Development and promotion of the Beskid Five tourist and culture products
Five tourist resorts in the Beskid Śląski mountain chain decided that the best way of promoting themselves was to promote each other, and so they established the “Beskid Five”. It was the right move for these towns, which have been running a common promotional campaign ever since.
Brenna, Istebna, Szczyrk, Ustroń and Wisła are all picturesque towns in the Beskid Śląski, and each of them has something to boast about. When acting on their own, the municipalities never had enough money for promotion, and the local governments never had enough clout to compete in the tourist market. This made the towns’ mayors meet and establish an informal association called Beskid Five in 2004. Thus, the first tourist micro-region was created in Poland.
‘The five municipalities are able to prepare a comprehensive tourist offer. It’s something none of our towns could do on its own,’ says Ireneusz Szarzec, the mayor of Ustroń. ‘We thought it would be easier and cheaper to promote ourselves together, as the costs are broken down between the five local governments,’ he adds. Soon an idea was born to apply for EU Funds for the promotion of the Beskid Five on the domestic and international markets. There was a single overriding goal – to attract more tourists to the region. Consequently, a project called “Development and Promotion of Tourist and Cultural Products of the Beskid Five” was run from July 2006 to November 2007. The total value of the project was PLN 415,000.
‘Although the project has ended, we regularly see new initiatives and common enterprises,’ says Zofia Parchańska-Puczek from the Delta Partner Association for Supporting Economic Initiatives whose services are used by the Beskid Five.
Thanks to EU Funds, the Beskid Five had money for a promotional campaign, the logo and visual identification system, participation in a tourist fair and an event for journalists and tour operators. A promotional programme was created with a single common slogan: “Power comes from the mountains”, and separate slogans for each individual municipality: “Brenna – the power of calm”, “Istebna – the power of tradition”, “Szczyrk – the power of energy”, “Ustroń – the power of health”, and “Wisła – the power of springs”. The Beskid Five have also done research into the tourist movement.
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