One in eight passengers using Poznan Lawica Airport travel to or from Italy, underlining the strength of demand between western Poland and Italian destinations. The figure was highlighted as Italian tourism representatives visited the airport as part of the Buy Italy Tourism Roadshow.
The event took place on 22 April and brought together tourism bodies and industry stakeholders seeking to expand travel links between the two markets. Organisers positioned Poznan as a growing source market for Italian tourism, supported by steady passenger flows and direct air connections.
The airport said the Italy share reflects both leisure and visiting friends and relatives traffic, with routes to cities such as Rome, Milan and regional destinations attracting consistent demand. Airlines have responded by maintaining or increasing frequencies on popular routes during peak seasons.
The Buy Italy Tourism Roadshow is designed to connect Italian destinations, regional tourism boards and travel businesses with outbound markets across Europe. The Poznan stop aimed to strengthen partnerships with Polish tour operators, travel agents and airlines, while promoting lesser-known regions alongside established city breaks.
Airport officials indicated that Italy remains one of the most important country markets in Poznan’s route network. The mix of cultural tourism, gastronomy and short-haul accessibility continues to drive bookings, particularly during spring and summer.
Industry participants at the event focused on diversifying travel beyond major gateways. Italian representatives showcased coastal cities, countryside itineraries and off-season offers, seeking to spread demand more evenly throughout the year. They also highlighted improved regional connectivity and sustainable tourism initiatives.
For Poznan, the sustained interest in Italy supports broader passenger growth and route stability. The airport has worked with carriers to ensure schedule reliability and convenient departure times, which are key factors for short city breaks and long weekend travel.
Travel agencies attending the roadshow discussed packaging strategies that combine flights with accommodation and experiences. There was particular interest in thematic travel, including culinary tours, heritage routes and active holidays such as cycling and hiking.
Airlines operating between Poznan and Italy benefit from a balanced demand profile. While summer peaks remain strong, shoulder seasons have seen improved load factors as travellers take advantage of milder weather and lower prices. This trend aligns with efforts by Italian destinations to reduce overtourism in high season.
Tourism stakeholders also pointed to the role of marketing campaigns and digital distribution in sustaining demand. Targeted promotions, social media content and partnerships with influencers have helped raise awareness of secondary Italian destinations among Polish travellers.
The roadshow stop in Poznan forms part of a wider European tour that includes multiple cities. Each event combines business meetings, presentations and networking sessions, allowing suppliers and buyers to develop new products and agreements.
Looking ahead, airport and tourism officials expect Italy to remain a core market. Continued collaboration between airlines, airports and destination partners is likely to focus on route development, capacity optimisation and year-round travel promotion.
As competition among European destinations intensifies, Italy’s combination of accessibility and diverse offerings continues to resonate with travellers from western Poland. The one-in-eight passenger share at Poznan Lawica Airport signals a mature and resilient travel corridor with scope for further growth.
