In January 2026, the PAULAT Agency conducted a nationwide survey among Poles planning a vacation or holiday trip in 2026 (N=600), asking about their planned longest vacation destination. Three out of four (75%) of those planning a vacation already have a specific destination in mind, and Poland is the most common destination (43%).
One in three Poles planning a vacation will choose a European country other than Poland for their main vacation in 2026 (32%). One in six (16%) chooses much further destinations – Asia, Africa, North or South America. Nearly 12% do not yet know where they will spend their longest vacation. The results of the PAULAT study confirm long-term trends observed in Poland (research conducted by the Polish Tourist Organisation (POT) and the Public Opinion Research Center (CBOS) from 2023-2025) – 80% of all foreign trips by Poles are to European countries.
Poland remains the primary holiday destination, with nearby European destinations supplementing the travel calendar. The role of European countries in holiday travel is growing, especially since the cost of holidays outside Poland is often lower than in Poland, European destinations are easily accessible by transport, and the weather is better and more predictable.
A total of 14% of PAULAT survey respondents plan to spend their longest holiday outside of Europe (Asia, Africa, North and South America). This level is similar to the POT data, which indicated that 10-15% of foreign trips between 2023 and 2025 were intercontinental.
Poland remains the most important destination for the longest holidays, especially for families and those preferring longer breaks. Europe is strengthening its position as the leading foreign destination, accounting for the majority of long holidays abroad. Intercontinental destinations maintain a steadily growing, yet still niche, share in the structure of major holiday destinations.
The level of indecision is relatively low, suggesting an increasingly conscious and planned approach by Poles to vacations. The PAULAT study provides significant predictive value, showing how the structure of travel may look in 2026 from the perspective of the most important holiday of the year.
At PAULAT, we create effective communication strategies for regional brands. Since 2007, we have conducted marketing research and data analysis in over 30 processes related to tourism product identification, brand strategy development, and/or brand communication. Our insights are used to increase the effectiveness of promotional activities in regions such as Sopot, Lower Silesia, Płock, and Kołobrzeg.