Polish flag for market profile

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

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

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 from Poland

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Number of visits

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Total expenditure (GBP)

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Total nights spent

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Average length of stay (Nights)


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Average spend per visit (GBP)

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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