Can Zakopane Become Central Europe’s New Premium Alpine Destination?

Over the past twenty years, Zakopane has seen its appeal to tourists grow in a Poland experiencing explosive economic growth, which by 2025 had become the sixth-largest economy in the European Union, overtaking Belgium. While Kraków dominates urban tourism, Zakopane has become the country’s leading mountain and nature destination, welcoming over 6 million visitors each year. In summer, tourists enjoy hiking, biking, rock climbing, and rafting. In winter, cross-country skiing, ski touring, and thermal spa facilities are the main activities.

The local economy depends entirely on tourism. While visitors are predominantly domestic, international tourism is growing, with an increase in visitors from Slovakia, Hungary, the Baltic states, Germany, the United Kingdom, Scandinavia, the Gulf states, Israel, and finally, the United States.

In the Małopolska region, the town has become a pillar of the tourism economy: “It is clear that at least 30% of the region’s tourism revenue is generated in Zakopane, and nearly 10% of national tourist traffic is concentrated in this single municipality, which is experiencing strong annual growth. This confirms that Zakopane generates above-average revenue relative to its size,” explained Karol Wagner, vice president of the Tatra Chamber of Commerce, during a press trip attended by Luxury Tribune.

Since Łukasz Filipowicz took office as Mayor of Zakopane two years ago, the city has doubled its efforts to invite the press and influencers with the aim of attracting a younger generation and deconstructing the image of a Poland still scarred by its past. “In two years, the tourism offering has evolved significantly while still preserving the city’s authenticity. We want to present the city to Generation Z, who are seeking different and authentic experiences. We don’t want to attract tourists just for the mountains but also for Zakopane’s culture,” said the mayor from the Red Manor (Czerwony Dwór).  To support this transformation, the municipality is working closely with the Tatra Chamber of Commerce, the Lesser Poland Tourism Organization, and the Tatra National Park.

While it is true that Zakopane does not bear the direct scars of Poland’s tragic history, the village remains deeply attached to its traditions and mountain culture.

 In the streets, which are relatively deserted during this off-season, it is quite evident that, for now, Zakopane is primarily a destination for cultural and sports tourism rather than an exclusive and ultra-luxurious Alpine resort like St. Moritz or Courchevel. It proudly cultivates an indigenous culture, which constitutes its main strategic asset: “Authentic and traditional culture is still alive in Zakopane in its most authentic form; that is what makes it strong,” emphasized the mayor.