Tourism sector in Poland

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 include 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).

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

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; however, key obstacles included language barriers and complex administrative processes.

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

A successful tourism strategy in Poland relies on a long-term, consistent policy framework supported by coordinated actions among a range of stakeholders. Short-term interventions are insufficient; sustained commitment is essential to achieving lasting impact.

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

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