The most popular city to live in among Poles: “The Image of Wrocław – October 2025”

The latest report, “The Image of Wrocław – October 2025” prepared by the Institute for Internet and Social Media Research, was presented in early December. This is the second wave of research this year that shows how Wrocław is perceived by Poles.

The residents of Wrocław themselves did not participate in the survey. Instead, it covered 1,044 respondents from all over Poland (CAWI method). It was conducted between October 24 and 31, 2025.

“The second wave of research shows great stability in the city's ratings. The indicators of friendliness, professional development, and tourist attractiveness have increased. Importantly, the identification of Wrocław as a green and safe city has also improved” emphasized Anna Żak from the Institute for Internet and Social Media Research.

Wrocław - the first choice of place to live

Once again, Wrocław is the city that Poles most often chose as a potential place to live. According to the latest report, 23.5% of respondents would choose Wrocław as one of the places to move to. This is the highest percentage among all Polish cities, with Gdańsk, Kraków, Gdynia, and Warsaw coming in next.

This trend is even more pronounced among people who are already planning to change their place of residence. Wrocław was chosen by as many as 38.7% of respondents, followed by Gdańsk, Kraków, and Warsaw. These results coincide with those presented by PAP in March.

Wrocław has once again proved to be the leader among cities to which Poles would like to move. We are pleased that these results are stable and confirm the trend already visible in the first wave of research. The city's strong brand is not the result of individual campaigns, but of Wrocław's long-term policy: investment in quality of life, spatial development, education, culture, and safety. These are the results of the work of academic circles, NGOs, cultural institutions, sports, business, and the residents themselves.

Radosław Michalski, Director of the City Brand Department

In response to the needs of Poles

The most important factors in choosing a city to move to and live in are:

• good work and professional development,
• lots of greenery,
• safety.

Wrocław meets all these criteria at a very high level.

The city's friendliness rating has also increased even more. Respondents rated Wrocław as a friendly city to live in at 87% (in January it was 79%). The capital of Lower Silesia was associated by respondents with greenery, safety, modernity, a youth-friendly, developing and beautiful city.

Is Wrocław a friendly city to live in?

– This 87% is a huge image asset. We can see that Poles notice both infrastructure investments and smaller, local changes – greening streets, modernizing parks, improving the quality of transport, and new social programs. This is a sign that the city's development is not only happening through “big projects,” but also in the everyday lives of its residents" says Radosław Michalski.

Wrocław, a city of good jobs

Respondents also identified Wrocław as a city where you can develop and get a good job.

• 97% of respondents believe that you can find a good job in Wrocław;
• Over 90% indicate that Wrocław offers greater opportunities for professional development than other large cities in Poland.

Wrocław attracts the industries of the future: IT, R&D, modern energy, professional services, and the financial sector. This is the result of a consistent city strategy developed over the last 20 years. We have a strong labor market, a rich academic offering, and an ecosystem that supports innovation. All this makes companies want to invest here.

Mateusz Jarzombek - Director at the Wrocław Agglomeration Development Agency

Among the most promising fields of study, Poles mention medicine, computer science, psychology, engineering, and economics. Wrocław, with its 30 universities and over 100,000 students, remains one of the most attractive academic cities in Poland.

What do Poles associate Wrocław with?

One of the questions asked of respondents was about their associations with Wrocław. Ninety-five percent of respondents were able to provide such an association. This means that Wrocław is a city that stands out from others in Poland. Which ones?

The most frequently mentioned were:

• gnomes,
• the zoo,
• the Racławice Panorama,
• the Market Square,
• bridges,
• and the Old Town.

Wrocław events also do not go unnoticed. 21% of respondents had heard of them. They most often mentioned the Christmas Market and sporting events.

The same applies to Wrocław's tourist attractions. 66% of people were able to name specific places, and Wrocław appears to be an attractive city for people who value culture and art.

Respondents also associated large brands with Wrocław. Among them, they mentioned Google and LG Energy.

Wrocław recommended to family and friends

The NPS (Net Promoter Score) in October 2025 reached 44%, compared to 37% in the winter survey. Among those who have visited Wrocław in the last two years, the result is even higher – 48%. These levels are comparable to the best European tourist cities.

This indicates that we are also a leader in tourism and a popular city to visit.

In summary...

The PAP/IBIMS report shows Wrocław as a city:

• most often chosen for relocation,
• associated with good jobs and development,
• attractive in terms of culture, academia, and tourism,
• green, safe, and open,
• with strong recommendation capital.

“These results are not only a source of pride for us, but above all a commitment. We want the Wrocław brand to continue to be associated with a high quality of life, reliability, openness, and responsibility for the future of the city and its residents” concludes Radosław Michalski.