Festiwal Dialogu Czterech Kultur jako przykład strategicznego produktu turystycznego dla Łodzi

Abstract

This paper discusses the impact of cultural events on formation of tourist product of the city of Łódź. Literature-based analysis of the notion of ‘tourist product’ is followed by an outline of the post-1989 economic transformation in Łódź and its implications for cultural institutions in the city. In further section of the paper the author presents the origin and history of the Festival of Dialogue of Four Cultures – the most important festival held in the city since 2002. The analysis showed that after 1989 the cultural life in Łódź had experiences a certain decline. After a few years, however, many new initiatives in the sphere of culture and entertainment have been launched, including various festivals. The Festival of Dialogue of Four Cultures rose to the rank of most important event in Łódź. It aims at promoting dialogue among different nationalities, in particular Poles, Jews, Germans and Russians – the nations that made up the pre-war city of Łódź and which became strongly antagonistic in the aftermath of WW II. The Festival consists of many various artistic events: concerts, exhibitions, theater and ballet performances, circus shows, etc. addressed to a public of very diversified needs and tastes. For some events an admission fees is charged, some others are free of charge thus being available for not well off people. Despite some technical and financial troubles the Festival of Dialogue of Four Cultures became a mark tourist product of Łódź attracting large audience (100,000 spectators attended the 1st festival) including foreigners from, among others, Germany, Israel and Russia. The festival won the title of the Tourist Product of the Year awarded by the Polish Tourist Organization. Considering the involvement of the festival in challenging negative stereotypes, anti-Semitism and xenophobia, the festival fulfils a vital social function. Furthermore, it is an event of considerable economic importance. Actually, such large-scale cultural events support the promotion of the city of Łódź on the tourist market.