A new campaign aims to reposition the Southern Baltic as an inclusive, year‑round equestrian destination, targeting German visitors and lesser-known areas.
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The Pomeranian Regional Tourism Organization is commissioning a major repositioning and image campaign to turn the Southern Baltic area into an inclusive equestrian tourism destination, with an initial focus on German visitors and on year-round offers in lesser-known locations.
The contract notice for the Equestrian Tourism Campaign, published on 26th December 2025, seeks a service provider to both develop and implement a comprehensive repositioning and image effort. The aim is to “transform the Southern Baltic area into an inclusive equestrian tourism destination”.
Unlike a narrow advertising buy, the brief covers the full arc of work: designing a campaign concept and then carrying it through into delivery. That puts a premium on bidders that can combine strategy, creative work and execution in a coherent package, rather than offering isolated services.
The notice sets out three clear priorities: an inclusive approach to equestrian tourism, an emphasis on year-round activities, and a deliberate push beyond established hotspots towards lesser-known locations. The initial focus on the German market underlines the importance of cross-border visitor flows to the region’s economy.
Although the notice is concise, its wording points to a shift in how regional tourism is framed. Equestrian tourism is often seen as niche and seasonal. Here, the buyer wants to reposition it as:
The inclusive element aligns equestrian tourism with broader social and economic goals. In July 2025, for example, authorities in Borsod-Abaúj-Zemplén County in Hungary launched a contract for Event Organization Services to support disadvantaged groups, using themed events to promote social inclusion and cultural traditions. While the subject matter differs, both notices show public buyers tying visitor-facing activity to inclusive participation and community benefit.
The year-round ambition is also notable. Many public-sector tourism initiatives concentrate on peak periods; this contract explicitly asks bidders to think about off-season activities. That could help spread demand more evenly across the calendar and across places, reducing pressure on familiar coastal or heritage sites by bringing visitors to underused trails and centres.
By specifying “lesser-known locations”, the buyer is also signalling a desire to rebalance tourism within the Southern Baltic area. That may give smaller towns, rural communities and stables a chance to feature in the region’s external image, rather than being overshadowed by better-known hubs.
The decision to target German tourists first places this campaign squarely in the contest for international visitors. Other recent notices show similar moves by European regions and agencies to carve out specific positions in foreign markets.
In July 2025, the Czech national tourism body CzechTourism issued a contract for an International Advertising Campaign, with the specific aim of increasing accommodation bookings from tourists in Great Britain, Ireland, Spain and Italy. That notice, like the Southern Baltic equestrian project, defines its target markets tightly and links promotion directly to measurable outcomes such as bookings.
Further west, in August 2025, the rural development association for the Molina de Aragón–Alto Tajo area in Spain sought services for Digital Transformation and Tourism Enhancement. That contract focuses on smart management, immersive cultural experiences and building a network of local businesses to improve tourism competitiveness and sustainability. It illustrates how place-based tourism projects increasingly combine destination branding with digital and organisational change.
Even outside tourism, public buyers are investing in professional branding and communication to influence how their territories are perceived abroad. In August 2025, the Warmian-Masurian regional authorities in Poland launched an Economic Promotion Campaign to raise the region’s profile in South Korea. While the focus there is economic rather than strictly touristic, it shares an underlying logic with the Southern Baltic equestrian project: carefully crafted international outreach as a tool of regional development.
Closer to home, Pomeranian and neighbouring authorities are also commissioning targeted communication work in other fields. In July 2025, the regional government in Greater Poland (Wielkopolska) tendered a Communication Campaign for European Funds, covering social media management, content production, events and other promotional activities. And in August 2025, the Thuringian Police in Germany sought a Creative Agency for Police Campaign to support image and recruitment drives through targeted communication and location marketing.
Taken together, these notices point to a wider trend: regional and local public bodies treating brand, image and communication as strategic assets, and turning to specialised agencies to manage them. The Southern Baltic equestrian campaign fits squarely within that pattern.
The Pomeranian Regional Tourism Organization’s campaign is notable for focusing on perception and positioning rather than bricks-and-mortar investments. Many other recent procurements in the tourism and mobility space have concentrated on physical infrastructure.
In August 2025, for instance, the municipality of Ogrodzieniec in Poland advertised a contract for Tourism Infrastructure Modernization, involving the delivery and assembly of a tent hall, electric vehicles, catering equipment, mobile trailers, banquet furniture, multimedia equipment and sanitary containers, plus construction works. That type of contract upgrades the tangible visitor offer on the ground.
By contrast, the Southern Baltic project asks how an existing or emerging equestrian offer is presented to potential visitors, and how that story can be reframed to emphasise inclusivity, year-round activity and lesser-known places. It suggests that regional authorities see value not only in what they build, but in how they communicate what they already have.
There are signs that this promotional work is being complemented by investment in skills in the wider region. On 16th December 2025, the city of Gdańsk, acting through its shared services centre, published a notice for Training for Hospitality and Logistics. That contract covers training in public speaking, interpersonal communication, event management and gastronomy for the hospitality and logistics sectors. While separate from the equestrian tourism initiative, it points to a broader concern with service quality and professionalisation in the visitor economy.
The current notice does not disclose the contract value, the campaign’s duration or the specific channels and tools the successful provider will be expected to use. Those details will become clearer once the contract is awarded and implementation plans emerge.
Several questions will be worth watching from a public-procurement perspective. One is how strongly the campaign leans into the inclusive dimension, and whether that is reflected in concrete outputs and partnerships. Another is how the focus on lesser-known locations is translated into itineraries, promotional content or collaborations with local operators.
The notice states that the campaign will initially target German tourists; whether and how it later broadens to other markets is not set out at this stage. Any future expansion would place the Southern Baltic equestrian offer in even more direct competition with other European regions now investing in international promotion.
For now, the Equestrian Tourism Campaign marks a clear statement of intent: to use professional marketing and image-building to recast the Southern Baltic as a distinctive, inclusive and all-season destination for riders and related visitors.
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