Innovation and strategy: the Travel Innovation Forum once again set the tourism agenda

With more than 41 years of experience in the market, the wholesale travel and tourism operator VIETUR once again put the major challenges of the sector on the agenda through the third edition of the Travel Innovation Forum (TIF), the annual training and networking meeting that has consolidated itself as a strategic space for tourism professionals.

The 2026 edition took place on March 11, starting at 8:30 a.m., at the Scala Hotel in the City of Buenos Aires, under the theme of "Inspiration, knowledge and tools to build the tourism of the future."

The proposal combined economic analysis, artificial intelligence, global trends, technological innovation and motivational experiences, in a dynamic format aimed at providing concrete and applicable content for the daily management of travel agencies.

The TIF was created with the objective of generating an environment where the different actors of the tourism ecosystem could reflect on the present and anticipate future scenarios.

In 2025, it had brought together more than 300 attendees and 230 travel agencies from various provinces—including Buenos Aires, Córdoba, Mendoza, Santa Fe, San Juan, Salta, and Tierra del Fuego—along with tour operators, airlines, hotel chains, tourism offices, and specialized media. This foundation of sustained growth was once again evident in this third edition, which reaffirmed VIETUR's commitment to ongoing training.

This commitment has a clear precedent in EDUVIE, its educational program with more than 30 years of history and more than 47,000 trained agents throughout the country, an experience that supports every professional development initiative that the company promotes.

The 2026 agenda once again brought together complementary perspectives. The economic analysis was led by Matías Surt, director and chief economist of Invecq, who addressed the macroeconomic context and the outlook for the tourism sector.

From the international hotel industry, Jimena Faena, VP of Marketing & Revenue Management LATAMC at Wyndham Hotels & Resorts, spoke about “How to build a relevant brand in the age of Artificial Intelligence”.

The focus on product and marketing came from Alejandro de la Osa, CEO of Europamundo Vacaciones, who shared his experience in systems development, commercial strategy and expansion of tourism businesses.

In turn, Ezequiel Crupnicoff, founder of Benteveo, added an innovative perspective on creativity, the audiovisual industry, and artificial intelligence (AI) applied to business strategy.

The closing event featured a unique element: the participation of illusionist and speaker Max Giaco, who integrated communication, psychology, and neuroscience tools to work on leadership, perception, and decision-making, in a presentation that combined reflection and entertainment.

In addition to the academic content, the day included an initial workshop, spaces for interaction between professionals and raffles, which extended from the early hours of the morning until noon.

The event once again brought together major international companies such as Lufthansa, Air Europa, Aerolíneas Argentinas, Emirates, Turkish Airlines, Universal Assistance, Europamundo, PromPerú and the Spanish Tourism Office, among other brands that supported the initiative.

Throughout its various editions, the Travel Innovation Forum has established itself as much more than a series of talks: it has become a space for professional development, networking, and the collective construction of knowledge. In a context of constant transformation, training has ceased to be a differentiator and has become an essential condition for competitiveness.

With an appeal that grows year after year, the TIF reaffirmed VIETUR's commitment to the development of the sector and the conviction that the future of tourism is built on innovation, training and networking.