According to a study conducted by the Institute for Internet and Social Media Research, 40% of Poles planning to relocate in the coming years would choose Wrocław. The capital of Lower Silesia is seen as a place with good job and housing opportunities, and its public transportation is considered satisfactory. The city is also valued for its tourist appeal and is a popular destination among travelers. The way Wrocław is perceived by residents and workers translates into its investment potential and business appeal.
The report from the Institute for Internet and Social Media Research reveals that Wrocław is the most frequently mentioned city for potential relocation, with a significant lead over Kraków and Gdańsk. It was chosen by 27% of surveyed Poles overall and 40% of those who plan (or do not rule out) a move in the near future.
“This shows that the city has a strong reputation. It’s not something that emerged in the past few months – the city’s brand has been built over many years, and today we can rely on what has been developed so far,”
says Radosław Michalski, Director of Wrocław’s City Brand Department, in an interview with Newseria.
The most important factors contributing to Wrocław’s image as a good place to live and work are primarily its job market opportunities. Over half of the surveyed students indicated that Wrocław offers good career prospects for graduates and is more attractive than other university cities in Poland.
“In terms of Wrocław’s European brand, the latest fDi Financial Times report ranked Wrocław as the best mid-sized city in Europe for business, investment, and quality of life – ahead of cities like Vilnius and Zurich. This shows that Wrocław has established its position, and we can build on our stable presence both in Poland and Europe,”
Michalski emphasizes.
“Wrocław and the surrounding metropolitan area have been highly attractive to foreign investors for years, as demonstrated by numerous reports. For instance, in the fDi Magazine’s ‘European Cities of the Future’ ranking by the Financial Times group, Wrocław came out on top in categories such as human capital, quality of life, and lifestyle. It also ranked second in economic potential and, most proudly, in business-friendliness. These are key factors for investors. Of course, it’s also about the workforce – well-qualified and available. With 106,000 students across 30 public and private universities, Wrocław is a rich talent pool,”
says Magdalena Okulowska, President of the Wrocław Agglomeration Development Agency (ARAW).
She highlights Wrocław’s strategic location in the heart of Europe, equidistant from three capitals – Warsaw, Berlin, and Prague.
“This geographic position, along with developed road and rail infrastructure, makes Wrocław a great place for logistics investments. Innovation hubs, strong IT and R&D traditions – this diversity and versatility attract businesses of all kinds,”
adds Okulowska.
“The city must of course promote and showcase this potential, and we’ve been doing that for years at international events, trade fairs, and economic missions. But what I’d especially emphasize is investor support and post-investment care – maintaining good relationships with those who have already committed to Wrocław. These companies are the respondents in reports like fDi. They are our ambassadors.”
Brands most associated with Wrocław include Google, Nokia, LG, and Pafawag. Ratings for the city’s support for new technologies, business development, and career opportunities scored 7.2 out of 10. In total, 97.5% of respondents said it is possible to find a good job in Wrocław (“rather yes” and “definitely yes”). Importantly, over 93% believe Wrocław offers better career development opportunities and job prospects than other large Polish cities (“rather better” and “definitely better”).
“Wrocław has a great diversity of industries, which makes it highly resilient and especially attractive to employees. This wide spectrum is also aligned with university programs to ensure that education meets labor market needs,”
adds Okulowska.
“We are rated very positively, as the report shows. We are confident that Wrocław’s offer is worth considering, and now we want to present it to the world – to turn that ‘rather good’ into a definitive ‘definitely good’.”
Respondents also rated Wrocław highly as a place to live due to safety, accessible and affordable housing, and efficient public transport.
“In recent years, Wrocław has made significant investments in improving quality of life. Many smaller-scale projects have increased residents’ satisfaction with their immediate surroundings – such as green investments in parks and inner courtyards, which are becoming greener and more livable. Larger projects include new road connections and renovation of key transport routes. The city has also launched new tram lines – the most significant public transport investment since World War II,”
lists Michalski.
Wrocław also plays an important role on Poland’s cultural and tourist map. Cultural events in the city received an average rating of 8.2/10, and sports events 8.1/10. The most recognizable events include the Wrocław Christmas Market, football matches, Jazz on the Oder, and Speedway Grand Prix. Compared to other cities, Wrocław stands out with its historic landmarks and local architecture, with the zoo, Market Square, and Panorama of the Battle of Racławice being the top tourist attractions.
“In 2023, 5.8 million tourists visited Wrocław, including 1.8 million from abroad – mainly from Germany, the UK, the US, and increasingly from the Czech Republic. The Czechs, who used to be outside the top ten, are now coming to Wrocław more frequently,”
adds Michalski.
“This tourism potential has a dual meaning. First, it’s an economic driver – tourism generates 8% of the city’s budget revenue, and 8% of entrepreneurs work in tourism-related industries. Second, tourism creates positive memories of the city. If a large company is considering where to locate a new investment and has a few cities with similar economic potential to choose from, it will likely pick the one associated with the most positive experiences – so that employees enjoy living and working there.”
