Poland and Italy report record tourism growth and rising premium travel in 2025

Poland's Kraków tourism report for 2025 records 16.25 million visitors and revenue of 15.4 billion zlotys, a rise of more than 70 % despite only a 10 % increase in arrivals. Visitor satisfaction is high, averaging 4.51 / 5, and 60 % of guests choose four‑star or higher accommodations, indicating a shift toward premium travel. Foreign tourists, led by the United Kingdom and joined by Spain, Sweden, Iceland and Germany, spend on average four times more than domestic visitors.

Italy's Federculture report shows 476.4 million overnight stays in 2025, a 2.2 % year‑on‑year gain and roughly 10 % above pre‑pandemic levels. Although only 13 % of municipalities (1,024 out of 7,800) host 63 % of all stays, these areas—historical cities and UNESCO‑listed sites—benefit disproportionately. Cultural tourism now accounts for over 55 % of foreign visitor flow, reaching 73 % in major art cities. The sector lifts local incomes, with 36 % of Italians visiting museums and half attending cinema, especially among those aged 15‑24, though participation varies between the north and south.