In a striking shift that’s rewriting the summer travel map, Gulf tourists are flocking to destinations far from their sun-scorched homelands, with Poland’s Zakopane and Russia’s storied capitals of Moscow and St. Petersburg emerging as the newest hotspots. What’s behind this unexpected surge? A potent mix of social media buzz, climate-driven travel choices, and a welcoming embrace from local businesses has made these unlikely locales the talk of the Gulf—and the envy of travel marketers everywhere.
Zakopane, a picturesque mountain town nestled in southern Poland, has become the go-to escape for thousands of visitors from the United Arab Emirates, Saudi Arabia, and Kuwait. According to AFP, the town’s ski lifts and hiking trails, set amid the breathtaking Tatras, are now a summer playground for Gulf travelers seeking relief from relentless heat back home—where temperatures can soar past 50°C. It’s a dramatic contrast: in Zakopane, the air is crisp, the rain is gentle, and the pine forests are alive with laughter and the hum of Arabic conversation.
“We’ve completely taken over the place,” said Fahad Alayyash, a Saudi photographer, as he gazed out from Gubalowka hill, an Alpine-like vantage point above the town. He’s not exaggerating. Local tourism officials report that Arab tourists were Poland’s fastest-growing visitor group in 2024, with arrivals jumping 66% over the previous year. This summer, around two-thirds of Zakopane’s visitors are from the Gulf, filling hotels and restaurants that once catered mostly to Polish vacationers.
The trend didn’t happen by accident. As Agata Wojtowicz, head of the Tatra chamber of commerce, told AFP, the boom began when a Saudi travel agency representative scouted Zakopane for a new direct route to the Gulf and was “astonished” by what he found. Flydubai soon launched a Dubai-Krakow flight in 2018, and now up to seven daily flights connect Krakow Airport with Gulf cities. Visa-free entry to the European Union for Gulf nationals has only fanned the flames of interest.
Social media has played a starring role in Zakopane’s rise. Influencers from the Gulf, invited on promotional trips, have shared their experiences online, creating what Wojtowicz calls a “snowball effect.” Manal Alanazy, a professor from Saudi Arabia, and Abdullah Alotaibi, a Kuwaiti ship captain, both discovered Zakopane through posts on X (formerly Twitter). “I saw on Twitter a thread about Zakopane, and how it treats all people the same, and there is no racism about religions, so I liked it and I came,” said Abdullah, as reported by AFP.
For many Gulf visitors, the town’s reputation for safety is a big draw. “It was dark and I was walking. I’m like, ‘You’re not in Poland, you’re in one of the Gulf countries. Just look. Nothing will happen’,” Manal recounted. The hospitality industry has responded with gusto. Menus in Arabic, halal certifications, and Arabic-speaking staff are now common sights. Anna Stoch-El Einen, who owns a kebab restaurant and souvenir shop, told AFP, “This year, around two-thirds are Arabs.” Wiktor Wrobel, CEO of the Nosalowy hotel group, said Arab guests make up as much as 30% of his five-star hotel’s summer clientele.
Local authorities have even equipped municipal police with Arabic-language handbooks to help visitors navigate Zakopane’s parking and entry rules—a nod to the cultural differences in driving habits. “Local entrepreneurs are very happy about the presence of tourists from the Middle East,” said mayor Lukasz Filipowicz, though he admits that adjusting to the new influx has had its challenges.
Why has Zakopane outpaced other European destinations for these travelers? Climate change is a key factor. “The respite that visitors from Arab countries are looking for cannot be found in Italy or Spain, where temperatures have also risen significantly,” Wrobel explained. Even Alanazy, who initially planned to visit Paris, changed her plans when a heatwave swept across Western Europe. “I cancelled because the heatwave hit the European countries,” she said, adding that “the weather is perfect” in Zakopane.
Russia, too, has seen a remarkable rise in Gulf tourism—though for somewhat different reasons. According to an article by Paramita Sarkar, visits from Gulf tourists to Russia have more than quadrupled from 2019 to 2024. Moscow and St. Petersburg, with their grand palaces, onion-domed churches, and bustling boulevards, have become must-see destinations for Gulf nationals. The surge is driven by simplified visa procedures, a growing number of direct flights, and a blossoming relationship between Russia and Gulf states, particularly Saudi Arabia.
Social media influencers have again been instrumental, promoting not just Russia’s rich cultural heritage and architectural marvels, but also unique experiences like “war experience” military tours. These tours—which include tank rides, shooting exercises, and military drills—have proven especially popular among younger tourists eager for a taste of adventure far removed from the desert. “The nation’s history, art, and architecture are major attractions for tourists seeking more than just leisure—offering a cultural deep dive in a relatively undiscovered environment,” Sarkar notes.
Winter brings another twist: Gulf tourists are lining up to experience Russia’s legendary cold. For many, the thrill of trudging through snow or braving subzero temperatures is a novelty worth the trip. Russia’s tourist infrastructure has kept pace, offering affordable luxury in the form of 4-star and 5-star hotels, halal food options, and a dizzying array of traditional souvenirs—matryoshka dolls are a particular favorite.
Even sanctions and logistical hurdles haven’t dampened enthusiasm. With international credit cards sometimes unusable and GPS apps like Google Maps limited in central Moscow, tourists have adapted by carrying cash and relying on taxis. The Russian government is pushing ahead with a visa waiver program for Saudi nationals, which, along with the uptick in direct flights, is expected to further boost arrivals.
The benefits for Russia go beyond tourism dollars. As Sarkar points out, the influx of Gulf visitors is strengthening diplomatic ties and helping Russia diversify away from traditional Western markets. The same can be said for Poland, where Zakopane’s business owners are riding a wave of prosperity that shows no sign of cresting.
Back in Zakopane, the transformation is visible everywhere—from the halal menus to the mingling of languages on the main street. Hanka Krzeptowska-Marusarz, who runs a guesthouse, recalled seeing a Kuwaiti tourist, arms spread wide, soaking in the rain with childlike delight. “I thought it was beautiful,” she said.
As Gulf travelers continue to rewrite the rules of summer vacation, destinations like Zakopane and Moscow are learning that a little hospitality—and a little adaptation—can go a long way. With each new arrival, the story of 21st-century tourism is being written anew, one Instagram post and one happy memory at a time.
