We are delighted to announce that ERGO Hestia has published the results of the reading survey we conducted for the Hestia Literary Journey competition. The project aimed to collect current data on the reading habits of 10-15-year-olds. Studies of this age group are extremely rare, so we are pleased to have had the opportunity to learn about their attitudes.

 

This year, half of the children surveyed read no more than three books, one in five read four to five books, and the same number admitted to reading more than five books. Nearly one in three (61%) reads out of obligation – because books are mandatory reading for school. However, a slightly lower percentage – 55% of children and young people – read for pleasure. What makes books enjoyable is, above all, engaging, action-packed plot (54% of responses), the opportunity to escape from everyday life (38%), and a sense of humor and lightheartedness of the stories (32%).

 

And what about the competition between books and smartphones? We invite you to the Report: (hyperlink) Hestia's Literary Journey.

The study, conducted for Wakacje.pl, provides valuable information about the financial habits of tourists. Poles appear to be well-informed and mature travelers as far as the money is concerned.

 

Planning and saving are key. The vast majority of Poles (69%) save for their vacations year-round and are reluctant to take out a loan. Only 7% would finance their vacation with borrowed money.

 

Despite careful and consistent saving, we tend to overspend on holidays. Over half of respondents (57%) believe that vacations are a time when they can ease off and spend more. They want to be sure to take back home unforgettable experiences, such as trying local food, going on memorable trips, or buying unique souvenirs.

 

Importantly, Poles are eager to support the local economy while on vacation. As many as 74% of respondents prefer to spend money with local businesses rather than chain stores.

 

Poland is a leader in cashless payments, but our compatriots definitely prefer to use cash when abroad. A total of 79% of respondents pay cash while on vacation. On the other hand, the model of paying for attractions while on a trip abroad is changing. Young Poles are increasingly willing to use modern payment methods – financial apps or virtual wallets.

 

More information: What did Poles spend on their vacations?

 

Full report: What did Poles spend on their vacations?

As almost every year, at the end of summer, we conduct demand analyses and public consultations for institutions submitting applications under the FEnIKS Program (European Funds for Infrastructure, Climate, Environment 2021-2027). We examine the extent to which proposals for new cultural, educational, and social offerings are met with favorable response from representatives of the main target groups.

 

We have the most extensive experience in Pomerania and one of the most extensive in Poland in conducting demand analyses. For a decade, we have been implementing projects for consulting firms, cultural institutions, and local government units, where we examine demand for services and solutions developed with EU funding.

 

We work with museums, both small and large, secular or religious institutions, and educational entities. There are many of them, and most importantly, many of these applications receive funding, and the facilities, services, and solutions we research become available to visitors.

 

We hope that the institutions we support in preparing applications in this edition of FEnIKS will also receive the coveted grants.

We rarely have the opportunity to showcase our reports for commercial clients – most are classified as "confidential."

 

We are therefore even more pleased to recommend the European Youth Card Poland [EURO 26] profile, where several posts describe the results of our survey with Generation Z: (hyperlink) European Youth Card Poland LinkedIn

 

Our work provided numerous insights, and the best recommendation for us is the slogan coined by the client: It's not a report, it's a signpost!

The most beautiful day in the Polish calendar is just around the corner – International Children's Day. To mark the occasion, we asked Poles how they plan to celebrate this day with their little ones.

 

The largest number, almost 40% of parents – regardless of their own age or that of their children – declared that they would actively spend time with their children on this day. Nearly 30% would wish their children well, 21% would give them a gift, and 12% would give or send money. Two weeks before Children's Day (the time our survey was conducted), almost 30% of parents didn't yet know how they would celebrate the holiday. Parents of the youngest children (up to 10 years old) are by far the most likely to plan active time with their children. Over 80% of parents of the youngest declare this. The frequency of such declarations is inversely proportional to the children's age, as parents of teenagers and students (children aged 11-26) are significantly less likely to celebrate Children's Day actively – 45% of them declare this. Meanwhile, mature parents of adult children (those over 26 years of age) are much more likely to simply wish their children well (32%). Only 12% of parents of adult children plan to spend time with them.

 

The most popular way to spend time together is going out for an ice cream. Nearly half of the parents have planned this type of activity. One in three parents will take their child to a playground – outdoors or indoors. One in four would like to go to a festival or a fun activity with their child to celebrate that day. A similar number are planning a trip together (e.g. a bike ride or sightseeing). 27% will stay home and do something together with their child. One in five parents intends to give their child a gift on Children's Day. Most often (24%), it will be a toy. Next in line were building blocks – most often LEGO (21%), sweets (14%), clothing (13%), books/comics (12%), and other children's items.

 

Just over a third of respondents (36%) say they will spend no more than 100 PLN on a gift(s) for a single child. Exactly the same percentage (36%) plan to buy a gift between 101 and 200 PLN, and one in ten parents plans to spend over 200 PLN . The average cost of a gift(s) for a single child will be approximately 130 PLN. 12% of respondents, mostly parents of teenagers and adult children, will give cash instead of a gift. 36% of them will limit themselves to a maximum of 100 PLN, 42% will spend slightly more – between 101 and 200 PLN. Nearly one in five mature parents will give their child an amount exceeding 200 PLN, some even no less than 500 PLN. The average declared amount given to a single child on Children's Day is 170 PLN.

 

To see more: Poles' Plans for Children's Day

In the fall of 2024 – as part of the next call for proposals – we implemented several projects for institutions applying under the FENIKS Program (European Funds for Infrastructure, Climate, Environment 2021-2027). We assessed demand for their new offerings among representatives of the main target groups – residents of the region, tourists, as well as seniors and people with disabilities.

 

At the end of March 2025, the Ministry of Culture and National Heritage announced the competition results. Three projects for which we prepared demand analyses received funding: Malbork Castle Museum received PLN 24 million for conservation work on the buildings in the northern Ouer Bailey perimeter; the Aleksander Zelwerowicz Theatre Academy in Warsaw received PLN 15 million for the reconstruction and renovation of the Collegium Nobilium Theatre building; and the Polish Theatre in Wroclaw received PLN 29 million for the modernization of its Main Stage.

 

Congratulations!

In the first quarter of 2025, at the request of the Medical University of Gdansk, we conducted a survey of international medical students and graduates in Poland as part of the IntMedPOL25 project (Foreign Medical Graduates in the Polish Labor Market).

 

What do the survey results show? In medical fields, primarily medicine, the largest numbers of students come from Norway (14% of the study sample), Ireland (13%), and India (12%).

 

According to over half of the respondents, Polish culture and customs differ significantly from those in their home countries. These contrasts are most strongly felt and emphasized by students from African countries and North Americans. On the other hand, Americans and Canadians adapted very easily to the conditions in our country and our medical schools – 68% said it was easy. Among these students, the majority were also of Polish descent and knowledge of the Polish language before starting their studies.

 

International medical students and graduates most appreciate Poland's public transportation (78% rated it good or very good), the natural environment (76% positive), safety in public places (75% positive), and the opportunity to travel – including abroad (71% positive).

 

Foreign medical graduates are generally reluctant to stay and work in the Polish healthcare system. Primarily due to insufficient language skills and the generally perceived working environment and conditions. Interestingly, the lowest percentage of students planning to return to their home country following graduation is among students from Africa and Asia, the majority of whom plan to move to a third country.

 

The results of our study, along with issues related to the shortage of medical personnel in the Polish labor market, were discussed during the IntMedPOL25 conference at the Medical University of Gdansk, which took place on April 7th, 2025.

Recently, while surveying EURO26 Card users, we delved into the micro-world of Generation Z. We were interested in their lifestyles, needs related to the product category, and expectations regarding marketing communication.

 

It turns out that EURO 26 Card users are go-getters, with clearly defined short- and medium-term life goals. Personal development and enjoying life are their top priorities. They are very active and passionately pursue their passions: travel, sports, dance, and cinema.

 

The values that guide Generation Z have a very practical dimension for them – they are curious about the world, but not in a rush. They are responsible and want to feel safe in pursuing their professional and personal goals. They offer others respect, honesty, and support – and expect the same in return, regardless of whether they are dealing with another person, institution, or brand.

On Women's Day, we asked Polish women about their plans, dreams, and opinions on international travel.

 

Sunny Spain, olive-scented Greece, and diverse Turkey – these are the countries Polish women plan to spend their holidays in. However, their dream destination is the paradise-like Maldives. Southern European countries are also among their dream destinations, while Thailand and Zanzibar are places sought after by younger travelers.

 

For female travelers, the most important criteria for choosing a vacation are price and local attractions. The destination and hotel standards are slightly less important.

 

For weekend trips, city breaks, which the vast majority of surveyed women opt for, the most important factor is the attractiveness of the destination, followed by hotel and flight prices.

 

More:How do Polish women travel? They dream of a vacation in the Maldives, but actively!