# UK Tourism Market Research Data: Poland

**Publisher:** VisitBritain  
**Published:** n/a  
**Category:** Destinations, NTOs & DMOs  
**Type:** Report  
**Access:** Free  
**Official source:** https://www.visitbritain.org/research-insights/inbound-markets/poland  
**Canonical:** https://tourismintel.ai/reports/uk-tourism-market-research-data-poland

## At a glance
- UK welcomed 1.4 million visits from Poland in 2024, generating £390 million total expenditure at £269 average spend per visit.
- Record 368,000 holiday visits from Poland in 2024 accounted for 40% of total Polish visitor spend to Britain.
- 47% of Polish visitors aged 35–54; two-thirds of nights spent outside London; Mazowieckie region supplies 20% of visits.
- 97% of Polish visitors likely or extremely likely to recommend Britain; UK ranks fourth in Anholt Nation Brands Index.
- 73% of Polish visitors arrived by plane in 2024; 452 weekly departures and 89,973 weekly seats on Poland–UK routes in 2025.

## What the report covers
VisitBritain's market profile provides inbound tourism data for Poland, covering visitor volume, expenditure, demographics, behaviours and regional distribution. Data derives primarily from the International Passenger Survey (IPS) conducted by the UK's Office for National Statistics, supplemented by perception research from the Anholt Nation Brands Index and transport statistics. The report serves UK destination marketing organisations, hotels and travel businesses seeking to understand and target the Polish source market.

## Key findings
The UK received 1.4 million visits from Poland in 2024, generating £390 million in total expenditure with an average spend of £269 per visit, according to the International Passenger Survey. A record 368,000 visits were for holiday purposes, accounting for 40% of all Polish visitor spend. Beyond holidays, 31% of spend derives from visits to friends or relatives (compared to 24% market average) and 22% from business travel.

Polish visitors are predominantly aged 35–54 (47%, above the 42% market average). Two-thirds of nights are spent outside London, indicating strong regional dispersal. Geographically, Mazowieckie region (including Warsaw) supplies 20% of visits; Gdansk, Katowice and Krakow each contribute 10%. Almost half of holiday visitors are repeat visitors to Britain. Perception data shows the UK ranks fourth among 50 nations in the Anholt Nation Brands Index, with particular strength in contemporary culture (third rank).

Air transport dominates access: 73% of Polish visitors arrived by plane in 2024; 21% travelled by sea. In 2025, 452 weekly aircraft departures operated on Poland–UK routes with 89,973 weekly seats across 13 Polish airports serving 16 British airports. London airports captured 59% of total seat capacity. Scheduled capacity exceeded pre-pandemic 2019 levels by 2% in 2025.

Visitor satisfaction is high: 97% report likelihood or extreme likelihood of recommending Britain for holidays. However, British food is not a major draw; pubs are popular. Low credit card ownership relative to Western Europe means many prefer cash payment. Approximately 65% of Polish visitors book three-star hotels, bed and breakfasts or hostels independently; package-tour customers typically select four- or five-star properties. Information availability in Polish enhances visitor experience.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| Visits from Poland to UK | 1.4 million | 2024 observed (IPS) |
| Total expenditure by Polish visitors | £390.0 million | 2024 observed (IPS) |
| Average spend per visit | £269 | 2024 observed (IPS) |
| Holiday visits from Poland | 368,000 | 2024 record level; 40% of total spend |
| Polish visitors aged 35–54 | 47% | 2024; market average 42% |
| Weekly aircraft departures Poland–UK | 452 | 2025 observed |
| Visitors likely to recommend Britain | 97% | 2024; 'likely' or 'extremely likely' |
| UK rank in Anholt Nation Brands Index | 4th of 50 nations | 2025 perception data |

## Why it matters
**DMOs & destinations** — Poland is a substantive source market delivering 1.4 million visits and £390 million annually. Two-thirds of nights occur outside London, signalling strong opportunity for regional destinations. High repeat-visit rates and recommendation propensity (97%) support word-of-mouth strategy. Market concentration in four cities (Warsaw, Gdansk, Katowice, Krakow) requires targeted, localised promotional campaigns.

**Hotels & hospitality** — Polish visitors split accommodation preference: 65% independently book three-star hotels, B&Bs and hostels; package-tour clients prefer four–five-star properties. Average spend of £269 per visit supports mid-range and premium positioning. Strong cash preference necessitates operational adjustments. Pubs are strong draws; British food is not. Information in Polish enhances appeal and conversion.

**Travel tech & distribution** — Air transport dominates (73% of arrivals); 452 weekly departures indicate substantial connectivity. Tour operators research main programmes February–April, creating key acquisition windows. Low credit-card penetration requires alternative payment methods and localised partnerships. Platforms should prioritise Polish-language content, regional targeting within Poland, and cash-friendly payment options to capture leisure and repeat-visit segments.

## Methodology and limits
Data derives primarily from the UK's International Passenger Survey (IPS), conducted by the Office for National Statistics. 2024 figures are badged as 'official statistics in development' and remain subject to methodological refinement; ONS advises against formal year-on-year comparisons. Perception data sourced from the Anholt-Ipsos Nation Brands Index. Transport figures are 2025 observed data. This brief reflects publicly available summary content; detailed segmentation is accessible via VisitBritain's interactive visualisations.

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© VisitBritain for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://www.visitbritain.org/research-insights/inbound-markets/poland