Poland’s Tourism Boom: Second-Fastest Growth in EU Puts Spotlight on Eastern Europe’s Rising Star

Warsaw, Poland (Tourism Reporter) — In a year when European travel continued its post-pandemic resurgence, Poland stood out with the continent’s second-highest growth in tourism nights, surging 7% in 2025 and signaling a broader economic push to capitalize on its historic charms and natural wonders. As the European Union tallied a record 3.08 billion overnight stays across the bloc — up 2% from the previous year — Poland’s performance underscores how emerging destinations are reshaping the tourism landscape, drawing both domestic explorers and international visitors seeking affordable, authentic experiences.

The figures, released by Eurostat earlier this month, paint a picture of robust recovery and expansion. Poland recorded an estimated 104.5 million nights spent in tourist accommodations last year, a significant leap that placed it just behind Malta’s 10% increase and ahead of Latvia’s 6% rise. While traditional powerhouses like Spain (513.1 million nights), Italy (476 million), and France (471.3 million) still dominate in absolute terms, Poland’s relative gains highlight a shift eastward, where lower costs and untapped attractions are luring travelers weary of overcrowded Mediterranean hotspots.

This growth wasn’t limited to overnight stats. In the first half of 2025 alone, 18.2 million tourists utilized accommodations in Poland, booking 44.9 million stays — an 8.5% jump from the prior year and the first time since the Covid-19 crisis that numbers exceeded pre-pandemic benchmarks. Hotel occupancy rates hovered around 70%, with revenue per available room in major cities surpassing 2019 levels. Warsaw, the epicenter of this influx, welcomed 12.2 million visitors in 2024 (a 10% increase), and trends suggest even stronger figures for 2025, bolstered by over 8 million overnight bookings in the capital’s hotels.

Summer months amplified the momentum. From January to August, nearly 30 million tourists flocked to Poland, including 5.48 million from abroad — a 12.64% year-over-year increase in foreign arrivals. Bookings through platforms like Kiwi.com spiked by more than 55%, with spikes from Spain, the UK, Italy, and Romania. Experts attribute this to Poland’s diverse offerings: from the Baltic Sea beaches in the north to the Tatra Mountains in the south, ancient forests like Białowieża, and cultural gems such as Krakow — voted Europe’s best city break for the fifth consecutive year.

Yet, international visitors still represent a modest slice of the pie — just 19.2% of Poland’s tourism nights, one of the lowest shares in the EU, trailing only Germany and Romania. This domestic-heavy reliance has been a double-edged sword, providing stability during global disruptions but leaving room for expansion. “Poland’s coast increasingly attracts tourists from further abroad,” said Katarzyna Smierzchalska, marketing manager at Hotel Nadmorski in Gdynia, highlighting the Baltic region’s appeal to global travelers seeking cooler, less-crowded escapes.

The economic ripple effects are undeniable. The World Travel & Tourism Council (WTTC) projects that Poland’s sector contributed 165.5 billion zloty ($40.5 billion) to GDP in 2025 — 4.4% of the national total — surpassing 2019 highs by nearly 6%. Domestic spending hit 44.9 billion zloty, up 10.8% from pre-pandemic levels, while international inflows reached 76.9 billion zloty. Employment in the industry supported over 901,000 jobs, exceeding prior records.

“Poland’s Travel & Tourism sector is showing promising signs of long-term growth,” said Julia Simpson, WTTC president and CEO. “With economic contribution and domestic travel both set to break records this year, the foundations are clearly in place. To fully unlock the sector’s potential, continued investment in connectivity, infrastructure, and destination marketing will be key to driving inbound growth and maximising tourism’s economic impact.”

Government officials are heeding such calls. In September 2025, Poland’s Ministry of Sport and Tourism unveiled ambitious plans to elevate the industry’s GDP share from 4% — well below the EU average of 10% — to 9% by 2030, aiming to position the country as Central and Eastern Europe’s tourism leader. Initiatives include infrastructure upgrades, staff training, tourism fees for promotion, and digital tools like national trail maps. The 2025 state budget allocated 123.5 million zloty for tourism, a rise from the previous year, with a comprehensive strategy slated for release in 2026.

“The next 20 years could be the golden age of Polish tourism if we continue to act, and capitalise on the potential we already have,” said Ireneusz Raś, Poland’s deputy minister of sport and tourism. “Our infrastructure, safety and dynamic growth are things to be proud of — these are our strengths in promoting Poland worldwide.”

Sustainability is also emerging as a priority. Cities like Wrocław and Szczecin joined the Global Destination Sustainability Index in 2025, emphasizing regenerative practices. “Wrocław has long embraced sustainability, but, like any ongoing process, there is always room for growth,” said Dawid Pałczyszyn, president of the Wrocław Convention Bureau.

Looking ahead, forecasts remain optimistic. Statista anticipates tourism revenue climbing to $9.7 billion in 2025, potentially reaching $11.52 billion by 2029. By 2035, WTTC predicts a GDP contribution of 221.8 billion zloty — 4.8% of the economy — with over 987,000 jobs. As climate concerns push travelers toward “coolcation” destinations, Poland’s temperate summers and cultural depth could solidify its status as a must-visit spot.

“Poland has significant potential as a tourist destination,” noted Johannes Mayr, general manager of The Bridge Wrocław MGallery Collection. If trends hold, experts say, Poland could soon rival stalwarts like Austria or Germany, transforming from an under-the-radar gem into a European tourism heavyweight.