How to attract Polish tourists to a foreign region or hotel with creators

A foreign tourist region, hotel or tourism organisation that wants to attract Polish tourists usually starts with the same problem: nobody in Poland has heard of it yet. Search ads only reach people who already know the destination's name, and a trade-fair brochure will not answer the question "is it fun there with kids?". Polish travel creators answer that every day — in Polish, in their own voice and to people who are planning a holiday right now.

Why a Polish creator rather than a translated ad

A traveller from Poland picks an unfamiliar destination only when someone they trust shows what it is really like. A translated spot from headquarters says "we are beautiful". A Polish creator says what their viewers are looking for: how to get there from Poland, how long the airport transfer takes, where to eat, whether staff speak English and what to book in advance.

For a foreign brand this is a shortcut to trust that advertising cannot buy: the recommendation comes in the audience's language, from a person they follow by choice. You also get content you can later reuse in your own channels aimed at Poles — if you agree on it in the brief, as described below.

Who to invite: from travel to food creators

First decide which Polish guest you want to attract, and only then look for creators.

• Travel creators — the natural first choice for a region or city. Their audiences save places "for later" and ask about details in the comments. Browse them in the travel influencers category.
• Family creators — when the region or hotel targets families: gently sloping beaches, water parks, kids' clubs. See family and parenting creators.
• Food creators — when regional cuisine, wine or local markets are the reason to come. Look for them in the food category.
• Sports and outdoor creators — when you sell trails, skiing, cycling or diving.

Follower count matters less than whether the creator's audience actually travels abroad. Ask for audience location stats and read the comments under their previous trips: if people ask about flights, accommodation and dates, you have found someone who helps plan holidays.

Formats that bring Poles to a new destination

• Stay report — the creator comes for a few days and shows the region live in stories and reels. The most credible format, because viewers see a real trip, not a catalogue.
• Practical destination guide — a reel or carousel such as "how to get there from Poland, where to stay, what to see in 3 days". This content lives long because people save it and return to it before booking.
• A series of several creators — different people show the same region from different angles: a family, a couple on a city break, someone active. The destination then appears in front of different audiences within a short time.
• UGC footage for ads — the creator films video for you, not for their profile. You can use Polish-language clips in ads targeted at Poland and on the Polish version of your site. Agree on the scope of use before the start — see usage rights.

The Polish calendar: when to publish

Content must reach people when they choose a destination, not after they are back. When planning, it helps to know the Polish dates that differ from your country's calendar. Winter school holidays in Poland last two weeks, but not everywhere at once: in the 2026/2027 school year they run in three periods between 18 January and 28 February 2027, depending on the province (Polish Ministry of Education). A ski region or a warm winter destination benefits when publications come ahead of these dates.

The same rule applies to summer holidays and long weekends: plan publications in advance and time the creator's stay so the content goes out before the booking peak, not during it.

What to prepare on your side before the creator publishes

The best video will not help if the creator's link leads nowhere. Before you launch, check:

• A page in Polish. At least the campaign landing page: how to get there, what to see, where to book.
• Booking and payment. Can a Pole book a room or ticket without friction? BLIK is a popular online payment method in Poland — according to the system operator it had 20.7 million active accounts at the end of 2025 (BLIK). Check whether your booking system supports it or offers another method convenient for Poles.
• Tracking. A separate discount code or UTM-tagged link for each creator, so you know who brought bookings.
• Contact. Who will answer Polish viewers' questions that reach you by email or message.

Legal matters — labelling ads in Polish, language of information, the contract with a creator — are covered in our guide on how a foreign brand enters the Polish market with creators.

How to run the campaign remotely, without contacts in Poland

A tourism organisation from abroad usually has no office in Poland and no one who knows local creators. Messaging each creator privately in a foreign language ends in long threads, scattered arrangements and uncertainty: whom are you paying, for what, and when will you get the content.

A simpler model is to describe the trip in one brief — destination, stay dates, what you cover (flight, accommodation, meals), the formats you want and the publication date — and let creators apply themselves. You choose from the applications, and arrangements, content and approval stay in one place. How to write such a brief for a company selling trips is shown in travel agency advertising with creators. What a good brief should contain is explained in the glossary.

Blogger Bank: Polish creators for your destination in one panel

Blogger Bank covers what a foreign tourism brand lacks in Poland: contacts, language and certainty about whom it pays.

• Instead of searching for creators yourself — you publish a brief describing the trip, and Polish travel, family or food creators apply to it themselves.
• Instead of profiles scraped from the web — profiles filled in by the creators themselves: topics, city, platforms and audience.
• Instead of drafting a contract for each person — the contract is generated automatically on the terms of the brief.
• Instead of a blind transfer to a foreign country — secure payment: the money reaches the creator only after you approve the content.
• Instead of dozens of email threads — chats, contracts and terms for the whole campaign, even a large one, in one panel you manage remotely.

Browse travel influencers and create a brand account to publish your first brief for your region, hotel or destination.