Tourism activity at both the global and national levels must adapt as efficiently as possible to sudden and intensive changes in the environment in which it operates. Economic entities within the tourism industry should increasingly recognize the importance of modern trends in their business activities. This is becoming increasingly necessary under conditions of uncertainty, as competition becomes more intense, and it also represents a way to achieve competitive advantage in specific destinations. The main reasons that should be considered in adapting to new environmental trends among tourism enterprises include: (1) adaptation to the “new traveler” – demands for hyper-personalization; (2) sustainability as a standard rather than an option – innovations in “green” technologies; (3) digital transformation and efficiency: (a) contactless technologies and (b) augmented reality; (4) destination competitiveness – economic prosperity of local communities; (5) safety and predictability – Big Data analytics. Adaptation in tourism is no longer just a matter of “following trends,” but of building a resilient system capable of responding quickly to change. For successful adaptation to future conditions, the focus should be placed on three levels of action: (1) technological adaptation (efficiency – using technology for prediction and personalization); (2) operational flexibility (security) – financial flexibility; (3) emotional and value-based connection (loyalty). Modern travelers no longer seek only a destination, but experiences aligned with their personal values and identity.

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