FITUR TechY celebrates its 20th anniversary, consolidated as the key space for tourism innovation

FITUR TechY, a section specializing in innovation, sustainability and tourism technology organized by FITUR in collaboration with the Hotel Technology Institute (ITH), has started its 20th edition today, consolidating itself as the main space for reflection and analysis on the transformation of the tourism sector under the motto 'From Robot to Ally'.

Technology, business and leadership: keys to hotels of the present and the future

The day began with the official opening by Fede Fuster, president of ITH, giving way to the TechYnegocio forum program, focused on how technological innovation is redefining hotel management and strategic decision-making.

Among the first contents, an interview with Bruno Hallé (Cushman & Wakefield) and Rafael del Castillo Ferreira (Studio Oriente) stood out, followed by a panel discussion on the keys to current and future tourism with Jorge Marichal (CEHAT) and Óscar Perelli (Exceltur), moderated by Juan Garnica (Savills).

The real-world application of technology in the hotel business has been a central focus of the program, with sessions dedicated to Revenue Advertising with Daniel Romero (AdQuiver) and, especially, to artificial intelligence applied to hotels, with the intervention of international expert Lasse Rouhiainen, who has analyzed which solutions are already working and which will be essential in 2026.

In the afternoon, the discussion shifted to the impact of automation on daily operations, with the panel “Humans & Robots: Coexistence and Optimization,” featuring Alberto Bernabé (PwC), Miguel Villarroya (Spring Hotels Group), and Carlos Domínguez (Ilunion), moderated by Manuel Molina (Hosteltur). This was followed by a discussion on the profitability of integrating economic, environmental, and social sustainability into hotel business models, with David Uclés (Banco Cooperativo Cajamar) and Gabriel Llobera (Garden Hotels). The day concluded with the presentation of the
Sergestur Awards, which recognize individuals who contribute to the development and improvement of the tourism sector.

Sustainability and destinations: from efficiency to regeneration

In parallel, the TechYsostenibilidad forum focuses on regenerative innovation and the role of technology as an engine for more responsible tourism.

The inauguration was attended by Fede Fuster, Jorge Marichal and Federico Ramos (Veolia Spain) who emphasized the strategic importance of sustainability for the future of the sector.

During the morning, topics such as the transformation of tourist destinations were addressed with Claudia Magriñá and Amaia Quintana (both from Deloitte); the circular economy, with Catalina Trujillo (Souji), Luis Chimeno (Oscillum), Herick Campos (Movisat), moderated by Pili Malagarriga (Segundo Mundo); energy efficiency, with Simón J. Pulido (Veolia España), Carlos Vidal (Enovam), César Pérez (Vincci Hoteles) and Álvaro Morcillo (Gensler Hospitality), moderated by Gisela Bühl (Ecoconstrucción).

Finally, a debate on sustainable mobility took place with Juan Luis Barahona (FENEVAL), María Romera (AEDIVE), and Carlos Acha (EMT Madrid), moderated by Elena Galante (Sustainable Mobility Observatory). The program concluded with the 9th edition of the FITUR–InterMundial Seguros Foundation Responsible and Sustainable Tourism Award, which recognizes initiatives committed to more balanced tourism development.

Governance and data in tourist destinations

The TechYdestino forum concludes the day with an in-depth analysis of tourism governance in the age of artificial intelligence, the importance of data, and the need for transparent and ethical management models. The forum was officially opened by Ramón Estalella (CEHAT and ITH) and Luis Martín (Community of Madrid).

Highlights include Florence Kaci's (Phocuswright) presentation on global tourism market trends in 2026, as well as panel discussions on how to balance innovation, data sovereignty and ethical responsibility to build a smart and transparent tourism model, with Daniel Méndez (Vueling), Daniel Sáez (Gaia-X Spain), José de la Uz (Las Rozas and RECI), Ana Catalina (UN Tourism), Dolores Ordoñez (AnySolution), moderated by Antonio Carmona-Damians (Inetum).

This was followed by a debate on the vision of tourism where digital competitiveness becomes a key factor for more sustainable economic development, in which the following participated: Helena Guitart (Hipotels), David González (Fergus Hotels), Antonio Balaguer (MarSenses Hotels & Homes) and Raúl Domínguez (Maarlab).

The afternoon focuses on the concept of regenerative tourism and smart destinations, addressing how innovation can contribute to creating more resilient, livable and sustainable destinations, in a debate with María García (Minor Hotels Europe and Americas), Juan Cortés (Arup), Ilona Shekyants (Secretary of State for Tourism of Spain), Miguel Aguíñiga (SECTUR of the Government of Mexico), moderated by Luis Marzá (Sener).

The day concluded with the presentation of the 2026 eBook on robotics and automation in tourism, by Álvaro Carrillo de Albornoz (ITH and Thinktur), and with the closing ceremony of the II Congress of Law and Tourism of the ICAM, dedicated to the legal challenges of biometrics and cybersecurity in the sector.

AI, architecture and new experience models for tourism

The TechYfuturo forum joins the first day with a program aimed at anticipating how spaces, experiences and management models will evolve in a context marked by artificial intelligence and automation.

The session began with an opening by Jesús Gatell (ITH), followed by the conference 'Artificial Architecture: How AI, Robotics & Mixed Reality Transform Experiences in Cities and Buildings', by Stefan Junestrand (Tecma Red Group and IA Lab COAM), with a look at the convergence between AI, robotics and immersive realities in the design of environments.

Next, the panel “New spaces and trends for inhabiting the cities of the future” brought together Patricia García Zapico (Gijón), Jose María Mateo (meii studio) and Víctor Martín (Escofet by Molins), moderated by Pablo Gago (Memorandum Tecnología), to discuss new ways of inhabiting, designing and managing spaces more adapted to the needs of people and destinations.

The forum continued with the panel “Keys to navigating in times of change”, with the participation of Alberto Martín (Christie & Co.), Carlos González (Meliá Hotels International), David Uclés (Grupo Cooperativo Cajamar) and Javier Cabrerizo (HBX Group), moderated by Carlos Molina (Cinco Días).

In the afternoon, the forum delved deeper into the link between technology and purpose with the presentation “Conscious Hospitality: Building Loyalty through Values ​​and Purpose”, by Víctor Mayans (ARTIEM Hotels), and a masterclass on hotel management with AI, given by Ana Cochofel (Cloudbeds).

The day was completed with the session “From paradox to action: Agentic AI and the real impact on the hotel experience”, with Luis Méndez (WAM GLOBAL) and Lucía Martínez (AR Hotels & Resorts), and with the debate “Data, AI and Personalization: the new passport of tourism marketing”, which brought together Rafael Murillo (Iberia Cards), Óscar Santamaria (AMKT), Sandra Etcheverry (CoolRooms), moderated by Jorge Carriazo (WAM GLOBAL).

In turn, ITH Lab has been presented: this area is structured in two zones, one dedicated to the latest trends in advanced robotics, with demonstrations such as the robotic buffet of the future or high-rise window cleaning robots, and another focused on the technologies of ITH TechYroom 3.0, accessible through virtual reality and physical experiences such as the generation of soap from used vegetable oil or biotechnology applied to the tourism sector.

With Grupo Cooperativo Cajamar as the main sponsor, and the support of Orange Empresas as the technology provider and Enovam as the energy provider, FITUR TechY proposes from its opening day a practical and strategic vision of innovation, aimed at putting technology at the service of people, the planet and the business purpose.

Source: FITUR TechY.