The Polish tourism sector has already completed its post-pandemic recovery and is entering a phase of further expansion, in which not only the number of visitors but, above all, the quality of their experiences is becoming crucial. According to the latest report by PMR by Hume’s, “The Tourism Market in Poland 2025,” the market’s value is set to nearly double, growing from 97 billion PLN in 2024 to 171 billion PLN in 2030.

From Reconstruction to Monetizing Experiences

PMR Forecasts by Hume’s indicate that the Polish tourism industry will continue to grow rapidly, even though the rules of the game are clearly changing. By 2030, the total number of tourists visiting Poland will rise from the current 99 million to as many as 140 million, and this growth will be accompanied by a significant leap in quality. Poles and international visitors will travel more frequently and be more willing to use professional infrastructure, rather than limiting themselves to “basic amenities.”

Experts point to a fundamental shift in the structure of spending. In the face of Poland’s shrinking population (a decline to 35.4 million by 2030), simply competing for volume is no longer enough. The key to success is monetizing experiences: tourists will allocate an increasingly larger portion of their budget to high-value-added services—dining, unique recreational attractions, and higher-end accommodations. This trend will be supported by a stable macroeconomic situation: Poland’s projected GDP growth of approximately 3% annually and record-low unemployment (below 3%), which will translate into growth in real wages and the rebuilding of Poles’ savings.

“The Comfort-Seeking Explorer”: A New Portrait of the Polish Tourist

A study by PMR by Humes shows that Poles remain price-sensitive—59% of them actively seek out promotions and bargains. However, there are limits to how much people are willing to save: more than half of respondents say they are willing to pay more if they receive a unique experience or premium service in return. This is a clear signal for hoteliers and attraction operators: the era of competing solely on low prices is coming to an end, and the time for competing on unique value and experiences is beginning.

The model of leisure travel is also changing. City breaks and short stays (2–4 days) are gaining popularity, as they allow for quick rejuvenation without the need to take a long vacation. A study by PMR by Hume’s reveals the profile of the modern consumer, dubbed the “Comfort-Seeking Explorer.” This is a hybrid and pragmatic traveler who defies simple definitions. Taking the example of mountain tourists—a subgroup covered in the in-depth study—we see that, on the one hand, as many as 92% of mountain tourists cite beautiful views and contact with nature as the main purpose of their trip, seeking an escape from the crowds. On the other hand, however, they do not accept compromises when it comes to quality. They expect comfortable accommodations, good restaurants, and well-functioning infrastructure.

Małopolska is the undisputed leader

Małopolska holds a special place on Poland’s tourism map and serves as the market leader. The region generates the highest volume of visitors and the highest revenue, and by 2030, the value of the tourism market in this province will reach 35 billion PLN. The unique synergy between Kraków as a global city brand and the Tatra Mountains as a top mountain destination (37% of mountain tourists visited Zakopane) makes the region resilient to seasonality and attracts tourists year-round.

Małopolska is also emerging as the main beneficiary of inbound tourism. Forecasts indicate that by 2030, as many as 35% of tourists staying in accommodations in this region will be international visitors. Alongside traditional markets such as the United Kingdom (11.8% of foreign tourists in the region) and Germany (9.7% of tourists), tourists from the U.S. (8.6% of tourists) and the United Arab Emirates (7.9% of tourists) are gaining a stronger foothold. These are high-spending customers who expect premium standards, which is driving the professionalization of the entire industry—from service standards to the range of additional services offered.

The Silver Economy – The Hidden Potential of Demographics

The PMR by Hume’s report also challenges the stereotype that an aging population is solely a threat to the economy. The growing group of consumers aged 65 and older represents a new, powerful market niche known as the “Silver Economy.” Seniors, who have a steady income and free time outside of peak season, can serve as a stabilizing force for the tourism industry’s revenue.

A carefully tailored offering—ranging from health and wellness trips to more leisurely sightseeing tours—will make it possible to harness this potential and reduce dependence on economic fluctuations during the peak summer season. This is an opportunity not only to fill gaps in the calendar but also to build long-term, loyal relationships with a group that seeks comfort, safety, and well-planned experiences.

What will the future of Polish tourism look like?

The free report “The Tourism Market in Poland 2025: Market Analysis and Growth Forecasts for 2025–2030” includes, among other things:

• The latest data on Polish tourism, including: tourist profiles, leisure preferences, and choices of domestic and international travel destinations
• A thorough overview of the macroeconomic and social conditions affecting the market
• Forecasts and trends that will shape the industry through 2030
• Valuable tips for entrepreneurs, investors, and anyone interested in the industry

We encourage you to download: The Tourism Market in Poland 2025 – PMR Market Experts

Hume’s Institute stands for knowledge. PMR Market Experts stands for experience. When we join forces, you gain a competitive edge. See how we can support your business.

Hume’s Institute stands for knowledge. PMR Market Experts stands for experience. When we join forces, you gain a competitive edge. See how we can support your business.

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