Poland Joins Europe’s Emerging Tourism Leaders as Government Pushes New Strategy to Boost Visitor Growth

Published on December 2, 2025

Poland begins 2025 with rising confidence as the country places tourism at the centre of its long-term economic vision. Travellers who explored Poland this year often shared how vibrant cities, peaceful forests and warm hospitality shaped their trips. This growing emotional connection reflects a larger national shift. The government wants tourism to play a bigger role in shaping the Polish economy, and this effort aims to give visitors richer cultural experiences while supporting local communities. The move comes when travellers across Europe are seeking destinations that offer value, heritage and natural beauty, and Poland believes it can meet that demand through stronger planning and investment.

Tourism’s Share of the Economy Set to Expand

Tourism currently contributes around four percent of Poland’s GDP. Government officials want this figure to rise to nine percent within the next decade. The Ministry of Sport and Tourism has placed tourism development among its top policy priorities and has increased funding for several programmes. The 2025 national budget includes more than 123 million zloty for tourism growth, marking a clear boost in resources.

Part of this investment supports a comprehensive national tourism strategy due next year. The plan includes sixteen regional strategies and twelve thematic programmes to improve tourism quality, promote local experiences and increase visitor flows to new regions.

Visitor Numbers Surpass Pre-Pandemic Levels

Poland recorded 40.8 million tourist stays in registered accommodation last year. This total represents an 11.8 percent rise above pre-pandemic levels. Foreign travellers accounted for nearly one-fifth of all visitors, with most arriving from Germany, Ukraine, the United Kingdom, the United States and the Czech Republic.

Tourism officials also report increasing arrivals from Japan, South Korea and Middle Eastern countries. Mountain towns such as Zakopane now offer Arabic-language menus and halal options to welcome new travellers. The trend highlights Poland’s growing global reach and reinforces the need for new tourism infrastructure.

Cities and Regions Benefit From Stronger Demand

Poland’s most visited regions remain Masovia, Małopolska, Lower Silesia and Pomerania. These areas include cities like Warsaw, Kraków, Wrocław and Gdańsk, which together attract most domestic and international travellers. Cultural sites, historic districts, festivals and museums continue to pull visitors year-round.

However, the government also wants to spread tourism beyond traditional hotspots. Eastern regions such as Podlaskie see rising interest due to nature attractions like Białowieża Forest. Tourism vouchers and new promotional campaigns helped increase local visits earlier this year.

Infrastructure Growth Drives Travel Access

Poland’s airports handled more than 59 million passengers in 2024, showing strong recovery and new route development. A major new airport and transport hub is planned for 2032 and expected to reshape long-distance travel. Rail links continue to expand, offering direct trains to Munich, Vienna, Prague, Bratislava and Budapest.

Road infrastructure has grown significantly over the past twenty years. The network of high-speed roads has expanded from 720 kilometres to more than 5,200 kilometres, making domestic travel easier for families, tour groups and independent travellers.

Culture, Food and Nature Tourism Rise Together

Poland’s emerging tourism appeal extends beyond its historical cities. Cultural institutions are drawing record visitors. The recently opened Museum of Modern Art in Warsaw contributed to the highest museum attendance in national history.

Gastronomy is becoming a major attraction. There are now more than 300 registered wine producers, compared to only 20 in 2010. Michelin-rated restaurants have also increased, with Wrocław joining the guide for the first time. Local products such as mountain cheeses and traditional beers attract international food lovers.

Nature destinations such as the Bieszczady Mountains are investing in trails, cycling paths and wellness stays. Many communities are applying for EU funds to improve sustainable tourism offerings.

Balancing Growth With Sustainability

Poland faces challenges as tourism grows. Some communities worry about overtourism, pressure on housing and the impact of large developments. The government plans new rules for short-term rentals to protect residents and preserve local culture.

Despite these pressures, travellers continue to appreciate Poland’s welcoming atmosphere, diverse landscapes and rich heritage. As the country prepares to launch its national tourism strategy, visitors are expected to benefit from better services, smoother transport and wider regional access. Poland hopes these improvements will help travellers build deeper connections with the country while supporting a stronger and more sustainable tourism future.