Travel & Tourism - Poland

Poland

Poland's Travel & Tourism market is expected to experience a significant growth in revenue, with a projection of US$8,580.00m in 2024.
It is anticipated that the market will exhibit an annual growth rate (CAGR 2024-2028) of 2.10%, resulting in a projected market volume of US$9,323.00m by the year 2028.
The Package Holidays market is the largest in the market, with a projected market volume of US$5,854.00m in 2024.
By 2028, the number of users in the Package Holidays market is expected to reach 8,620.00k users.
The user penetration in this sector is projected to increase from 33.7% in 2024 to 36.1% by 2028.
The average revenue per user (ARPU) is estimated to be US$632.30.
In the Travel & Tourism market, it is predicted that 93% of the total revenue will be generated through online sales by 2028.
In global comparison, United States is expected to generate the most revenue in the Travel & Tourism market, with a projected revenue of US$199bn in 2024.
Despite the COVID-19 pandemic, Poland's domestic tourism sector has seen a significant increase in demand as Poles opt for staycations and explore their own country's natural beauty.

Key regions: Malaysia, Europe, Singapore, Vietnam, United States

Definition:

The Travel & Tourism market encompasses a diverse range of accommodation services catering to the needs and preferences of travelers. This dynamic market includes package holidays, hotel accommodations, private vacation rentals, camping experiences, and cruises.

Structure:

The market consists of five further markets.

The Cruises market covers multi-day vacation trips on a cruise ship. The Cruises market encompasses exclusively passenger ticket revenues.
The Vacation Rentals market comprises of private accommodation bookings which includes private holiday homes and houses as well as short-term rental of private rooms or flats.
The Hotels market includes stays in hotels and professionally run guest houses.
The Package Holidays market comprises of travel deals that normally contain travel and accommodation sold for one price, although optional further provisions can be included such as catering and tourist services.
The Camping market includes bookings at camping sites for pitches using tents, campervans, or trailers. These can be associated with big chains or privately managed campsites.

Additional Information:

The main performance indicators of the Travel & Tourism market are revenues, average revenue per user (ARPU), users and user penetration rates. Additionally, online and offline sales channel shares display the distribution of online and offline bookings. The ARPU refers to the average revenue one user generates per year while the revenue represents the total booking volume. Revenues are generated through both online and offline sales channels and include exclusively B2C revenues and users for the above-mentioned markets. Users represent the aggregated number of guests. Each user is only counted once per year. Additional definitions for each market can be found within the respective market pages.

The booking volume includes all booked travels made by users from the selected region, independent of the departure and arrival. The scope includes domestic and outbound travel.

Prominent players in this sector include online travel agencies (OTAs) like Expedia and Opodo, as well as tour operators such as TUI. Specialized platforms like Hotels.com, Booking.com, and Airbnb facilitate the online booking of hotels and private accommodations, contributing significantly to the market's vibrancy.

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Region

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Currency

Analyst Opinion

Poland's Travel & Tourism market is experiencing a surge in popularity, with more tourists flocking to explore its rich history, vibrant culture, and picturesque landscapes.

Customer preferences: Tourists visiting Poland are increasingly seeking authentic cultural experiences, immersing themselves in the local traditions, cuisine, and historical sites. There is a growing interest in off-the-beaten-path destinations, allowing travelers to discover hidden gems and lesser-known attractions. Additionally, eco-friendly and sustainable tourism practices are becoming more important to visitors, with a focus on minimizing environmental impact and supporting local communities.

Trends in the market: One notable trend in the Polish Travel & Tourism market is the rise of digital platforms and online booking services, making it easier for travelers to plan and customize their trips. The market is also seeing an increase in niche tourism segments, such as culinary tours, wellness retreats, and adventure travel. Furthermore, the growing popularity of budget airlines and affordable accommodation options has made Poland a more accessible destination for a wider range of travelers.

Local special circumstances: Poland's unique blend of historical architecture, UNESCO World Heritage sites, and natural beauty sets it apart as a top tourist destination in Europe. The country's diverse offerings, including medieval castles, charming old towns, and scenic national parks, appeal to a broad spectrum of travelers. Additionally, Poland's rich cultural heritage, vibrant arts scene, and warm hospitality contribute to its appeal as a welcoming and engaging destination.

Underlying macroeconomic factors: The steady economic growth in Poland, coupled with increasing disposable incomes and improved infrastructure, has contributed to the growth of the Travel & Tourism market. The government's efforts to promote the country as a tourist destination through marketing campaigns and investment in tourism infrastructure have also played a significant role in attracting visitors. Additionally, Poland's strategic location in Central Europe and its well-connected transportation network make it a convenient hub for travelers exploring the region.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on bookings, revenues, and sales channels of hotels, vacation rentals, cruises, package holidays, and camping.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on a specific rationale for each market. As a basis for evaluating markets, we use financial reports, the Global Consumer Survey, third-party studies and reports, data from industry associations (e.g., UNWTO), and price data of major players in respective markets. To estimate the number of users and bookings, we furthermore use data from the Statista Consumer Insigths Global survey. In addition, we use relevant key market indicators and data from country-specific associations, such as country-related GDP, demographic data (e.g., population), tourism spending, consumer spending, internet penetration, and device penetration. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, ARIMA, which allows time series forecasts, accounting for stationarity of data and enabling short-term estimates. Additionally, simple linear regression, Holt-Winters forecast, and exponential trend smoothing methods are applied. A k-means cluster analysis allows for the estimation of similar countries. The main drivers are tourism GDP per capita and respective price indices.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change.