A total of 1,036 people from outside Wroclaw were asked about their associations with Wroclaw in the survey.
'Wroclaw tops the list of cities to which Poles would like to move. Around 30 per cent of respondents are considering Wroclaw as a potential place to live in. They account for 40% of those planning to move in the near future,’ says Radosław Michalski, Director of the City Brand Department of the Wroclaw City Hall.
The zoo, the Market Square, the Racławice Panorama and dwarves are mentioned most frequently among attractions.
Radosław Michalski: ‘The general connotation regarding Wroclaw is: "A beautiful city where it is good to work and relax.” ’
Culture as a magnet
The IBIMS’s survey shows that Poles also associate Wroclaw with its cultural offer, the prospect of getting a good job and local universities.
The most recognisable cultural events are:
- Wroclaw Christmas Market
- Jazz on the Oder Festival
- New Horizons Film Festival
- Guinness Guitar Record.
Jarosław Perduta, Director of the Department of Culture and Sport: ‘We are extremely pleased to hear that cultural events are such strong attractors, are so well perceived by Poles and so highly appreciated. The cultural events highlighted in brand research have a long tradition in Wroclaw. The Jazz on the Oder Festival is now 61 years old and the Actors' Song Review has attracted audiences from around Poland for 45 years.
What, according to respondents, makes people want to live in Wroclaw? Opportunity to find a good job, safety and greenery.
‘Wroclaw attracts various industries, including the world's largest companies, thanks to the fact that it has promoted a knowledge-based economy strategy for 20 years,’ said Magdalena Okulowska, President of the Wroclaw Agglomeration Development Agency.
The potential of the labour market and the city’s educational offer are noticeable. Wroclaw is an important educational centre. It has 106,000 students and 30 public and private universities, which brings forth development opportunities.
Wroclaw brand means capital
In June last year, the City Brand Department was established within the structures of the magistrate. The aim of this unit is to focus primarily on the overall image of Wroclaw.
Radosław Michalski, Director of the City Brand Department: ‘This research will help us understand what associations and emotions the word Wroclaw evokes. How sustainable capital and development projects for the city can be built on this brand. The emotional potential and the sentiment we feel when we hear about Wroclaw makes us take serious decisions about where to settle down, where to go to study, which place to tie our future with.
The positive opinions of Poles about Wroclaw are also confirmed by international surveys.
In the prestigious EuropeanCities& Regions of the Future 2025 ranking, Wroclaw not only took first place in the category of European medium-sized cities, but became the leader in categories of business friendliness, human capital and the best place to live. It was also awarded second place among cities with the greatest economic potential.
