Polish National Tourist Office appoints PRM to launch landmark female solo travel campaign

The Polish National Tourist Office (PNTO) has appointed PRM, the Global PR & Communications agency within the GEN PLUS Group portfolio, to deliver Her Way. Poland., an integrated influencer and PR campaign positioning Poland as a safe, welcoming and empowering destination for female solo travellers in the United Kingdom.

The campaign reflects a growing recognition within the tourism industry that solo female travel is one of the fastest growing and most commercially significant travel segments in the UK market. Her Way. Poland. seeks to address a coverage gap by placing Poland at the centre of this cultural conversation.

The campaign will combine three key pillars: creator-led storytelling, delivered by three carefully selected UK-based female travel creators; a targeted earned media and editorial outreach programme to key UK women’s, lifestyle and travel titles; and a dedicated campaign landing page housing practical solo travel information, destination guides and creator content.

Launching in June 2026, Her Way. Poland. will bring three UK-based female travel creators to distinct destinations across Poland, where they will showcase the country’s diversity and share authentic, first-person experiences with their combined social audiences. This will be supported by an accompanying PR and editorial programme, pitching the campaign narrative to priority UK media and national press.

“Poland has so much to offer the modern female traveller, from the energy of Warsaw to the tranquillity of our lakes and forests, yet it remains one of Europe’s best-kept secrets in the UK market. Her Way. Poland. marks an exciting step in changing that. We are delighted to be working with PRM to bring Poland’s story to a new audience of independent women from the UK, and we look forward to welcoming them to discover everything our country has to offer,” says Dorota Wojciechowska, Director, Polish National Tourist Office.

The sentiment is echoed by the PRM team, who will lead delivery of the campaign across influencer, PR and digital.

“Poland is the full package for solo female travellers: safety, culture, incredible food, stunning landscapes and a warmth that surprises people when they discover it for the first time. Her Way. Poland. is exactly the kind of campaign we love building: rooted in authentic storytelling, driven by real women’s experiences, and designed to genuinely shift perception. We are proud to partner with the PNTO to bring this to the UK market,” says Phoebe Irving, Head of Marcomms, PRM.

PRM brings a proven track record in destination marketing and tourism PR, with extensive experience delivering integrated campaigns for destinations, leading hotels and resorts worldwide. For Her Way. Poland., the agency will draw on its full suite of capabilities, from influencer strategy and creator management to earned media relations and digital development, helping to convert inspiration into action.