Preferred Sources for Exploring New Destinations Among Poles 2025

Facebook dominates as the top source of inspiration for 41% of Poles, marking a significant contrast to the Dutch market in 2023, where only 15% relied on the platform. This social-first behavior suggests that personal stories, peer recommendations, and community-driven travel content resonate more deeply with Polish audiences today.

YouTube ranks second at 19%, highlighting a visual and immersive approach to destination discovery. Meanwhile, once-trusted sources like websites of travel companies (15%) and travel blogs (9%) are now less influential, suggesting a shift away from static, corporate content toward dynamic, authentic narratives. Platforms like TikTok (6%) and Instagram (4%) are still growing, especially among younger users, but haven't yet overtaken the dominance of Facebook.

This evolution reveals that for Polish travelers, inspiration comes from connection, not just beautiful imagery or SEO-optimized articles, but real people sharing real journeys. Travel brands aiming to reach this audience must pivot from polished brochures to engaging, user-centric content, delivered where their audience is most active: social media feeds, video channels, and community groups.