1. How would you describe the current state of the Polish tourism industry, and what are the key challenges it faces in 2025?
The Polish tourism industry is in a strong position, as evidenced by statistical data. Last year, Polish tourism enterprises once again experienced growth in outbound travel. According to data from the Polish Travel Guarantee Fund, over 8.7 million customers travelled with tour operators. Furthermore, the high demand for overseas travel was corroborated by Polish airports and international destinations, which reported improved results from the Polish source market.
With regard to inbound tourism, it is estimated that Poland welcomed approximately 20 million tourists last year.
I would like to emphasise that many Polish travellers take holidays not just once but two or more times per year, both abroad and domestically. This is highly encouraging for the hospitality sector and its future prospects. We are seeing increasing interest from investors in this field, with more hotels being managed or franchised by internationally recognised hotel chains.
The hospitality sector is composed not only of major brands but, more significantly, of small and medium-sized enterprises (SMEs), which require support to enhance their competitiveness in today’s dynamic market.
One of the principal challenges SMEs face this year is digitalisation. The industry requires greater support from existing EU and national programmes to accelerate development and adopt new technologies that align with evolving customer expectations.
2. What role do you see European policies playing in supporting sustainable tourism development in Poland, particularly for SMEs?
Sustainability is not yet a primary concern for many Polish tourism businesses, particularly SMEs. At the Polish Chamber of Tourism, we are making considerable efforts to raise awareness and encourage entrepreneurs to prioritise this area. We believe our efforts are yielding results, as an increasing number of companies are incorporating environmental objectives into their growth strategies. Nevertheless, much remains to be done to ensure sustainability becomes an integral element of business planning.
European policies can play a crucial role in this transition, provided they do not impose excessive bureaucratic burdens. It is essential to illustrate how sustainability can contribute to business growth, with education being a key factor in this process.
Initiatives such as the Product Environmental Footprint (PEF), developed by the Department of Mobility and Transport, aim to assist the hotel sector in documenting its efforts towards responsible development. The requirement for businesses to provide substantiated evidence for their sustainability claims will enhance credibility and foster trust among environmentally conscious consumers. Additionally, it will promote fair competition by enabling companies to compare their environmental footprints using a standardised methodology.
Furthermore, PEF should be viewed as an opportunity to reduce the costs associated with sustainable development by identifying the most impactful measures and helping businesses prioritise their efforts effectively.
3. Looking ahead, how can collaboration between national tourism associations and European institutions help strengthen the competitiveness of the hospitality sector across the EU?
At the Polish Chamber of Tourism, we firmly believe that collaboration is fundamental to achieving business success. Engaging with European partners and institutions offers mutual benefits and has the potential to significantly strengthen the industry.
It is essential to establish a platform for sharing best practices and supporting one another in addressing contemporary challenges. The tourism sector, particularly SMEs, operates in a highly competitive market where large technological corporations hold a dominant position, especially in the hospitality segment. While competition fosters growth, it must be conducted on a level playing field. This entails ensuring equal opportunities for all businesses, particularly in relation to regulatory frameworks.
European institutions play a pivotal role in safeguarding fair competition and supporting the development of the industry. As a member of ECTAA, we fully recognise the value of such collaborations and remain strong advocates for them.
