Rural geocaching in the Land of Camomile

Rural geocaching in the Land of Camomile: Tourism as an opportunity for development of the Polish countryside

Holowno, PolandHolowno
Project Stage:
$50,000 - $100,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

Polish village needs a modern approach to use of cultural resources and their natural values. We created a theme village called Kraina Rumianku (Land of Camomile) with a rich educational and recreational offer (Rural SPA, role-playing field games, herbal medicine, ethnographic workshops and handicraft). Now it’s a place gladly visited by tourists. To make our offer more attractive we want to create a new, original product - “Rural geocaching"

About Project

Problem: What problem is this project trying to address?

We observe in Poland depopulation of rural areas. Villages become impoverished because there are no alternative revenue sources apart from agriculture. Inhabitants have low self-esteem and lack of prospects. There is also lack of integration among the residents. As a consequence people migrate to big cities.

Solution: What is the proposed solution? Please be specific!

Our association from 2008 creates a theme village called Kraina Rumianku (Land of Camomile) where we give job in the tourist service. From the past experience we see that it is worth to invest in tourism and therefore we planed to create an unique route with 12 benches – around 4 km, the modern form of education and recreation in the rural area which refers to the identity and tradition of the place. Each bench will be equipped with photo code referring to a website where you can find hints to questions hidden in boxes around the benches and other materials such us folk songs. Till now to attract tourists we opened Center for Regional Education and a Rural SPA.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

We invited to collaboration students of Faculty of Arts at UMCS who jointly with residents will create a vivid arrangement of benches. The joint action will contribute to integration of local people. The vivid arrangement will visualise 4 seasons, it will increase attractiveness of the village, residents will be proude of the place where they live, their self-esteem will increase. Residents will work as tourist guides, folk artists and the oldest residents will be able to share their skills and experience with tourists. Now in the ethnography studios we conduct workshops centered on traditional crafts and occupations. During the activities visitors can, for example bake bread, starting with threshing rye with flails, and learn to weave.

Spread Strategies: Moving forward, what are the main strategies for scaling impact?

Our project with different attraction in the "Land of Camomile" includes three provinces in Poland: lubelskie, mazowieckie and podkarpackie - we have the most of all tourists from these places. By creating another innovatve attraction, which is "Rural Geocaching", the new idea will be popular all over the country and beyond. The place will atract people with passion to geocaching games (we will use QR codes) in which people search for hidden boxes. The project will be promoted on and social networks. This model of theme village with a modern approach - rural geocaching - is easy to scale up.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

Kraina Rumianku (Land of Camomile) is the first theme village in Polesie Lubelskie area with a rich tourist offer based on cultural heritage and natural values of the region. Except Village Museum in Lublin there is no similar resort to cultivate tradition of Polish former village. Rural geocaching is a completely new venture which has no equivalent anywhere else in Poland and we are confident of its success.


Our board consists of 5 people who work with passion - for whom the satisfaction of well done work matters more than money. We are a harmonious team of individuals where everyone can rely on each other and take a risk for a common good. Sfter trainings conducted by our corporate partner our employees believe in their strength, discovered their full potential and they are not afraid of taking challeneges. It allow us to see the success of our project.
About the Lead Co-Creation Partners
Lechaa consulting
Visit website
Type of organization (e.g. NGO, association, not-for-profit, foundation, social enterprise)


Total Number of Full-Time Employees


Lead Contact First Name


Lead Contact Last Name






Twitter URL
Organization Name

Lechaa consulting

Total Number of Full-Time Employees


Lead Contact First Name


Lead Contact Last Name






Twitter URL
Organization Website
Basic Info
Project Starting Year


Primary European Country where this Project is creating social impact

, LL, Holowno

Additional European countries where this Project is creating social impact
Select the category that best fits the type of your project:

New products & services: Entries in this category develop and offer essentials product and services that address needs currently unmet.

What awards or honors has the project received?

I prize “Way to success” (2010), “Kryształowa Elka” for the Best Brand product (2011);

Project Summary
Co-Creation Model: Tell us about your main strategic partners and how the partnership truly create value. For each Partner please include its type (business/social/public), its name, a short description, its key motivation to participate in the co-creation project, and the key contributions it is making in the co-creation project. Please follow the format displayed below:

-Partner 1
-Type of partner: business
-Short description sentence: Lechaa Consulting specializes in creating favorable conditions for improving the competitiveness of the local economy in the least developed areas; competitiveness which is based on knowledge and entrepreneurship. They counteracting unemployment and lead an active policy for the labour market.
-Key motivation to participate in the co-creation project:
During a training addressed to small businesses, the company saw potential in the members of the association and decided to implement the next stage of development of the Land of Camomile which is "Rural geocaching"
-Key contributions in the co-creation project:
The partner will train the staff who will be responsible for tourist traffic service. Moreover he will finance the materials needed for decoration of the benches, implementation of QR codes which will be placed on 12 benches and will pay a monthly Internet subscription.

-Partner 2
-Type of partners [business/social/public]
-Short description sentence [Max 25 words/partner]
-Key motivation to participate in the co-creation project [Max 35 words/partner]
-Key contributions in the co-creation project [Max 35 words/partner]

Impact: What is the impact of the work to date? Also describe the projected future impact. Please specify using qualitative and quantitative data (e.g. # of indirect and direct beneficiaries); help us understand how this solution truly makes a difference.

At present the Land of Camomile is visited by 6 thousands of people in the season. Most of the visitors are organized groups from schools and participants of study visits from all over the country. Currently we employ 12 people as instructor-led classes, physiotherapists in rural SPA, role-play game characters. "Rural geocaching", as a route with benches and interesting tasks to perform, will atract families, groups of friends and individual tourists. Tourist traffic will result in the new investitions like agrotourism lodgings, catering, souvenir shops and will create workplaces. We expect at least 20% increase in the number of tourists per year, employment of 2-3 additional people in our association (not counting work places that residents will create for themselves).

Funding: How is your project financial supported? [select all that apply]

Individuals, Businesses, Customers.

Sustainability Plan: Has your project already reached financial sustainability? If not, what is this solutio’s plan to ensure financial sustainability? Do the main partners have enough stake to sustain the solution? If this project requires limited budget, how will other resources be secured to maintain or grow this work?

Our project which is a them village "Land of Camomile" has already reached financial sustainability. Offer of our village is put on the “Greatest Hits of Rural Tourism” - list compiled by the Polish Tourism Development Agency. Revenue from the sale of services - "Education and recreation in the Land of Camomile" allow us to repay the loans taken for renovation and themo-modernization of buildings (220 thousands PLN for 5 years). The increase of tourists due to the implementation of the new product will allow us to raise salaries and increase employment which is our priority.

Founding Story: Share a story about the "Aha!" moment that led the Partners to get started and/or to see the potential for this to succeed.

We strated the cooperation with our partner in autumn 2013. The idea came up during a marketing workshop conducted by the company Lechaa Consulting for small entrepreneurs at the headquarters of our organization. Our staff attended the workshop and that time we made a decision to collaborate together.

About the Co-Creation
Barriers: What main barriers may you have encountered to co-create during the creation and implementation of the project and how did you try to overcome them?

The idea of creating an interesting tourist product came up in 2004 in a village where people where very passive. It was even more difficult because the Mayor of the Municipality was against this idea. In 2008 our association put up a candidate and was engaged in the election campaign. Finally our candidate won the election and suported our activities.

Governance: What is the type of the relationship between the partners? (e.g. joint venture, contractual relationship, joint project...)

To create a new product "Rural geocaching" in Kraina Rumianku (Land of Camomile) we invited the company Lechaa Consulting. We work on a joint project from 2013 for the development of our region. Relations are very good due to the similar social goals - which is counteracting unemployment by creating jobs in rural areas. We complement each other.

Interaction model: How is the project a transformative partnership? How is the interaction transforming the partnering organizations and their employees/ leadership in terms of creating a new vision, new management practices, new skills and new organizational structures? Please provide for concrete examples

The cooperation with the company Lechaa consulting caused a change in thinking among the employees of our organization. Thanks to participating in training they became creative, courageous and enthusiastic about new activities. They believed in themselves and got rid of the fear of taking challenges.

How did you find out about this competition?