Poland sees surge in tourism, cities grapple with overtourism

Poland is experiencing a dramatic surge in tourism, with a 19% increase in international arrivals during the first quarter of 2026, far exceeding growth rates in countries like Finland, Lithuania, Spain, and Austria. This trend is projected to continue, with the World Bank forecasting over 9% growth for the full year. The current heatwaves and widespread wildfires affecting Southern Europe are further encouraging tourists to seek safer, alternative destinations, with Poland emerging as an attractive option due to its perceived safety, rich culture, and culinary offerings.

Once perceived as a frontline country due to the war in Ukraine, Poland is shedding that image. Recent concerns about Russian drones near the eastern border, which previously caused a dip in foreign bookings, are fading. While not yet among the top global tourist destinations, Poland's visitor numbers and tourism revenue are steadily climbing. This growth is attracting international attention, with even established foreign corporations inquiring about the safety of travel to the country.

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We are not complaining about the excessive number of tourists, but doing everything we can to adapt to the demand, which has been growing for years and will likely increase further.

Tourists are drawn to Poland's cultural attractions, including concerts and museums, and its renowned cuisine. Markus Ruedigger, a former Lufthansa employee, visits Wroclaw annually for its exceptional food, particularly its renowned goose dishes. Wroclaw itself welcomed 7 million tourists in 2025, a significant number compared to its permanent resident population of under 700,000 (approximately 890,000 including students).

Resorts like Zakopane are adapting to the increased demand rather than being overwhelmed. Karol Wagner of the Tatra Tourism Chamber notes that while "crowding was indeed present," the town is managing the influx by adjusting to demand. The recent long August weekend saw hotel occupancy exceed 101%, driven by favorable weather forecasts. This surge also filled nearby campsites and led to some residents renting out their homes to accommodate visitors. Investments in infrastructure are helping local entrepreneurs manage peak demand.

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Poland's goose is extraordinary.