THE MALBORK CASTLE MUSEUM ALONG THE TOURIST TRAILS OF EUROPE (Muzeum Zamkowe w Malborku na szlakach turystycznych Europy)

The Malbork Castle has been on the UNESCO World Heritage List since 1997. Throughout the whole civilised world objects recorded on the List are treated as the supreme treasures of the given country, regardless whether they are the source of material profit. Sites recorded on the List inspire assorted social initiatives, especially those intent on improving the aesthetics of the surrounding, developing the tourist base and information, advancing security and transport, as well as augmenting the education of the young generation. The special merits of the Castle stem from a number of its features: the fact that it is the largest brick fortress in the world, a celebrated monument of mediaeval architecture - a concentration of historical objects testifying to the skill of the builders and artists of yore, an extraordinary group of three castles linked by means of a system of expanded fortifications into a single complex, an historical monument universally recognised as unique and with no analogies in European architecture, as well as an example of the art of fortification and a specific document of the development of conservation. Interest in the Castle corresponds to the current fashion for all things mediaeval. The author discussed the inner and external determinants of the growing number of visitors at the Castle, such as the seasonal nature of the number of tourists, the scarce revisits, the location of Malbork and its communication links. He also considered certain contemporary tendencies in approaching a monument that must be taken into account while devising a marketing strategy, and the trends of expanding tourism in Europe. The article distinguishes the most important forms of promoting the object throughout the world, currently applied by the museum, such as exhibitions, publications, cultural and open air events, educational programmes, participation in tourism fairs, and cooperation with assorted cultural institutions abroad. The author also outlined the Baltic Castles Trail, which includes more than fifty objects in nine Baltic countries. Notwithstanding the global tendency towards a decline in tourism, Malbork Castle has during the past years experienced a rise in the number of visitors, including an increased percentage of individual tourists. The year 2005 marked a record high, especially as regards visitors from Germany. Finally, the author delved into the threats posed by such a large influx - the damage incurred to the historical floors as well as oscillating temperature and humidity in the interiors.