The year 2025 holds extraordinary significance for Poland's tourism industry and Sino-Polish tourism exchanges—marking the 25th anniversary of the Polish National Tourist Board and the 10th anniversary of its Beijing office. On November 14, amidst the melodious strains of Chopin's piano music, the “A Decade of Shared Vision: Embracing Poland Together” appreciation ceremony warmly commenced at the Embassy of the Republic of Poland in China. The event gathered approximately 70 distinguished guests, including Polish diplomatic envoys to China, tourism industry peers, and media representatives. Together, they reflected on a decade of fruitful cultural and tourism exchanges between China and Poland and collaboratively charted a new blueprint for future cooperation.
A Decade of Partnership: China-Poland Tourism Achieves Growth in Both Volume and Quality
Rafał Szmytke, Director of the Polish Tourist Office, extended warm congratulations on the 10th anniversary of the establishment of its China office: “This decade has undoubtedly been a pivotal chapter in Poland's deepening engagement with the Asian market, and we take great pride in this achievement. In recent years, the Chinese market has firmly maintained its position as Poland's core growth engine in Asia, and I am confident in its tremendous development potential!”
Cultural Tourism Integration: Connecting China and Poland Through Music
Music and culture have always served as the core link connecting tourism exchanges between China and Poland. The year 2025 marks the centenary of the International Chopin Piano Competition, making this premier event a significant opportunity to advance cultural and tourism integration between the two nations. The 19th International Chopin Piano Competition concluded in October, with Chinese-American pianist Yixuan Lu claiming the top prize. Chinese contestants Zitou Wang, Tianyao Lü, and Tianyou Li also delivered outstanding performances, collectively securing five major awards. Their exceptional achievements have woven a moving narrative of how Chopin's musical legacy continues to resonate across China and Poland.
Capitalizing on the Chopin Competition's centennial IP, the Polish Tourist Office has promoted distinctive Chopin-themed itineraries in China. These routes not only connect Chopin-related artistic landmarks but also deeply integrate Poland's unique historical and cultural experiences. They precisely target and attract youth art groups and senior travelers for immersive visits, building a robust bridge for people-to-people exchanges between China and Poland through music. Online, the Polish Tourist Office simultaneously launched interactive campaigns like “Seeking Chinese Chopin Enthusiasts” and “Hear Chopin's Romantic Call.” These initiatives invite Chinese travelers passionate about culture and exploration to share unforgettable journeys in Poland inspired by “paying tribute to Chopin,” reuniting with the composer's “romantic soul” across time and space.
The year 2025 also marks the 80th anniversary of the victory in the World Anti-Fascist War. This dual significance has placed Poland at the forefront of Chinese tourists' attention. China and Poland share many common historical memories. Both nations suffered devastating blows in the war yet steadfastly upheld their resolve to resist, ultimately achieving victory. This profound shared history has forged a strong bond between our peoples. Poland's well-preserved WWII sites continue to draw Chinese visitors who come to pay tribute to history.
Director Smetko remarked with deep emotion: "We are delighted to see Chopin's musical legacy being so well preserved and promoted in China. The power of music and culture transcends geography and language, bridging hearts across borders. We note that an increasing number of Chinese tourists are visiting Poland drawn by both Chopin's music and shared memories of World War II. This is precisely why guests are willing to extend their stays. This achievement owes much to the tireless efforts of our tourism partners and media friends—it is through our close collaboration and innovative concepts that Poland's tourism offerings have successfully evolved from traditional multi-country tours into more immersive, themed itineraries."
Empowering Cultural Tourism, Win-Win Cooperation
To meet the diverse needs of Chinese tourists, the Polish Tourist Office will also focus on unlocking the potential of its two core resources: cuisine and hospitality. Poland has cultivated an innovative culinary culture that blends local traditions with an international outlook. The recent addition of several Michelin-starred restaurants has made this hidden culinary gem increasingly popular among global food enthusiasts. In 2026, the Polish Tourist Office will intensify its promotion of Polish cuisine in the Chinese market. It plans to invite top Polish chefs to China for culinary exchange events, offering a feast for the senses to the tourism industry and visitors alike.
Regarding hotels, “value for money” defines Poland's premium accommodations—featuring hundreds of castle hotels, palace mansions, historic hotels, and uniquely designed properties. Next year, the Polish Tourist Office will host roadshows in Beijing and Shanghai, facilitating targeted matchmaking between Polish luxury hotels, local tour operators, and Chinese travel industry representatives to elevate the Polish travel experience.
During the awards ceremony, the Polish Tourist Office presented exclusive honors to several outstanding organizations. Among numerous tour operators specializing in Poland, CYTS Aoyou Technology Development Co., Ltd. was awarded the “Quality Travel Pioneer Award” for its extensive range of Poland travel products and innovative, in-depth itineraries. Consistently aligning with the Polish Tourist Office's promotional initiatives, “Discovering Renewal Amid WWII Traces, Savoring Poland Through Chopin's Melodies,” 6-Person Custom Tours secured the “Custom Travel Excellence Award” for its innovative development and relentless pioneering spirit in the bespoke travel sector. U-Nade (Beijing) International Travel Service Co., Ltd. broke free from traditional package tour frameworks, precisely identified evolving traveler demands, and seized market opportunities through rapidly iterated product innovation. As one of the first wholesale partners to launch Poland-centered “Poland + Baltic States” itineraries, it earned the “Wholesale Business Excellence Award”; Huacheng International Travel Service Group Co., Ltd. has consistently crafted collaborative success stories with dedication, exemplifying mutual prosperity through proven capabilities. Having developed and launched over 9 Poland-inclusive itineraries, the company achieved cumulative group departures exceeding 5,000 passengers by 2025, earning the “Outstanding Wholesale Business Capability Award”!
Editor Ⅰ: Zhang Congxiao
Editor Ⅱ: Bao Gang
Editor Ⅲ: Liu Guosong
