Tourism in 2026: smarter, more emotional, and tailored to the traveler's needs

The sixth edition of TIS – Tourism Innovation Summit, held from October 22nd to 24th in Seville, has established itself as the leading hub for knowledge and innovation, identifying and consolidating the key drivers of transformation that are redefining tourism globally. With the participation of experts and world leaders, the event helped define the eight key areas that will shape the immediate future of a sector heavily influenced by the emergence of new technologies and AI.

1. A more conscious, selective, and values-driven traveler

Today's tourist no longer chooses solely based on destination or price, but is also guided by consistency. They dedicate more time to planning—more than five hours of active research—and analyze whether their experience aligns with their principles: authenticity, sustainability, impact, and local culture.

2. Artificial intelligence becomes the new travel agent

AI is no longer just an assistant; it has become someone who designs, suggests, corrects, and guides you throughout the entire process. It creates complete itineraries in seconds, adjusting plans based on preferences, budget, values, and even mood. Travelers are increasingly distrusting traditional search engines and turning more to conversational tools that offer integrated, seamless, and personalized solutions.

3. Destinations that are managed with data

Overcrowding is no longer just anecdotal; it's now a manageable variable. Thanks to predictive analytics and operational data, destinations can anticipate peak visitor numbers, protect local communities, and ensure a balanced experience. Andalusia, with its Nexus platform, exemplifies this paradigm shift: it monitors occupancy, mobility, and visitor profiles in real time to make more responsible decisions. The goal is no longer simply to attract more visitors, but to attract better ones.

4. From “sustainable tourism” to regenerative tourism

Sustainability has ceased to be a mere distinction and has become a starting point. Now, a more ambitious idea is emerging: regenerative tourism. It's not enough to simply avoid harming; we must contribute. This means protecting the environment, boosting local economies, strengthening ties with the community, and leaving a positive legacy.

5. TikTok, Netflix and influencers decide the next trip

The decision to travel begins long before you even think about it. A 30-second video can spark a desire to visit a destination more effectively than any traditional advertising campaign. TikTok, Instagram Reels, and YouTube have become powerful sources of inspiration, especially when the content is created by real residents, guides, and travelers. They are the ones who showcase the vibrant culture and hidden gems with authenticity and passion.

6. Emotional city branding: destinations are no longer described, they are told

Destinations have realized that they don't compete with photos, but with identity. Showcasing monuments is no longer enough: they must convey culture, purpose, and lifestyle. Thus, city branding becomes narrative, intimate, and human. Podcasts, sound experiences, personal stories, and local voices now shape the destination's image.

7. The journey ceases to be individualistic: micro-groups based on affinity grow.

The rise of solo travel now coexists with a complementary trend: micro-groups organized around shared interests, values, or lifestyles. These are trips of 10 to 15 people who don't know each other but share a similar approach to these kinds of experiences. The key difference is that these aren't organized trips, but rather shared ones.

8. Accommodations are evolving: from providing a service to generating an experience

Accommodations are no longer differentiated solely by design, location, or amenities. They are now distinguished by identity, story, and experience. This has given rise to hybrid forms such as boutique hostels, coliving spaces, and themed accommodations, which combine technology, community, and local culture. Automation (digital check-in, voice control) has also been seamlessly integrated to coexist with the human element.

Source: TIS.