2.Business for generations – EKOTARnów

Tarnów currently faces demographic, economic, and environmental challenges that hinder the growth of local entrepreneurship and youth business education. A lack of widespread access to mentors and platforms supporting economic initiatives encourages the ‘brain drain’ of young talent to larger hubs like Krakow or Rzeszów. Simultaneously, the underutilised potential of the local labour market and an ageing population necessitate actions to boost digital competencies and tackle social exclusion. These challenges are compounded by low environmental awareness and insufficient promotion of local products, which stymies the development of sustainable agriculture and eco-friendly practices, while limiting the economic and touristic potential of the city centre.

The objective is to counteract the negative economic impact of demographic trends by professional activation of those aged 50+, enhancing digital competencies, and promoting environmental education, while strengthening local entrepreneurship and city appeal. The project focuses on three key pillars:
Firstly, supporting the labour market and entrepreneurship through youth mentoring, workshops, and the ‘Junior Entrepreneur Award’, alongside the ‘Silver Start’ initiative—a programme tailored for the 50+ demographic to develop essential digital skills.
The second pillar aims to revitalise Tarnów city centre and promote local businesses through ‘GENIALNE-LOKALNE’ events and Healthy & Organic Food Fairs. These initiatives strengthen the local economy, foster a sense of community, and champion organic products.
The third area focuses on developing enotourism (wine tourism) and promoting the ‘enoTARNOWSKIE’ brand—a regional leader awarded ‘Best Tourism Product 2019’ and the ‘Polish Tourism Brand’ certificate in 2022. In collaboration with the Pleśna and Ryglice municipalities, these efforts will solidify Tarnów’s position as a hub for enotourism and ‘slow travel’.

The city boasts a well-established educational infrastructure and a proven track record in hosting business and eco-friendly events. Cooperation within the Tarnów Agglomeration will enable the delivery of 12 events promoting entrepreneurship and enotourism, expanding their reach and tangible impact on the local economy. These actions will strengthen Tarnów’s competitiveness, foster social integration, drive business growth, and significantly raise environmental awareness.

The total value of the initiative is 5,770,550.00 PLN and is fully covered by grant funding.