Poland is deepening its push to attract solo female travellers, building on its ‘Her Way, Poland’ campaign with a new editorial angle that pairs three Polish cities with distinct feminine archetypes.
The campaign spotlights Warsaw, Łódź and Olsztyn, each mapped to Jungian archetypes designed to resonate with Millennial and Gen Z travellers familiar with the framework through social media.
Warsaw – The Maiden & The Mother
Poland’s capital is positioned as the entry point for first-time solo travellers, or those rediscovering travel after a period of putting others first. A four-day stay is recommended, taking in the rebuilt UNESCO-listed Old Town, the street art and industrial-heritage feel of the Praga District, and panoramic views from Varso Tower, the EU’s highest observation deck. Food-wise, the campaign highlights plant-based dining at Peaches and the Elektrownia Powiśle food hall, a converted power station in the mould of London’s Battersea Power Station. Recommended activities include a Vistula River cruise, a pierogi-making class, and a tasting session at the Polish Vodka Museum.
Łódź – The Wise Woman & The Crone
Pitched at travellers who prefer depth over speed, Łódź (pronounced “Woodge”) is a former textile hub roughly 75 minutes from Warsaw by train. Over the past two decades its 19th-century factory buildings have been converted into galleries, design studios and rooftop bars. A three-day itinerary takes in the Manufaktura arts complex – home to major works by Polish artists Katarzyna Kobro and Magdalena Abakanowicz – the Central Museum of Textiles, and the Film Museum housed in the building where director Roman Polanski once studied. Dining recommendations include Franco-Polish restaurant Fatamorgana and Przy Kominie, set in a former vodka factory.
Olsztyn – The Wild Woman & The Enchantress
Aimed at travellers who want a slower, outdoor-led break, Olsztyn sits at the centre of the Warmia-Masuria lake district, with around 2,000 lakes and extensive ancient forest on its doorstep. A suggested three-day plan includes a lakeside walk along Lake Długie, a cycling route around Lake Ukiel with a stop at the open-air Museum of Folk Architecture, and a kayak trip down the Łyna River past Niagara Waterfall. The itinerary also takes in medieval Olsztyn Castle, where astronomer Copernicus once worked, and a hands-on marzipan-making workshop reflecting the region’s Königsberg confectionery tradition. The nearest airport is Gdansk.
