"Poland is a miracle, something exceptional. It is worth being able to say plainly that we are growing faster than anyone else in Europe, and that we are an absolute phenomenon among all the countries that joined the European Union after 1989," said Prime Minister Donald Tusk. To build our country's image abroad more effectively, the government is resolving a long-standing problem, the fragmentation of promotional efforts, by creating a single, coherent system for managing the national brand. The role of Government Plenipotentiary for the Promotion of the Polish National Brand has been taken up by Prof. Barbara Mróz-Gorgoń, a leading expert in building strong brands and a specialist in promotional strategy and image-making. Her tasks will include preparing a strategy for building the national brand and coordinating the efforts that will strengthen Poland's appeal as a tourist destination, support investment, and build a stronger position for Poland on the world stage.

Yesterday, the Council of Ministers adopted a regulation establishing the office of Government Plenipotentiary for the Promotion of the Polish Brand. Today, the Prime Minister introduced the person who will hold that role.

Poland's foremost specialist in brand-building, Prof. Barbara Mróz-Gorgoń, has been working with us for some time now, and she is becoming the Government Plenipotentiary for the Polish Brand- said Prime Minister Donald Tusk at a press conference.

The new Plenipotentiary will coordinate the government administration's efforts to build, implement, and develop a coherent national brand.

The Polish brand is not the property of the government. It is created by entrepreneurs, artists, athletes, local authorities, and by millions of Poles at home and abroad. A strong national brand means more investment, greater benefits, wider recognition, and a stronger position in international relations- stressed the Plenipotentiary for the Polish Brand, Prof. Barbara Mróz-Gorgoń.

Her responsibilities will include preparing a draft strategy for building and promoting the Polish brand and a plan for its implementation, developing communication and visual standards, and carrying out efforts to raise Poland's profile and strengthen its positive image.

This great change will not concern promotion or campaigns alone. It will mean moving from promotional activity to managing the reputation of our wonderful country. I am grateful to have been entrusted with this task- said Barbara Mróz-Gorgoń.

Building our national brand requires long-term management, strategic communication, research, and effective coordination.

It is absolutely essential to draw the efforts of the various government institutions and ministries into a single beam in order to promote Poland. We are talking about promotion for tourism, for Poland's image and its brands, and for its history- the head of government explained.

This is a response to a long-standing problem: the fragmentation of efforts to promote Poland. Until now there has been no shared coordinator, no unified strategy, and no common standards; individual institutions pursued their own initiatives, and so no coherent message about Poland ever emerged.

Poland enjoys growing recognition around the world, yet until now there has been no coherent way of presenting its greatest strengths.

We will create a single programme from which a shared promotion of our country's brand will follow. We are thinking not only about making Poland an even more attractive tourist destination, but also about a local content project, engaging foreign companies and investors in activities carried out here in our country- announced the President of the Council of Ministers.

The reform involves no additional spending. It assumes better coordination and integration of the promotional efforts already underway, so that the funds allocated to promoting Poland are used in a more coherent and effective way.

One word that accurately describes what Poland is: "miracle." Poland is a miracle, something exceptional. It is worth being able to say plainly that we are growing faster than anyone else in Europe, and that we are an absolute phenomenon among all the countries that joined the European Union after 1989. That is Poland's hallmark, and it is worth presenting well- said Donald Tusk.

Poland is already highly rated by foreign visitors, for its level of safety, its cleanliness, and its smoothly functioning infrastructure, among other things.

It has been one of my personal ambitions for Poland to be spoken of as well as possible. It gives me joy every day when I hear from partners around the world that Poland is terrific. Because it is- the head of government stressed.

A coherent promotional strategy will make it possible to showcase Poland's strengths more effectively and to strengthen its positive image on the international stage.

Poland is a strong state. It not only counts on the international stage but also sets the tone on many matters. No one has any right to disregard Poland. That is not our goal, it is a fact- the Prime Minister noted.

In a world of growing competition between states, a credible and recognisable national brand is one of the key elements in building a country's strength and standing.