ministry, we do not issue
any licenses or quality labels. Appropriate service standards are
ensured by the Countryside Accommodation Classification
System overseen by the Gospodarstwa GoÊcinne Polish
Federation of Rural Tourism. Service providers sign up for the
system on a voluntary basis. Proven accommodation quality in
rural areas is signified by special sun symbols, where three is the
maximum rating. Currently, there are about 400 categorized
facilities. This year, the federation is introducing a new classification system based on separate categories: staying on the farm
and staying in the countryside. Thanks to this, customers will be
able to easily distinguish between accommodation available in a
typical agritourism farm and other types of accommodation
available in rural areas.
However, the best indicator is the market itself—if people
come to an agritourism farm every year and recommend it to
their friends, it is sufficient proof of the good quality of the services provided there.
■ What can be done to increase customer interest in Polish
agritourism?
There is no miracle method for agritourism development; a whole
set of activities is needed. One priority is to build brand awareness
for rural areas as an attractive destination for tourists. A number of
promotional activities are needed in this area from all those
involved in the development of tourism in Poland, i.e., the Polish
Tourist Organization (POT), regional and local tourist organizations, National Rural Networks (KSOW), and Local Action
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Groups (LAG). The ministry is involved in these activities through
the organization of the Agrotravel exhibition, a one-of-a kind
event that draws over 20,000 visitors annually. Another priority is
to improve the quality of services provided by agritourism farms.
It is a continuous process carried out with the participation of agricultural advisers—highly qualified specialists who have daily contact with farmers involved in agritourism. They can best see the
potential of a farm and the attractions available in the area, free
space, qualifications of the farmer’s family etc., even if the farmer
himself is not yet aware of that. Another important step is of
course to gather appropriate funds for adapting a farm; cleaning
the rooms is not enough. I know from experience that the best situation is when not just one, but several agritourism farms are created in a given area. They support one another, promote their services together and solve problems. This makes it easier to organize
joint projects for guests, such as trips, rafting, sleigh rides and so
on. Local governments should be involved in the creation of such
a mini-infrastructure for agritourism farm guests as district authorities are responsible for the welfare of the residents. Local governments can help for example build bike paths, bird-watching stations, river or lake marinas, and landmarks on tourist routes.
■ Agritourism is closely linked to the promotion of Polish
food...
Of course, above all organic food. Some people visit agritourism
farms because they have heard about some kind of regional
foods or have had an opportunity to taste such delicacies during
exhibitions or tourism or agricultural trade fairs. More and more
often, customers are looking for food with an EU certificate,
which is now an important selling point. Agritourism is associated with the market for traditional food products. These include
candy, meat and dairy products as well as alcohol. We have more
than 1,000 such products in Poland. We try to promote them
wherever we appear as a ministry, for example during the
Polagra or Grüne Woche agricultural fair trades. Promoting a
regional product naturally encourages people to visit the region
from which the product originates. Besides, such products taste
best when served by the producer on the agritourism farm.
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Rural tourism
Promoting the Cou
It is difficult to promote rural tourism services
individually. Local associations bringing together
tourist farms are important for the development
of rural tourism.
here are over 10,000 tourist farms in Poland offering
around 100,000 beds and the number of such farms is
growing. With the decline in the profitability of agricultural production, rural tourism can provide farmers with
an additional source of income. Another factor encouraging
farmers is the European Union funding offered to those who
want to set up a tourist farm. After his project has been completed, the farmer may apply to have 50 percent of their
investment refunded, up to zl.100,000.
It is not difficult to set up a tourist farm in Poland. It is
especially easy for farmers who grow crops or raise animals
and for whom tourist services are an additional source of
income. In this case, they do not have to register their tourist
business. But there is one condition: they have to offer less
than five rooms for tourists. If they have more rooms, it is
considered to be a business operation, which has to be registered and is subject to taxation.
However, setting up a tourist farm is just the first step. The
success of each project depends on whether the farm can
attract tourists. This is where advertising comes in. A satisfied
guest is the most effective form of advertising for a tourist
farm. Statistics show that one satisfied guest on average tells
four to eight people he knows that he is satisfied with his stay.
As a result, a growing number of people are interested in a
vacation on a farm recommended by someone they know.
The most important step is to attract the first guests, and
then to reach those who have not heard yet about the tourist
farm but would like to spend a vacation in the countryside.
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oped by groups of small businesses scattered geographically
and located far from sales outlets.
The example of countries with a long tradition of rural
tourism proves that organizations representing the interests
of private rural operators offering accommodation play a
leading role in the development of this form of vacationing.
Among such organizations are the German Homestead
Holiday association, the French National Federation of Rural
Accommodation, Austria’s Hospitable Farm Circles, and
Guest Rooms and Green Tourism Associations.
There are now over 50 associations of owners of rural accommodation operating in Poland. They help their members to
develop attractive tourist products with appropriate quality and
service standards. The associations also conduct market
research and carry out joint promotional and marketing activities for their regions. The activities include publishing brochures
and placing promotional materials on the internet and in the
press. Another important task of the associations is to build a
common information, booking, acquisition and product sales
system and to represent farmers involved in rural tourism.
Easier by teaming up
Experts say the development of rural tourism has reached a
stage where efforts made by individual farmers to attract
guests are often not sufficient. The success of local tourist
products depends on how professional the market research is
and whether the products intended for individual segments of
the market are comprehensive. Also important is the way in
which the products are presented, promoted and distributed.
Rural people working independently are unable to achieve the
required level of professionalism in this respect.
Local rural tourism associations are essential for the development of rural tourism. They have proven their worth by
overcoming organizational problems in many countries. The
importance of local and regional associations in managing
the development of rural tourism is particularly due to the
special character of services offered. The services are develMay 2013
Rural tourism
ntryside
An overwhelming majority of the associations are members of the Polish Federation of Rural Tourism Hospitable
Farms. The federation promotes uniform standards for
tourist farms operating in rural Poland and adjusts the services it offers to European Union standards and the growing
demands of tourists, which will enable them to compete on
the international market.
Since 1997, the Polish federation has been a member of
EuroGites—the European Federation of Farm and Village
Tourism—which conducts research on the market and its
customers, develops market strategy, maintains uniform
criteria in evaluating the quality and standards of the
accommodation, classifies it, and advertises and promotes
it by placing advertisements in the catalogues of individual
member countries and in a European brochure. EuroGites is
also organizing a European chain for selling rural tourism
products.
Thanks to Poland’s membership in EuroGites, the services
of Polish tourist farms are presented in catalogues sent to 18
European countries.
How to reach the customer?
Regional associations issue brochures and leaflets presenting
services offered by tourist farms. But these reach a relatively small number of prospective customers. One can use press
advertisements, but this is expensive. Advertising on the
internet—either on one’s own website or a portal dedicated
to rural tourism—is more effective and cheaper. There are
already several dozen such portals and the number of advertisements placed runs into the thousands.
Roadside signs are a well-known form of advertising for
rural farms. In Western Europe, such signs are common on
local roads and even dot freeways. In Poland this form of
promotion is yet to be fully appreciated; the signage of many
farms, especially the smaller ones, leaves much to be
desired.
Tourism fairs are a popular way to advertise tourist farms.
Participation in a fair enables farm owners to directly contact
prospective customers. One example of such a fair is the
Agrotravel International Fair of Rural and Agricultural
Tourism in the southeastern city of Kielce. The fifth
Agrotravel fair was held in April.
Every year the fair, which attracts nearly 150 Polish and
foreign exhibitors and 20,000 visitors, provides a one-of-akind opportunity for a diverse group of leading international
rural tourism operators to meet, to establish invaluable direct
contacts with partners, and to share experience. This is
achieved through presentations of exhibitors and related
events such as conferences, training sessions, workshops and
meetings.
Classification of rural tourism accommodation
As the number of tourist farms grows, so does the need to
check the quality of services they offer.
Poland requires that hotels, motels, guest houses, campsites,
holiday buildings and youth hostels be rated, but this requirement does not apply to tourist farms. Instead, they are judged
under a voluntary rating system. The rural accommodation rating system is a way of maintaining quality as well as promoting and marketing tourist farms. The system was developed
for the Polish Federation of Rural Tourism Hospitable Farms.
It was preceded by research into the Polish experience, the
best European experience and an evaluation of rural accommodation in Poland. European and Polish experts, as well as
Polish rural accommodation providers, took part in the process
of adopting criteria for the rating system.
Guest rooms, independent lodgings, lodgings for groups of
tourists, and farm campsites are categorized voluntarily. The
goal is to raise the quality of services rendered by rural
tourism owners and recommend and promote their accommodation.
There are four grades in the system: standard, category 1
with one sun as a symbol, category 2 with two suns, and category 3 with three suns. The higher the category, the more
suns the accommodation gets. The tourist farm operator
receives the right to have his accommodation included in
promotional materials issued by the federation.
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Rural tourism
Rural Areas as
a Tourist Product
From a marketing perspective, rural Poland, with
its distinct customs and traditions, is an attractive
tourist product.
ccording to the government’s Guidelines for the
Development of Tourism in Poland until 2015, “rural
tourism can become a distinctive form of tourism in
Poland provided the original features of the Polish countryside
in terms of its culture and nature are preserved.”
Poland’s Marketing Strategy for the Tourism Sector for 20122020 calls rural tourism a “brand product.” Rural tourism “comprises all forms of tourist activity in rural areas: people spending their vacations on the farm, folk events, folk handicraft, traditional farm life, ecotourism, and visits to national parks and
reserves,” the document reads.
Rural tourism has substantial potential for development. The
diversity of rural culture provides a host of opportunities to
build attractive and competitive products. Rural Poland is one
of Europe’s last surviving examples of traditional cultural models still in existence. This is the biggest selling point of the
Polish countryside.
Many people go to the countryside because they want to
experience its slow-paced lifestyle and become part of it. There
are also health-related and environmental motives behind people’s decisions to visit the countryside. At the same time, rural
tourism is becoming an alternative to mass tourism, of which
contemporary tourists are increasingly tired. Rural Poland is
about authenticity and individualism. The popularity of vacationing in the countryside is driven by people’s desire to return
to the past—a time when many wealthy Poles built residences
in the countryside and stayed there to enjoy nature, tranquillity
and peace and quiet.
A
Natural and cultural values
selected 42 products with outstanding features in Poland’s 16
provinces. Considering all aspects associated with specific products, the experts have compiled a list of national flagship products that are worth promoting. The main criteria were the originality of a product and its potential in terms of image. The flagship products are sites called Uroczysko Zaborek, Ma∏opolska
WieÊ Pachnàca Zio∏ami, Zio∏owy Zakàtek, Tatarska Jurta,
Kapkazy – Szko∏a Wra˝liwoÊci, Karczma Kaliska, Trzy Âwierki, Kowalska Wioska, Wilcza Jama and Siedem Ogrodów.
The selected products are diverse and offer varied forms of
spending one’s leisure time in an attractive way. The products
are grouped into various categories, including “unique nature,”
“vanishing and traditional occupations,” “wine-making traditions,” “culinary heritage,” “handicrafts,” “horses” and “herbs.”
“In the context of the foreign market, the biggest competitive
advantage of the flagship products is their competitive price,
which is a decisive factor for foreign tourists,” reads the report.
Rural Poland attracts foreigners
Germany accounts for the largest number of foreign tourists
coming to Poland to spend time in the countryside. Visitors from
Britain, the Netherlands, France, Russia and Ukraine are also
interested in rural tourism. Many British people come to Poland
because they appreciate the outstanding natural values of
Poland’s rural areas.
The main draw for foreign tourists choosing Polish rural
tourism products is value for money—a quality product with a
relatively low price. What also draws foreign tourists to the
Polish countryside is its traditions and original natural and cultural values, which are rare in today’s Europe. These factors
determine the qualitative advantage of Polish rural tourism products on foreign markets.
The research conducted showed that the biggest problems in
the development of rural tourism in Poland are associated with
promotion and marketing as well as human resources.
The analysis of Poland’s provinces from the perspective of
their potential for the development of rural tourism clearly shows
that this form of tourism should be one of the priorities in the
development of tourism in Poland, alongside options such as
sightseeing in urban areas and business tourism.
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Rural areas account for around 90 percent of Poland’s total land
area. This shows what big potential for development they have,
a potential that has been exploited for years in the context of
tourism. “This potential is based on both natural and human
assets. It is difficult to say which of the two is more important,”
reads the Expert Analysis of the Potential of Rural Tourism
Products in Poland and their Competitiveness on the Regional,
National and Foreign Markets for Tourist Services, a report by
the Polish Agency for the Development of Tourism drawn up for
the Ministry of Agriculture and Rural Development.
A key competitive advantage of rural areas over urban ones is
that they harmoniously combine natural and cultural values into
a unique mixture of attractions and tourist products.
Experts from the Polish Agency for the Development of
Tourism have analyzed the potential of rural tourism in individual regions and identified and catalogued tourist products. They
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Rural tourism
A Boost for Development?
Rural tourism could be one of many factors helping Poland’s rural areas develop, but in most such
regions it cannot be expected to play a key role.
ural tourism should be treated as a supplementary type of
business in Poland’s rural areas rather than an alternative to
agriculture, according to a study entitled Rural Tourism,
Including Agritourism, as Components of Sustainable and
Diversified Rural Development.” The study, conducted by consulting
firm Agrotec Polska and the Polish Academy of Sciences’ Institute of
Geography and Spatial Organization, aims to identify directions in
which rural tourism should develop in Poland in the long term.
The study points out that the role of tourism as a stimulant to
rural development is often assessed by officials in charge of programming local and regional development, and these officials tend
to overestimate local tourist potential. In general, documents setting
out strategies and plans are over-optimistic in estimating the economic benefits that rural tourism could potentially bring to different regions and rural districts, according to the study.
Regions in Poland with high potential to foster a strong tourist
sector are the Carpathian Mountains, the K∏odzko Valley, the
Bia∏owie˝a Forest, the Âwi´tokrzyskie Mountains, the Baltic coast,
and the Suwa∏ki Lake District. Ma∏opolska province is where
tourism could become a strong stimulant to economic growth, followed by Podkarpacie, Pomerania, West Pomerania, Podlasie and
Warmia-Mazuria provinces. Other than that, rural districts where
the conditions are conducive to tourism are few and scattered all
over the country, the study says. Consequently, rural tourism should
be regarded as an extra form of income generation in rural areas
rather than an alternative to the agricultural sector.
R
Rural tourism can, on the other hand, play
a major part in strengthening the social and
human capital in rural areas in Poland and
help protect and renew the cultural heritage
of the countryside. Seen like that, it could
be part of diversified and sustainable rural
development.
A major challenge facing rural tourism in Poland is that different
tourism associations and institutions have a limited influence on the
work of around 80 percent of service providers. Most of the rural
tourism service providers interviewed for the study said they mainly worked with their families and neighbors rather than being part
of organizations bringing together local residents. At the same time,
they were highly skeptical about whether there is a point in working for the common good.
A key challenge for the system of institutional support for rural
tourism is to reach potential accommodation providers, who constitute a sizable group, according to the study. The goal is to advise
them about EU funds available to them and concentrate efforts to
prompt them to enter the market for tourism services. They should
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be encouraged to be open to interaction with other accommodation
providers and tourism institutions.
Interviews with members of tourism associations and organizations as well as so-called Local Action Groups have shown that
providers of accommodation and other tourism services vary significantly in terms of entrepreneurial activity and usually operate locally. They are much more active in areas where income from tourism
services accounts for a large part of total household income.
The study has also shown that, while those working to promote
rural tourism in Poland adequately address present-day challenges,
they could have problems meeting future challenges. Simple products such as food and accommodation can be successfully advertised by individual service providers, but promoting complex products and creating product networks and image campaigns for
regions should be handled by public organizations. The goal of
these is to conduct market research, promote regional and national
products and provide tools such as websites to help individual service providers adapt their products and services.
New trends in rural tourism necessitate better coordination and
promotion of both individual services and entire product packages,
the Rural Tourism study says. Another challenge is to mobilize a
large part of accommodation providers who have so far not been
involved in any form of organized cooperation.
Looking at the demand-to-supply ratio in rural tourism, the study
has found the market to be economically imbalanced. “The expectations which tourists have sometimes contradict or exceed what
accommodation providers have to offer,” the study says. “But it has
to be said that more products and services are becoming available
… in a trend that is bound to translate into greater interest among
tourists.”
New trends in rural tourism include ecotourism and health-oriented tourism, according to the study.
A major problem with the market for rural tourism is that many
of the services and products of this kind are seasonal. While in summer only 18 percent of accommodation remains vacant, the vacancy rate increases to 70 percent during other seasons, and many
accommodation providers struggle to make ends meet in the
absence of guests in winter, spring and autumn. The future looks
bright, however, the study says, thanks to changes taking place in
global tourism whereby people are cutting their expenses on foreign
trips and choosing to travel shorter distances and visit places they
have been to before. These changes are believed to be a consequence of the latest economic crisis. Over 38 percent of tourists and
potential tourists plan to spend vacations in rural areas more often
than before. This is coupled with a continually growing range of
rural tourism products and services.
The Rural Tourism study recommends that Poland create a
nationwide system to evaluate rural tourism services. The system
should be based on regularly conducted surveys based on uniform
methodology so that surveys from different regions could be easily
compared. It is also necessary to encourage service providers to utilize social networking media and other interactive forms of online
communication, such as booking systems, to advertise and promote
their own products, the study says.
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Rural tourism
Appeal of Wielkopolska
The Wielkopolska region in western Poland boasts
a diversity of natural beauty as well as many places
of historic interest, some of which date back to the
earliest days of Poland’s history as a state. With so
many assets drawing visitors, Wielkopolska is a
perfect setting for the rural tourism business.
ielkopolska province is located on lowlands in the
basins of three major rivers: the Warta, the Noteç
and the Prosna. Abundant in lakes, forests and
hills, the scenic region is the right combination for those
who like active forms of relaxation. Tourists with interest in
the cultural heritage of Poland come to Wielkopolska to see
numerous sites dating back to the earliest days of
Christianity in Poland and the beginnings of the Polish state.
Some buildings in Wielkopolska date back as far as the 10th
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and 11th centuries. Other highlights include castles, palaces
and charming cities where history is around every corner.
Other than the region’s principal city of Poznaƒ, many
places of special interest can be found along the Piastowski
Trail, named after the Piast Dynasty, Poland’s first rulers.
This tourist route passes through Gniezno, one of the oldest
cities in Poland which is inseparably linked to the country’s
history and culture. The first three kings of Poland were
crowned here.
The next highly recommended stop on the Piastowski Trail
is the village of Biskupin, famous for archeological excavations that revealed remnants of a fortified settlement from
747-722 B.C., which has been reconstructed on the site.
The forests and lakes of Wielkopolska are regarded as
some of the most beautiful in Poland. Vast areas in the
province have been designated as scenic parks and nature
reserves, including the Zielonka and Notecka forests, the
Poznaƒ, Wielkopolska’s principal city
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Rural tourism
Province
Biskupin
Buki (Beeches) Nature Reserve on
Lake Lutomskie and the Mi´dzychódSieraków Lake District, nicknamed
the Land of 100 Lakes, where the
water is clean and teems with fish.
Wielkopolska also has plenty of natural monuments, such as the famous
Oaks of Rogalin which are named
Lech, Czech and Rus after three brothers who, as legend has it, founded the
three Slavic states of Poland, Bohemia
and Russia.
Natural beauty, archeological sites
and historic architecture, including
palaces, castles and manor houses in the
countryside, make Wielkopolska an
attractive destination for enthusiasts of
rural tourism. Farms with accommodation for tourists promote the region’s natural beauty and rich
history along with the cultural heritage of rural
Wielkopolska with its local traditions, cuisine and dialect.
More farm stays
At the end of last year, the Wielkopolska Center for
Agricultural Consulting in Poznaƒ conducted a survey on
rural tourism, finding that the province had 693 rural tourism
farms with 8,271 beds. In 2011, the figures stood at 614 and
7,276, respectively, an indication there is room for more and
the rural tourism sector in Wielkopolska province could continue to grow.
The development and promotion of rural tourism in
Wielkopolska is supported by several organizations and
associations of rural tourism farms, including the
Wielkopolska Agritourism and Rural Tourism Association,
the “Krajna” Association of Agritourism Farms of Northern
Wielkopolska in Z∏otów, the Association of Agritourism
Farms of Nowy TomyÊl County, the Association of FamilyOriented Agritourism Farms in the Warta and Pilica River
Basin, the Eastern Wielkopolska Association of Agritourism
Farms, the Agritourism Association of Kobyla Góra District
and the Szamotu∏y Agritourism Association. The organizations define accommodation and food standards for farms,
conduct inspections and assist members in preparing facilities for guests through consulting, training and sharing
expertise.
The Tourism Development Strategy for Wielkopolska
Province, a document prepared for the province council by a
team at the Pozƒan School of Economics, identifies conditions that favor rural tourism, taking into account criteria
such as the type and intensity of agriculture in a given area,
distances to major cities and the extent to which natural landscape has been transformed by human activity. According to
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the document, appropriate criteria are met by the counties of
Czarnków-Trzcianka, Mi´dzychód, Wolsztyn, Z∏otów,
Chodzie˝, Gniezno, Grodzisk Wielkopolski, KoÊcian,
Leszno, Nowy TomyÊl, Oborniki, Ostrzeszów, Pi∏a, Rawicz,
S∏upca, Szamotu∏y, Ârem and Wàgrowiec.
In order to assess opportunities for rural tourism to further
develop in Poland, the Ministry of Agriculture and Rural
Development has commissioned the Polish Tourism
Development Agency to compile an “Expert Analysis of the
Potential of Rural Tourism Products in Poland and their
Competitiveness on the Regional, National and Foreign
Markets for Tourist Services.” According to the document,
rural areas in Wielkopolska province have a vast potential
that is yet to be discovered. Experts from the Polish Tourism
Development Agency believe that rural tourism in
Wielkopolska should be primarily focused on the region’s
natural beauty.
➨
Oaks of Rogalin:
Lech, Czech
and Rus
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Rural tourism
Blacksmith’s Old Cottage
“Greatest hits”
Playing the
kozio∏ wielkopolski,
an old folk instrument
Wielkopolska province is home to highly recommended
rural tourism farms with inventive products and activities for
guests. Three such products have been put on the “Greatest
Hits of Rural Tourism” list compiled by the Polish Tourism
Development Agency.
The first is the Stara Chata u Kowala (Blacksmith’s Old
Cottage) farm in Kluczewo, which offers visitors with a rich
educational program. It is particularly popular as a field trip
destination among schools in both Wielkopolska province
and other regions. Schools can choose from several activity
packages whose common theme is “See What Life Looks
Like in the Countryside” and which last three to four hours
each. The farmers teach students about how farm animals are
bred and looked after, what they eat, where they are kept and
Palace-and-park complex in Baborówko
May 2013
Rural tourism
so on. The visits include a tour of a 100-year-old cabin with
traditional Polish furnishings. Children are interested in
watching farm chores such as spinning wool and making
cheese and butter. In the local smithy, they are fascinated to
see how a blacksmith turns a piece of metal into a horseshoe.
The second “greatest hit” of rural tourism in Wielkopolska
is the Karczma Kaliska (Kalisz Inn) recreational area with
almost two hectares in size and whose main attraction is a
cluster of wooden buildings. They include an inn, a granary,
a smithy, a homestead and buildings where visitors can
watch staff performing traditional jobs and making food
using traditional cooking methods. The Karczma Kaliska
also has an activity program during which children and adolescents can learn some history.
The third product to be acknowledged by the Polish
Tourism Development Agency is a palace-and-park complex
in Baborówko near Szamotu∏y, part of a 600-hectare rural
tourism farm. Apartments for guests are housed in the palace
outbuilding and farm buildings. The local attractions include
the experience of a working farm, horse riding, trips to a
nearby lake, campfire parties and bicycle trips along local
tourist trails. If they choose to, guests can prepare their own
meals in a kitchenette and hold social meetings and celebrations in an old smithy building with a fireplace. As a special
treat, they can taste natural and organic cuisine and traditional fruit preserves.
One of the most famous local dishes, gzik
goat cottage cheese from the village of Witoldzin, made of
fresh and warm goat milk subjected to a traditional souring
process.
Wielkopolska is famous for delicious sausages, especially
Polish smoked sausage, steamed white sausage, juniper flavored sausage and other varieties originating from different
Traditional cuisine and dishes
Culinary traditions can say a lot about the history and culture
of a region, which is why tourist are always encouraged to
try regional specialties. The safest bet to try genuine
Wielkopolska cuisine is via restaurants, taverns and rural
tourism farms bearing the logo of the Wielkopolska Culinary
Heritage Network.
The Wielkopolska region takes pride in its distinctive cuisine and a range of unique, traditional food products. The
Agriculture Ministry’s list of traditional and regional products features 86 specialties from Wielkopolska. Several of
those are protected by EU law, that is, they have been granted the Protected Designation of Origin, Protected
Geographical Indication and Traditional Specialty
Guaranteed labels by the European Commission. The products include the rogal Êwi´tomarciƒski crescent-shaped
sweet bun, the Wielkopolska fried cheese, wafers from
Kalisz and camelina oil, a traditional regional oil high in
Omega-3.
Probably the most famous specialty of Wielkopolska consists of dishes made from potatoes, or pyry, as the locals call
them (potatoes are ziemniaki in standard Polish). The dishes
include different kinds of potato soup, potato pancakes, potato dumplings filled with meat or served with gravy and even
bread made from potatoes. Wielkopolska is also well known
for its meat and dairy products. One of the most famous local
dishes, gzik, is finely ground cottage cheese, made from cow
milk, mixed with sour cream, green onions, radishes or
onions and a pinch of salt and pepper. It is usually served
with jacket potatoes as pyry z gzikiem. The locals also like
May 2013
Potato pancakes
towns and villages. As similar as they all might seem, each
sausage is different thanks to a unique, secret recipe and
ingredients. Other Wielkopolska specialties include the
czernina duck blood soup, the siemieniucha flaxseed soup
with millet groats, and roast duck with apples.
A.R.
Steamed white sausage
A11
A12
Rural tourism
West Pomerania: Province
The West Pomerania region has substantial potential in terms of rural tourism. For now, however,
this plays a secondary role compared to other
forms of tourism.
est Pomerania province is in northwestern Poland
and includes the cities of Szczecin and Koszalin.
The Pomerania Lake District is also part of the
province. West Pomerania is attractive for tourism because
of its proximity to the sea, its many lakes and rivers and its
extensive forests. Broad sandy beaches and dunes on the
Baltic coast create excellent conditions for the development
of recreation and various sporting activities. The local rivers,
lakes and forests are a paradise for nature-loving vacationers.
The province’s national and scenic parks as well as nature
reserves provide an opportunity to catch a glimpse of many
animal and plant species not available in other areas.
West Pomerania has a lot to offer to tourists interested in
culture. The region’s cultural landscape is testimony to its
rich history, a result of an interplay of Western European,
Polish and Scandinavian influences. Sites popular with
tourists include surviving historical fortifications, old
churches and remains of medieval villages as well as beautiful cities including ÂwinoujÊcie and Ko∏obrzeg, in addition
to Szczecin and Koszalin.
West Pomerania has excellent conditions for the development of rural tourism. However, under the Strategy for the
Drawieƒski National Park
W
Development of Tourism in the West Pomerania Province
until 2015, rural tourism is expected to play a supportive role
in the development of the region, secondary to programs
focusing on relaxation, recreation and cultural attractions.
Poland’s Marketing Strategy for the Tourist Sector 20122020 sees the development of rural tourism in a similar way.
“There are several hundred farms in West Pomerania that
cater to the needs of all those who seek peace and quiet as
well as close contact with nature and country life. For these
people, however, getting to know the West Pomeranian
countryside is not the main reason why they come here,”
says the Expert Analysis of the Potential of Rural Tourism
Sandy beach in ÂwinoujÊcie
May 2013
Rural tourism
with Potential
back riding or play tennis. Horse-drawn carriage and wagon
rides as well as sleigh rides in winter are another big attraction. In the evening, bonfires, pig roasting and other events
are held in which guests can take part.
Lake Dàbie near Szczecin
Focus on German tourists
Products in Poland and Their Competitiveness by the Polish
Tourism Development Agency.
Nonetheless, those who choose to stay in one of the
region’s several hundred tourist farms are likely to be satisfied. Many of the region’s farms are attractively located
amid lakes and rivers. Some have their own ponds and offer
excellent fishing opportunities for anglers. And anyone keen
to acquire a tan will be impressed by farms nestled just 50
meters from the Baltic shoreline.
Vacationing in the countryside is also appealing to those
who are partial to mushroom and berry picking. Guests can
also rent bicycles and aquatic sports equipment, go horse-
Rural tourism services in West Pomerania are especially
attractive to tourists from neighboring Germany. Many of
them find vacations in West Pomerania relatively inexpensive. However, tourists from both Germany and elsewhere
are interested in a broad range of activities during their free
time, which means that tourist facilities and infrastructure
need to be developed.
Much has already been done thanks to projects carried
out under the Rural Development Program for 2007-2013,
especially when it comes to improving the quality of public infrastructure and developing social, cultural and tourist
facilities. Experts say more emphasis should now be placed
on carrying out strictly tourist projects designed to create
new tourist products and services and to develop existing
attractions.
The so-called Local Action Groups (LAG) are ready to
help develop rural tourism in West Pomerania. There are 14
such groups in the province. Other institutions supporting
the development of rural tourism in the region are the West
Pomerania Regional Tourist Organization and local tourist
organizations in towns such as Mielno, Sianów, Rewal,
ÂwinoujÊcie, Goleniów, Czaplinek, Drawsko, Kamieƒ,
Barlinek, Szczecinek, Trzebiatów, and ¸obez. Rural
tourism in the region is also supported by the Baltic
Agritourist Association and the Wiatrak Agritourist
Association.
The Pomerania Lake District
May 2013
A13
➨
A14
Rural tourism
Flagship tourist products
The Dworek Tradycja country estate in the village of
Be∏czna, 90 kilometers east of Szczecin, holds a special
place among rural tourism products in West Pomerania. This
old house, with a history dating back over 300 years, had
many functions in the past. It once served as an inn and a
pastor’s home, housed county records and was also a local
school several decades ago.
Hiking in the countryside, jogging, Nordic walking, mountain bike riding, canoeing trips down the Rega river to the
Baltic Sea, angling, mushroom picking, paragliding, offroad
vehicle rides, hunting with a camera, and visits to local
churches and old country houses are some of the attractions
offered by Dworek Tradycja.
Canoeing on the Rega river
The estate’s owners organize cooking courses for vacationers interested in traditional culinary arts. They also organize wedding parties and other events. Additionally, all year
round the place hosts schoolchildren coming to school
camps with their teachers. The hosts provide their young
guests with opportunities to get to know the tradition of the
region and local cuisine, and learn about its cultural heritage.
Special meetings-cum-classes are held that focus on a
“return to the past” and old customs. Participants in these
classes have a unique opportunity to discover healthy food
products and learn how to make bread and bake it in a woodfired stove—or how to make the local variety of gingerbread
cakes named after the province’s capital Szczecin. There are
also classes during which the students find out about traditional methods of making food preserves and storing food.
As part of the environmental and cultural education program,
there are screenings of films on environmental issues, meetings
with foresters, hunters, and local folk artists. Other attractions
include angling competitions organized by the hosts.
The Siedem Ogrodów (Seven Gardens) tourist farm in the
village of ¸owicz Wa∏ecki, near the city of Miros∏awiec, is
another flagship rural tourism site in West Pomerania
Dworek Tradycja in Be∏czna
May 2013
Rural tourism
province. The estate is composed of a number of small houses, each surrounded by a beautiful garden. Ultimately, there
will be seven such houses on the estate. Five have already
been built: Miller’s House, Gardener’s House, Hunter’s
House, Feast House, and Windmill. There are also several
gardens, including the Garden of Fragrant Dreams and the
Garden of Whispering Waters. The farm offers comfortable
accommodation and relaxation amid nature, in addition to
homemade meals and many cultural and recreational attractions. The area’s picturesque lakes invite visitors to go swimming and angling, while the fragrant meadow flowers and
picturesque forest paths encourage them to go hiking and
biking, try mushroom picking or simply admire the sunset.
A15
Gingerbread cakes from Szczecin
Regional dishes
West Pomerania’s stormy history, to which the region owes
its cultural and ethnic diversity, means that the local cuisine
is also varied. Many of the province’s residents have come
here from various other parts of Poland in the prewar and
postwar years.
One of the region’s traditional products is the piernik
szczeciƒski gingerbread cakes whose tradition dates back to
1845. These cakes are made of wheat or rye flour, almonds,
honey, brown sugar, cinnamon, cloves, cardamom, ginger,
nutmeg and lemon peel. This sweet and spicy product is
baked in distinctive shapes, usually those associated with the
sea, like ships, sailors, seagulls, fish, anchors, sailing boats
and lighthouses. The cakes are covered with sugar or chocolate coating glaze. They are served during various holidays,
fairs and competitions.
Another famous regional product is paprykarz szczeciƒski,
a canned fish paste with tomato sauce, vegetables, chili pepper and spices. Its recipe was developed in 1965 by a local
deep-sea fishing company. Initially, the main ingredient was
fish from various African species and hot African pepper
was added to the paste. The tomato pulp was imported from
Bulgaria, Hungary and Romania. With time, the producer
May 2013
started to use cuts from deep-frozen fish blocks as the main
ingredient and add rice to the product.
In the communist era, paprykarz szczeciƒski was popular
not only in Poland, but also in other countries. It was exported to 32 countries, including the former Soviet Union,
Denmark, the United States, Japan, Jordan, Liberia,
Hungary, the Ivory Coast and Togo.
Paprykarz szczeciƒski
➨
A16
Rural tourism
➨ Ogórek ko∏obrzeski (Ko∏obrzeg cucumber) is another
product typical of the region. Cucumbers and other ingredients used to make this traditional product—including garlic,
horseradish and dill—are grown locally in keeping with
organic farming rules. What is special about this product is
that natural brine from an ancient Ko∏obrzeg saltwater
spring—discovered in the 7th or 8th century—is used to
make it. The specific content of the brine minerals gives the
Ko∏obrzeg cucumbers their unique taste and flavor. The
pickled cucumbers have been made in a traditional way
according to a recipe passed down from generation to generation. The cucumbers are placed in a barrel in layers with
horseradish, garlic and dill. Then, brine is poured over them.
‘War-time’ countryside bread
In order to give the mushroom preserves a milder and different taste, honey and green pine cones are added to the
vinegar marinade. Wild mushrooms, for example the boletus, are used to make the preserve. Cleaned, washed and
cooked mushrooms are rinsed in cold water. Then, they are
put into jars with carrots, onions and mustard seeds. The
vinegar marinade is made of vinegar, sugar, water, honey, a
green pine cone and salt. When cold, the marinade is poured
over the mushrooms in the jars. The jars are then put into a
pot with water and boiled. To acquire the right taste, the
mushrooms have to stay in the jars for around three months.
Mushrooms prepared according to this recipe make game,
pork, beef and even poultry dishes more interesting and give
them a unique flavor. They are served at family and holiday
celebrations.
A.R.
Ko∏obrzeg cucumber
The recipe for baking a bread called wiejski chleb wojenny
(war-time countryside bread) was developed during World
War Two: First, you make leaven from rye flour and water
in a pottery dish. Then, you have to cook rye grains. The
addition of cooked rye grains to the bread gives it a moist
and spongy texture. The bread remains fresh for around a
week. The ingredients—leaven, cooked rye flour, rye flour
and salt—are mixed together and kneaded. Then, the dough
is left to rise. This takes at least one hour, depending on the
temperature and flour quality. The bread dough is put into
oblong baking tins and into a stove.
The tradition to make grzyby marynowane z szyszkà (pickled mushrooms with a pine cone) started in West Pomerania
in 1955. In those days mushrooms were widely used to add
variety to the diet of the local people.
Pickled mushrooms
The Tempting tourists: Rural tourism in Poland special section is published by
WV Marketing sp. z o. o. in association with Warsaw Voice SA in a project co-financed by
the Ministry of Agriculture and Rural Development.
Address: 30 Wspólna St., 00-930 Warsaw
www.minrol.gov.pl
May 2013