European Tourism Forum in Wrocław: a recap

On December 4-5, 2023, enthusiasts, scientists, and industry representatives gathered in Wrocław for the V European Tourism Forum. Organized by the Department of Tourism at the Academy of Physical Education in collaboration with Convention Bureau – Wrocław and Wrocław Tourist Organization, the event took place both at the university and in the comfortable surroundings of Novotel&ibis Wrocław Centrum hotel.

After a hiatus, this year’s edition made a triumphant return to Wrocław’s conference scene, offering participants a rich program and inspiring presentations. The inaugural lecture, titled “Introduction of the Euro in Poland and the Perspectives of Outbound and Inbound Tourism Development,” was delivered by Prof. Dr. Marian Noga from WSB Merito Wrocław University.

The forum brought together representatives from 20 academic centers across Poland and members of Wrocław’s tourism business community. The interdisciplinary nature of the event covered 16 issues from social, natural, spatial, and cultural sciences. The program featured 23 scientific presentations, with one session dedicated to topics outlined in the document “Tourism Development Program for Wrocław in the years 2024-2030.”

On the second day at Novotel&ibis Wrocław Centrum, participants not only presented papers but also engaged in practical workshops. The first workshop focused on digital marketing in tourism, allowing participants to delve into effective online marketing strategies, emphasizing digital tools and innovations in promoting tourist destinations. The workshop was led by Jarosław Marciuk, Chief Marketing Specialist at the Polish Tourist Organization – Poland Convention Bureau.

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The second workshop highlighted the significance of Environmental, Social, and Governance (ESG) in shaping tourism business. Participants explored aspects of sustainable development in the context of tourism, addressing social and environmental challenges in the industry. The workshop aimed to promote responsible practices in tourism while providing tools for integrating ESG into business strategies. This session was conducted by Wiola Samborska from CEE Hydropolis, MPWiK in Wrocław, along with Tomasz Czerski from CEE Hydropolis and Prof. Dr. Hanna Sikacz from Wrocław University of Economics.

The V European Tourism Forum received the patronage of the Ministry of Sport and Tourism, the Polish Tourist Organization, and the Polish Hotel Holding Group. The event’s substantive partner was the Poland Convention Bureau POT, and honorary patronage was extended by the Rector of the Academy of Physical Education in Wrocław – Słoneczna Uczelnia and the Mayor of Wrocław.

Thanks to all participants and partners for unforgettable moments dedicated to the development of tourism! This event undoubtedly contributes to Wrocław’s dynamic position as an attractive destination for European tourism.