CONCLUSIONS

The survey combined with the Think Tank’s outputs allowed us to recognize and categorize several challenges and trends the Tourism Activities sector is facing at the moment. During both phases, experts of the area come together to create a reflection on the main struggles that need to be solved in the short and mid-term.

The topics of communication and marketing were mentioned several times during the session. Experts consider that this is where we need to innovate and create new approaches to improve customer experience. Communication was addressed not only in the need to better know how to communicate with the target audience on the appropriate platform, such as communicate more effectively to the true offer of tourist activities in Portugal.

experience, such as the implementation and communication of a more customer-oriented strategy. In order for these market trends to be met, it will be essential to leverage the processes of innovation in technology and solutions of the initialization ecosystem in the sector of tourist activities.

One of the main conclusions of this study is that the sector is currently focused on personalized and unique experiences and has a real need to develop the communication and marketing strategy.

It was clear during the Think Tank session that the focus is on the client and in the way the sector of the tourist activities positions to give an integrated customer experience taking into account all types of family and the various family members.

Experts also identified a clear need to develop more activities that accompany all family members, that is, to adapt the tourist activity taking into account the different ages and interests in order that everyone has an enriching experience.

To summarize, we can conclude that the future of the sector is highly targeted for a service that aims to be the most integrated possible in the provision of services. To succeed in this task, it is intended to adopt strategies that can meet customer needs, be a unique