Wrocław is the city Poles most often name when considering a possible move, according to the July 2026 edition of the “Image of Wrocław” study conducted by the Institute for Internet and Social Media Research (IBIMS). The city is also the most frequently recommended destination for young people choosing where to study.
Overall, 22.3% of respondents indicated Wrocław as a city they would consider moving to. Among people who are actively thinking about changing their place of residence, the share rises to 32.4%. Another 23.8% said they would recommend Wrocław to young people as a place to study.
Tourism and quality of life support the city’s image
The survey also shows strong recommendations from people who have already visited the Lower Silesian capital. Some 56% of respondents who had been to Wrocław said they would recommend a visit to friends or relatives, rising to 63% among those who visited within the past two years.
Among the city’s strongest perceived attributes were tourism and friendliness to visitors, cultural opportunities, its academic character, modernity and its food scene. Wrocław’s large university population is also an important part of its labour market and business ecosystem, with students accounting for roughly one in six residents.
Technology remains a key economic association
Wrocław is most strongly associated with IT and new technologies, cited by 37.9% of respondents. Retail and services followed at 27.9%, logistics and e-commerce at 25%, and electronics at 23.3%. The city and surrounding metropolitan area have built a broad economic base that includes technology companies, R&D centres, advanced manufacturing and logistics.
City development officials argue that the concentration of universities, skilled graduates, start-ups and international employers helps Wrocław attract both residents and investment. The challenge will be to preserve that appeal while continuing to improve transport links, housing availability and the quality of life across the wider metropolitan area.
