Visitor characteristics

  • Almost 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 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

International tourism expenditure (US$bn)8.9
Global rank for international tourism expenditure35
Number of outbound visits (m)17.0
Most visited destinationUnited Kingdom

Key demographic and economic data

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

Inbound visits to Britain

Note: To filter data, please use a desktop rather than mobile device
Use these filters to update the charts and tables below
Overview of UK visitor statistics in   Change from previous year
Number of visits
Total expenditure (GBP)
Total nights spent
Average length of stay (Nights)
Average spend per visit (GBP)

Seasonality (Share of visits)

  • AllMarkets
All Markets
Visits % total Visits % total

Regional spread (Share of visits)

  • AllMarkets
test link
All Markets
Visits % total Nights % total Visits % total Nights % total

Journey purpose (Share of visits)

  • AllMarkets
All Markets
Visits % total Visits % total
Sample size less than 30!
The sample for is
Therefore please treat this data with caution.
Please select at least one option
Download a CSV file containing data for Poland

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

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