Sports Tourism as an Opportunity for Development
Sports tourism is a dynamically growing market segment that can become an important driver of development for regions and local communities. Do investments in sports infrastructure, the organization of events, and the development of physical activity attract tourists and support the local economy? What path have the regions taken that successfully used sports to build their brand and improve the quality of life of their residents? The participants of the panel “Sports Tourism as an Opportunity for Development,” held during the Local Government Forum in Zakopane, attempted to answer these and other questions.
The panel moderator was Sławomir Rykowski – Press Spokesperson of the Ski Jumping World Cup in Zakopane and Communication Specialist at the Headquarters of the Voluntary Labour Corps.
The panelists were:
- Grzegorz Biedroń – Councillor of the Małopolska Regional Assembly and President of the Małopolska Tourist Organization;
- Andrzej Gut-Mostowy – Member of the Parliament (Sejm) of the Republic of Poland;
- Grzegorz Kuczyński – President of the Management Board of the Białystok Biega Foundation;
- Dariusz Wethacz – Mayor (Wójt) of the Cisna Commune;
- Ireneusz Raś – Secretary of State at the Ministry of Sport and Tourism;
- Jozef Štefaňák – Mayor of the City of Vysoké Tatry, Slovakia;
- Daniel Pitrus – President of the Management Board of PKL Polish Cableways S.A.
The first question of the panel concerned how to invest wisely in sports and recreation.
Answering this, Daniel Pitrus emphasized that sports tourism promotes an active lifestyle, social engagement, and local development. It can attract major sporting events that stimulate tourism. Zakopane is a unique place with a long tradition of sports tourism; sports events were held here already in the interwar period. This tradition is maintained, for example, through the organization of the Snowboard World Cup, which in 2024 and 2025 took place in Krynica – the World Cup Krynica. This event was the best-organized competition in this sport in 2024. Overall, sporting events drive tourism. Daniel Pitrus noted that the development of sports tourism requires people who will promote ideas and initiatives. There is also the “Polish Champion” program, initiated by PKL together with the Polish Ski Association. The program focuses on investing in infrastructure and athletes in order to develop winter sports.
Next, the discussion moved to plans to expand the PGE Narodowy Stadium.
On this topic, Ireneusz Raś spoke. According to him, the PGE Narodowy Stadium must be rebuilt because it is too small. Poland is expressing its aspirations to host the Olympic Games. Our country is developing economically, we are on the path toward the G20, and Euro 2012 had a positive impact on accelerating civilizational changes. This is a good time for Poland; for the past 20 years we have been experiencing a golden age of Polish tourism, and the Olympic Games would be a catalyst for reconstruction and development. The problem is that our country ranks at the very bottom when it comes to participation in sports among EU countries. Starting in 1989, we focused on education while neglecting physical education. There is also a lack of a developmental system for sport.
Jozef Štefaňák pointed out the necessity of building infrastructure for children, who need to be encouraged to take up sports.
Andrzej Gut-Mostowy stated that the most important thing is to recognize the fundamental changes in how people spend their free time. Tourism now has a more active profile; in the past it was more about rest/relaxation. We see young families on hiking trails, and this is a very important trend that shows changes in tourism. Therefore, we should not invest only in competitive sports, understood as stadiums or tracks, but also in local tourism. The panelist also emphasized that we should encourage Poles to seek tourist attractions within the country rather than abroad, as this too drives economic development.
Next, the topic of mass runs and whether they are an effective way to promote a city or region was addressed.
Grzegorz Kuczyński highlighted the importance of running events in the development of Białystok’s tourism. The foundation he leads takes a comprehensive approach to its activities – every race includes a children’s run. Part of the city is closed off for children so they can feel the atmosphere of the event. In children’s races, competition has been eliminated, and all participants are treated equally. As a result, children may ask to be excused from PE classes, but they eagerly await the next run. Besides urban runs, there are also trail runs, which showcase the uniqueness of the region. Thus, sport is effectively combined with tourism.
Grzegorz Biedroń pointed out that sports tourism has a positive impact on health; visits to the Tatras mean fewer visits to the doctor. Sporting events present a huge opportunity for promotion, not only in Poland but also abroad. He emphasized that Warsaw and the Małopolska region together account for half of Poland’s tourism traffic.
The final topic discussed was the impact of sports tourism on the functioning of small municipalities.
Dariusz Wethacz stated that building awareness of sport is extremely important for the local community. Races such as the Bieg Rzeźnika, one of the most popular runs in Poland, encourage people to discover sports. A sporting spirit helps children – they learn better and develop better.
