At Fitur 2026, Jesús Herrero highlighted that “technology adds value to tourism when it respects emotion and avoids over-information"
Jesús Herrero participated in the Techyfuturo Forum at Fitur 2026, which analysed how the tourism sector takes advantage of technology without forgetting the emotion, context and real needs of each traveller
During the Techyfuturo Forum at Fitur 2026, we shared our vision of how technology adds value as long as it respects the social and human aspects behind a trip. The key is not the amount of information, but how it is presented to enhance each user's decision-making. Information must be truthful, contextualised and adapted to the specific situation of each person.
The importance of reducing information noise
Jesús Herrero pointed out that too much data can disconnect the traveller from the experience. "Technology should simplify, select and sort relevant information. This logic can be seen on streaming platforms, where algorithms filter complex options to deliver results tailored to the user's profile. Tourism must move towards a similar model, with systems that organise information according to the real needs of each trip".
Artificial intelligence with human control
Artificial intelligence creates new opportunities to personalise experiences, but it must be designed responsibly.
- We uphold that AI should be transparent and provide justified answers. To this end, we propose integrating internal sources from destinations and hotel chains into AI engines, cross-checking information and applying clear rules to ensure reliable recommendations.
- We are committed to technologies in which humans supervise and validate the results, especially in view of the expansion of the AI agentic.
The value of emotion and enjoyment
Travelling should take the user away from stress. Technology should therefore reinforce emotion, rather than replace it. Data and algorithms should serve to enhance the tourism experience, rather than saturate it. Herrero recalled that "making mistakes is part of the trip and technology must be at the service of humans. Emotion, discovery and surprise remain key elements that must be preserved".