Poles love travelling, but reaching them takes more than big slogans and generic ads. Understanding their habits and well-targeted public relations activities can turn their travel dreams into bookings and brand loyalty. Do you want to encourage Poles to visit your country, city, region, hotel, or airline? Here’s your guide to Polish destination PR – straight from experts who’ve been mastering this topic for years.
Polish travel industry – SWOT analysis
Before planning a public relations campaign for our clients, we always start with a SWOT analysis (determining Strengths, Weaknesses, Opportunities, Threats).
Here’s what we consider when preparing it:
- Advantages of the offer
Poles love discounts and promotions. If the offer includes them, it’s much more likely they’ll go for it.
- Location popularity
Is the location popular among Polish tourists? Lesser-known destinations are more challenging to promote. In such cases, PR efforts must include plenty of informational and engaging content highlighting the location’s benefits and culture.
- Location distance
Is it far from Poland? Poles mostly travel within Europe for their holidays. While they enjoy exotic places, they may hesitate to venture too far from home. The further the destination, the greater the challenge.
- Prices
What are the prices like in this place? What’s the currency? This needs to be analyzed in the context of Polish income levels. Poles are very price-conscious when making buying decisions, often avoiding travel destinations considered expensive.
- Flight connections
Which Polish cities offer flights to this location? How many direct flights are there? Which airlines operate flights? Limited options make PR in this market much more difficult.
- Competition
How are competing locations, such as neighboring countries, promoting in the Polish market? It’s often a good sign (less competition) if they are not actively promoting. Also, analyze the budgets they allocate for marketing and PR. High budgets (e.g., Malta or Turkey are known for this) can make it harder to outperform their marketing.
- The weather
Is the campaign running when Poles are booking or going on holiday? The peak holiday times are in June, July, and August, but Poles may travel throughout the entire year. Offers can be promoted year-round.
- News and consumer topics
Are there any hot topics or breaking news? For example, new flights to a country are always of interest to Polish media and tourists.
- Polish tourist profile
We always learn as much as possible about the target audience. What is the average holiday budget of Polish tourists? Where do they like to go? How much do they spend on vacation? How often do they travel?
Poles and travel – important insights
Travel PR is not about just booking trips. It is about selling dreams. And this requires understanding the aspirations, habits, and hesitations of your clients. So, what is a Polish traveler like? After years in this industry, we have some key insights and fresh data:
- Holiday timing
Poles primarily go on summer holidays in July and August, which applies to 54% of them. 35% of Polish people travel on regular weekends, 22% during the May long weekend (popular Polish holiday season), 19% on long weekends, and 12% in the winter. From November to March, they prefer either winter sports or exotic locations. The average holiday lasts 11 days (source: Polish Tourism Organization, 2024; Pollster).
- Popular holiday locations
One in three Poles (37%) spends their holiday in Europe, while 7% travel outside Europe. Over half of travelers plan their trip with a specific location in mind (e.g., a new or a well-known country). For 29% of them, the country doesn’t matter as long as good weather is guaranteed. During the summer, Poles choose beach resorts (56%) over city breaks (13%).
- Travel criteria
Polish travelers are guided by factors like: weather (60%), estimated costs (51%), location (51%), flight deals (48%), travel dates (42%), and local tourist attractions (42%).
Top European travel locations for Poles
- Greece (20%)
- Croatia (17%)
- Italy (16%)
- Spain and the Canary Islands (16%)
Top travel locations outside Europe
- Turkey (25%)
- Egypt (22%)
- Tunisia (12%)
- Thailand (12%)
- USA (10%)
- Australia (7%)
- UAE (6%)
- Demographics
Millennials and gen Z are the primary age groups traveling abroad. Each year, 37% of 18–24-year-olds, 33% of 25–34-year-olds, 29% of 35–44-year-olds, and 31% of 55–65-year-olds take foreign holidays.
- Accommodation preferences
46% of Polish tourists traveling abroad prioritize its affordability. 29% of them value aesthetics and comfort, 25% look for places close to nature, 21% look for modern amenities, 20% – recreational infrastructure, and 18% rely on reputation and online reviews (e.g., on Booking.com). The most popular choice is resort hotels (43%). 24% prefer apartments, and 14% choose small hostels (source: eSky.pl / GfK agency).
- Holiday spending
30% of Polish abroad travelers spend over 5000 PLN per person, 20% spend less than 2000 PLN, 15% 2000–3000 PLN, another 15% spend 3000–4000 PLN, and 10% spend 4000–5000 PLN.
- Popular activities
The most common activities for Poles on holiday are beachgoing (23%), sightseeing (22%), water sports (22%), spa treatments (19%), hiking, and cycling (14%) (source: Prezentmarzeń).
- Travel habits
15% of Polish tourists (especially older generations) enjoy returning to familiar places – including the same resorts. From our experience in travel PR, we see that Poles love sharing their experiences on social media and often choose places recommended by their friends. Younger people follow advice from influencers on Instagram, YouTube, or TikTok.
Effective PR tools for the travel industry
Since we know quite a lot about Poles and their travels, it’s finally time to reach them. Which PR tools are the most effective? Here’s our subjective list. When preparing campaigns for our clients, we always select the ones best suited to their specific offers and objectives.
1. Media relations
Having the right strategy for media relations is key to reaching a broad audience, often without spending a penny. Publishing brand materials on general-interest websites like Onet, WP, Wprost, or Gazeta.pl (and their social media platforms) work really well because of their massive reach.
But we don’t stop there. In a successful PR strategy, it’s also worth tapping into lifestyle and women-focused media, (Vogue Polska, Glamour, Wysokie Obcasy), travel-specific platforms (National Geographic Traveler Polska, Onet Podróże, Turysci.pl) or even culinary media. We also don’t forget about local media. Websites such as Trojmiasto, Dziennik Zachodni, or Gazeta Wrocławska can be super effective, especially if we target Polish regions with high tourism potential.
Here are some of the media relations tools we use:
Press Releases
It is a fundamental tool for any media communication. In the travel industry, the most effective types include:
- Rankings and studies
– Top 10 most popular destinations for summer 2025
– 5 off-season holiday spots favored by Poles
- Newsworthy topics
Updates on new flight routes, seasonal promotions, or events in the promoted region.
– Ryanair launches new flights to Turkey
– Olive Festival in Cyprus
- Fun facts
– 10 things you didn’t know about Ibiza
– The most surprising holiday activities in Croatia
Guidance Articles
Media outlets like to publish practical guides, such as:
– How to plan a family holiday in Malta
– 5 unique spots to visit in Venice
– What to pack for trekking in the mountains of Cyprus
– The best local food restaurants in Rome
Interviews
Interviews are an excellent way to add a human touch to a campaign:
- With representatives of the promoted region – for example, the mayor of a city or the head of a local tourism organization, sharing insights about attractions and events in the area.
- With industry experts – such as travel bloggers, guidebook authors, or chefs from local restaurants, who can provide their insights and recommendations.
Press trips
Do you want Polish travel journalists to write honest reviews and encourage readers to visit your destination? You need to invite them and show them its beauty! Press trips and public relations events are a popular practice in Poland. Organized trips for journalists, sponsored by a city, country, resort, or local tourism board (who cover flights, accommodation, and activities), are an excellent way for them to experience a place firsthand.
Of course, organizing a press trip and finding the right journalists is quite a demanding task. That’s where our PR agency comes in. We handle everything from start to finish – finding influential people, overseeing the trips, and making sure they result in the coverage and positive publicity they deserve.
Examples of journalists we can collaborate with:
- Alicja Miłosz (Wprost)
- Natalia Dziurdzińska (Bankier)
- Klaudia Zawistowska (Na Temat)
- Marzena German (Rzeczpospolita)
- Jakub Rybski (National Geographic)
Cooperation with influencers
Polish lifestyle and travel influencers can deliver outstanding results. Many of them regularly share their trips on Instagram, TikTok, or YouTube, reaching hundreds of thousands of people. But what influencer should YOU choose?
While the reach of top creators is undeniably impressive, we don’t always recommend working with the biggest names. Our agency experts focus on selecting creators who genuinely align with the promoted location’s image and who can produce authentic, engaging content.
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Alongside big influencers, it’s worth including smaller, niche creators in campaigns – like food, wedding, or sports content creators. When designing a campaign, we typically choose 5–8 influencers who visit the location. Much like working with the media, we oversee everything – from organizing flights and accommodation to arranging local attractions.
Working with Polish influencers isn’t always a piece of cake. Some can be demanding, difficult to communicate with, or overly high-maintenance. That’s why our role goes beyond simply selecting the right people. We also set collaboration terms, publication schedules, and brand expectations. As an agency, we make sure the content feels authentic for their viewers and that the entire process runs smoothly.
PR campaigns with influencers can include:
- Instagram Stories showcasing your destination
- Viral social media posts
- Reels or TikToks with dynamic travel highlights
- Longer formats like YouTube vlogs
One of our biggest successes stories in tourism PR happended when we invited a well-known Polish lifestyle influencer to our client’s destination and traditional press picked up the story. Nationwide news portals and gossip websites ran articles about where she travelled and the resort she stayed. The result? The destination and the resort itself experienced record-breaking interest, and bookings from Poles.
OOH
With a strong presence in public places, the travel brand captures the attention of a broad audience, including city residents and tourists. From our experience, OOH ads are particularly effective in metropolitan cities like Warsaw, Kraków, Wrocław, Poznań, or the Tricity. Every day, thousands of Poles move through streets, shopping malls, and public transportation, making it almost impossible to miss the brand image.
Where does outdoor advertising work best?
- Shopping malls
Ads in malls such as Złote Tarasy in Warsaw or Stary Browar in Poznań grab the shopper’s attention. LED screens, for example, can spark inspiration for planning holidays – especially during winter and summer.
- City centres
Billboards in strategic locations (like the area near the Palace of Culture and Science in Warsaw, Kraków’s Main Market Square, or Plac Solny in Wrocław) provide visibility to thousands of pedestrians and drivers daily.
- Public transport
Ads on trams, buses, the tube, or at stops are great for commuters to keep their destinations at the top of their minds.
- Highways and major routes
Billboards along main roads, like motorways, effectively reach drivers on the move.
One of the biggest challenges of this promotional tool is its cost. To invest in strategic outdoor advertising spots in major Polish cities, you’ll need a budget of at least €20,000–€30,000.
Social media strategy
Social media platforms like Instagram, Facebook, TikTok, YouTube, and even LinkedIn are an absolute must for PR in the travel industry. Eye-catching, engaging content on the For You Page (TikTok) or Explore tab (Instagram) has a massive influence on how Polish consumers make decisions.
We always recommend combining organic content (with a strategic social media plan) and targeted paid ads – tailored by age, gender, interests, and even the season. Platforms like TikTok and Instagram are brilliant for reaching younger audiences constantly looking for travel inspiration through visual materials.
The secret to success? Great content. There’s no place for fake or overly polished stock-style ads. One of our go-to strategies is tapping into user-generated content (UGC). We dig through TikTok and other platforms looking for content featuring the destination we’re promoting; then we reach out to the creators to ask if we can share their posts on the brand’s official profiles with a proper tag. Most people are super enthusiastic about the idea, so it’s a win-win.
Partnerships
Partnering with travel agencies is our tried-and-tested way to boost brand visibility. Joint banner campaigns on major websites like Onet or WP help share budgets while positioning your brand as a trusted partner in vacation planning. Banner slogans like “Book your dream adventure with Itaka!” or “Explore the world with us! Trips powered by Rainbow” work particularly well.
The largest Polish tourism and travel agencies:
- Itaka
- Rainbow
- TUI Polska
- Coral Travel
- Exim Tours
Beyond banner campaigns, we also explore joint promotional packages. For example, booking a trip with Itaka could offer an exclusive discount.
Native and sponsored articles
Sometimes, we partner with horizontal media such as Onet or WP. These can include sponsored articles, native content, and media visits for journalists and influencers. It gets clicks and helps establish a strong media presence while engaging audiences with specific brand offerings.
- Sponsored articles
Sponsored articles are straightforward, commercial pieces where the brand highlights its offer or unique features. For instance, hotels can promote holiday packages, cities can invite people to events, and regions can explore topics about local attractions. Publishing this type of content on horizontal websites like Onet or WP allows us to reach a broad audience that is actively planning their travels.
- Native articles
Native articles are more subtle, blending seamlessly with the platform’s style and tone without overtly advertising the brand.
Sample article topics we can prepare:
– 5 hidden gems for a weekend escape in Malta
– Top 10 most instagrammable spots in Barcelona
– Why Santorini should be on your bucket list for 2025
– How to plan the perfect family holiday in France
– The ultimate foodie guide to Tuscany
Travel trade shows, conferences, fairs, and exhibitions
Taking part in travel events is a fantastic opportunity to showcase your offerings to a wide audience, build business connections, reach customers, build credibility, loyalty, and a positive image, and stay up-to-date with the latest industry trends. Polish cities host several prestigious events of this kind, including:
- The ITTF Warsaw International Travel & Tourism Fair
Held every November at the Palace of Culture and Science in Warsaw, this event brings together over 100 exhibitors from many countries. It features a program of conferences, panels, and presentations.
- International Tourism and Leisure Trade Fair in Wrocław
It attracts exhibitors from Poland and abroad, presenting travel agency packages, hotel offers, and tourist attractions.
Our agency offers full support for brands participating in such events. We assist in selecting the right fairs, provide media coverage, book photographers, organize interviews, and invite journalists to visit your stand.
Paid campaigns
Radio and TV ads are a great way to reach a broad audience, but require the proper budget. Short radio spots on stations like RMF FM or Eska can effectively promote specific offers, like seasonal deals or holiday packages.
TV ads, on the other hand, allow for more visually engaging presentations of your offer. Airing commercials during popular shows ensures a large reach quickly, making it an ideal option for travel campaigns that need high visibility, such as promoting a specific resort, region, or event.
Horizontal portals such as Onet and WP help us reach many users. Vertical websites like Fly4Free focus on audiences already interested in travel topics. Online banners can be tailored to specific target groups, ensuring precise communication and better results. Our experts handle the entire process for these campaigns – from creating ad concepts to media buying and reporting.
We know it’s a lot – effective travel PR combines strategy, expertise, and experience. Put your brand in our hands, so we’ll handle everything: from media relations to influencers, from content to advertising campaigns. Contact our experts, and let’s talk!