Wrocław's Success: The Intangible Charm Attracting Millions of Tourists

Wrocław, Poland – In a recent interview, Radosław Michalski, Director of the Wrocław City Brand Department, shed light on the key factors driving the city's appeal to tourists. According to Michalski, the essence of Wrocław's brand lies not merely in its attractions or architecture, but in its unique climate and atmosphere. Michalski emphasized that the positive experiences of visitors are paramount. "It's something completely intangible," he stated, referring to the feeling tourists get when they visit. This intangible quality encourages visitors to return and recommend the city to others, forming a powerful form of word-of-mouth marketing. Highlighting the economic impact, Michalski reported that Wrocław welcomed 6.6 million tourists in 2024, with 1.8 million being international visitors. These tourists collectively contributed over 4 billion Polish Zloty to the local economy, with 450 million Zloty directly benefiting the city's budget. Beyond the financial gains, Michalski stressed the importance of what tourists say about the city after their visit, considering it the most authentic form of promotion.