Returning to my hometown of Gdańsk to attend the “New Trends in Tourism” conference at the European Solidarity Centre was both a pleasure and a privilege. This flagship event has long been a cornerstone of Poland’s tourism industry calendar, offering valuable insights, expert perspectives, and unparalleled networking opportunities.
What sets NTT (Nowe Trendy w Turystyce) apart is its ability to convene leading Polish and international experts, tackle pressing industry topics, and foster meaningful discussions that shape the future of tourism.
An Engaging and Insightful Opening
The conference opened with an unexpected yet delightful surprise – Szymon Jachimek, a well-known comedian from Gdańsk’s legendary Limo cabaret, set the tone as the event’s host. His wit and energy created an engaging atmosphere for what proved to be a dynamic and thought-provoking day of knowledge-sharing and industry insights.
Culinary Heritage as a Tourism Driver
Polish gastronomy took center stage at this year’s conference. Renowned chef Bogdan Gałązka (currently at Stolica Cafe, Warsaw) emphasized the richness of Polish cuisine—describing it as butter-based, plant-forward, and deeply rooted in history, challenging common misconceptions.
Gdańsk’s designation as the European Capital of Gastronomic Culture (March 2024–March 2026) further underscored the city’s role in shaping the culinary tourism landscape. The panel discussion, “Culinary Branding of Destinations – How Gastronomy Attracts Tourists and Drives Revenue,” featured industry leaders such as Maciej Dobrzyniecki, Michał Stężalski, and Mateusz Ciołko, highlighting how food tourism can be leveraged for economic growth.
Sustainability: A Challenge and an Opportunity
Sustainability was a key theme, with a standout presentation by Guy Bigwood, CEO of GDS-Movement. His session focused on sustainable urban development, emphasizing the need for cities to balance the needs of residents and visitors alike.
The addition of Gdańsk, Kraków, Szczecin, and Wrocław to the GDS-Index signals Poland’s commitment to embedding sustainability in its tourism strategies, aligning with global best practices.
The Power of Creative Destination Marketing
As a former Londoner, I was particularly looking forward to Barbara Jamison-Woods’ presentation from City Destinations Alliance/City DNA and London & Partners. In her talk, “How Destinations Can Strengthen Their Marketing Efforts Through Best Practices Sharing,” she presented inspiring examples of successful campaigns and collaboration models.
I was delighted that we later had the opportunity to have an in-depth conversation about London’s experiences, and adventures, and exchange ideas.
The next two presentations demonstrated that destination marketing requires courage and a well-researched, creative concept.
Expectations vs. Reality
When I first saw this campaign almost a year ago, I thought that any Polish city could have done something similar. But only the Lithuanians had the courage to go for it.
A particularly fascinating case study was Vilnius’ “Expectations vs. Reality” marketing campaign. Urtė Daknytė from GO Vilnius shared insights into its creation and the controversies it sparked.
Analysis indicated that the campaign would resonate well in the German and UK markets – and it did. The promotional video garnered 2.2 million organic views, with 85% of viewers watching it to the end. Additionally, the campaign reached an extra 446 million people through 80 international media publications.
Despite some backlash in Lithuania, the campaign achieved its objectives and proved that a bold, humorous approach in tourism marketing can be highly effective.
Halfdan’s Summer in Oslo
The first words of the next advertisement are: “I wouldn’t come here, to be honest. Oslo is just not … I mean, is it even a city?” You absolutely have to watch the full Halfdan’s Summer campaign from Oslo.
Thanks to Tord Baklund from VisitOslo, we got an inside look at how it was created. Developed by a team of just three people, the campaign became a global hit.
The video was played 6.5 million times on VisitOslo’s profiles, receiving 500,000 reactions and over 5,000 comments. It also went viral on X (formerly Twitter), amassing 25 million views—despite VisitOslo not even having an official account on the platform.
At a later stage, even Norway’s Prime Minister humorously joined in on the campaign, further boosting its reach.
Social Media’s Growing Influence in Hospitality
It turns out that 68% of guests discover hotels and restaurants through social media, and the time between first following a profile and making a reservation ranges from two to four months. These insights on the role of social media in travelers’ decision-making were presented by Patrycja Brychcy (@Pati.od.hoteli), an expert in hotel industry transformations.
In her presentation, “Don’t Create but Document – The Authenticity Revolution in Hotel and Restaurant Social Media,” she emphasized the importance of documenting daily operations rather than creating artificial content.
A Surprising Highlight – Freestyle Rap at a Tourism Conference
Perhaps the most unexpected yet entertaining moment came from local rapper Edzio, who performed freestyle rap based on audience-suggested keywords such as “marketing,” “conference,” and “tourism.”
His impromptu performance, alongside a “Rap Battle” with Jachimek, added an element of creative entertainment, reinforcing the conference’s dynamic and engaging approach.
Accessible Tourism – A Market Opportunity
Filip and Łukasz Wysocki once again proved that accessible tourism is a topic that deserves greater attention. In their presentation, “Amor Fati in Accessibility: Embracing Diversity as a Path to Profit in Tourism,” they emphasized that disability is simply a part of diversity.
They demonstrated how small changes can make tourism more inclusive and highlighted an important fact: travelers with disabilities often travel in larger groups, creating the additional economic potential for the industry. Have you ever considered this?
There are still many barriers to eliminate, and physical infrastructure barriers are actually the easiest to remove. As Filip and Łukasz pointed out, many accessibility improvements cost nothing—aside from a shift in awareness.
Thank you both for sharing your experiences and insights!
Measuring the Economic Impact of Events
The conference concluded with an insightful panel discussion titled “Economic Impact of Events: How to Measure and Leverage Their Potential?” featuring experts including Katarzyna Nałysz-Safuryn, Paweł Orłowski, Arkadiusz Hronowski, and Krzysztof Celuch.
The discussion underscored the importance of data-driven decision-making in the tourism and MICE sectors, equipping industry professionals with actionable strategies to maximize event ROI.
A Grand Finale and Well-Deserved Recognition
The NTT25 networking evening took place at the unique 100cznia Inside venue, further demonstrating the European Solidarity Centre’s excellence as a host for high-profile events.
A special exhibition showcasing Gdańsk’s “Authentically Gdańsk” campaign added a memorable touch, offering attendees the opportunity to engage with the initiative and capture keepsake photos with campaign models.
A final word of appreciation goes to the organizers – Gdańsk Tourism Organization and Gdańsk Convention Bureau – for curating an outstanding event. With its thought-provoking sessions, strategic insights, and invaluable networking opportunities, NTT25 once again proved why it remains an unmissable gathering for industry professionals.
I look forward to seeing how these discussions shape the future of tourism – and to returning next year!
#newtrendsintourism #ilovegdn #gdansk
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