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In our current era dominated by temporary digital attention, the phenomenon of viral destinations often leads to overtourism and an unsustainable level of crowding in major global travel hotspots. This is a major global concern.
On the other hand, Internet and social media can help travelers discover hidden gems and special destinations that otherwise they might have never known about. Improved transportation options, from proliferation of fast and modern railways to the simple availability of private transfers to practically anywhere, also allow travelers to easily get where they truly want to spend their vacations, not limited by mainstream travel options anymore.
We set about to finding out what smaller, regional destinations can do to elevate their standing and reach this neglected but fast-growing segment: the travelers who are looking for exactly the type of sustainability and unique personal experience that only smaller destinations can offer.
In this interview with Mr. Michał Brandt from Gdansk Tourism Organization, we share interesting insights about their daily work in Gdansk, Poland, and their best practices that other tourist boards can adapt to their own local destinations.
Can you introduce our readers to how Gdansk Tourism Organization operates and what a typical workday there looks like?
The Gdansk Tourism Organization serves as a bridge between the city, local businesses, cultural institutions and travellers. Its role extends far beyond traditional promotion — it also coordinates destination branding, supports tourism entrepreneurs, develops thematic tourism products and works on sustainable tourism strategies for the region.
A typical workday combines many different responsibilities. One part of the day may involve meetings with our partners to coordinate campaigns and events, while another may focus on international cooperation, media relations or analysing tourism trends and visitor behaviour. Increasingly, there is also a strong emphasis on sustainability, digital communication and creating authentic experiences that benefit both visitors and residents.
What makes the organization particularly interesting is that it does not simply promote Gdansk as a city to visit, but as a living place with history, culture, cuisine and nature that can be experienced throughout the year. One of our aims is to limit seasonality and have people visit us also outside of Summer period.
We are about 50 people in total, as we also run Gdansk Citizen’s Card project that grants many benefits to residents like free entries to museums, Zoo or discounts in restaurants. It also serves as a transportation ticket or library card. Pretty useful tool.
What is the most common misconception that travellers have about Gdansk — and possibly Poland in general?
One of the most common misconceptions is that Poland is still perceived as a “hidden” or underdeveloped destination compared to Western or Southern Europe. Many travellers arrive expecting gray post-communist cities and are surprised to discover vibrant urban life, modern infrastructure, high-quality gastronomy and a very dynamic cultural scene.
In the case of Gdansk specifically, visitors are often surprised by how international and maritime the city feels. The city has centuries of multicultural history shaped by Hanseatic trade, Baltic connections and diverse influences from across Europe. Many people also underestimate how much nature surrounds the region — beaches, forests, cycling trails and national parks are all easily accessible.
Another misconception is related to weather and seasonality. Of course we can’t compare to for example Croatia, but while summer is naturally popular, many travellers are surprised by how atmospheric and enjoyable Gdansk can be in autumn and winter, especially thanks to its cultural life, Christmas market and culinary scene.
Oh... and one more thing. Times change, and now Poland can boast modern airports, great fast train lines and most of all - impressive road network of thousands of kilometres of motorways. Something unthinkable even 20 years ago.
We have come a long way and now another thing that tourists notice is how easy it is to pay with your card or phone or organize things with just several clicks. And we are still affordable, although that is changing too.
We are very impressed with the creativity of your “Tastes of Gdansk” culinary package and would love to see more cities replicate such a program. How have the results been so far, and what were the biggest obstacles encountered while implementing it?
The “Tastes of Gdansk” initiative has been very positively received because it connects tourism with local identity in a tangible and memorable way. Modern travellers increasingly seek authentic experiences, and cuisine is one of the most effective ways to tell the story of a destination.
The program has helped strengthen cooperation between restaurants, local producers and tourism stakeholders while also encouraging visitors to stay longer and explore beyond the most famous landmarks. It also supports smaller businesses by promoting regional products and culinary traditions.
One of the biggest challenges during implementation was creating a coherent concept among many independent businesses with different styles, expectations and operational realities. Another challenge was balancing authenticity with accessibility — ensuring the culinary experiences remain rooted in local culture while still being approachable for international guests.
There was also the practical challenge of educating visitors that Polish cuisine is much more diverse and contemporary than stereotypes might suggest. Fortunately, curiosity about regional food culture has been growing significantly in recent years.
Currently we have 16 partner restaurants but it’s an open, living project. What is also important – those restaurants offer a special submenu where one can try dishes based on an original Gdansk cookbook from the XIX century, just in a modern form. All are prepared with utmost attention to details, using local products and with zero waste policy. This April we even published a special book full of those recipes!
Which places in Gdansk and the surrounding region do not receive so much attention from travellers, but definitely should?
Many visitors focus primarily on the Main Town area, which is understandable, but there are several lesser-known places worth discovering.
The district of Nowy Port offers fascinating maritime history and a more authentic local atmosphere. The Oliwa district, beyond its famous cathedral, provides beautiful parks, quiet streets and excellent opportunities for slow tourism. The Sobieszewo Island area is also still relatively undiscovered internationally despite its impressive beaches, bird reserves and natural landscapes.
Beyond Gdansk itself, the Zuławy region deserves far more attention for its unique architecture, canals and Mennonite heritage. Smaller towns in Kashubia also offer a completely different cultural experience with strong regional traditions, lakes, hills and forests ideal for active tourism.
The region’s strength is that visitors can combine urban experiences, coastal tourism and rural landscapes within very short travel distances.
One must also visit amazing dunes in Łeba or the biggest gothic castle in the world in the city of Malbork, just 60 km from Gdansk.
If a couple was looking for a romantic place for a date or proposal in Gdansk, what would be your recommendation?
A sunset walk along the Motława River or near the Gdansk waterfront is always a beautiful choice, especially in the evening when the historic buildings are illuminated. For a quieter and more intimate atmosphere, Oliwa Park offers elegant greenery and peaceful surroundings throughout the year.
For something more unique, a proposal during a private boat cruise or on one of the less crowded Baltic beaches outside the city centre can create a very memorable experience. The coastal cliffs and forests near Gdynia and Sopot also provide spectacular scenery for couples seeking nature and privacy.
The charm of Gdansk lies in its balance between history, water and atmosphere — romantic moments here often feel very natural rather than overly staged.
Many readers appreciate your strong focus on sustainability, nature-based activities and accommodation close to nature. Could this be expanded to include rural tourism offers around Gdansk, similar to the agritourism initiatives in Italy and Spain?
Absolutely. The potential for rural and nature-based tourism around Gdansk is significant and still relatively underdeveloped compared to Southern Europe. The surrounding regions already offer farms, eco-accommodation, local food producers and outdoor activities, but there is room for stronger integration and international visibility.
Travel trends increasingly show demand for slower tourism, authentic local experiences and environmentally conscious travel. Rural tourism around Gdansk could combine Baltic coastal experiences with regional cuisine, crafts, agriculture and nature activities in a very attractive way.
One important factor is ensuring that development remains sustainable and community oriented. The goal should not simply be increasing visitor numbers, but creating tourism models that support residents, preserve landscapes and encourage year-round economic activity.
The region has all the ingredients necessary for this kind of tourism to grow successfully in the coming years.
I always find it funny, but you’ll never guess what sustainability means for me while I’m a tourist when travelling abroad or in other Polish cities. As I travel with my 11 years old son and wife, at the restaurants they order main dish while I always go for the soup only. Why, might you ask? Well, it is not that I’m not hungry, but I just know they won’t be able to finish their meals, so I do it. Win-win situation: no waste of food, less to pay and everybody leaves happy.
How have the wars in Ukraine and Iran affected tourism in your region?
The war in Ukraine had a clear psychological impact on international tourism in Central and Eastern Europe, especially during the initial stages of the conflict. Some travellers from distant markets perceived the entire region as unstable despite Poland remaining safe and functioning normally.
At the same time, the situation also demonstrated Poland’s organizational capacity, solidarity and resilience. Over time, tourism demand gradually recovered as travellers became better informed and confidence returned.
The conflict has also accelerated conversations about crisis management, diversification of tourism markets and the importance of clear international communication.
The tensions involving Iran have had a much more indirect effect on the region compared to the war in Ukraine. Their impact is felt mostly through broader geopolitical uncertainty, airline operations and fluctuations in traveller confidence globally rather than through direct regional consequences.
As brutal as it might sound, with time people simply get used to such things, even if it’s war we’re talking about.
In your opinion, are there any additional integrations, responsibilities or powers that could make the Gdansk Tourism Organization more effective in its work?
Destination management organizations today increasingly require stronger coordination roles rather than functioning only as promotional institutions. Greater integration between tourism, urban planning, transport, culture and sustainability policy could significantly improve long-term destination management.
For example, the local tourist organization is very familiar with travelers’ typical concerns about getting to their accommodation within the city and going on day trips around it. The city authorities, on the other hand, are familiar with how adding an additional bus or tram line for those travelers might impact the city’s daily life, if any local residents might also make use of it, and what expenses are required. Finally, the tourist organization can provide revenue projections from increased ticket sales and visits to local businesses; finally, an informed decision can be made with all the stakeholders involved.
Access to broader tourism data and analytics could also strengthen decision-making and allow for more precise visitor flow management. Another valuable area would be stronger regional coordination between neighbouring municipalities and tourism stakeholders so the wider region can be promoted as one connected experience rather than separate destinations.
It is also becoming increasingly important for tourism organizations to participate in discussions about quality of life for residents, environmental impact and responsible tourism development. Modern tourism management is no longer only about attracting visitors — it is about balancing visitor experience with local wellbeing.
What are some details that local businesses in the Gdansk area can watch out for to become even more successful, independently of local government initiatives?
One of the biggest opportunities lies in authenticity and storytelling. Travellers increasingly value businesses that communicate local identity, personal history and regional culture rather than offering generic experiences.
Service quality and multilingual communication are also extremely important. Small improvements in online visibility, booking systems, customer communication and digital accessibility can make a major difference for international visitors.
Cooperation between businesses is another key factor. Restaurants, accommodations, guides and cultural venues that create joint experiences often achieve better results than operating independently.
Businesses should also pay close attention to sustainability — not only environmentally, but socially as well. Visitors increasingly appreciate locally sourced products, responsible practices and genuine community engagement.
Finally, seasonality remains both a challenge and an opportunity. Businesses that successfully create experiences for autumn, winter and spring can build more stable long-term operations while helping the region attract visitors throughout the entire year.
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We are sincerely thankful to Mr. Brandt for sharing these fascinating insights from Visit Gdansk with us, and we hope this this thorough overview will inspire the high quality work or many other tourist boards and organizations around the world!
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Photo credit: Gdansk Tourist Organization (Visit Gdansk), Jerzy Strzelecki (Wikimedia Commons), Diego Delso, delso.photo, License CC BY-SA, PXhere
