On 21 March 2025, the 15th edition of the New Trends in Tourism conference took place at the European Solidarity Centre in Gdańsk. The event brought together tourism experts, industry professionals, and enthusiasts, with this year’s programme centred around the theme of authenticity as a key pillar of sustainable development within the sector. The conference was held under the honorary patronage of the Polish Tourism Organisation.
Key Themes Explored at the Conference
The 2025 edition of New Trends in Tourism once again affirmed that authenticity, sustainability, and accessibility are the cornerstone principles shaping modern tourism. The event offered attendees valuable insights and practical guidance directly applicable to their work in the industry.
- Culinary Tourism: Discussions highlighted the importance of local sourcing and seasonality in crafting distinctive culinary experiences that both engage visitors and support regional producers.
- Destination Marketing: Experts from Oslo and Vilnius shared success stories from destination marketing campaigns that leveraged authentic storytelling to generate strong domestic and international interest.
- Accessible Tourism: The sessions emphasised the need to design inclusive tourism offerings—an essential aspect of sustainability and a strategic opportunity to reach new customer segments.
- Data & Analytics in Tourism: Participants explored how data-driven insights and trend analysis can inform the creation of innovative and sustainable tourism products.
International Speakers and Their Insights
- Guy Bigwood – CEO of GDS Movement, introduced the concept of regenerative destinations and events, highlighting the critical role of sustainability in tourism development.
- Barbara Jamison-Woods – President of City Destinations Alliance (CityDNA), explored effective destination marketing strategies built on authenticity and the sharing of best practices.
- Urtė Daknytė – Head of Digital Marketing at GO Vilnius, showcased bold and unconventional promotional campaigns that challenged traditional norms and significantly raised the city’s profile.
- Tord Baklund – Digital Marketing Specialist at VisitOSLO, offered an in-depth look at one of Oslo’s most recognisable campaigns, emphasising authenticity as a key element of destination branding.
- Amanda Booker – COO at TheFork, shared an innovative approach to supporting chefs and restaurateurs through technology and fostering a community of food lovers across Europe.
Polish Experts and National Perspectives
- Bogdan Gałązka – Renowned chef and restaurateur specialising in historical cuisine from the medieval and Renaissance periods, stressed the importance of seasonality and local sourcing in creating memorable culinary experiences.
- Maciej Dobrzyniecki – President of the Polish Gastronomy Academy, discussed the role of gastronomy in shaping destination identity and its power to attract tourists.
- Patrycja Brychcy – Known online as “Pati od Hoteli”, a social media expert who highlighted how authenticity in digital communication can strengthen the relationship between hotels, restaurants, and their guests.
- Filip Wysocki & Łukasz Wysocki – Representing two generations at Gdańsk Tourism Organisation / Gdańsk Convention Bureau, they explored the concept of “Amor Fati in Accessibility”, promoting the acceptance of diversity as a driver of success in tourism.
- Łukasz Krasoń – Government Plenipotentiary for People with Disabilities, called for inclusive tourism practices and outlined the wider benefits of accessibility for the industry.
- Katarzyna Nałysz-Safuryn – Head of Research & Analysis at Gdańsk Tourism Organisation, presented how data and insights can guide the design of innovative and sustainable tourism products.
The New Trends in Tourism 2025 conference reaffirmed Gdańsk’s role as a thought leader in the evolution of sustainable, inclusive, and experience-driven tourism. By bringing together international and Polish experts, the event offered a platform for bold ideas, actionable insights, and meaningful dialogue around the future of the industry.
With authenticity as the unifying theme, participants explored how destinations can remain competitive while staying true to their identity, values, and communities. From regenerative tourism models to data-led strategies and inclusive design, the conference equipped attendees with the tools to navigate a rapidly changing landscape—ensuring that Polish tourism continues to thrive, responsibly and resiliently, in the years ahead.
Jaroslaw Marciuk; #NTT25 #NoweTrendywTurystyce #PolskaTravel
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