Tempting tourists. Rural tourism in Poland

Tempting tourists Rural tourism in Poland A2 Rural tourism Agritourism a Driver Zofia Szalczyk, undersecretary of state at the Ministry of Agricul...
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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 May 2013

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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 May 2013

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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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

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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. A.R May 2013

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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.

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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. A.R.

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 May 2013

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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.

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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 May 2013

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. A.R.

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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 May 2013

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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 May 2013

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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

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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

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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.

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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



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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

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