Poland's tourism sector is experiencing a significant success, with projections indicating a remarkable increase in both revenue and visitor numbers, and the country is set to surpass its all - time tourism records with notable future expectations.
The country's travel and tourism sector is expected to reach pre - pandemic levels in 2025 in its contribution to GDP, Gross Domestic Product and visitor spending according to the WCCT, the World Travel and Tourism Council and this indicates a record year for tourism in Poland surpassing previous milestones.
This success is attributed to a combination of various factors. Poland offers a wide range of attractions, including historic cities, stunning natural landscapes, and it successfully hosts vibrant, international cultural events, raising its profile and attracting visitors.
Poland boasts a very strategic location in the heart of Europe with an excellent connectivity and is focusing on its unique cultural heritage and culinary scene. In addition the country has been investing in infrastructure, including cycling trails, national parks, and agro - tourism, further enhancing its appeal and diversifying its offer.
Poland's image has improved, with recognition as a safe and attractive destination, particularly for those seeking a different type of European experience and nowadays the country is a popular destination, ranking 18th globally in terms of tourist arrivals, according to GoWithGuide.
These figures reflects Poland's dedication to revitalising its tourism sector, which is now becoming one of the main contributors to the economy.
By 2025 Poland's travel and tourism sector is projected to contribute 165.5 billion zlotys to the country economy, accounting for 4.4% of the national GDP. This would surpass the 2019 peak by 5.9% setting a new record for the economic impact of the sector.
The country is promoting its offering with various campaigns and initiatives also nationwide and is seeing a remarkable rise in domestic tourism, and Poles are increasingly opting for staycations and exploring domestic destinations.
Domestic visitor spending is projected to reach 44.9 million zlotys, marking a 10.8% increase from 2019, demonstrating the strong demand for domestic travel and tourism.
This strong growth in domestic visitor spending is one of the main driving forces, reflecting the growing popularity of local tourism as well as improved accessibility.
However, international visitor spending is expected to remain 2.8% below 2019 levels reaching 7.9 billion zlotys, highlighting the need for further efforts to boost Poland's competitiveness in attracting international travellers.
Linked to that the country is actively working for that with campaigns utilize various channels, including online platforms, such as social media, websites, television, and even murals, to reach different target audience abroad.
Campaigns with slogans like "Poland.More than you expected" and "Poland. Spice up your travel !" target various international markets and emphasize Poland's cities, nature, culture, and culinary scene.
In addition, the tourism industry is projected to support 901.100 jobs surpassing 2019 employment levels. This reflects the continued recovery of the sector, despite the challenges of recent year.
In 2024, the Travel and Tourism sector in Poland contributed 144.5 billion zlotys to the economy, which is equivalent to 4% of national GDP, and this was still 7.5% below the 2019 peak.
Despite this, the sector saw a positive recovery, supporting vacancies, which was a 2.7% increase compared to 2019. National visitor spending reached 42.8 billion zlotys, up 5.6% compared to 2019, indicating a promising growth trend for local tourism.
On the other hand, international spending remained 20.1% below 2019 levels, but year - on - year improvements were evident.
WTTC President and CEO, Julia Simpson commented that Poland & Travel & Tourism sector is showing significant signs of long-term growth. With domestic tourism and economic contributions and with the aim of breaking records this year, the foundations for continued success are clearly established. To fully unlock the sector's potential, continued investments in wireless, infrastructure and destination marketing will be instrumental in driving inbound growth.
Looking further into the future, the World Travel and Tourism Council forecasts that by 2035, Poland's travel and tourism sector could contribute 221.8 billion zlotys to the national GDP, accounting for 4.8% of the economy. The industry is expected to support vacancies, adding 86.000 new roles in the next decade. This growth will be driven by growing domestic tourism demand, global travel recovery and Poland's ability to attract international visitors.
National visitor spending is projected to rise to 57.7 billion zlotys, while international spending could rise to 107.9 billion zlotys, narrowing the gap with historical peaks and unlocking significant economic value for the country.
Poland's growth does not occur in isolation. In 2024 European Union Travel & Tourism sector contributed almost €1.8 trillion to the EU's GDP, representing more than 10% of the total economy.
This growth was 6% above 2019 levels and the EU Travel & Tourism employment also grew 4.7%, supporting 24.6 million jobs or one in nine jobs across the region.
Poland's strategic approach to future growth, maintaining this momentum and achieving ambitious projections for 2035 needs to prioritise several key strategies and these include :
• Investment in infrastructure - Continuous improvements in transport networks, including airports, railways and ports, will be crucial to ensure better access to domestic and international markets.
• Strengthening destination marketing - Poland's tourism authorities should invest in marketing campaigns that highlight the country diverse offerings, from its rich historical landmarks to its emerging cultural tourism scene.
• Improving connectivity - In order to facilitate access to Poland for international tourists, it will be necessary to improve international flight routes, better connectivity with European hubs and the development of eco – tourism initiatives.
• Promoting sustainable tourism - As the global demand for eco – conscious travel continues to grow, Poland must integrate sustainable practices into its tourism sector to attract environmentally conscious travellers.
Key factors driving the growth of the Travel & Tourism sector in Poland are :
• Rich Cultural Heritage - Poland is home to numerous UNESCO World Heritage Sites, medieval cities, castles, and vibrant cities such as Krakow, Warsaw, and Gdansk, centres with a rich cultural and historical heritage and a remarkable art scene.
• Emerging Adventure Tourism - The diverse landscapes of Poland, from the Tatra Mountains to Bialowieża Forest are attracting adventure enthusiasts looking for hiking, skiing, and wildlife experiences. The country is becoming a top destination for outdoor activities and nature lovers and those looking for adventure tourism.
• Historical Significance - Poland's rich history, especially in the context of World War II, remains a major draw for tourists. Sites such as Auschwitz – Birkenau Memorial as well as the Warsaw Uprising Museum portfolio provide a powerful insight into Poland's past, offering a mix of educational tourism and historical exploration.
• Dynamic Urban Development - Poland's major cities, including Warsaw, Krakow, and Wroclaw, are becoming increasingly modern, offering state - of - the - art infrastructure, vibrant cultural scenes, and world - class services. These cities are now known for their technology - intensive environments and are emerging as major business and leisure hubs.
• Ecotourism and Sustainable Travel - Poland is also experiencing an increase in ecotourism, with the government and local communities emphasizing sustainable tourism practices. This includes green travel initiatives, low carbon accommodations, and responsible travel experiences in nature reserves.
By the end of 2025, the World Travel and Tourism Council predicts that the EU Travel & Tourism sector will reach €1.9 trillion representing 10.5% of the EU economy, with the employment linked to sector reaching 25.7 million people, or about 12% of EU workforce.
This shows a strong recovery across Europe, and Poland is well positioned to contribute to and benefit from this broader regional growth.
While Poland's Travel & Tourism sector shows promising growth, there are also challenges ahead. The constant need to boost spending by international visitors remains a key issue.
Attracting international tourists, particularly from regions such as Asia and North America, requires strategic efforts in destination marketing, improving visa processes and developing more personalized travel experiences.
However, the opportunities are enormous. Poland has the potential to become one of the most diverse and attractive tourist destinations in Europe, thanks to its combination of cultural richness, natural beauty, and modern infrastructure.
By continuing to invest in tourism and by adopting sustainable growth practices, Poland can set a global example of how tourism can contribute to growth occupying a relevant position in the imternational scene.
Poland Travel & Tourism sector is on track to break economic records by 2025, with significant contribution to the national economy and job creation. As the country continues to recover from the challenges of the pandemic, its tourism industry is poised for a long-term growth.
With the right investments in infrastructure, marketing, and sustainability, Poland with notable future expectations has the potential to become a world leader in travel and tourism by 2035. With diverse offerings ranging from rich history to adventure tourism, there's never been a better time to explore what Poland has to offer with all its unique appeal.
Link
https://wttc.org/news/travel-and-tourism-in-poland-set-to-surpass-economic-records
