Opportunities and challenges with the ageing audience
The tourism industry has been one of the __worst affected__ by current challenges and is now looking at what a ‘new normal’ might look like. Our __'Adapting and Innovating in 2020'__ series continues to explore and discuss the challenges and potential opportunities for the industry.
On this webinar we’ll hear from [Nic Palmarini](https://newcastlehelix.com/news/nic-palmarini-appointed-to-lead-national-innovation-centre-for-ageing "Nic Palmarini article on the Helix website"), Director of the National Innovation Centre for Ageing (NICA), about the sentiment of the ageing population during this time, particularly around travel and hospitality.
He will also explore whether the messages around people over __70__ being at particular risk have been damaging, and how the region could create opportunities by communicating __simple__ and __consistent__ messages to an audience to avoid confusion. In addition to this Nic will share his views on the ageing populations’ engagement with digital experiences during this time, and what more could be done? Nic will also discuss changing attitudes that have been seen as we have moved through different stages of the pandemic and how tourism businesses can find a positive story to tell.
[Abigail Pogson](https://www.chroniclelive.co.uk/whats-on/arts-culture-news/meet-abigail-pogson-new-boss-9633868 "Chronicle website article about Abigail"), Chief Executive of [Sage Gateshead](https://sagegateshead.com/ "Sage Gateshead website"), will explore how the North East as a region might become more attractive due to being less densely populated and the range of options we have for tourists – city centre, countryside and coastline. How as a region can we come together to have shared standards and attract older visitors, starting with digital experiences and moving through to safe physical visits? She’ll discuss Sage Gateshead’s __strategy during the crisis__, how they’ve seen great digital engagement from their older audiences and what plans they have for reopening.
We are encouraging attendees to send in questions in advance so that we can tailor the content of the webinar appropriately. However there will also be opportunities to ask questions at the end of the session.