Poland launches tourism campaign featuring Lewandowski, Eisenberg and Rubik

Poland has unveiled a high-profile international tourism campaign featuring prominent figures including football star Robert Lewandowski, Hollywood director Jesse Eisenberg, and model Anja Rubik. The initiative, titled “Poland. More than you expected,” aims to enhance the country’s image abroad and attract visitors from key European markets and the United States. Launched by the Polish Tourism Organisation (POT) under the direction of Minister of Sport and Tourism Jakub Rutnicki, the campaign includes a series of promotional videos highlighting Poland’s cultural and historical attractions. The first video, released this week, showcases Warsaw, Poland’s capital, with scenes featuring Lewandowski, Rubik, and Eisenberg near iconic landmarks. In the 30-second clip, Polish actor Nikodem Rozbicki portrays Fryderyk Chopin, whose preserved heart resides in a pillar within Warsaw’s Holy Cross Church. Chopin’s character states, “Where my heart is,” referencing the historical connection between the composer and the city. Lewandowski, who recently joined the Chicago Fire in the U.S., emphasizes the campaign’s central message: “Poland offers more than you expected.” According to the press release from POT, research indicates that visitors often form more favorable opinions of Poland than anticipated based on prior perceptions or media portrayals. Magdalena Krucz, head of POT, expressed confidence that the campaign would mirror the experience of first-time tourists, who frequently find Poland unexpectedly appealing. While the slogan is not new, having been used since 2021, the campaign marks a renewed effort to leverage recognizable faces to reinforce this message globally. The promotional efforts include appearances by notable figures beyond the initial trio. Former President Lech Wałęsa, a Nobel Peace Prize laureate and leader of the Solidarity movement, joins the campaign, symbolizing Poland’s struggle for freedom and democracy. Additionally, Polish-American NBA player Jeremy Sochan has participated in promoting Poland as a tourist destination. His involvement has drawn positive feedback, though some commentary questioned whether a Black individual should represent Poland. Sochan addressed these remarks directly, affirming his commitment to supporting the campaign. Poland has witnessed a surge in tourism over recent years. In 2025, the nation recorded the second-fastest growth in overnight stays among EU countries, trailing only Malta. Kraków, a major tourist attraction, has consistently ranked highly, earning recognition as the top city break destination in Europe for five consecutive years from Which? magazine. Recently, Time Out magazine placed Kraków at the 16th position among the world’s best cities. Beyond Kraków, Poland offers diverse attractions, including the northern Baltic coastline with its sandy beaches, the mountainous regions in the south, the lakes of Masuria, and numerous historic cities alongside contemporary museums and art galleries. The campaign is being rolled out in several European countries and the United States, targeting regions where interest in travel to Eastern Europe has grown. The promotional materials emphasize Poland’s modernity, safety, diversity, and authenticity while challenging outdated stereotypes. The music accompanying the advertisements is composed by Radzimir Dębski, known professionally as Jimek, who has collaborated with American rapper Snoop Dogg. These elements combine to create a multifaceted portrayal of Poland aimed at capturing the attention of potential travelers seeking both cultural depth and scenic beauty.