TECNALIA to take part in FITUR TechY 2026 to promote connected, sustainable, people-centred tourism
TECNALIA will be at FITUR TechY, the tourism innovation forum at IFEMA Madrid, between 21 and 23 January, to discuss how technology can become an ally that connects people, emotions and sustainability.
Can technology make travel more people-centred?
In this digital age, where artificial intelligence manages bookings and algorithms design experiences, the answer lies in changing our approach: technology is not replacing human beings, it is working alongside them.
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- This will be the focus of FITUR TechY 2026, organised by FITUR and the Hotel Technology Institute) (ITH by its Spanish acronym.
- Using the motto “From robot to ally”, the event is an invitation to reflect on how technology can become an ally that connects people, emotions and sustainability.
More people-centred, sustainable tourism
The tourism sector is at a turning point. Innovation cannot be limited to operational efficiency; it needs to embrace human values, sustainability and purpose.
- At TECNALIA, we are developing solutions that integrate artificial intelligence, automation and advanced technologies that will transform the tourism sector.
- From smart systems that personalise travellers' experiences to tools that optimise destination management and reduce environmental impact, we are working to put innovation at the service of people and the planet.
A debate that looks to the future
We will be taking part in a round table discussion on 23 January at 1.00 pm entitled “Travelling in the age of information overload: sociology, humanism and the future”, alongside other experts from the sector.
- Jesús Herrero, head of the tourism division at TECNALIA, will discuss the challenges posed by digitalisation and how technology can become an ally in creating more people-centred, sustainable experiences.
- The future of tourism will not be an automated world, but a connected world, where innovation will help us travel better, experience more and take care of our surroundings.