The Tech Tourism Cluster (TTC), Catalonia's main tourism technology cluster, will participate for the third consecutive year in FITUR, consolidating its presence as a benchmark in innovation, digitalization and technology applied to tourism.
The TTC will represent an ecosystem that, according to its strategic analysis, brings together 371 technology companies in the tourism sector, with a combined turnover exceeding 3.2 billion euros, of which 141 are part of the TTC ecosystem.
The Cluster will have its own stand (12F02) bringing together 20 technology and tourism companies, representing the entire value chain of the sector, from analytics and data management, software for hotels and agencies, digital payments, destination technologies, to connectivity and infrastructure. This showcases the potential of the Catalan ecosystem in tourism technology and its capacity to address the sector's major challenges.
Strategic projects and new developments in AI
The Tech Tourism Cluster will use FITUR to highlight the most relevant projects and programs, especially those with the greatest impact on innovation, digitalization, sustainability and transformation of the tourism sector.
Among the main new developments, the Cluster will present four new projects under development, three of them intercluster projects, reflecting the commitment to advanced technological solutions and real-world use cases of AI applied to tourism:
MuseMetrics: A museum data management platform for evidence-based decision-making, integrating sustainability criteria and improving the visitor experience.
marIA: An intelligent super-agent for tourist information for municipalities, centralizing and updating all information on local festivals and events.
TRIA: An AI-based solution to improve the competitiveness of sports tourism in Catalonia through data integration and support for strategic decision-making.
Olivitur: A platform for managing winery reservations, data, and recommendations, integrating the tourism offering and optimizing wine tourism operations.
Challenges and Opportunities for 2026
Looking ahead to 2026, the Tech Tourism Cluster has set the following strategic priorities:
Qualitative growth in the number of members, with a special focus on tourist destinations and their digitalization.
Promotion of new, technologically disruptive business models, such as campsites.
Internationalization of the technology developed by the Cluster's companies.
Development and scaling of real-world AI applications in tourism.
Management of larger and more ambitious European projects, strengthening the international profile of the Catalan ecosystem.
Roundtable on Destination Digitalization and AI Pilot in Badalona.
As part of its agenda at FITUR, on January 23 at 10:00 a.m., the Tech Tourism Cluster will host a roundtable at the City of Badalona stand, focusing on the challenges and opportunities of digitalizing tourist destinations, with a special emphasis on Badalona. Key insights will be shared, and a pilot project will be presented, based on the development of a destination-specific AI super-agent aimed at improving management, tourist information, and the visitor experience.
“FITUR is a key opportunity to show that Catalonia is not only a leading tourist destination, but also a benchmark in the development of technology applied to tourism. At the Tech Tourism Cluster, we are committed to real, scalable solutions with a direct impact on destinations and businesses,” says Xavier García, Cluster Manager.
The Tech Tourism Cluster stand at FITUR will bring together a leading representation of Catalonia's technology and tourism ecosystem, with the participation of companies such as Beroni, wasabi-s, niikiis, GNA Hotel Solutions, Prestige Software, LUEIRA, Mind Analytics, eXplorins, Wifirst, MONEI, seQura, InnoGuest, Tinybell, Hotelspeaker, Rosamar Hotels, Marmirada, Hospitalidad Emprendedora, ByAir App, ByteTravel, InRoom and HBX, reflecting the diversity of solutions and business models that are driving the digital transformation of the tourism sector.
During the fair, the Cluster will host several Latin American delegations, including the signing of a collaboration agreement with the Tourism Cluster of Nuevo León, Mexico, to develop a joint AI Center for Tourism in both regions. The TTC will also welcome TurTech Argentina, with whom it is collaborating on the creation of a similar traveltech cluster, as well as COTELCO and Bogotá Tourism, with whom it has maintained an active collaboration for several years.
With this participation in FITUR, the Tech Tourism Cluster reaffirms its role as an engine of innovation in the sector, connecting technology, destinations and companies to build a smarter, more sustainable and competitive tourism industry.
Source: Tech Tourism Cluster (TTC)