Zakopane wants to attract visitors with luxury. He focuses on tourists from this country

Due to the conflict in the Middle East, entrepreneurs from Podhale are afraid of losing Arab tourists. Zakopane is therefore looking for ways to attract other foreign, and most importantly, wealthy, guests. The French have recently become the target of organizations responsible for promoting tourism. As Gazeta Krakowska writes, in May a large group of tour operators from the Seine will visit the capital of the Tatra Mountains. They will focus primarily on the luxury offer.

Zakopane will show the French luxury

Journalists and tour operators from all over the world come to Zakopane every year. The resort’s recently started cooperation with the Małopolska Tourist Organization allows it to reach an even wider group internationally. “Last year, we hosted over 120 such visits to Małopolska. On average, every three days we have opinion leaders from around the world visit us, and one third of them visit Podhale (…). Zakopane is no longer anonymous to the big players,” said Paweł Mierniczak, director of MOT.

Now Zakopane focuses primarily on France. Thanks to new, daily and direct connections between Krakow and Paris, operated by PLL LOT, there is an opportunity to attract wealthy tourists from this part of Europe. The first study visit for tour operators, who will then promote Zakopane among their clients, is planned for May this year.

There will be more Brits

More tourists from Great Britain should soon appear in Zakopane. All thanks to TUI Group, which from the summer of 2026 will sell attractive packages enabling relaxation in the Tatra Mountains and the possibility of combining it with a visit to Krakow. However, this tour operator focuses primarily on tourists who are most interested in low prices. Zakopane is to be an alternative to expensive resorts in the Alps. The Polish city is also a more culturally interesting option for tourists accustomed to a fairly standardized offer in Western European ski resorts.