The paper presents the results of a quantitative analysis and a qual- itative analysis examining tourists perceptions of Poland as a tourist destination. The aim of the analysis was to identify the distinct associ- ations with Poland that differentiate it from other tourist destinations and make it a unique country to travel, visit, and experience. Another important goal of this analysis was to investigate tourists opinions on the possible ways to improve the promotional activities aimed at pro- moting Poland as a tourist destination. The implications of the research - tions, tour operators and other tourist services providers.