President of the Polish Tourism Organisation Dr Robert Andrzejczyk said the B2C and B2B campaign, launching next year and headed up by secretary of state for tourism Anna Krupka, would “redirect tourists” to five lesser-known regions of the country.

“It will be an answer to overtourism in Krakow – although that is the only city where we have the issue,” he said.

“There is very good connectivity between Polish cities, and we cooperate very closely with Polish National Railway.”

While tourism growth from Poland’s surrounding countries remains “steady and healthy” – Germany accounts for one third of tourists – the country is seeing rapid growth from further afield.

“An increasing number of direct flights is really helping,” said Krupka, citing a new Lot Polish Airlines route from Warsaw to New Delhi as being “always full”.

Andrzejczyk said China was the country’s fastest-growing market, increasing 15% year-on-year, with Israel also booming.

“It’s also connected with our heritage,” he said.

“Before the Second World War we had a huge Jewish minority in Poland and this attracts visitors.

“There is great accessibility to Israel by air. There are more than 30 flights per day.”

Korea was the third market listed as a growth area for Poland, with Andrzejczyk adding that 85% of all tourists to the country state they come for “historical and cultural heritage”, including its 16 Unesco sites in Poland. Active and slow tourism were both flagged as popular.

Elsewhere, speaking in his role as vice-president of the European Travel Commission, Andrzejczyk said while the organisation was “waiting for the new European Parliament to come into office” one of its main priorities was “facilitating” the visa process for Chinese nationals visiting Europe.

“This is the main barrier to Chinese tourists coming to Europe.

“Serbia abolished visas for Chinese tourists and suddenly had double-digit growth.”