Poland: in-bound tourism from the UK

Abstract

This paper assesses the potential of Poland as a tourist destination for the UK outbound market by examining the travelling arrangements and perceptions of Poland, by the recent UK outbound market. The analysis is based on information provided by postal questionnaires ( N=173). In particular, the analysis focuses on whether travel arrangements to Poland are significantly more diverse, and perceptions of Poland are significantly more positive, if the traveller has a strong affiliation with Poland. The findings reveal that, on the whole Poland has a strong base of return visitors from the UK, the majority of which have strong personal ties – the main traffic being VFR. Fundamentally, the findings highlight that Poland appeals particularly to elderly and lone travellers, as well as those interested in cultural heritage. The paper emphasises the problems and offers recommendations to maximise Poland's potential as a travel destination for the UK market.