European tourism trends show growth in Poland and shifts toward the East

The European tourism landscape is undergoing significant shifts. Reports from Accor and Tourism Economics indicate that by 2036, demand for overnight stays in Europe could increase by 32%, with spending projected to reach 1.3 trillion euros. This growth is expected to favor Central and Eastern Europe, including Poland, as demand shifts away from traditional Western markets like France and Spain.

Poland is currently experiencing rapid growth, with the number of overnight stays increasing by 5.2% in the first half of 2026—a rate three times faster than the EU average. Warsaw has notably led in recovering corporate segment revenues compared to pre-pandemic levels. Additionally, IHG Hotels & Resorts has reached a milestone of 1,000 hotels in Europe, with significant expansion plans in Poland, including 17 upcoming projects in cities like Krakow, Warsaw, and Poznan.

In other regions, Polish tourists are increasingly choosing Portugal, with a 11.6% increase in visitors in 2025, particularly to Madeira. Conversely, hotel prices in Spain are rising faster than inflation, with the highest increases seen in Ceuta and Madrid. Meanwhile, local Polish municipalities like Krakow and Suwalki are preparing for new climate or local fees to be implemented by 2027.