Poland

Poland

Visitor characteristics

  • Virtually all business visitors are male but Britain attracts more female than male leisure visitors
  • 20% of holiday visitors are travelling as part of a tour group
  • Only 45% of holiday visitors are making a repeat visit to Britain
  • Masovia, the region of Poland that includes Warsaw, generates more visits than any other area of Poland
  • 87% of visitors from Poland are either ‘very’ or ‘extremely likely’ to recommend Britain for a holiday or short-break

Popular activities

Visited a Museum

Visited Parks/ Gardens

Went Shopping

Global context

Measure2015
International tourism expenditure (US$bn)7.9
Global rank for international tourism expenditure33
Number of outbound visits (m)16.4
Most visited destinationUnited Kingdom

Key demographic and economic data

Measure2015
Population (m)38.0
GDP per capita (US$)12,467
Annual average GDP growth over past decade (%)3.8
Annual average GDP growth in the past year (%)3.5

Inbound visits to Britain

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Seasonality (Share of visits)

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Regional spread (Share of visits)

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Access to Britain from Poland

Measure2016
Weekly aircraft departures422
Weekly seat capacity76,726
Airports with direct routes in Poland13
Airports with direct routes in Britain19
  • Around 60% of all visits to Britain are by air
  • 588,000 of the annual 1.7 million visits from Poland are by those driving a lorry to/from Britain
  • There are direct air routes from thirteen airports in Poland to many airports right across Britain although Stansted and Luton attract the most seats
  • Around half of seats are flown by Ryanair with one third flown by Wizz Air

What the Polish think about Britain

  • Poles have a broadly positive view of Britain, especially in relation to contemporary culture and vibrant city life, but rate Britain less well for ‘welcome’ and in particular ‘scenic natural beauty’
  • Britain is strongly associated with museums, music and films
  • Although many Poles see Britain as having a strong culture and heritage offering, this is equally true of their view of France and Italy
  • 35% believe Britain is ‘a fun place to be’ but 65% believe this accolade applies to Spain
  • Only 11% believe Britain is ‘a romantic destination’
  • Germany and Italy are more strongly associated than is Britain with offering ‘value for money’

Caring for visitors

 

  • Visitors appreciate information being available in their own language
  • British food is not a major draw for Poles, but British pubs are popular
  • Ownership of credit cards is relatively low compared with Western Europe and many Poles prefer to pay with cash
  • Around 65% of individual Polish travellers book 3-star hotels, B&Bs or hostels, although they usually book 4-5 star accommodation when on package tours

 

The leisure & travel trade

  • The Polish tourism market is dominated by many small businesses
  • The large tour operators research their main programmes between February and April
  • If you commit to the Polish market, you will need to visit your contacts at least once or twice a year

Downloads

Poland market profile

Read about the preferences of Europeans towards tourismPublished March 2015

Exchange rate

1 GBP = 4.9977 PLN

As of 26 April 2017

Retrieved from the Bank of England