Spain, Unknown – January 23, 2026 — MADRID — Spain’s tourism industry is advancing towards a future where every traveller’s journey feels uniquely crafted, thanks to the growing integration of artificial intelligence for bespoke experiences. At FITUR 2026, set to take place in early January at IFEMA Madrid, organisers have introduced a dedicated Knowledge Hub that promises to guide professionals through the latest digital advancements shaping the sector.
The hub, part of the longstanding FITUR TechY programme marking its 20th anniversary, gathers hotel leaders, destination managers and innovation specialists under the theme ‘From Robot to Ally’. This initiative highlights practical strategies for blending technology with human touchpoints, fostering smarter operations and deeper visitor connections. Sessions will explore applications in hospitality, digital reputation building and the fusion of tech with empathetic service design, all aimed at boosting competitiveness amid rising visitor numbers.
Spain anticipates welcoming 100 million foreign tourists by the end of 2026, building on a record 97 million arrivals in the prior year. This surge underscores the need for efficient, tailored solutions. “Digital tools are enabling us to anticipate needs and craft journeys that resonate personally,” said Jesús Gatell, a board member of the Spanish Hotel Technology Institute (ITH), which co-organises TechY. His opening address will set the stage for discussions on reskilling workforces to thrive in this evolving landscape.
A standout feature is the inspirational talk by Stefan Junestrand, PhD, architect and CEO of Grupo Tecma Red, titled ‘Artificial Architecture: How AI, Robotics and Mixed Reality Transform Experiences in Cities and Buildings’. Junestrand will demonstrate how these technologies create interactive urban spaces, from adaptive lighting in historic plazas to virtual overlays enhancing cultural sites. “Cities become living canvases, responding to visitors in real time,” he noted, emphasising user-focused designs that elevate satisfaction.
The TechYnegocio forum delves into business impacts, including AI’s role in streamlining hotel operations and nurturing the new tourism economy. Meanwhile, TechYdestino spotlights destinations, featuring a high-level round table on governance in the AI era. Chile’s success with Applied Tourism Intelligence—a Latin American benchmark using Big Data for industry insights—will inspire participants, alongside talks on Blue Tourism. Mayors from Sun and Beach destinations along the coast will share how coastal strategies drive sustainability, economic variety and appeal.
Luis Martín Izquierdo, Deputy Minister of Culture, Tourism and Sport for the Community of Madrid, will contribute to TechYdestino, reinforcing Madrid’s commitment to digital levers for sustainable growth. These efforts align with España Digital 2026, the national agenda prioritising AI innovation, cloud infrastructure and SME digitisation. With 72 per cent of Spanish businesses expected to adopt AI by year’s end, tourism stands to gain from enhanced efficiency and predictive capabilities.
In Aragon, a pioneering AI training programme equips tourism professionals with skills for personalising experiences, optimising online presence and generating digital content. Participants learn to harness data for custom itineraries, such as suggesting secluded Andalusian trails for nature enthusiasts or flamenco workshops timed to individual schedules. “This training empowers local operators to deliver standout service,” programme coordinators report, noting early successes in visitor retention.
Nationwide, custom software solutions are tailoring offerings to regional nuances, from Catalonia’s vibrant festivals to Galicia’s rugged shores. Robotic process automation frees staff from routine tasks, allowing focus on creative hospitality. Cloud platforms and 5G coverage—now spanning over 60 per cent of the population—enable real-time adjustments, like dynamic pricing for peak-season bookings or sentiment analysis from reviews to refine amenities.
Travellers benefit from seamless enhancements: apps that predict preferences based on past trips, reducing wait times at Barcelona’s Sagrada Família or suggesting off-peak visits to Seville’s Alcázar to ease crowds. Visitor behaviour analytics, as seen in award-winning tools like WOWist IA Audiovisual, generate itineraries that balance popular sights with hidden gems, promoting even distribution and cultural immersion.
FITUR 2026’s Knowledge Hub emerges as a beacon for progress, uniting stakeholders to share blueprints for a resilient sector. By prioritising data-driven insights and human-centric innovation, Spain positions itself at the forefront of meaningful travel. As Gatell puts it, “These advancements not only optimise management but unlock growth opportunities on the global stage.” The event, running from 21 to 23 January, invites the industry to collaborate, ensuring tourism evolves as a force for positive change.
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