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TemptingtouristsRural tourism in Poland

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Rural tourism

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People are increasingly choosing to spend their vacationdown at the farm. From the perspective of the Ministry ofAgriculture and Rural Development, is rural tourism stilla way for farmers to earn a few extra zlotys or a fully-fledged business in its own right?

Theres no doubt that its a business. Its not just about small farmsanymore; it develops wherever there is potential for these types ofservices. The roots of Polish agritourism date back to the 18th cen-tury and its heyday was in the communist era, when peoplearranged their own countryside vacations known as wczasy pod

grusz (vacation under a pear tree). Going to the countrysideand staying with farmers on their farm was very popular.Agritourism started going truly professional in Poland a little over10 years ago. That was due to two factors. The first was foreigninfluences and good models as well as information. Farmerslearned that they could greatly supplement their income by having

people spend their vacations on their farms. The second factor wasthe crisis on the agricultural market, which forced many farms to

look for alternative sources of income. Agricultural AdvisoryCenters played a major role in laying the foundations for agri-tourism by creating local agritourism development programs and

teaching people how to start their own business. Today, agri-tourism in Poland is an attractive form of earning an extra incomefor many farms. It is developing greatly, not only in mountainareas (Maopolska and Podkarpacie provinces) which lead the wayin this field, but also in regions such as Podlasie, Warmia-and-Mazuria, Pomerania or Wielkopolska. The extent and attractive-

ness of agritourism is shown by the fact that in the early 90s, therewere only 590 agritourism farms in Poland. Today nearly 8,000farms provide agritourism services; they can accommodate morethan 80,000 guests between them. Agritourism takes many forms;it is not only combined with relaxation in natural surroundings andadmiring local wildlife, but also with exploring the region and itscultural opportunities, consuming traditional food, includingorganic products. Finally, sentimental tourism, which means visit-ing areas from which visitors families come, is developing, par-ticularly among German people, whose families come often fromthe Mazuria, Kashubia or Wielkopolska regions.

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 incomesof the rural population in all possible ways. If agricultural pro-duction is not enough, then other methods have to be found andagritourism is one of them. We have been supporting microen-terprises in rural areas for many years, for example by coming upwith initiatives such as the LEADER program, which encour-ages the rural population to undertake social and economic activ-ities. We support agritourism not only organizationally but alsofinancially. An assistance mechanism dedicated to non-agricul-tural activities is available as part of the EUs RuralDevelopment Program under way in Poland. These are grants ofup to zl.100,000 for farmers and their families to be spent onnon-agricultural investment projects. Agritourism is one of thetwo most popular projects of this kind. More than 7,000 projectshave been approved for implementation as part of the RegionalDevelopment Program (RDP) for 2007-2013, which aims todevelop tourism, sports, recreation and leisure-related services.These projects will be financed with public funds to the tune ofmore than zl.1 billion. More than zl.614 million has already beenspent on nearly 4,000 projects. Nearly 3,500 projects to the tuneof more than zl.571 million still need to be carried out.

Funds available under the RDP 2007-2013 program haveenabled agritourism service providers to invest in improving thequality of their services. This includes the purchase of new

household items and room furnishings as well as recreationalequipment such as bicycles or kayaks. EU funds are increasing-ly used to adapt premises for use by guests and to equip rooms

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Agritourism a DriverZofia Szalczyk, undersecretary of state at the Ministry of Agriculture and Rural Development,talks to Andrzej Jonas and Witold ygulski.

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for various educational activities. Innovative activities are car-ried out on the farms related to environmental protection, such asthe use of clean energy or redevelopment of land and waterreservoirs. In addition, bike paths, hiking trails, play areas forchildren, recreation sites and sports facilities are being created inrural areas. Modern information technology is used to supporttourist information points, tourist information databases andwebsites promoting tourist opportunities in areas covered bylocal development strategies. Leaflets and other information and

promotional publications are being produced and published.The Agricultural Advisory Center (CDR) in Brwinw near

Warsaw, which also has a branch in Cracow, deals with thetransfer of know-how in the broad sense for non-agriculturalactivities to those interested. Other agricultural advisory centers(ODR) also handle these tasks. Besides, many associations

bringing together agritourism farm owners as well as theGospodarstwa Gocinne (Guest Farms) Polish Federation ofRural Tourism have been established since 1990. Today thereare around 120 agritourism associations across Poland.

Does your ministry check the quality of agritourism ser-vices in any way?

Not at the moment. We believe that this is not our role. Tourismservice standards are rather the responsibility of the Ministry of

Sports and Tourism. Therefore, as a ministry, we do not issueany licenses or quality labels. Appropriate service standards areensured by the Countryside Accommodation ClassificationSystem overseen by the Gospodarstwa Gocinne PolishFederation of Rural Tourism. Service providers sign up for thesystem on a voluntary basis. Proven accommodation quality inrural areas is signified by special sun symbols, where three is themaximum rating. Currently, there are about 400 categorizedfacilities. This year, the federation is introducing a new classifi-cation system based on separate categories: staying on the farmand staying in the countryside. Thanks to this, customers will beable to easily distinguish between accommodation available in atypical agritourism farm and other types of accommodationavailable in rural areas.

However, the best indicator is the market itselfif peoplecome to an agritourism farm every year and recommend it totheir friends, it is sufficient proof of the good quality of the ser-vices provided there.

What can be done to increase customer interest in Polish

agritourism?There is no miracle method for agritourism development; a wholeset of activities is needed. One priority is to build brand awarenessfor 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 PolishTourist Organization (POT), regional and local tourist organiza-tions, National Rural Networks (KSOW), and Local Action

Groups (LAG). The ministry is involved in these activities throughthe organization of the Agrotravel exhibition, a one-of-a kindevent that draws over 20,000 visitors annually. Another priority isto improve the quality of services provided by agritourism farms.It is a continuous process carried out with the participation of agri-cultural advisershighly qualified specialists who have daily con-tact with farmers involved in agritourism. They can best see the

potential of a farm and the attractions available in the area, freespace, qualifications of the farmers family etc., even if the farmerhimself is not yet aware of that. Another important step is ofcourse to gather appropriate funds for adapting a farm; cleaningthe rooms is not enough. I know from experience that the best sit-uation is when not just one, but several agritourism farms are cre-ated in a given area. They support one another, promote their ser-vices together and solve problems. This makes it easier to organize

joint projects for guests, such as trips, rafting, sleigh rides and soon. Local governments should be involved in the creation of such

a mini-infrastructure for agritourism farm guests as district author-ities are responsible for the welfare of the residents. Local gov-ernments can help for example build bike paths, bird-watching sta-tions, river or lake marinas, and landmarks on tourist routes.

Agritourism is closely linked to the promotion of Polishfood...

Of course, above all organic food. Some people visit agritourismfarms because they have heard about some kind of regionalfoods or have had an opportunity to taste such delicacies duringexhibitions or tourism or agricultural trade fairs. More and moreoften, customers are looking for food with an EU certificate,which is now an important selling point. Agritourism is associ-

ated with the market for traditional food products. These includecandy, meat and dairy products as well as alcohol. We have morethan 1,000 such products in Poland. We try to promote themwherever we appear as a ministry, for example during thePolagra or Grne Woche agricultural fair trades. Promoting aregional product naturally encourages people to visit the regionfrom which the product originates. Besides, such products taste

best when served by the producer on the agritourism farm.

of Growth

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It is difficult to promote rural tourism servicesindividually. Local associations bringing togethertourist farms are important for the developmentof rural tourism.

There are over 10,000 tourist farms in Poland offeringaround 100,000 beds and the number of such farms isgrowing. With the decline in the profitability of agri-

cultural production, rural tourism can provide farmers withan additional source of income. Another factor encouraging

farmers is the European Union funding offered to those whowant to set up a tourist farm. After his project has been com-pleted, the farmer may apply to have 50 percent of theirinvestment refunded, up to zl.100,000.

It is not difficult to set up a tourist farm in Poland. It isespecially easy for farmers who grow crops or raise animalsand for whom tourist services are an additional source ofincome. In this case, they do not have to register their touristbusiness. But there is one condition: they have to offer lessthan five rooms for tourists. If they have more rooms, it isconsidered to be a business operation, which has to be regis-tered 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 canattract tourists. This is where advertising comes in. A satisfiedguest is the most effective form of advertising for a touristfarm. Statistics show that one satisfied guest on average tellsfour to eight people he knows that he is satisfied with his stay.As a result, a growing number of people are interested in avacation on a farm recommended by someone they know.

The most important step is to attract the first guests, andthen to reach those who have not heard yet about the touristfarm but would like to spend a vacation in the countryside.

Easier by teaming up

Experts say the development of rural tourism has reached astage where efforts made by individual farmers to attractguests are often not sufficient. The success of local touristproducts depends on how professional the market research isand whether the products intended for individual segments ofthe market are comprehensive. Also important is the way inwhich the products are presented, promoted and distributed.Rural people working independently are unable to achieve therequired level of professionalism in this respect.

Local rural tourism associations are essential for the devel-opment of rural tourism. They have proven their worth byovercoming organizational problems in many countries. The

importance of local and regional associations in managingthe development of rural tourism is particularly due to thespecial character of services offered. The services are devel-

oped by groups of small businesses scattered geographicallyand located far from sales outlets.

The example of countries with a long tradition of ruraltourism proves that organizations representing the interestsof private rural operators offering accommodation play aleading role in the development of this form of vacationing.Among such organizations are the German HomesteadHoliday association, the French National Federation of RuralAccommodation, Austrias Hospitable Farm Circles, andGuest Rooms and Green Tourism Associations.

There are now over 50 associations of owners of rural accom-modation operating in Poland. They help their members todevelop attractive tourist products with appropriate quality andservice standards. The associations also conduct marketresearch and carry out joint promotional and marketing activi-ties for their regions. The activities include publishing brochuresand placing promotional materials on the internet and in thepress. Another important task of the associations is to build acommon information, booking, acquisition and product salessystem and to represent farmers involved in rural tourism.

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Promoting the Cou

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An overwhelming majority of the associations are mem-bers of the Polish Federation of Rural Tourism HospitableFarms. The federation promotes uniform standards fortourist farms operating in rural Poland and adjusts the ser-vices it offers to European Union standards and the growingdemands of tourists, which will enable them to compete onthe international market.

Since 1997, the Polish federation has been a member ofEuroGitesthe European Federation of Farm and VillageTourismwhich conducts research on the market and its

customers, develops market strategy, maintains uniformcriteria in evaluating the quality and standards of theaccommodation, classifies it, and advertises and promotesit by placing advertisements in the catalogues of individualmember countries and in a European brochure. EuroGites isalso organizing a European chain for selling rural tourismproducts.

Thanks to Polands membership in EuroGites, the servicesof Polish tourist farms are presented in catalogues sent to 18European countries.

How to reach the customer?

Regional associations issue brochures and leaflets presentingservices offered by tourist farms. But these reach a relative-ly small number of prospective customers. One can use pressadvertisements, but this is expensive. Advertising on theinterneteither on ones own website or a portal dedicatedto rural tourismis more effective and cheaper. There arealready several dozen such portals and the number of adver-tisements placed runs into the thousands.

Roadside signs are a well-known form of advertising forrural farms. In Western Europe, such signs are common onlocal roads and even dot freeways. In Poland this form ofpromotion is yet to be fully appreciated; the signage of manyfarms, especially the smaller ones, leaves much to bedesired.

Tourism fairs are a popular way to advertise tourist farms.

Participation in a fair enables farm owners to directly contactprospective customers. One example of such a fair is theAgrotravel International Fair of Rural and AgriculturalTourism in the southeastern city of Kielce. The fifthAgrotravel fair was held in April.

Every year the fair, which attracts nearly 150 Polish andforeign exhibitors and 20,000 visitors, provides a one-of-a-kind opportunity for a diverse group of leading internationalrural tourism operators to meet, to establish invaluable directcontacts with partners, and to share experience. This isachieved through presentations of exhibitors and relatedevents such as conferences, training sessions, workshops andmeetings.

Classification of rural tourism accommodation

As the number of tourist farms grows, so does the need tocheck the quality of services they offer.

Poland requires that hotels, motels, guest houses, campsites,holiday buildings and youth hostels be rated, but this require-ment does not apply to tourist farms. Instead, they are judgedunder a voluntary rating system. The rural accommodation rat-ing system is a way of maintaining quality as well as promot-ing and marketing tourist farms. The system was developedfor the Polish Federation of Rural Tourism Hospitable Farms.It was preceded by research into the Polish experience, thebest European experience and an evaluation of rural accom-modation in Poland. European and Polish experts, as well asPolish rural accommodation providers, took part in the processof adopting criteria for the rating system.

Guest rooms, independent lodgings, lodgings for groups oftourists, and farm campsites are categorized voluntarily. Thegoal is to raise the quality of services rendered by ruraltourism owners and recommend and promote their accom-modation.

There are four grades in the system: standard, category 1with one sun as a symbol, category 2 with two suns, and cat-egory 3 with three suns. The higher the category, the more

suns the accommodation gets. The tourist farm operatorreceives the right to have his accommodation included inpromotional materials issued by the federation. A.R

ntryside

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Rural tourism

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According to the governments Guidelines for the

Development of Tourism in Poland until 2015, ruraltourism can become a distinctive form of tourism in

Poland provided the original features of the Polish countrysidein terms of its culture and nature are preserved.

Polands Marketing Strategy for the Tourism Sector for 2012-

2020 calls rural tourism a brand product. Rural tourism com-prises all forms of tourist activity in rural areas: people spend-ing their vacations on the farm, folk events, folk handicraft, tra-ditional farm life, ecotourism, and visits to national parks andreserves, the document reads.

Rural tourism has substantial potential for development. Thediversity of rural culture provides a host of opportunities to

build attractive and competitive products. Rural Poland is oneof Europes last surviving examples of traditional cultural mod-els still in existence. This is the biggest selling point of thePolish countryside.

Many people go to the countryside because they want toexperience its slow-paced lifestyle and become part of it. There

are also health-related and environmental motives behind peo-ples decisions to visit the countryside. At the same time, ruraltourism is becoming an alternative to mass tourism, of whichcontemporary tourists are increasingly tired. Rural Poland isabout authenticity and individualism. The popularity of vaca-tioning in the countryside is driven by peoples desire to returnto the pasta time when many wealthy Poles built residencesin the countryside and stayed there to enjoy nature, tranquillityand peace and quiet.

Natural and cultural values

Rural areas account for around 90 percent of Polands total landarea. This shows what big potential for development they have,a potential that has been exploited for years in the context oftourism. This potential is based on both natural and humanassets. 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 bythe Polish Agency for the Development of Tourism drawn up forthe Ministry of Agriculture and Rural Development.

A key competitive advantage of rural areas over urban ones isthat they harmoniously combine natural and cultural values intoa unique mixture of attractions and tourist products.

Experts from the Polish Agency for the Development ofTourism have analyzed the potential of rural tourism in individ-ual regions and identified and catalogued tourist products. They

selected 42 products with outstanding features in Polands 16provinces. Considering all aspects associated with specific prod-ucts, the experts have compiled a list of national flagship prod-ucts that are worth promoting. The main criteria were the origi-nality of a product and its potential in terms of image. The flag-ship products are sites called Uroczysko Zaborek, MaopolskaWie Pachnca Zioami, Zioowy Zaktek, Tatarska Jurta,Kapkazy Szkoa Wraliwoci, Karczma Kaliska, Trzy wier-ki, Kowalska Wioska, Wilcza Jama and Siedem Ogrodw.

The selected products are diverse and offer varied forms ofspending ones leisure time in an attractive way. The productsare grouped into various categories, including unique nature,vanishing and traditional occupations, wine-making tradi-tions, culinary heritage, handicrafts, horses and herbs.

In the context of the foreign market, the biggest competitiveadvantage 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 touristscoming to Poland to spend time in the countryside. Visitors fromBritain, the Netherlands, France, Russia and Ukraine are alsointerested in rural tourism. Many British people come to Poland

because they appreciate the outstanding natural values ofPolands rural areas.

The main draw for foreign tourists choosing Polish ruraltourism products is value for moneya quality product with arelatively low price. What also draws foreign tourists to thePolish countryside is its traditions and original natural and cul-

tural values, which are rare in todays Europe. These factorsdetermine the qualitative advantage of Polish rural tourism prod-ucts on foreign markets.

The research conducted showed that the biggest problems inthe development of rural tourism in Poland are associated with

promotion and marketing as well as human resources.The analysis of Polands provinces from the perspective of

their potential for the development of rural tourism clearly showsthat this form of tourism should be one of the priorities in thedevelopment of tourism in Poland, alongside options such assightseeing in urban areas and business tourism. A.R.

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Rural Areas as

a Tourist ProductFrom a marketing perspective, rural Poland, withits distinct customs and traditions, is an attractivetourist product.

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Rural tourism could be one of many factors help-ing Polands rural areas develop, but in most suchregions it cannot be expected to play a key role.

Rural tourism should be treated as a supplementary type ofbusiness in Polands rural areas rather than an alternative toagriculture, according to a study entitled Rural Tourism,

Including Agritourism, as Components of Sustainable and

Diversified Rural Development. The study, conducted by consultingfirm Agrotec Polska and the Polish Academy of Sciences Institute ofGeography and Spatial Organization, aims to identify directions inwhich rural tourism should develop in Poland in the long term.

The study points out that the role of tourism as a stimulant torural development is often assessed by officials in charge of pro-gramming local and regional development, and these officials tendto overestimate local tourist potential. In general, documents settingout strategies and plans are over-optimistic in estimating the eco-nomic benefits that rural tourism could potentially bring to differ-ent regions and rural districts, according to the study.

Regions in Poland with high potential to foster a strong touristsector are the Carpathian Mountains, the Kodzko Valley, theBiaowiea Forest, the witokrzyskie Mountains, the Baltic coast,and the Suwaki Lake District. Maopolska province is wheretourism could become a strong stimulant to economic growth, fol-lowed by Podkarpacie, Pomerania, West Pomerania, Podlasie and

Warmia-Mazuria provinces. Other than that, rural districts wherethe conditions are conducive to tourism are few and scattered allover the country, the study says. Consequently, rural tourism shouldbe regarded as an extra form of income generation in rural areasrather than an alternative to the agricultural sector.

Rural tourism can, on the other hand, playa major part in strengthening the social andhuman capital in rural areas in Poland andhelp protect and renew the cultural heritageof the countryside. Seen like that, it could

be part of diversified and sustainable ruraldevelopment.

A major challenge facing rural tourism in Poland is that differenttourism associations and institutions have a limited influence on thework of around 80 percent of service providers. Most of the ruraltourism service providers interviewed for the study said they main-ly worked with their families and neighbors rather than being partof organizations bringing together local residents. At the same time,they were highly skeptical about whether there is a point in work-ing for the common good.

A key challenge for the system of institutional support for ruraltourism is to reach potential accommodation providers, who consti-

tute a sizable group, according to the study. The goal is to advisethem about EU funds available to them and concentrate efforts toprompt them to enter the market for tourism services. They should

be encouraged to be open to interaction with other accommodationproviders and tourism institutions.

Interviews with members of tourism associations and organiza-tions as well as so-called Local Action Groups have shown thatproviders of accommodation and other tourism services vary signif-icantly in terms of entrepreneurial activity and usually operate local-ly. They are much more active in areas where income from tourismservices accounts for a large part of total household income.

The study has also shown that, while those working to promoterural tourism in Poland adequately address present-day challenges,they could have problems meeting future challenges. Simple prod-ucts such as food and accommodation can be successfully adver-tised by individual service providers, but promoting complex prod-

ucts and creating product networks and image campaigns forregions should be handled by public organizations. The goal ofthese is to conduct market research, promote regional and nationalproducts and provide tools such as websites to help individual ser-vice providers adapt their products and services.

New trends in rural tourism necessitate better coordination andpromotion of both individual services and entire product packages,theRural Tourism study says. Another challenge is to mobilize alarge part of accommodation providers who have so far not beeninvolved in any form of organized cooperation.

Looking at the demand-to-supply ratio in rural tourism, the studyhas found the market to be economically imbalanced. The expec-tations which tourists have sometimes contradict or exceed what

accommodation providers have to offer, the study says. But it hasto be said that more products and services are becoming available in a trend that is bound to translate into greater interest amongtourists.

New trends in rural tourism include ecotourism and health-ori-ented tourism, according to the study.

A major problem with the market for rural tourism is that manyof the services and products of this kind are seasonal. While in sum-mer only 18 percent of accommodation remains vacant, the vacan-cy rate increases to 70 percent during other seasons, and manyaccommodation providers struggle to make ends meet in theabsence of guests in winter, spring and autumn. The future looksbright, however, the study says, thanks to changes taking place inglobal tourism whereby people are cutting their expenses on foreigntrips and choosing to travel shorter distances and visit places theyhave been to before. These changes are believed to be a conse-quence of the latest economic crisis. Over 38 percent of tourists andpotential tourists plan to spend vacations in rural areas more oftenthan before. This is coupled with a continually growing range ofrural tourism products and services.

The Rural Tourism study recommends that Poland create anationwide system to evaluate rural tourism services. The systemshould be based on regularly conducted surveys based on uniformmethodology so that surveys from different regions could be easilycompared. It is also necessary to encourage service providers to uti-

lize social networking media and other interactive forms of onlinecommunication, such as booking systems, to advertise and promotetheir own products, the study says. A.R.

A Boost for Development?

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The Wielkopolska region in western Poland boastsa diversity of natural beauty as well as many placesof historic interest, some of which date back to theearliest days of Polands history as a state. With somany assets drawing visitors, Wielkopolska is aperfect setting for the rural tourism business.

Wielkopolska province is located on lowlands in thebasins of three major rivers: the Warta, the Noteand 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 inthe cultural heritage of Poland come to Wielkopolska to seenumerous sites dating back to the earliest days ofChristianity in Poland and the beginnings of the Polish state.Some buildings in Wielkopolska date back as far as the 10th

and 11th centuries. Other highlights include castles, palacesand charming cities where history is around every corner.Other than the regions principal city of Pozna, manyplaces of special interest can be found along the PiastowskiTrail, named after the Piast Dynasty, Polands first rulers.This tourist route passes through Gniezno, one of the oldestcities in Poland which is inseparably linked to the countryshistory and culture. The first three kings of Poland werecrowned here.

The next highly recommended stop on the Piastowski Trailis the village of Biskupin, famous for archeological excava-tions 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 assome of the most beautiful in Poland. Vast areas in theprovince have been designated as scenic parks and naturereserves, including the Zielonka and Notecka forests, the

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Appeal of Wielkopolska

Pozna, Wielkopolskas principal city

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Buki (Beeches) Nature Reserve onLake Lutomskie and the Midzychd-Sierakw Lake District, nicknamedthe Land of 100 Lakes, where thewater is clean and teems with fish.Wielkopolska also has plenty of natur-al monuments, such as the famousOaks of Rogalin which are namedLech, Czech and Rus after three broth-ers who, as legend has it, founded thethree Slavic states of Poland, Bohemiaand Russia.

Natural beauty, archeological sitesand historic architecture, includingpalaces, castles and manor houses in thecountryside, make Wielkopolska anattractive destination for enthusiasts ofrural tourism. Farms with accommoda-tion for tourists promote the regions natural beauty and richhistory along with the cultural heritage of ruralWielkopolska with its local traditions, cuisine and dialect.

More farm stays

At the end of last year, the Wielkopolska Center for

Agricultural Consulting in Pozna conducted a survey onrural tourism, finding that the province had 693 rural tourismfarms with 8,271 beds. In 2011, the figures stood at 614 and7,276, respectively, an indication there is room for more andthe rural tourism sector in Wielkopolska province could con-tinue to grow.

The development and promotion of rural tourism inWielkopolska is supported by several organizations andassociations of rural tourism farms, including theWielkopolska Agritourism and Rural Tourism Association,the Krajna Association of Agritourism Farms of NorthernWielkopolska in Zotw, the Association of AgritourismFarms of Nowy Tomyl County, the Association of Family-Oriented Agritourism Farms in the Warta and Pilica RiverBasin, the Eastern Wielkopolska Association of AgritourismFarms, the Agritourism Association of Kobyla Gra Districtand the Szamotuy Agritourism Association. The organiza-tions define accommodation and food standards for farms,conduct inspections and assist members in preparing facili-ties for guests through consulting, training and sharingexpertise.

The Tourism Development Strategy for WielkopolskaProvince, a document prepared for the province council by ateam at the Pozan School of Economics, identifies condi-tions 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 land-scape has been transformed by human activity. According to

the document, appropriate criteria are met by the counties ofCzarnkw-Trzcianka, Midzychd, Wolsztyn, Zotw,Chodzie, Gniezno, Grodzisk Wielkopolski, Kocian,Leszno, Nowy Tomyl, Oborniki, Ostrzeszw, Pia, Rawicz,Supca, Szamotuy, rem and Wgrowiec.

In order to assess opportunities for rural tourism to furtherdevelop in Poland, the Ministry of Agriculture and Rural

Development has commissioned the Polish TourismDevelopment Agency to compile an Expert Analysis of the

Potential of Rural Tourism Products in Poland and theirCompetitiveness on the Regional, National and Foreign

Markets for Tourist Services. According to the document,rural areas in Wielkopolska province have a vast potentialthat is yet to be discovered. Experts from the Polish TourismDevelopment Agency believe that rural tourism inWielkopolska should be primarily focused on the regionsnatural beauty.

Province Biskupin

Oaks of Rogalin:Lech, Czechand Rus

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Greatest hits

Wielkopolska province is home to highly recommendedrural tourism farms with inventive products and activities forguests. Three such products have been put on the GreatestHits of Rural Tourism list compiled by the Polish TourismDevelopment Agency.

The first is the Stara Chata u Kowala (Blacksmiths OldCottage) farm in Kluczewo, which offers visitors with a richeducational program. It is particularly popular as a field tripdestination among schools in both Wielkopolska provinceand other regions. Schools can choose from several activitypackages whose common theme is See What Life LooksLike in the Countryside and which last three to four hours

each. The farmers teach students about how farm animals arebred and looked after, what they eat, where they are kept and

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Blacksmiths Old Cottage

Playing thekozio wielkopolski,an old folk instrument

Palace-and-park complex in Baborwko

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so on. The visits include a tour of a 100-year-old cabin withtraditional Polish furnishings. Children are interested inwatching farm chores such as spinning wool and makingcheese and butter. In the local smithy, they are fascinated tosee how a blacksmith turns a piece of metal into a horseshoe.

The second greatest hit of rural tourism in Wielkopolskais the Karczma Kaliska (Kalisz Inn) recreational area withalmost two hectares in size and whose main attraction is acluster of wooden buildings. They include an inn, a granary,a smithy, a homestead and buildings where visitors canwatch staff performing traditional jobs and making foodusing traditional cooking methods. The Karczma Kaliskaalso has an activity program during which children and ado-lescents can learn some history.

The third product to be acknowledged by the PolishTourism Development Agency is a palace-and-park complexin Baborwko near Szamotuy, part of a 600-hectare rural

tourism farm. Apartments for guests are housed in the palaceoutbuilding and farm buildings. The local attractions includethe experience of a working farm, horse riding, trips to anearby lake, campfire parties and bicycle trips along localtourist trails. If they choose to, guests can prepare their ownmeals in a kitchenette and hold social meetings and celebra-tions in an old smithy building with a fireplace. As a specialtreat, they can taste natural and organic cuisine and tradi-tional fruit preserves.

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 totry regional specialties. The safest bet to try genuineWielkopolska cuisine is via restaurants, taverns and ruraltourism farms bearing the logo of the Wielkopolska CulinaryHeritage Network.

The Wielkopolska region takes pride in its distinctive cui-sine and a range of unique, traditional food products. TheAgriculture Ministrys list of traditional and regional prod-ucts features 86 specialties from Wielkopolska. Several ofthose are protected by EU law, that is, they have been grant-ed the Protected Designation of Origin, ProtectedGeographical Indication and Traditional SpecialtyGuaranteed labels by the European Commission. The prod-ucts include the rogal witomarciski crescent-shapedsweet bun, the Wielkopolska fried cheese, wafers fromKalisz and camelina oil, a traditional regional oil high inOmega-3.

Probably the most famous specialty of Wielkopolska con-sists of dishes made from potatoes, orpyry, as the locals callthem (potatoes areziemniaki in standard Polish). The dishesinclude different kinds of potato soup, potato pancakes, pota-to dumplings filled with meat or served with gravy and evenbread made from potatoes. Wielkopolska is also well knownfor its meat and dairy products. One of the most famous localdishes,gzik, is finely ground cottage cheese, made from cow

milk, mixed with sour cream, green onions, radishes oronions and a pinch of salt and pepper. It is usually servedwith jacket potatoes as pyry z gzikiem. The locals also like

goat cottage cheese from the village of Witoldzin, made of

fresh and warm goat milk subjected to a traditional souringprocess.Wielkopolska is famous for delicious sausages, especially

Polish smoked sausage, steamed white sausage, juniper fla-vored sausage and other varieties originating from different

towns and villages. As similar as they all might seem, eachsausage is different thanks to a unique, secret recipe andingredients. Other Wielkopolska specialties include theczernina duck blood soup, the siemieniucha flaxseed soupwith millet groats, and roast duck with apples. A.R.

One of the most famous local dishes, gzik

Potato pancakes

Steamed white sausage

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Rural tourism

May 2013

The West Pomerania region has substantial poten-tial in terms of rural tourism. For now, however,this plays a secondary role compared to otherforms of tourism.

West Pomerania province is in northwestern Polandand includes the cities of Szczecin and Koszalin.The Pomerania Lake District is also part of the

province. West Pomerania is attractive for tourism becauseof its proximity to the sea, its many lakes and rivers and itsextensive forests. Broad sandy beaches and dunes on the

Baltic coast create excellent conditions for the developmentof recreation and various sporting activities. The local rivers,lakes and forests are a paradise for nature-loving vacationers.The provinces national and scenic parks as well as naturereserves provide an opportunity to catch a glimpse of manyanimal and plant species not available in other areas.

West Pomerania has a lot to offer to tourists interested inculture. The regions cultural landscape is testimony to itsrich history, a result of an interplay of Western European,Polish and Scandinavian influences. Sites popular withtourists include surviving historical fortifications, oldchurches and remains of medieval villages as well as beauti-ful cities including winoujcie and Koobrzeg, in addition

to Szczecin and Koszalin.West Pomerania has excellent conditions for the develop-

ment of rural tourism. However, under the Strategy for the

Development of Tourism in the West Pomerania Provinceuntil 2015, rural tourism is expected to play a supportive rolein the development of the region, secondary to programsfocusing on relaxation, recreation and cultural attractions.

Polands Marketing Strategy for the Tourist Sector 2012-2020 sees the development of rural tourism in a similar way.

There are several hundred farms in West Pomerania thatcater to the needs of all those who seek peace and quiet aswell as close contact with nature and country life. For these

people, however, getting to know the West Pomeraniancountryside is not the main reason why they come here,says the Expert Analysis of the Potential of Rural Tourism

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West Pomerania: Province

Sandy beach in winoujcie

Drawieski National Park

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Rural tourism

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Products in Poland and Their Competitivenessby the PolishTourism Development Agency.

Nonetheless, those who choose to stay in one of theregions several hundred tourist farms are likely to be satis-fied. Many of the regions farms are attractively locatedamid lakes and rivers. Some have their own ponds and offerexcellent fishing opportunities for anglers. And anyone keento acquire a tan will be impressed by farms nestled just 50meters from the Baltic shoreline.

Vacationing in the countryside is also appealing to thosewho are partial to mushroom and berry picking. Guests canalso rent bicycles and aquatic sports equipment, go horse-

back riding or play tennis. Horse-drawn carriage and wagonrides as well as sleigh rides in winter are another big attrac-tion. In the evening, bonfires, pig roasting and other eventsare held in which guests can take part.

Focus on German tourists

Rural tourism services in West Pomerania are especiallyattractive to tourists from neighboring Germany. Many ofthem find vacations in West Pomerania relatively inexpen-sive. However, tourists from both Germany and elsewhereare interested in a broad range of activities during their freetime, which means that tourist facilities and infrastructureneed to be developed.

Much has already been done thanks to projects carriedout under the Rural Development Program for 2007-2013,especially when it comes to improving the quality of pub-

lic infrastructure and developing social, cultural and touristfacilities. Experts say more emphasis should now be placedon carrying out strictly tourist projects designed to createnew tourist products and services and to develop existingattractions.

The so-called Local Action Groups (LAG) are ready tohelp develop rural tourism in West Pomerania. There are 14such groups in the province. Other institutions supportingthe development of rural tourism in the region are the WestPomerania Regional Tourist Organization and local touristorganizations in towns such as Mielno, Sianw, Rewal,winoujcie, Goleniw, Czaplinek, Drawsko, Kamie,Barlinek, Szczecinek, Trzebiatw, and obez. Rural

tourism in the region is also supported by the BalticAgritourist Association and the Wiatrak AgritouristAssociation.

with PotentialLake Dbie near Szczecin

The Pomerania Lake District

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Rural tourism

May 2013

Flagship tourist products

The Dworek Tradycja country estate in the village ofBeczna, 90 kilometers east of Szczecin, holds a specialplace among rural tourism products in West Pomerania. Thisold house, with a history dating back over 300 years, hadmany functions in the past. It once served as an inn and apastors home, housed county records and was also a localschool several decades ago.

Hiking in the countryside, jogging, Nordic walking, moun-tain bike riding, canoeing trips down the Rega river to theBaltic Sea, angling, mushroom picking, paragliding, offroadvehicle rides, hunting with a camera, and visits to localchurches and old country houses are some of the attractionsoffered by Dworek Tradycja.

The estates owners organize cooking courses for vaca-tioners interested in traditional culinary arts. They also orga-nize wedding parties and other events. Additionally, all yearround the place hosts schoolchildren coming to schoolcamps with their teachers. The hosts provide their youngguests 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 areturn to the past and old customs. Participants in theseclasses have a unique opportunity to discover healthy foodproducts and learn how to make bread and bake it in a wood-fired stoveor how to make the local variety of gingerbreadcakes named after the provinces capital Szczecin. There arealso classes during which the students find out about tradi-

tional 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, meetingswith foresters, hunters, and local folk artists. Other attractionsinclude angling competitions organized by the hosts.

The Siedem Ogrodw (Seven Gardens) tourist farm in thevillage of owicz Waecki, near the city of Mirosawiec, isanother flagship rural tourism site in West Pomerania

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Canoeing on the Rega river

Dworek Tradycja in Beczna

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Rural tourism

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province. The estate is composed of a number of small hous-es, each surrounded by a beautiful garden. Ultimately, therewill be seven such houses on the estate. Five have alreadybeen built: Millers House, Gardeners House, HuntersHouse, Feast House, and Windmill. There are also severalgardens, including the Garden of Fragrant Dreams and theGarden of Whispering Waters. The farm offers comfortableaccommodation and relaxation amid nature, in addition tohomemade meals and many cultural and recreational attrac-tions. The areas picturesque lakes invite visitors to go swim-ming and angling, while the fragrant meadow flowers andpicturesque forest paths encourage them to go hiking andbiking, try mushroom picking or simply admire the sunset.

Regional dishes

West Pomeranias stormy history, to which the region owes

its cultural and ethnic diversity, means that the local cuisineis also varied. Many of the provinces residents have comehere from various other parts of Poland in the prewar andpostwar years.

One of the regions traditional products is the piernikszczeciski gingerbread cakes whose tradition dates back to1845. 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 isbaked in distinctive shapes, usually those associated with thesea, like ships, sailors, seagulls, fish, anchors, sailing boatsand lighthouses. The cakes are covered with sugar or choco-late coating glaze. They are served during various holidays,

fairs and competitions.Another famous regional product ispaprykarz szczeciski,

a canned fish paste with tomato sauce, vegetables, chili pep-per and spices. Its recipe was developed in 1965 by a localdeep-sea fishing company. Initially, the main ingredient wasfish from various African species and hot African pepperwas added to the paste. The tomato pulp was imported fromBulgaria, Hungary and Romania. With time, the producer

started to use cuts from deep-frozen fish blocks as the mainingredient and add rice to the product.In the communist era, paprykarz szczeciski was popular

not only in Poland, but also in other countries. It was export-ed to 32 countries, including the former Soviet Union,Denmark, the United States, Japan, Jordan, Liberia,Hungary, the Ivory Coast and Togo.

Gingerbread cakes from Szczecin

Paprykarz szczeciski

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Rural tourism

Ogrek koobrzeski (Koobrzeg cucumber) is anotherproduct typical of the region. Cucumbers and other ingredi-ents used to make this traditional productincluding garlic,horseradish and dillare grown locally in keeping withorganic farming rules. What is special about this product isthat natural brine from an ancient Koobrzeg saltwaterspringdiscovered in the 7th or 8th centuryis used tomake it. The specific content of the brine minerals gives theKoobrzeg cucumbers their unique taste and flavor. Thepickled cucumbers have been made in a traditional wayaccording to a recipe passed down from generation to gener-ation. The cucumbers are placed in a barrel in layers withhorseradish, garlic and dill. Then, brine is poured over them.

The recipe for baking a bread called wiejski chleb wojenny(war-time countryside bread) was developed during WorldWar Two: First, you make leaven from rye flour and waterin a pottery dish. Then, you have to cook rye grains. Theaddition of cooked rye grains to the bread gives it a moistand spongy texture. The bread remains fresh for around aweek. The ingredientsleaven, cooked rye flour, rye flourand saltare mixed together and kneaded. Then, the doughis left to rise. This takes at least one hour, depending on thetemperature and flour quality. The bread dough is put intooblong baking tins and into a stove.

The tradition to makegrzyby marynowane z szyszk (pick-led mushrooms with a pine cone) started in West Pomeraniain 1955. In those days mushrooms were widely used to addvariety to the diet of the local people.

In order to give the mushroom preserves a milder and dif-ferent taste, honey and green pine cones are added to thevinegar marinade. Wild mushrooms, for example the bole-tus, are used to make the preserve. Cleaned, washed andcooked mushrooms are rinsed in cold water. Then, they areput into jars with carrots, onions and mustard seeds. Thevinegar marinade is made of vinegar, sugar, water, honey, agreen pine cone and salt. When cold, the marinade is pouredover the mushrooms in the jars. The jars are then put into apot with water and boiled. To acquire the right taste, themushrooms 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 holidaycelebrations. A.R.

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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 Wsplna St., 00-930 Warsawwww.minrol.gov.pl

Pickled mushrooms

Koobrzeg cucumber

War-time countryside bread