Poland launches the “Her Way. Poland.” campaign for the increasingly important female solo travel market
The Polish National Tourist Office is launching the “Her Way. Poland.” campaign in the United Kingdom, aimed at women who travel alone and at travellers who increasingly choose destinations based on authentic experiences, safety, availability of public transport and the possibility of adapting the pace of travel to themselves. The communications agency PRM has been engaged to implement the campaign, and content by female travel creators, public relations, media cooperation and digital resources are planned, which should present Poland as a diverse, practical and culturally rich destination. According to published information, the campaign will bring three female travel creators from the United Kingdom to Poland, who will present different parts of the country through their own itineraries and experiences, from city centres and cultural routes to natural landscapes and gastronomy.
The launch of the campaign comes at a time when solo travel is no longer viewed as a niche, but as a stable part of tourist demand. Female travellers who want greater freedom of decision-making, a flexible schedule, local experiences and reliable information before departure are especially visible. In such a context, Poland is trying to position itself as a destination that does not rely only on classic city breaks in Warsaw, Krakow or Gdansk, but also on longer, thematically shaped stays. The campaign therefore does not sell only a list of attractions, but tries to answer the question of what travel looks like when a person chooses the rhythm, route, accommodation, museums, restaurants, nature and encounters with the local environment on their own.
Why the campaign is addressing female solo travellers in particular
Tourism organisations are increasingly recognising that female solo travellers are not a homogeneous group and that it is not enough to offer them a generic message about a “safe and beautiful destination”. Some female travellers are travelling alone for the first time and are looking for simple, verifiable information about transport, neighbourhoods, movement in the evening hours and opportunities for organised activities. Others already have experience with larger European cities and are interested in a less expected programme: contemporary art, local gastronomy, wellness, walking and cycling routes, smaller towns or natural areas. Precisely for this reason, “Her Way. Poland.” emphasises the personal perspective and the experiences of real female travellers, and not exclusively an institutional tourism message.
PRM described the campaign as a project that relies on authentic storytelling and real female experiences. In a published statement, Phoebe Irving, communications lead at PRM, pointed out that Poland offers female solo travellers a combination of safety, culture, food, landscapes and hospitality, with the ambition that the campaign will change the perception of the British market towards that destination. Such a message shows that Poland wants to move beyond the framework in which it is often reduced to a few well-known city weekend destinations and present itself as a country in which it is possible to combine urban, cultural and natural content within a single route.
The campaign is particularly interesting because it does not rely only on paid advertising. Influencer content, PR activities, the placement of stories with priority British media and special digital materials have been announced. This means that the Polish National Tourist Office is addressing an audience that increasingly makes travel decisions after reading personal recommendations, watching short videos, saving itineraries on social networks and comparing practical advice. In tourism, such an approach is increasingly considered necessary because a classic promotional slogan can rarely answer the concrete questions that female solo travellers ask before booking.
Poland wants to show more than familiar city postcards
In recent years, Poland has systematically expanded the message that it is not only a destination for a short visit to Krakow or Warsaw. Official tourism materials highlight national parks, the Baltic coast, historic towns, industrial heritage, lakes, mountain regions, wellness facilities and culinary routes. The fact that Poland has 23 national parks is especially important, which gives it a strong argument in the segment of travel that combines city culture and time spent in nature. For a female solo traveller, this can mean that a multi-day trip does not have to be reduced to one city, but can be shaped as a combination of museums, trains, walking tours, nature parks and smaller local communities.
The official tourism platform Poland Travel already has digital content dedicated to solo travel, emphasising rest, reading, meeting other travellers, outdoor activities and the possibility of organising the trip at one’s own pace. Such an approach fits into the logic of the “Her Way. Poland.” campaign: travel does not have to be a romantic holiday, a family trip or a business arrival, but an independent choice by a person who wants to manage their own time. In this sense, the campaign addresses a broader change in tourist behaviour, in which independence is not presented as a compromise, but as an advantage.
For the British market, the practicality of the destination is also important. Poland has a developed network of urban public transport in larger cities, and official tourism materials mention buses, trams, the metro in Warsaw and good local connections in smaller communities. Rail transport is also an important part of the tourism infrastructure because it enables the connection of larger cities and regions without the need to rent a car. For solo travellers, especially those arriving in a country for the first time, such information is not secondary; it often determines whether a destination will be experienced as easy to plan or too demanding for independent organisation.
Authentic content as a response to changes in tourism marketing
According to available information, three female travel creators from the United Kingdom will visit different Polish destinations and share content with their audiences as part of the campaign. Such a model can be effective because social media users often expect from travel authors the details that official brochures do not provide convincingly enough: what arrival from the airport looks like, how easy it is to buy a public transport ticket, in which part of the city they feel comfortable, what the price-quality ratio is like, which tours are suitable for a person travelling alone and where one can spend an evening without feeling isolated. These micro-details are often precisely what is decisive in the travel decision.
For tourist boards, this is sensitive ground because authenticity must not look like a strictly staged advertisement. If the campaign wants to reach the audience it is addressing, the creators’ content will have to retain a personal tone, but at the same time be informative enough to serve as a planning tool. Successful communication with female solo travellers usually includes clear itineraries, transparent information about getting around, a realistic presentation of costs, recommendations for daytime and evening activities and an awareness that safety is not a marketing phrase but a practical topic. That is why the digital resources announced as part of the campaign are just as important as media visibility.
This approach also shows that destination marketing depends less and less on one big message, and more and more on a series of smaller proofs. In the campaign, Poland is not trying to present itself only as a “new” or “hidden” destination, but as a place that can be explored in multiple ways. For one person, that may be a weekend in Warsaw with museums, restaurants and contemporary architecture; for another, a route through Gdansk and the Baltic coast; for a third, a combination of Krakow, salt mines, mountain trips and historic sites. Such diversity enables the natural repetition of the key message without mechanical advertising language.
Tourism in Poland is growing, but competition among European destinations is strong
Poland is launching the campaign at a favourable but demanding moment. According to data from the Polish statistical office for the first half of 2025, 18.9 million tourists stayed in tourist accommodation establishments in Poland, and 44.9 million overnight stays were recorded. These data confirm that tourism traffic has recovered and that the destination has significant domestic and international demand. At the same time, competition in Europe is extremely strong: cities and national tourism organisations are fighting for travellers who are looking for affordability, safety, good transport connectivity, authentic gastronomy and content that is not overloaded by mass tourism.
In this market environment, Poland has several advantages. Price accessibility compared with parts of western and northern Europe remains an important argument, although the differences are narrowing in the most popular cities and seasons. Cultural heritage gives it a strong foundation for city breaks, while natural areas and the Baltic coast open space for travel outside classic weekend periods. Official tourism content especially emphasises national parks and UNESCO sites, which makes it possible to present travel as a combination of history, architecture, landscapes and local everyday life.
The campaign aimed at the British market may have additional importance because British travellers are counted among the important European outbound groups, and the United Kingdom is often mentioned in analyses of solo tourism as a market with high potential. The Centre for the Promotion of Imports from developing countries, in an analysis of the potential of solo tourism, points out that women make up the majority of solo travellers and that among the most promising European source markets are countries with a larger share of single-person households, including the United Kingdom. For Poland, this means that the campaign is not targeting a narrow demographic group, but a part of the market that has growing purchasing and communication importance.
Safety, independence and local experience as the keywords of the new tourism offer
In female solo travel, safety is an inevitable topic, but the way it is discussed must be precise. A superficial claim that a country is “safe” is not enough because female travellers assess safety through very concrete elements: public transport, street lighting, availability of information in English, the possibility of simple orientation, reliability of accommodation, the reputation of neighbourhoods, availability of taxis or transport apps and the general feeling in public space. For that reason, a campaign that wants to be credible must offer practical and verifiable information, and not only emotional messages about the freedom of travel.
In this sense, Poland has potential because it combines large cities with developed tourism infrastructure and regions that can be explored thematically. Warsaw can be presented through contemporary history, museums, restored architecture and an urban gastronomic scene. Krakow remains a strong cultural magnet, but also a city in which tourism pressure management is increasingly discussed. Gdansk offers a Baltic identity, maritime heritage and a historical context that goes beyond the classic city break. Wroclaw, Poznan, Lodz and Lublin can be important for travellers who want an alternative to the best-known routes.
For female solo travellers, the feeling that a destination is not intended only for couples, families or groups is especially important. Digital guides that clearly suggest activities for one person, restaurants where a guest does not feel uncomfortable sitting alone at a table, walking tours, workshops, museum programmes and day trips can have a strong effect. The “Her Way. Poland.” campaign can therefore be read precisely as an attempt to shape the tourism offer around the real situations in which a female traveller finds herself, and not around an abstract image of the country.
What the campaign can change in the perception of Poland
In international tourism, Poland is often present through several strong symbols: historic Krakow, Warsaw as the capital city, memorial sites, Christmas markets, affordable city breaks and an increasingly visible gastronomic scene. The campaign for female solo travellers can expand that image towards an everyday, practical and personal experience of the country. If the creators succeed in showing how one travels through Poland by train, how museums and parks are combined, where local food is found, what neighbourhoods outside the narrowest centre are like and what a solo evening in the city looks like, the campaign can change perception more strongly than a classic tourist advertisement.
At the same time, such communication also carries responsibility. Female solo travel must not be romanticised to the extent that the real needs for information, caution and quality preparation are neglected. The best campaigns in this segment do not promise a perfect experience, but provide enough content for a female traveller to make an informed decision. In Poland’s case, this means openly presenting advantages, but also practical details: seasonality, distances between destinations, availability of transport, crowds in the most visited cities and the ways in which lesser-known regions can be included in a trip.
For the Polish National Tourist Office, the “Her Way. Poland.” campaign is therefore more than one promotional action on the British market. It is part of a broader change in the way destinations talk about themselves: less through general slogans, and more through specific life situations of travellers. If the campaign proves successful, it could further strengthen Poland’s position as a European destination that offers solo travellers a combination of accessibility, cultural depth, natural diversity and sufficiently practical infrastructure for travelling at one’s own pace.
Sources:- Rus Tourism News – announcement about the appointment of PRM and the “Her Way. Poland.” campaign (link)- Polish Tourism Organisation / Poland Travel – official content about solo travel through Poland (link)- Polish Tourism Organisation / Poland Travel – information about travel and public transport in Poland (link)- Polish Tourism Organisation / Poland Travel – official information about national parks in Poland (link)- Statistics Poland – data about tourist accommodation establishments and overnight stays in the first half of 2025 (link)- CBI / Ministry of Foreign Affairs of the Netherlands – analysis of the European market potential for solo tourism (link)
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