FITUR TechY 2026 will celebrate its 20th edition under the motto From Robot to Ally

FITUR TechY, the section specializing in innovation and tourism technology organized by FITUR in collaboration with the Hotel Technology Institute (ITH), returns to the International Tourism Fair, which will be held from January 21 to 25, 2026 at IFEMA MADRID.  

Under the motto 'From Robot to Ally', the FITUR TechY sessions will take place during the FITUR professional sessions, from Wednesday 21 to Friday 23 January, in the Knowledge Pavilion, located in Pavilion 12, a strategic space where hundreds of sessions will be held to present proposals, share experiences and disseminate good practices that are marking the trends of the tourism industry and which will bring together the latest technological offer available to companies, destinations and professionals of the sector.

In this context, and with the main sponsorship of Grupo Cooperativo Cajamar, which offers specific financial products and services for the tourism sector, FITUR TechY 2026 will propose an optimistic and provocative professional journey: evolving from a tourism focused exclusively on technological efficiency towards one in which innovation is at the service of people, the planet and purpose.

Four forums to address the major challenges in the sector

FITUR TechY will feature four thematic areas that will address the key aspects of the present and future of tourism from a technological perspective, bringing together professionals, companies and institutions that will share analyses, trends and solutions for a sector in full transformation.

With the support of AdQuiver, which manages and activates data to improve direct sales, distribution, and strategic planning for hotel chains and destinations, TechYnegocio will address how technology adapts to each new reality, supported by intelligence, data, automation, digitization, robotics, and other technologies that, beyond facilitating daily life, boost business security.

For its part, TechYdestino, sponsored by MAARLAB, which is committed to "spaces for innovation and reflection on tourism, with FITUR being one of the key meeting points of the year for all of us who work in this industry," will address tourism innovations on the comprehensive management of destinations, analyzing tourism promotion initiatives and new traveler profiles.

TechYfuturo will analyze the advancement of innovation and technology in tourism: AI, automation, and robotics, which are shaping a sector based on experience and emotions with a strong impact on a global and changing society. Reflecting its commitment to boosting the tourism sector through technology and its global financial solutions, this forum is sponsored by American Express, which brings its products and services closer to this evolving industry.

Finally, TechYsostenibilidad will introduce and analyze the concept of tourism sustainability from its three fundamental and interrelated perspectives: environment, economy, and society. This forum is supported by Veolia, a global leader in sustainable water, energy, and waste solutions, which promotes the ecological security of the territories and the efficient management of the tourist destinations where it operates.

An essential meeting point for tourism innovation.

At a time of global change, FITUR TechY will offer a meeting point for innovation in the service of the tourism sector, showcasing the latest technologies in the hotel sector and addressing, with the help of experts, the challenges and new horizons that these technologies present, with a program designed to inspire, anticipate and guide the sector towards a more efficient, sustainable and people-centered model.

FITUR TechY 2026 has partnered with Enovam as its Official Energy Partner. Enovam is a leading energy management company for the tourism sector, operating over 1,000 hotels and participating in more than 250 energy efficiency and renewable energy projects. This edition will also feature Orange Empresas as its Technology Partner, driving the digital transformation of tourism in Spain through advanced infrastructure and services that facilitate improved connectivity and intelligent data management in destinations and establishments.

Source: FITUR.