1. Markets & Segments
  2. Markets
  3. Poland

Poland

Polish flag for market profile
Poland

Visitor characteristics

  • Almost all business visitors are male but Britain attracts more female than male leisure visitors
  • 49% of Polish visitor spend comes courtesy of visits to friends and/or relatives, 30% from business visits
  • Only 46% of holiday visitors are making a repeat visit to Britain (excluding British nationals)
  • 98% of visitors from Poland are either 'likely' or ‘extremely likely’ to recommend Britain for a holiday or short-break

Popular activities

Sightseeing of Famous Buildings/ Monuments

Visited a Pub

Went Shopping

Global context

Measure2018
International tourism expenditure (US$bn)9.8
Global rank for international tourism expenditure34
Number of outbound visits (m)18.1
Most visited destinationUnited Kingdom

Key demographic and economic data

Measure2018
Population (m)38.0
GDP per capita PPP (US$)27,846
Annual average GDP growth over past decade (%)3.4
Annual average GDP growth in the past year (%)5.3
Map of Poland for market profiles

Resources

Poland Market Profile (PDF, 0.97MB)

visitbritain_marketprofile_poland.pdf

Read about the preferences of Europeans towards tourism (PDF, 1.65 MB, Published March 2015)

2015-3 Preferences of Europeans towards tourism_25.pdf

Find out where visitors from Poland to the UK reside in their own country (Excel, 212KB, Published 2018)

annual_states_of_residence_2018_for_web.xlsx

Exchange rate

1 GBP = 4.9847 PLN

As of 21 October 2019

Retrieved from the Bank of England

Inbound visits to Britain from Poland

  • {{ option.label }}
  • {{ option.description }}

Applied filters:

{{ item.title }}
Display:

Drag to change year on charts and tables.

Touch the data points to see the values.

OVERVIEW OF UK VISITOR STATISTICS {{activeYear.name}}

Number of visits

{{totalVisits | fixUnits}}

{{ totalVisitsPerc == 'Infinity' ? '-' : totalVisitsPerc >= 0 ? '+' + totalVisitsPerc.toFixed(2) + '%' : totalVisitsPerc.toFixed(2) + '%' }}

{{item.name}} {{item.data | fixUnits}}

Total expenditure (GBP)

{{totalSpend | spendUnits}}

{{ totalSpendPerc == 'Infinity' ? '-' : totalSpendPerc >= 0 ? '+' + totalSpendPerc.toFixed(2) + '%' : totalSpendPerc.toFixed(2) + '%' }}

{{item.name}} {{item.data | spendUnits}}

Total nights spent

{{totalNights | fixUnits}}

{{ totalNightsPerc == 'Infinity' ? '-' : totalNightsPerc >= 0 ? '+' + totalNightsPerc.toFixed(2) + '%' : totalNightsPerc.toFixed(2) + '%' }}

{{item.name}} {{item.data | fixUnits}}

Average length of stay (Nights)

{{avgStay.toFixed(2)}}

{{ isNaN(avgStayPerc) ? '-' : avgStayPerc >= 0 ? '+' + avgStayPerc.toFixed(2) + '%' : avgStayPerc.toFixed(2) + '%' }}

{{item.name}} {{item.data.toFixed(2)}}

Average spend per visit (GBP)

{{avgSpend | spendUnits(0, 'hideUnit')}}

{{ isNaN(avgSpendPerc) ? '-' : avgSpendPerc >= 0 ? '+' + avgSpendPerc.toFixed(2) + '%' : avgSpendPerc.toFixed(2) + '%' }}

{{item.name}} {{item.data | spendUnits(0, 'hideUnit')}}

* Change from {{Number(activeYear.name) - 1}}

{{seasonalityBox.title}}

{{journeyBox.title}}

{{durationBox.title}}

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
  • 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

Access to Britain from Poland

Measure2018
Weekly aircraft departures454
Weekly seat capacity85,805
Airports with direct routes in Poland13
Airports with direct routes in Britain19
  • 59% of all visits to Britain were by air in 2017
  • 640,000 of the annual 1.8 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 under one third flown by Wizz Air

You might also be interested in...