Reading Time: 27 minutes -

Abstract

This report provides a comprehensive analysis of Poland’s tourism sector, examining the record-breaking growth observed in 2025 and outlining future prospects through 2035. The analysis synthesizes current statistical data, economic impact assessments, and market trend evaluations to offer a multi-faceted view of the industry’s trajectory. Key findings indicate that in 2025, Poland’s tourism sector is projected to surpass pre-pandemic performance, with its economic contribution forecast to reach PLN 165.5 billion, equivalent to 4.4% of the national GDP . This growth is propelled by a robust increase in both international and domestic visitor numbers, with the first two months of 2025 recording 5.2 million tourist arrivals and 12.8 million overnight stays .

The report investigates the primary drivers behind this expansion, including Poland’s competitive value proposition, its reputation for safety, and a diverse offering of cultural and natural attractions. A significant trend identified is the sector’s “premiumization,” marked by substantial investment in high-quality accommodation, particularly along the Baltic coast, which has seen hotel investment more than double year-over-year . Furthermore, the analysis highlights the critical role of sustained infrastructure development and strategic marketing in transitioning Poland from an emerging destination to a mainstream European tourism hub.

This study also addresses the strategic challenges and opportunities facing the sector. It explores the imperative of regional diversification to mitigate the risk of over-tourism in established centers, the potential for capitalizing on niche markets such as wellness and eco-tourism, and the need to address the international visitor spending gap. By providing a data-driven overview and forward-looking analysis, this report serves as a vital resource for industry stakeholders, investors, and policymakers, offering strategic recommendations to ensure the sustainable and equitable growth of Poland’s tourism industry in the decade ahead.

1. Introduction

The European tourism landscape in 2025 is characterized by a dynamic recovery and shifting consumer preferences, with destinations in Central and Eastern Europe demonstrating notable resilience and growth . Within this context, Poland has emerged as a standout performer, transitioning from its long-held status as a “hidden gem” to a spotlight destination attracting significant international and domestic attention. The year 2025 marks a pivotal moment for the Polish tourism industry, with key performance indicators not only recovering to pre-pandemic levels but projected to establish new benchmarks for economic contribution and visitor volume . This report offers an in-depth analytical examination of this boom, dissecting its underlying drivers, evaluating its economic and regional impact, and assessing the strategic pathways for future development.

Recent data underscores the sector’s remarkable momentum. The World Travel & Tourism Council (WTTC) forecasts that the industry’s contribution to Poland’s GDP will reach PLN 165.5 billion in 2025, representing a 5.9% increase over the 2019 peak . This economic surge is supported by a significant rise in visitor numbers. In the first two months of 2025 alone, Poland hosted 5.2 million tourists, a considerable increase from the 4.61 million recorded during the same period in 2024 . This growth is not solely dependent on international arrivals; domestic tourism has been a formidable engine of recovery, with domestic visitor spending projected to reach PLN 44.9 billion, a 10.8% rise compared to 2019 figures . The sector’s expansion also has a profound impact on the labor market, with employment expected to exceed 901,000 jobs, surpassing previous records .

The drivers of Poland’s tourism success are multifaceted. The country’s competitive affordability remains a primary draw for a wide spectrum of travelers. In 2025, Poland is ranked as a significantly more budget-friendly destination compared to regional peers like the Czech Republic, offering high-value experiences without the high costs associated with many Western European destinations . This value proposition is powerfully complemented by a reputation for safety and a rich tapestry of cultural heritage, historic cities, and diverse natural landscapes, from the Baltic coast to the Tatra Mountains. Furthermore, strategic investments in national infrastructure, improved air and rail connectivity, and a marked trend toward the “premiumization” of the accommodation sector are enhancing the quality of the visitor experience and broadening Poland’s market appeal .

However, this period of unprecedented growth presents both immense opportunities and significant challenges. The rapid increase in visitor numbers necessitates a strategic approach to managing destination carrying capacity, promoting regional diversification beyond established hubs, and ensuring that the economic benefits of tourism are distributed equitably. Issues such as seasonality, geopolitical perceptions, and the imperative to advance sustainable tourism practices require careful consideration and proactive policy-making.

This report aims to provide a comprehensive and rigorous analysis for industry professionals, investors, and policymakers. It will proceed by examining the macroeconomic and statistical landscape of the sector, followed by an analysis of regional development and infrastructure investment. Subsequent sections will assess market dynamics and Poland’s competitive positioning, before concluding with an evaluation of strategic opportunities, industry challenges, and actionable recommendations. The objective is to furnish a clear, data-driven understanding of Poland’s current tourism boom and to provide a strategic framework for navigating its future course toward sustained, responsible, and profitable growth.

2. Macroeconomic and Statistical Overview of Poland’s Tourism Sector

Poland’s tourism sector is experiencing a period of unprecedented growth in 2025, demonstrating remarkable resilience and establishing itself as a significant contributor to the national economy. Having fully recovered from the global downturn, the sector is now surpassing pre-pandemic benchmarks across key metrics, including visitor numbers, economic contribution, and employment. This chapter provides a detailed macroeconomic and statistical analysis of the sector’s performance, examining the primary drivers of its growth trajectory, its substantial impact on Poland’s GDP and labor market, the comparative dynamics of domestic and international tourism, and its projected outlook through 2035.

2.1 Analysis of 2025 Tourism Statistics and Growth Trajectory

Data from the first half of 2025 confirms a robust upward trend in Poland’s tourism industry, indicating a definitive move beyond recovery into a phase of expansion. According to Poland’s Central Statistical Office (GUS), the total number of tourists accommodated in the first two months of 2025 reached 5.2 million, a significant increase from the 4.61 million recorded during the same period in 2024. This momentum is further evidenced by the 12.8 million overnight stays recorded in January and February 2025, compared to 11.64 million in the previous year . This strong start to the year sets a positive tone for the sector’s overall performance.

The growth is not isolated to the early months. Analysis from the European Travel Commission (ETC) highlights that Central and Eastern European destinations, including Poland, registered notable increases in visitor arrivals during the second quarter of 2025 . Specifically, Poland witnessed a particularly strong recovery in international tourism, with a 16.3% increase in overnight stays by foreign visitors in Q2 2025 . This vigorous growth in international arrivals underscores Poland’s increasing appeal on the European stage.

While the broader European Union tourism market showed signs of moderate growth, with a slight decline of 0.2% in total overnight stays in Q1 2025 compared to the previous year, Poland’s performance stands out . This trajectory suggests that Poland is capturing a greater share of the regional tourism market, driven by a compelling value proposition and an expanding range of attractions. The European Travel Commission’s Q2 2025 report corroborates this trend, identifying the Central & Baltic Europe region, which includes Poland, as an area of significant tourism growth . The consistent positive data across multiple quarters solidifies the narrative of a sector on a sustainable growth path, moving past previous records and establishing new performance benchmarks for the years ahead.

2.2 Key Economic Contributions: GDP Impact and Employment

The revitalization of Poland’s tourism sector translates directly into substantial macroeconomic benefits, cementing its role as a vital pillar of the national economy. Projections from the World Travel & Tourism Council (WTTC) for 2025 indicate a milestone year, with the sector’s total contribution to the national economy expected to reach PLN 165.5 billion. This figure represents 4.4% of Poland’s total GDP and marks a significant 5.9% increase over the pre-pandemic peak recorded in 2019 . This achievement not only highlights a complete economic recovery but also signals the sector’s enhanced capacity to generate value and drive national economic growth. In the broader European context, the EU’s Travel & Tourism sector is forecast to contribute nearly €1.9 trillion to the regional economy by the end of 2025, accounting for 10.5% of the total EU economy . Poland’s strong performance is a key component of this continental resurgence.

Beyond its direct GDP contribution, the tourism sector is a critical engine for job creation. In 2025, the industry is projected to support a total of 901,100 jobs nationwide . This figure is noteworthy as it surpasses the employment levels seen in 2019, indicating that the sector’s growth is generating tangible and widespread employment opportunities for the Polish workforce. This contribution to the labor market is integral to supporting local economies, fostering skills development, and ensuring that the economic benefits of tourism are distributed across various communities. The sector’s ability to create and sustain jobs underscores its importance not only as an economic driver but also as a source of social stability and prosperity.

2.3 Domestic vs. International Tourism: A Comparative Analysis

The robust health of Poland’s tourism sector in 2025 is underpinned by the strong performance of both its domestic and international segments, though each exhibits distinct characteristics and growth patterns. The domestic market has been the primary engine of the post-pandemic recovery and continues to be a cornerstone of the industry’s stability and growth.

Domestic visitor spending is projected to reach a record PLN 44.9 billion in 2025, which represents a remarkable 10.8% increase compared to 2019 levels . This surge highlights a sustained interest among Polish residents in exploring their own country, providing a resilient and consistent revenue stream for tourism operators. This strong domestic demand has been instrumental in insulating the sector from the volatility of international travel and has accelerated its return to pre-pandemic strength . The reliance on domestic tourism is also reflected in accommodation statistics. In the first quarter of 2025, domestic visitors accounted for over four-fifths of all overnight stays in Poland, with foreign guests comprising just 18.6% of the total . This contrasts with the EU average, where international visitors accounted for a much larger share (45.6%) of overnight stays during the same period, underscoring the foundational importance of the domestic market in Poland.

While the international segment is smaller in terms of overnight stays, its growth trajectory is impressive and signals expanding global appeal. Data from the first two months of 2025 shows that the number of foreign tourists reached 960,350, an increase from 859,980 in the same period of 2024 . This growth accelerated significantly in the second quarter, which saw a 16.3% year-on-year increase in overnight stays by international visitors . However, a critical area for strategic focus remains international visitor spending. Despite the rising number of arrivals, international spending in 2025 is projected to reach PLN 76.9 billion, which remains 2.8% below the 2019 benchmark . This “spending gap” suggests an opportunity to enhance the value proposition for foreign tourists, encouraging longer stays and greater expenditure on high-value services and experiences. Closing this gap will be crucial for maximizing the economic benefits derived from inbound tourism and achieving a more balanced growth model for the sector.

2.4 Future Projections and Long-Term Sector Outlook to 2035

The long-term outlook for Poland’s tourism sector is exceptionally positive, with forecasts indicating a decade of sustained growth and increasing economic significance. The momentum established in 2025 is expected to serve as a foundation for continued expansion, driven by ongoing investments in infrastructure, strategic marketing, and the diversification of Poland’s tourism offerings . According to comprehensive long-term forecasts by the World Travel & Tourism Council, the sector’s contribution to Poland’s GDP is projected to climb to PLN 221.8 billion by 2035. This would represent 4.8% of the total national economy, a notable increase from the 4.4% share in 2025 .

This economic expansion is anticipated to be accompanied by significant job growth. Projections suggest that employment in the Travel & Tourism sector will surpass 987,300 jobs by 2035, creating over 86,000 new positions within the next decade . This sustained job creation will further solidify the industry’s role as a major employer and a key driver of social and economic development across Poland’s regions.

Looking at revenue streams, both domestic and international spending are forecast to grow substantially. Domestic visitor spending is expected to increase to PLN 57.7 billion by 2035, while international visitor spending is projected to see even more dramatic growth, potentially reaching PLN 107.9 billion . This forecast suggests that strategic efforts to attract higher-spending international tourists and close the current spending gap are expected to yield significant results over the long term. This rebalancing will lead to a more diversified and resilient revenue base, less susceptible to fluctuations in any single market segment. The projected growth in both arrivals and spending underscores the confidence of industry analysts in Poland’s enduring appeal and its potential to further elevate its position as a leading European tourism destination.

3. Regional Development and Infrastructure Investment

The unprecedented growth in Poland’s tourism sector is not a monolithically distributed phenomenon; rather, it is deeply rooted in strategic regional development and substantial, ongoing investments in national infrastructure. The synergistic relationship between targeted investment, enhanced connectivity, and the cultivation of diverse regional attractions forms the bedrock of the nation’s current tourism success and its future potential. This chapter provides a detailed analysis of the key drivers behind this growth, examining the remarkable boom along the Baltic coast, the significant trend toward premiumization in the accommodation sector, the pivotal role of national infrastructure projects, and the strategic importance of diversifying tourism beyond traditional strongholds. By dissecting these interconnected elements, this analysis offers a comprehensive understanding of the structural foundations supporting Poland’s ascent as a premier European tourism destination.

3.1 The Baltic Coast Boom: Investment and Growth Analysis

While historically recognized for its cultural centers, Poland is increasingly defined by the dynamic growth of its northern coastline. The Baltic Sea region has unequivocally emerged as the epicenter of the nation’s tourism boom, exhibiting exceptional growth rates and attracting significant investment that is reshaping its economic landscape. This coastal expansion is fueled by a confluence of factors, including a shifting climate that makes its milder summers more appealing, a surge in both domestic and international visitor interest, and a robust pipeline of hospitality-focused real estate development. Data for 2025 indicates that coastal destinations are experiencing the most significant upswing in investment, a clear signal of market confidence in the region’s long-term viability .

The investment metrics for the Baltic coast are particularly compelling. In 2024, hotel transactions in the region surpassed €120 million, a figure that not only represents a threefold increase from the previous year’s €45 million but also highlights the escalating investor appetite for coastal assets . This influx of capital is concentrated in the Tri-City metropolitan area—comprising Gdańsk, Sopot, and Gdynia—which has become the primary beneficiary of this boom. These cities, each with a distinct character, offer a diverse portfolio of attractions, from the rich maritime history of Gdańsk and the vibrant resort atmosphere of Sopot to the modernist architecture of Gdynia. The region’s appeal is broadening, attracting a global traveler base seeking alternatives to the often-overcrowded and intensely hot destinations of Southern Europe .

This growth trajectory is underpinned by strong performance indicators. Projections for 2025 forecast a remarkable 19.1% increase in international tourism arrivals to the region, complemented by a steady 5.4% rise in domestic demand . This dual-market strength provides a resilient foundation for the local tourism economy. The rising demand is directly reflected in key hotel performance metrics. In 2025, the average daily rate (ADR) across the region reached PLN 382.92 (€86), marking a 6.89% increase from the prior year and a significant 29% rise compared to pre-pandemic 2019 levels. Concurrently, Revenue Per Available Room (RevPAR), a critical indicator of profitability, saw a year-over-year increase of 10.6%, demonstrating both high occupancy rates and improved pricing power for operators . The strategic focus is now shifting toward extending the traditional summer tourist season. To achieve this, developers and local authorities are investing in year-round attractions, including the development of thermal spas, wellness centers, and hybrid aparthotels designed to cater to both short-term tourists and longer-stay business travelers, thereby mitigating seasonal revenue fluctuations .

3.2 Premiumization and Accommodation Sector Trends

Parallel to the regional boom along the coast, a defining characteristic of Poland’s evolving tourism landscape is a decisive shift towards premiumization within the accommodation sector. This trend signals a maturation of the market, moving beyond a purely budget-oriented value proposition to cater to a more discerning clientele with higher spending capacity. The strategic development of upscale and luxury properties is not only meeting growing demand but is also instrumental in elevating the country’s overall destination image. A key indicator of this transformation is the significant expansion of higher-tier hotels; since 2020, the room supply in four- and five-star establishments has increased by a notable 26% . This expansion reflects a calculated response by investors and international hotel brands to the perceived potential for higher yields and a more resilient customer base in the premium segment.

This upward trend is evident across both established urban centers and burgeoning resort destinations. Cities like Warsaw and Kraków, traditionally strongholds for international tourism, continue to attract investment in luxury and lifestyle hotel brands . However, the premiumization wave is particularly pronounced in the rapidly developing Baltic coastal region. Hubs like Gdańsk and Sopot are at the forefront of this movement, with new developments increasingly focused on high-end hotels and branded residences that offer extensive amenities and superior service standards. The influx of over €120 million in hotel investments in 2024, much of which was directed toward upscale projects, underscores the sector’s confidence in attracting and satisfying a premium market segment .

The implications of this premiumization trend are multifaceted. On one hand, it directly contributes to increased revenue generation. Higher-category hotels command higher ADR and RevPAR, boosting the overall economic contribution of the tourism sector. This trend also has a positive spillover effect on the broader local economy, stimulating demand for high-quality goods, services, and skilled labor. On the other hand, the success of this strategy is contingent upon the delivery of an experience that justifies the premium price point. This requires not only investment in physical infrastructure but also a commitment to elevating service quality, culinary offerings, and curated local experiences. As Poland continues to attract a more affluent demographic, the ability of its accommodation sector to consistently meet and exceed these heightened expectations will be a critical determinant of its long-term competitive advantage. The current growth in premium hotel stock suggests the industry is well-positioned to capitalize on this evolving market dynamic.

3.3 The Role of National Infrastructure Development in Tourism Growth

The remarkable expansion of Poland’s tourism sector is intrinsically linked to and enabled by a comprehensive and sustained national strategy for infrastructure development. Strategic government-led investments in modernizing and expanding transportation networks have been a fundamental catalyst, enhancing accessibility, improving connectivity between regions, and reducing travel times. This has effectively broadened the geographic scope of tourism, making previously less-accessible areas viable destinations for both domestic and international visitors. The Polish infrastructure market, valued at approximately €15 billion in 2025, is on a robust growth trajectory, with a projected compound annual growth rate (CAGR) exceeding 5% through 2033 . This sustained investment provides the critical backbone for the tourism industry’s continued expansion.

The scope of this infrastructure overhaul is extensive, encompassing roadways, railways, airways, and ports. Significant government resources are being allocated to upgrade key transportation corridors, with a particular focus on improving connectivity to less-developed regions. This policy aims to reduce regional disparities by stimulating economic activity, including tourism, in areas that have historically lagged behind major urban centers . For tourists, this translates into a more seamless and efficient travel experience. Upgraded highways facilitate easier road trips, while the modernization of the national railway system offers a comfortable and reliable alternative for intercity travel. The expansion of regional airports and the introduction of new international flight routes have also been pivotal in opening up the country to new source markets. These modern infrastructure assets support not only the movement of people but also the logistics and supply chains that are essential for a thriving hospitality sector .

The broader construction industry, which is forecast to grow by 2.4% in 2025 and at an average annual rate of 4% from 2026 to 2029, is a direct beneficiary and enabler of this focus on infrastructure. The rising tourism figures are cited as a key driver for this construction growth, creating a virtuous cycle where tourism demand stimulates further investment in infrastructure, which in turn facilitates greater tourism growth . This synergy is crucial for accommodating the increasing visitor numbers without overburdening existing systems. By strategically investing in infrastructure, the Polish government is not merely reacting to current demand but is proactively building the capacity required to support its long-term tourism ambitions, ensuring that the country can sustainably manage its growth and enhance its appeal as an accessible, modern, and well-connected European destination . The quality of a destination’s infrastructure is a core component of the overall visitor experience, and Poland’s commitment in this area is a significant competitive advantage.

3.4 Emerging Destinations and Regional Diversification

While established hubs like Kraków, Warsaw, and the Baltic coast continue to anchor Poland’s tourism industry, a crucial element of the sector’s long-term health and sustainability lies in the successful development of emerging destinations and the strategic diversification of the national tourism portfolio . The current growth phase presents a significant opportunity to channel visitor flows beyond the primary gateways, thereby mitigating the risks of overtourism in popular areas, distributing economic benefits more equitably across the country, and enriching the overall tourism product with a wider array of authentic experiences. The Polish government’s strategy of investing in infrastructure in less-developed regions is a key enabler of this diversification, making previously overlooked areas more accessible and attractive to both investors and tourists .

Poland’s diverse geography and rich cultural tapestry provide a fertile ground for this strategy. Beyond the major cities, the country boasts a wealth of natural and cultural assets, including 23 national parks, the dramatic landscapes of the Tatra Mountains, numerous UNESCO World Heritage sites, and a vast network of historical towns and castles . The development of thematic tourism routes—such as culinary trails, historical itineraries, and eco-tourism circuits—is an effective method for showcasing these lesser-known regions. Areas like the Masurian Lake District, with its thousands of lakes and dense forests, offer immense potential for nature-based and active tourism, including sailing, kayaking, and hiking. Similarly, regions in eastern Poland, such as the Podlaskie Voivodeship, are home to unique ecosystems like the Białowieża Forest, providing unparalleled opportunities for wildlife observation and sustainable tourism development.

The success of regional diversification depends on more than just natural assets and infrastructure; it requires targeted product development and marketing. This involves empowering local communities and entrepreneurs to create high-quality tourism services, from boutique accommodations and farm-to-table restaurants to guided tours and cultural workshops. Integrating local stakeholders ensures that tourism development is authentic and provides direct economic benefits to the host communities. Furthermore, national and regional tourism organizations play a vital role in promoting these emerging destinations to specific market segments. By highlighting the unique selling propositions of each region, marketing campaigns can attract travelers seeking off-the-beaten-path experiences, thereby reducing pressure on the main tourist hubs. As Poland’s tourism sector matures, this focus on regional diversification will be paramount in building a more resilient, sustainable, and competitive national tourism offering. The challenge remains in maintaining momentum and ensuring that investment and visitor interest translate into sustainable growth that preserves the unique character of these emerging destinations .

4. Market Dynamics and Competitive Positioning

As Poland transitions from an emerging destination to a significant player on the European tourism stage, a comprehensive analysis of its market dynamics and competitive positioning is essential. This section evaluates Poland’s performance relative to its regional peers, dissects its value proposition, examines the structural shifts within its accommodation sector, and analyzes the composition and perceptions of its international source markets. Understanding these dynamics is critical for stakeholders to navigate the competitive landscape, capitalize on market trends, and formulate strategies that ensure sustainable long-term growth.

4.1 Poland’s Performance within the Central and Eastern European Context

Poland’s tourism sector is demonstrating robust growth that not only surpasses its pre-pandemic performance but also positions it as a leading destination within the Central and Eastern European (CEE) region. While the broader European tourism market experienced moderate growth in the first half of 2025, with international arrivals increasing by 3.3% year-on-year, destinations in Central and Eastern Europe, including Poland, have recorded particularly notable increases in visitor numbers . This outperformance signals a growing traveler interest in the region, driven by a combination of unique cultural offerings, competitive pricing, and enhanced accessibility.

Data from the second quarter of 2025 highlights Poland’s exceptional momentum. The country registered a 16.3% increase in overnight stays by international tourists, a figure that stands out in the European context . This strong recovery and growth trajectory are significant, especially when compared to the slight decline of 0.7% in overnight stays across the European Union during the same period . This suggests that Poland is successfully capturing a greater share of the intra-European travel market and is increasingly seen as a compelling alternative to more traditional destinations. While tourism powerhouses like Spain and Italy continue to dominate the absolute volume of international tourism, accounting for a combined 168.6 million overnight stays in Q2 2025, Poland’s high growth rate indicates a dynamic shift in market share and traveler preferences .

However, a more nuanced analysis reveals a distinct structural characteristic of Poland’s tourism market compared to the EU average. In the first quarter of 2025, foreign visitors accounted for only 18.6% of all overnight stays in Poland, a figure substantially lower than the EU average of 45.6% . This underscores the profound importance of the domestic market as the bedrock of the Polish tourism economy, providing stability and resilience. While a strong domestic base is an asset, the lower proportion of international stays also points to a significant opportunity for growth in attracting and retaining foreign visitors. In contrast, destinations like Latvia and Malta recorded substantial increases in overnight stays by foreign visitors, at 18.5% and 17.2% respectively, indicating that other CEE and Mediterranean countries are also competing aggressively for the international market . Poland’s challenge and opportunity, therefore, lie in leveraging its current momentum to expand its international footprint while maintaining its strong domestic foundation.

4.2 Comparative Analysis of Affordability and Value Proposition

A cornerstone of Poland’s competitive advantage within the European tourism market is its compelling value proposition, anchored by a high degree of affordability. In an economic climate where financial considerations remain a primary concern for travelers, Poland’s cost-effectiveness is a powerful magnet for a wide spectrum of tourists, from budget-conscious backpackers to families seeking value-for-money holidays .

A 2025 comparative analysis of travel costs across Europe starkly illustrates this advantage. Poland ranks as the 40th most expensive country in Europe for travel, with an average daily cost estimated at €69.28. This positions it as a significantly more affordable option than many of its regional competitors. For instance, the neighboring Czech Republic, another popular CEE destination, is ranked 27th with a substantially higher average daily cost of €123.19 . This considerable price differential in accommodation, food, and activities allows Poland to attract travelers who might otherwise choose destinations in Western Europe or even its more expensive regional peers. This affordability extends the potential length of stay for visitors and increases their discretionary spending on local attractions, retail, and cultural experiences, thereby amplifying the economic impact of each visit.

While rising operational costs and inflation are leading to elevated travel prices across the continent, which may impact budget-conscious tourists, Poland’s lower baseline cost structure provides a degree of insulation . The country is able to absorb some of these inflationary pressures while still remaining highly competitive on price. However, the industry must be strategic in managing the delicate balance between affordability and quality. A value proposition based solely on low cost is vulnerable to market shifts and can attract lower-spending visitor segments. Therefore, the strategic imperative for Poland is to evolve its value proposition from “cheap” to “high value.” This involves emphasizing the exceptional quality of its cultural heritage sites, the unspoiled nature of its landscapes, the high standard of its emerging hospitality sector, and the safety and security of the destination. By successfully communicating that a lower price does not equate to a lower-quality experience, Poland can solidify its market position and build a more sustainable tourism model that appeals to a broader and more lucrative international audience.

4.3 Evolving Accommodation Landscape: The Rise of Short-Term Rentals

The structure of Poland’s accommodation sector is undergoing a significant transformation, characterized by the rapid expansion of the short-term rental market. This trend reflects a global shift in traveler preferences towards more flexible, authentic, and often more affordable lodging options compared to traditional hotels. Poland has emerged as a European leader in this segment, indicating a dynamic and responsive supply side that is catering effectively to changing consumer demands.

According to a European Travel Commission report analyzing Q1 2025 data, Poland recorded a year-on-year growth in short-term rental supply of over 20%. This was the third-largest increase observed across all of Europe, trailing only market leaders France and Germany . This explosive growth signifies a substantial investment in alternative accommodation and highlights the increasing professionalization of the short-term rental sector, which now encompasses everything from single-room private lets to professionally managed, multi-property portfolios in major urban and resort areas. The proliferation of these offerings provides travelers with a wider array of choices, accommodating different budgets, group sizes, and travel styles, thereby broadening Poland’s overall market appeal.

This evolution presents both opportunities and challenges for the broader tourism ecosystem. For property owners and investors, the short-term rental market offers a lucrative revenue stream and a flexible asset class. For destinations, it increases accommodation capacity, particularly during peak seasons or major events, and can help disperse tourists into residential neighborhoods, potentially spreading economic benefits beyond traditional tourist zones. However, the unchecked growth of short-term rentals can also create challenges, including pressure on local housing markets, regulatory complexities regarding taxation and safety standards, and potential impacts on community cohesion. For the traditional hotel sector, the rise of short-term rentals represents a significant competitive force, compelling hoteliers to innovate, differentiate their offerings with enhanced services and amenities, and sharpen their value proposition. The future health of Poland’s accommodation landscape will depend on a balanced approach that fosters growth and innovation in the short-term rental market while ensuring a level playing field, maintaining quality standards, and mitigating potential negative externalities on local communities.

4.4 International Source Markets and Perception Analysis

Poland’s international tourism growth is supported by a mix of established and emerging source markets, with perceptions of the country gradually evolving from a niche destination to a mainstream European holiday choice. The primary international visitor cohorts are geographically proximate, reflecting the importance of accessibility and historical ties. Germany remains the single most important source market, a function of the shared border, strong economic links, and deep-rooted cultural connections. Visitors from Ukraine and the United Kingdom also constitute significant segments, driven by VFR (Visiting Friends and Relatives) travel, business, and leisure tourism.

However, to sustain and accelerate international growth, Poland must broaden its appeal beyond these traditional markets. A key element of this strategy is understanding and shaping international perceptions. A 2025 report from the Polish Tourism Organization focusing on the Spanish market provides valuable insights into this process . Such studies are crucial for identifying how Poland is positioned against its CEE competitors and for tailoring marketing messages to resonate with specific cultural and consumer behaviors. For markets like Spain, which may have limited familiarity with Poland, marketing efforts need to focus on building foundational awareness around core pillars: the historical significance of cities like Kraków and Warsaw, the natural beauty of the Baltic coast and national parks, and the exceptional value-for-money proposition.

Despite the positive momentum, Poland continues to face perception challenges linked to its geopolitical location. Overcoming outdated stereotypes and clearly communicating the country’s stability and high safety standards is a critical task for national and regional tourism bodies. Positive endorsements, such as the U.S. Department of State’s classification of Poland as one of Europe’s safest countries, are invaluable assets in this effort. The overarching strategic goal is to shift the international narrative from one focused solely on affordability or history to a more holistic and modern image—one that showcases Poland as a dynamic, diverse, and forward-looking destination offering a rich tapestry of experiences that cater to the contemporary global traveler . This requires targeted, market-specific promotional campaigns that highlight niche strengths such as wellness tourism, culinary travel, and sustainable eco-adventures, thereby attracting new visitor segments and reducing reliance on a few core markets.

5. Strategic Opportunities and Industry Challenges

The record-setting growth of Poland’s tourism sector in 2025 presents a landscape rich with strategic opportunities. However, this rapid expansion is accompanied by a set of complex challenges that require proactive management to ensure the long-term sustainability and competitiveness of the industry. This chapter analyzes the key strategic avenues for future development—including sustainable tourism, niche market capitalization, and international spending enhancement—while also addressing the primary obstacles of geopolitical perceptions and structural market imbalances. By examining these dynamics, this analysis provides a framework for stakeholders to navigate the evolving tourism environment, capitalize on emerging trends, and mitigate potential risks.

5.1 Leveraging Sustainable and Eco-Tourism Trends

A significant opportunity for the Polish tourism sector lies in the strategic development and promotion of sustainable and eco-friendly travel. As global traveler consciousness shifts towards environmental responsibility and authentic experiences, Poland is well-positioned to capitalize on this trend. The country has demonstrated a commitment to sustainable tourism, with a focus on environmental conservation and the preservation of its profound cultural heritage . This alignment with market demand presents a clear path for differentiating Poland’s tourism product and attracting a high-value, conscientious traveler segment.

Investment in sustainable infrastructure is already underway. Eco-friendly hotels are increasingly adopting renewable energy sources and implementing water-saving technologies, while major urban centers like Warsaw and Kraków are enhancing their green credentials by promoting bike-sharing programs and electric vehicle usage . Furthermore, the nation’s efficient and modern rail network provides a viable, lower-carbon alternative for long-distance domestic and intra-European travel, reinforcing its appeal to the eco-conscious market. These initiatives not only reduce the environmental footprint of the tourism sector but also enhance the overall visitor experience by offering cleaner, more sustainable urban environments.

Poland’s natural assets, including 23 national parks and the vast Tatra Mountains, provide an exceptional platform for developing eco-tourism products . These areas offer opportunities for low-impact activities such as hiking, cycling, and wildlife observation, which appeal to travelers seeking immersive nature-based experiences. The challenge, however, is to manage the increasing visitor traffic to these sensitive ecosystems to prevent degradation. Effective destination management strategies, including carrying capacity assessments, visitor dispersal policies, and investment in green infrastructure, are crucial to protect these natural assets for future generations. Moreover, there is a distinct preference among Polish domestic travelers for exploring lesser-known or remote locations, a trend that can be leveraged to promote sustainable tourism in rural and less-developed regions, thereby distributing economic benefits more equitably across the country . Successfully marketing these authentic, eco-friendly experiences will be pivotal in establishing Poland as a leading European destination for sustainable travel.

5.2 Capitalizing on Niche Markets: Wellness and Cultural Tourism

Beyond broad-based tourism, Poland possesses significant untapped potential in high-value niche markets, particularly wellness and cultural tourism. The global wellness tourism sector is experiencing robust growth as travelers increasingly seek destinations that offer rejuvenation, health-focused activities, and holistic experiences. Recent analysis indicates a notable rise in Poland’s Wellness Tourism Initiative (WTI) score, suggesting the country is successfully adapting its offerings to meet this evolving demand . This trend presents a strategic opportunity to develop and market Poland’s extensive network of spa towns, health resorts, and natural mineral springs, many of which have long-standing traditions but have yet to achieve widespread international recognition.

Capitalizing on this market requires a concerted effort to modernize facilities, develop internationally accredited wellness programs, and integrate holistic health services with Poland’s natural landscapes. The Baltic coast, with its clean air and serene environment, and mountainous regions like the Tatras, are prime locations for developing premium wellness retreats that combine spa treatments with activities such as yoga, meditation, and nature therapy. By curating unique wellness packages that blend traditional Polish health practices with modern standards, the sector can attract a discerning clientele willing to invest more in their well-being, thereby increasing visitor spending and extending the tourism season beyond the summer peak.

Simultaneously, Poland’s rich cultural and historical tapestry offers a foundation for expanding cultural tourism. The country is home to numerous UNESCO World Heritage sites, and its historic cities like Kraków and Gdańsk are major draws for international visitors . However, the opportunity lies in moving beyond landmark-centric tourism towards more immersive and authentic cultural experiences. This includes promoting regional folklore, culinary traditions, and artisan crafts. Developing thematic cultural trails, such as those focused on Polish history, music (e.g., Chopin), or literature, can encourage deeper engagement and longer stays. Furthermore, leveraging the cultural vibrancy of cities like Łódź, which has transformed its industrial heritage into a hub for contemporary art and design, can attract a younger, culturally savvy demographic. The key challenge is to ensure that the commercialization of cultural assets is managed responsibly to preserve their authenticity and ensure that economic benefits flow back into local communities.

5.3 Addressing the International Visitor Spending Gap

Despite the impressive recovery and growth in overall tourism revenue, a critical challenge facing the Polish tourism sector is the persistent gap between domestic and international visitor spending. Projections for 2025 indicate that while domestic tourism expenditure will significantly surpass pre-pandemic levels, international visitor spending is expected to remain 2.8% below the 2019 peak, reaching PLN 76.9 billion . This disparity highlights a structural issue that limits the sector’s full economic potential. While strong domestic demand provides a resilient foundation, closing this gap is essential for maximizing foreign exchange earnings and elevating Poland’s position in the global tourism market.

Several factors contribute to this spending gap. A significant portion of inbound tourism is concentrated in budget-friendly city breaks, particularly in established destinations like Kraków and Warsaw . While these trips contribute to visitor volume, they often result in lower per-capita expenditure compared to longer, multi-destination itineraries. Furthermore, a reliance on the value proposition of affordability, while effective in attracting visitors, may inadvertently anchor spending expectations at a lower level. To address this, a strategic shift is required from simply increasing visitor numbers to enhancing the value extracted per visitor.

Strategies to boost international spending should focus on three core areas: product diversification, premiumization, and targeted marketing. First, diversifying the tourism product beyond city breaks to include high-value niche segments such as wellness retreats, specialized cultural tours, and business tourism (MICE) can attract higher-spending demographics. Second, the ongoing trend of premiumization in the accommodation sector, particularly along the Baltic coast, must be accelerated and expanded to other regions. This involves not only upgrading physical infrastructure but also enhancing service quality to meet the expectations of discerning international travelers. Finally, targeted marketing campaigns in high-yield source markets should focus on showcasing Poland’s luxury offerings, unique experiences, and cultural depth, moving the narrative beyond affordability to one of exceptional value and quality. Encouraging longer stays and multi-destination trips through curated itineraries can also significantly increase average spending per international visitor.

5.4 Overcoming Geopolitical Perceptions and Seasonality

Two of the most significant structural challenges confronting the Polish tourism industry are the lingering negative perceptions tied to regional geopolitics and the pronounced seasonality of demand. Although Poland has been declared one of Europe’s safest destinations by international bodies, its proximity to the conflict in Ukraine remains a concern for some potential travelers, particularly from long-haul markets . These perceptions, though often misaligned with the reality on the ground, can deter risk-averse tourists and corporate event planners. Overcoming this requires persistent and strategic communication from national and regional tourism organizations. Proactive marketing campaigns that emphasize Poland’s safety, stability, and welcoming environment, amplified through testimonials and partnerships with trusted international media, are essential to counteract misinformation and build confidence among global travelers.

The second major challenge is seasonality, which creates operational and financial pressures for businesses and strains infrastructure during peak periods. The tourism industry has historically been concentrated in the summer months, especially in coastal destinations along the Baltic Sea . This leads to high occupancy and demand for services in July and August, followed by a sharp decline in the shoulder and off-seasons, resulting in underutilized capacity and unstable employment. Addressing this requires a strategic focus on developing a compelling year-round tourism proposition.

Extending the tourist season is critical for sustainable growth. This can be achieved by promoting attractions and activities that are not weather-dependent. Developing the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector, which typically peaks in the spring and autumn, can help fill hotels and venues during shoulder seasons. Marketing Poland’s cities as vibrant cultural hubs for winter breaks, complete with Christmas markets, concerts, and museum exhibitions, can also attract off-season visitors. Furthermore, promoting niche segments such as wellness and spa tourism, which are popular year-round, can create a more consistent stream of demand . By diversifying its offerings and marketing its all-season appeal, Poland can mitigate the economic inefficiencies of seasonality and build a more resilient and profitable tourism industry.

6. Conclusion and Strategic Recommendations

The analysis presented in this report confirms that Poland’s tourism sector is experiencing a period of unprecedented growth in 2025, solidifying its transition from an emerging destination to a significant competitor in the European market. Data indicates a robust recovery that surpasses pre-pandemic benchmarks, driven by a powerful synergy of strong domestic demand and a revitalized influx of international visitors. The sector’s projected contribution of PLN 165.5 billion to the national GDP this year underscores its escalating macroeconomic importance . This positive trajectory is underpinned by Poland’s compelling value proposition, which combines affordability, a reputation for safety, rich cultural heritage, and diverse natural landscapes.

However, to sustain this momentum and navigate the complexities of a maturing market, stakeholders must transition from a growth-centric model to one focused on strategic, sustainable development. The current boom presents both a remarkable opportunity and a series of challenges that require proactive management. Key issues include the persistent gap in international visitor spending, the risk of over-concentration in established hubs like Kraków and the Baltic coast, and the need to maintain a competitive edge as the market evolves.

Based on the report’s findings, the following strategic recommendations are proposed to guide public and private sector stakeholders in maximizing long-term value and ensuring the sector’s resilience:

1. Enhance the International Value Proposition and Bridge the Spending Gap: While domestic tourism provides a stable foundation, a targeted strategy is essential to boost international arrivals and expenditure, which still lag behind 2019 levels . This involves moving beyond the “affordability” narrative to actively promote premium experiences, niche markets such as wellness and cultural tourism, and business travel. Investment in sophisticated digital marketing campaigns aimed at high-value source markets is crucial for reshaping international perceptions and showcasing the depth of Poland’s offerings.

2. Drive Regional Diversification and Invest in Emerging Destinations: To mitigate the risks of overtourism and ensure a more equitable distribution of economic benefits, a concerted effort must be made to develop and promote lesser-known regions. The notable growth in destinations like the Łódzkie province and the Baltic coast demonstrates clear potential . Strategic public investment in transportation infrastructure, coupled with incentives for private sector development of quality accommodation and attractions in emerging areas, will be critical to dispersing visitor flows and extending the traditional tourist season.

3. Prioritize Sustainable Development and Quality Management: The long-term health of Poland’s tourism sector depends on the preservation of its natural and cultural assets. Implementing national sustainable tourism standards, encouraging eco-certifications for businesses, and investing in green infrastructure are imperative. Furthermore, as demand grows, maintaining service quality is paramount. Investment in workforce training and development is essential to meet and exceed the expectations of a more diverse and discerning international clientele. Continued investment in connectivity and infrastructure remains a foundational requirement for all future growth .

By adopting these strategic pillars—enhancing international value, fostering regional diversification, and embedding sustainability—Poland can effectively manage its current success, mitigate future risks, and build a more resilient and profitable tourism economy that is projected to contribute nearly PLN 222 billion to GDP by 2035 .

References

General

[1] Domestic Travel Boosts Poland’s Economic Recovery in Tourism. https://www.hotelnewsresource.com/article137004.html

[2] GUS: number of tourists in Poland in Feb amounted to 2.67 mln. https://wbj.pl/gus-number-of-tourists-in-poland-in-feb-amounted-to-267-mln/post/145752

[3] Poland’s Tourism and Real Estate Investment Potential in 2025. https://www.ainvest.com/news/poland-tourism-real-estate-investment-potential-2025-navigating-seasonality-infrastructure-growth-2508/

[4] Poland Baltic Coast Draws in Global Travelers as Tourism Surges … https://etias.com/articles/poland-baltic-coast-draws-in-global-travelers-as-tourism-surges-30

[5] ETC report on European tourism trends in Q2 2025. https://transition-pathways.europa.eu/knowledge-documents/etc-report-european-tourism-trends-q2-2025

[6] Travel & Tourism in Poland Set to Surpass Economic Records – WTTC. https://wttc.org/news/travel-and-tourism-in-poland-set-to-surpass-economic-records

[7] Travel & Tourism in Poland Set to Surpass Economic Records – WTTC. https://wttc.org/news/travel-and-tourism-in-poland-set-to-surpass-economic-records

[8] Domestic Travel Boosts Poland’s Economic Recovery in Tourism. https://www.hotelnewsresource.com/article137004.html

[9] Poland’s Travel & Tourism Sector Set to Break Records in 2025 with … https://www.travelandtourworld.com/news/article/polands-travel-tourism-sector-set-to-break-records-in-2025-with-strong-domestic-demand/

[10] Poland’s Travel & Tourism Sector Set to Break Records in 2025 with … https://www.travelandtourworld.com/news/article/polands-travel-tourism-sector-set-to-break-records-in-2025-with-strong-domestic-demand/

[11] Europe: Travel Cost Rankings by Country (2025) – Budget Your Trip. https://www.budgetyourtrip.com/europe/rankings

[12] Poland Tourism Industry Set to Surpass Pre-Pandemic Record in 2025. https://www.bwtravel.com/industry-insights/poland-tourism-industry-set-to-surpass-pre-pandemic-record-in-2025-9450456

[13] Tourism statistics – nights spent at tourist accommodation … https://ec.europa.eu/eurostat/statistics-explained/index.php/Tourism_statistics_-_nights_spent_at_tourist_accommodation_establishments

[14] EU tourism nights in the first quarter of 2025 – News articles – Eurostat. https://ec.europa.eu/eurostat/web/products-eurostat-news/w/ddn-20250602-1

[15] [PDF] European Tourism: Trends & Prospects. https://etc-corporate.org/uploads/2025/07/ETC-Quarterly-Report-Q2-2025_Public.pdf

[16] Domestic Travel Drives Economic Growth in Poland’s Tourism Sector. https://blog.gettransfer.com/news/poland-travel-tourism-economic-landscape/

[17] Domestic Travel Boosts Poland’s Economic Recovery in Tourism. https://www.hotelnewsresource.com/article137004.html

[18] Travel & Tourism in Poland Set to Surpass Economic Records – WTTC. https://wttc.org/news/travel-and-tourism-in-poland-set-to-surpass-economic-records

[19] Poland’s Travel & Tourism Sector Set to Break Records in 2025 with … https://www.travelandtourworld.com/news/article/polands-travel-tourism-sector-set-to-break-records-in-2025-with-strong-domestic-demand/

[20] Rising tourism in Poland: Baltic Coast takes the lead. https://euroweeklynews.com/2025/03/18/rising-tourism-in-poland-baltic-coast-takes-the-lead/

[21] Tourism sector in Poland – MAAS Project. https://www.maas-project.eu/tourism-sector-in-poland/

[22] Exploring Innovations in Polish Infrastructure Market. https://www.marketreportanalytics.com/reports/polish-infrastructure-market-91915

[23] Poland Construction Industry Report 2025 | Output to Grow. https://www.globenewswire.com/fr/news-release/2025/09/01/3142021/28124/en/Poland-Construction-Industry-Report-2025-Output-to-Grow-by-2-4-this-Year-Driven-by-Flood-Recovery-Tourism-and-Energy-Infrastructure-Investments-Forecast-to-2029.html?utm_campaign[0]=aonpage%2F2

[24] ETC report on European tourism trends in Q2 2025. https://transition-pathways.europa.eu/knowledge-documents/etc-report-european-tourism-trends-q2-2025

[25] European Tourism 2025 – Trends & Prospects (Q2/2025). https://etc-corporate.org/reports/european-tourism-2025-trends-prospects-q2-2025/

[26] [PDF] European Tourism: Trends & Prospects. https://www.slovenia.info/uploads/Raziskave/ETC poročila/ETC_Quarterly_Report_Q1_2025_Public_version.pdf

[27] Insight into the Image of Poland in Spain: A Polish Tourism Report. https://transition-pathways.europa.eu/knowledge-documents/insight-image-poland-spain-polish-tourism-report

[28] European Tourism 2025 – Trends & Prospects (Q1/2025). https://etc-corporate.org/reports/european-tourism-2025-trends-prospects-q1-2025/

[29] Tourism In Poland Statistics 2025: Why Travelers Keep Falling for … https://gowithguide.com/blog/tourism-in-poland-statistics-2025-why-travelers-keep-falling-for-poland-5789?srsltid=AfmBOop-lYxtNYFQ5e7CDpaYzlNBCoRukELH28vxKJ7jgDQSqDEHeD9J

[30] [PDF] Monitoring Sentiment for Intra-European Travel. https://etc-corporate.org/uploads/2024/10/2024_ETC_MSIET_Results_Wave_20.pdf