Tui is positioning "little-known" Zakopane, accessible via a two-and-a-half hour flight to Krakow, as a "lower-cost alternative" to established hotspots like Zell am See.
It has put the resort on sale for travel between May and September 2026, with departures available from 16 UK airports via partner airlines including easyJet and Ryanair.
Located in the foothills of the Tatra Mountains, Zakopane offers hiking at all levels, from climbs up Giewont (1,894 metres) to gentler walks around Morskie Oko and the Five Lakes Valley.
Cable cars and funiculars provide easier access to viewpoints, while wildlife – including marmots and chamois – can be spotted along trails.
Away from the mountains, the resort features thermal spa complexes, traditional wooden architecture and a busy centre built around Krupowki Street, known for its markets, craft shops and beer halls.
Local pricing is also part of the appeal, with food and drink significantly cheaper than in neighbouring Alpine resorts.
Tui said the destination also offers "strong add-on potential", such as day trips to Krakow, which is less than two hours away by rail.
Chris Logan, commercial director at Tui UK and Ireland, said Zakopane would bring something "genuinely new" to Tui's programme.
"Zakopane has alpine-style scenery, strong cultural identity and excellent value," Logan added. "It allows us to offer customers more choice, from short breaks to longer stays, while keeping prices accessible."
Tui recently announced plans to expand its Manchester-Orlando flying programme with an extra weekly flight after Aer Lingus confirmed it was shutting its long-haul base at MAN, where it flew to the theme park capital.
The operator is also planning to launch a new Europe-wide low-cost brand under the Tui umbrella to develop a stronger foothold in the budget segment.
