Trends in the tourism industry – meeting at the PGE National Stadium in Warsaw

The forecasts for global tourism are optimistic. In 2018, tourists made record-breaking trips around the world. 1.4 billion trips. This is 6 % more than in the previous year. Therefore, the long-term UNWTO forecast issued in 2010, according to which this result was to be achieved only in 2020, did not come true. The largest number of tourists visited Europe – 713 million.Poland 19,6 and Warsaw 10 million. The dominant incoming traffic is from Great Britain (a record number of arrivals was broken), the USA and Germany. Tourists come mainly for leisure purposes, to visit monuments, learn about history, culture, visit relatives and friends. Other reasons include business and business matters as well as participation in cultural events (2-5%).

Global phenomena that are taking place in the world affect the demographic, economic, technological, environmental awareness, transport, safety, facilities and regulations. But also changes in the customer's thinking consisting in changing the purchase "services" for purchase "experiences”. Changes must inevitably also apply to the area of marketing.

The key to preparing the right offers and finding a way to successfully distribute them is to observe trends that occur on the consumer side and on the supply side – both in the product and its promotion.

Aging societies, the growth of wealth of societies, migration and mobility, home-centrism and privatization of consumption, puniversal and mobile access to the Internet, Witha gateway to a healthy lifestyle these are just some of the trends that make the modern consumer dynamic and mobile, seek new experiences, create new needs, co-create the brand, are aware and demanding, but less loyal. The biggest market challenge remains keeping up with the changing consumer and their needs. In order to attract such a postmodern consumer, the industry must provide them with the ability to satisfy dynamically changing needs.

This was among the topics discussed by the meeting participants PGE National on the day 11.09.2019 r.

The panel was attended by: Renata Pawłowska Maciak – Director of the Marketing Communication Department, POT, Dagmara Plata-Alf – specialist in the tourism and hotel industry, owner of Hotele Media Group, lecturer at the Leon Kozminski Academy, Monika Borzdyńska – Director of Communication, Promotion and Marketing, PGE Narodowy.

The Warsaw Tourist Organization was represented by President Barbara Tutak – who gave a presentation to the meeting participants on the topic "Tourism Trends in the Industry in 2020"

The panel part was dominated by a discussion about the need to personalize offers and finding an effective way to reach the consumer.

Presentation from the meeting available for download at Zone for WOT members.