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Tourism sector in Poland

CoP 8, entitled “Tourism sector in Poland – condition and development perspectives”, was organized by Warsaw University of Life Sciences. The meeting consisted of three major parts:
information regarding tourism sector in Poland (including attractions, infrastructure, transport, stats and employment),
presentation of the problem of developing international tourism, based on a case study of Warsaw (including solutions used by Warsaw Tourism Office to promote this destination globally)
and creation of SWOT analysis of work in tourism sector from the perspective of an employee (blue collar jobs).

Tourism in Poland

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Warsaw Tourism Office

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Key Insights

Diverse Tourism Offer

Poland combines natural and cultural assets: national parks, the Tatras, UNESCO sites, and historic cities like Kraków and Gdańsk. A modern infrastructure supports accessibility with hotels, agritourism, and efficient transport.

Growth & Employment

Strong performance in domestic and international tourism, with popular destinations including Warsaw and the Baltic coast. The sector is growing, supported by increasing overnight stays and the integration of Ukrainian refugees into tourism jobs.

Warsaw’s Tourism Leadership

Warsaw, crowned European Best Destination 2023, has boosted its image through tech-driven promotion and social media. The Warsaw Tourism Office leads with innovation, policy engagement, and international partnerships, confirming the city’s rising appeal.

Practical Tools and Methods

Tourist Attractions and Regional Focus

Poland offers a diverse range of tourist attractions and a well-developed infrastructure that supports various types of tourism, including international inbound travel. The most visited areas are the Baltic seaside in the north and the mountainous regions in the south. However, international tourism is primarily concentrated in Kraków (Lesser Poland Voivodeship) and Warsaw (Masovian Voivodeship).

Tourism Employment and Workforce Challenges

Despite Poland’s strong tourism potential, employment in the sector remains relatively low compared to other EU countries, with generally poor wages. Since the COVID-19 pandemic, the sector has faced additional strain due to a shrinking workforce and lowered employer expectations.

Role of Migrant Workers and Refugee Employment

In 2022, 26% of tourism-related businesses in Poland employed foreign workers—mainly Ukrainians—in roles such as kitchen staff, maids, cooks, and waiters. One in ten employers intended to hire Ukrainian refugees, yet key obstacles included language barriers and complex administrative processes.

Tourism Promotion and Branding Strategies

Effective promotion of Polish tourist destinations requires targeted, multi-channel communication strategies, with social media playing a crucial role. Although awards and recognition can boost destination branding, acquiring them often entails considerable investment.

Need for Long-Term Tourism Policy

A successful tourism strategy in Poland depends on a long-term and consistent policy, involving coordinated actions among various stakeholders. Short-term interventions are insufficient, and sustained commitment is needed to generate lasting results.

Employment SWOT Analysis: A Weak Sector

A SWOT analysis of employment in the tourism sector—viewed from the employee perspective—reveals that weaknesses currently outweigh strengths. This underscores the need to enhance job quality and make tourism-related employment more attractive.

Guidance for Job Brokers in Tourism

Job brokers operating in the tourism sector must understand its specific characteristics, including its evolving workforce landscape. To effectively support jobseekers, they must address sector challenges, identify viable opportunities, and tailor support strategies to the realities of tourism employment.