The 2026 tourist season in Central and South-Eastern Europe is beginning in an atmosphere of cautious optimism. Poland, Croatia, Bulgaria and Romania enter the most important months of the year with different strengths, but also with similar challenges: rising costs, tourists’ growing sensitivity to prices, geopolitical uncertainty and the increasing importance of last-minute bookings.

At the European level, tourism remains one of the most resilient sectors of the economy. After a record-breaking 2025, when the number of overnight stays in the European Union reached a historic high, the first months of 2026 confirm that demand for travel remains strong. Tourists still want to travel, but they are increasingly comparing prices, choosing shorter stays, avoiding the most expensive periods or delaying booking decisions until the last minute.

Poland: a strong domestic market and growing interest from abroad

Poland enters the summer season in a very strong position. After a successful 2025, when the country was among the EU leaders in tourism growth, the industry hopes to maintain this trend. The domestic market remains particularly important. Poles increasingly see holidays within their own country not as a fallback option, but as a fully valid alternative to trips abroad.

Traditional destinations benefit the most: the Baltic coast, Masuria, the Tatra Mountains, the Beskids and the largest cities. Warsaw, Kraków, Gdańsk, Wrocław and Łódź are profiting from both city tourism and the growing importance of cultural, sporting and business events. Poland is also increasingly perceived as a safe, well-connected destination that remains price-competitive compared with Western Europe.

This does not mean there are no problems. For some families, holidays are becoming a growing financial burden. Prices of accommodation, food services and transport are rising, and many tourists are waiting for promotions before booking. This means that the season may be strong in terms of the number of trips, but more demanding for hotels and guesthouses, which will have to respond flexibly to changes in demand.

Croatia: a strong brand, but growing price pressure

Croatia begins the season as one of Europe’s most important holiday destinations. The Adriatic coast, Dubrovnik, Split, Istria, the islands and national parks have attracted millions of tourists for years. Data from the first months of 2026 indicate an increase in arrivals and overnight stays, showing that the Croatian brand remains very strong.

At the same time, Croatia is one of the countries most affected by the issue of prices. After joining the eurozone and following several very successful seasons, many tourists have started to complain about high costs. Authorities and industry representatives increasingly stress that further price increases could harm the country’s competitiveness. Croatia no longer competes only through the beauty of its coastline, but also through value for money.

The 2026 season will therefore be a test for Croatia. If the country manages to maintain a high quality of services while limiting excessive price growth, it may once again achieve very strong results. However, if tourists conclude that the Adriatic has become too expensive, some of them may move to cheaper destinations such as Albania, Montenegro, Bulgaria, Turkey or Greece.

Bulgaria: returning as a family-friendly and affordable destination

Bulgaria begins the summer with the ambition of strengthening its position as a family-friendly, safe and more affordable destination than many Mediterranean countries. The Black Sea coast, especially the areas around Burgas, Varna, Sunny Beach, Nessebar and Golden Sands, remains the foundation of Bulgaria’s holiday offer.

Early booking data are moderately optimistic. The Bulgarian tourism industry reports growing interest, especially from Central and Eastern European markets. Poland, Romania, Germany and Czechia are particularly important. For many families, Bulgaria remains attractive because it combines beaches, all-inclusive hotels, short flight connections and prices lower than in many competing countries.

Bulgaria is also trying to show that it is not only a country for inexpensive seaside holidays. Spa, wine, cultural, mountain and city tourism are being promoted more strongly. This is important because one of the country’s main challenges remains seasonality. If Bulgaria wants to increase tourism revenue, it must attract visitors not only in July and August, but also in spring, autumn and winter.

Romania: great potential, but the seaside season remains short

Romania enters the season in a more ambiguous situation. On the one hand, the country has enormous potential: the Black Sea coast, the Danube Delta, the Carpathians, Transylvania, Bucharest, historic towns and an increasingly strong offer of nature-based and cultural tourism. On the other hand, the Romanian tourism industry continues to struggle with structural problems.

The biggest challenge remains the domestic coastline. Romanian Black Sea resorts have loyal customers, but the season is very short and concentrated in just a few holiday weeks. This makes investment difficult, increases price pressure and means that hotels and restaurants must earn most of their income within a very limited period. Infrastructure is another problem, as it still does not always match the ambitions of the industry.

Romania, however, may benefit from changing tourist preferences. More and more people are looking for less obvious destinations, trips closer to nature, authentic experiences and places away from the most crowded routes. In this sense, Transylvania, Maramureș, Bukovina, the Danube Delta and the Romanian Carpathians may become an even greater asset than the traditional seaside offer.

A common denominator: price, safety and flexibility

Although Poland, Croatia, Bulgaria and Romania differ in their tourism profiles, the beginning of the season reveals several common trends. First, price will be one of the most important factors in travel decisions. Tourists are not giving up holidays, but they are calculating more carefully, shortening their stays and choosing destinations that offer good value for money.

Second, safety is becoming increasingly important. This applies both to geopolitical security and to organisational security: stable transport connections, clear booking rules, insurance and consumer protection. Countries that can present themselves as predictable and well prepared may gain an advantage.

Third, flexibility is becoming more important. Last-minute bookings, shorter stays, travel outside the peak season and combining different forms of tourism are becoming the norm. For the industry, this means the need to respond more quickly to changes in demand.

The 2026 season may therefore turn out to be strong, but it will not be easy. Poland is counting on a strong domestic market and growing interest from abroad. Croatia is defending its position as the leader of the Adriatic, but must be careful about prices. Bulgaria wants to take advantage of its affordability and family-friendly profile. Romania is looking for a way to make better use of its large but still unevenly developed potential.

The biggest winner of the season will be the country that best combines three elements: an attractive destination, reasonable prices and a sense of safety. In tourism in 2026, the beauty of the landscape alone is no longer enough.