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By Fredrik Udd, Managing Partner at Explore Markets
“Business Development in the Markets Around the Baltic Sea” was presented at Stena Line’s 30th Anniversary of Karlskrona-Gdynia Ferry Line in May 2025.
A Personal Story: My First Time in Poland
Let me take you back 23 years.
It was a warm summer day when I landed at Warsaw airport, flying in from Stockholm. Back then, the airport was pretty run-down. I jumped into a car and drove 160 km to Włocławek. The roads weren’t great, and the town had shown deep scars of post-industrial decline. Many factories were closed, buildings were falling apart, and unemployment was high. Honestly, it was a bit depressing.
Fast forward four years to 2006. I had the chance to move to Poland. By then, Poland had joined the EU, and you could feel the energy. Things were moving fast. There was ambition everywhere.
Then came EURO 2012, and with it, major investments in infrastructure. Since then, I’ve had a front-row seat to one of Europe’s most impressive success stories. Today, Poland is a completely different place. In many ways, a great place for business development.
Sweden and the Nordics: A Source of Inspiration
I come from Sweden, a country that’s often seen as a leader in innovation, quality of life, and sustainability. But not so long ago, in the 1800s, Sweden was actually one of the poorest countries in Europe. Many Swedes left for North America in search of a better life.
Today, we’ve come a long way. We have famous companies like IKEA, Volvo, H&M, and Electrolux. And we’ve made our mark in tech too: Spotify, Klarna, and the creators of Minecraft all come from Sweden. Even in music, ABBA, Avicii, Swedish House Mafia, we’ve had some fun exports. So yes, Sweden has changed a lot. But so has Poland.
Poland: The Growth Champion of Europe
Since 1990, Poland has been one of Europe’s fastest-growing economies. Actually, one of the fastest in the world outside of China. Since 1995, the Polish economy has grown by over 950%. That’s huge.
Poland today is:
- A large and growing market
- Economically stable
- Full of well-educated, skilled people
- A place with real long-term potential
No wonder more and more Swedish businesses are looking east.
Why Poland Matters to Sweden—and Vice Versa
Poland is now one of Sweden’s top 10 trading partners. Over 700 Swedish companies are active in Poland today. What’s interesting is that they’re not just here temporarily. They reinvest about 93% of their profits back into the country.
At the same time, Sweden is becoming more important for Polish companies. With the German economy slowing down and markets to the east being more difficult, more Polish firms are looking north—to Sweden—for business.
Sweden is known for being demanding when it comes to quality, sustainability, and value-added products. But once you’re in, you’re in.
The Baltic Sea – Our Shared Business Arena
The Baltic Sea region is booming. Trade between Poland and Sweden has gone up by nearly 400% in the past 20 years.
Last year, Sweden and Poland signed a Strategic Partnership Agreement. It’s a big deal and shows that both governments are serious about working together and developing business together. Even better, our two Prime Ministers signed it while literally “in the same boat”symbolic, yes, but also true in a business sense.
And of course, Stena Line has been making this real for 30 years, connecting our countries across the sea.
Sectors with Strong Momentum for Business Development
Several sectors are leading the charge in Baltic collaboration:
- Green Transition: Renewable energy, e-mobility, sustainable construction, water and air purification, waste management, and circular economy solutions are in high demand—and require major investment.
- Manufacturing & Logistics: With automation, sustainable processes, and efficient flows, this backbone sector is ripe for innovation.
- Digital & IT Services: Poland and Sweden are both strong in software, cybersecurity, and AI—areas offering huge potential.
- Tourism: Cross-Baltic travel is booming, with growing curiosity on both sides of the sea. More Polish travelers are exploring Sweden, and Swedish friends keep asking to visit me in Poland!
Taking the Next Step in 2025
Here’s what you can do next to develop your business across the Baltic:
- Visit the market: Spend 2–3 days meeting potential partners and exploring the business landscape.
- Conduct a market scan: Understand client needs, scope out competitors, and identify key players.
- Form strategic partnerships: Seek distributors, explore M&A opportunities, or join cross-border initiatives.
- Attend trade fairs and events: These are invaluable for networking and staying ahead of trends.
Let’s Keep the Conversation Going
If any part of this story inspired you, you might also like to read: Polish EU Presidency 2025: Opportunities for Scandinavian Companies.
Explore Markets helps companies with business development in the CEE and the Nordics. Let’s explore how your company can thrive in the vibrant and expanding Baltic Sea region. Get in touch!
