FITURTECHY 2025 will carry the motto The thousand and one trips and will analyze the role of AI and sustainability in tourism

FITURTECHY, the section of the International Tourism Fair (FITUR) organised in collaboration with the Hotel Technology Institute (ITH), will celebrate its 17th edition on 22, 23 and 24 January 2025 in Pavilion 10 of IFEMA MADRID.

Inspired by the classic tales of 'The Thousand and One Nights' and under the motto 'The Thousand and One Journeys', FITURTECHY will immerse professional attendees in a new scenario in which technology, Artificial Intelligence and sustainability stand out as the axes of the transformation of the tourism sector. This proposal explores how robotics, cloud technologies, data management, responsibility and people, among other aspects, are integrated into the industry, promoting a modern tourism model aligned with current challenges. The technological revolution is already a reality in the sector and, under this approach, FITURTECHY marks the path of the journey of innovation and change.

FITURTECHY 2025 Forums: a journey towards the future of tourism

As in every edition, FITURTECHY will feature four discussion forums that will explore the impact of technology, sustainability and innovation in the tourism sector, as well as the #techYhotel showroom, where experiments will be held with the use and implementation of the most innovative technologies.

In addition, this section will feature the Welcome & VIP Area, sponsored by Cajamar cooperative banking, which accompanies and supports its clients in the tourism sector through financing and the provision of knowledge for their businesses. With the aim of contributing to the promotion of tourism that is responsible with the environment, the economy and local communities, this financial institution supports the FITURTECHY forum and will share the latest developments on innovation and technology, digitalisation and sustainability, focusing on those that are changing our way of understanding and conceiving the future of tourism.

TechYnegocio, which will be held at FITUR 2025 under the motto "Aladdin 4.0: Business and its Magic Lamp" and sponsored by AdQuiver, will explore how companies can adopt innovative and sustainable leadership, using the "magic lamps" of technology to navigate the uncertain but exciting world of tourism. During the three days of the forum, it will be analyzed how innovation is essential to increase the efficiency and profitability of businesses in the tourism industry and how it is a key lever in their adaptation to the responsible standards that prevail today.

AdQuiver, as experts in the strategic activation of data, is once again supporting this forum with the aim of continuing to boost knowledge and sales in the travel sector. Its solutions allow hotel chains to optimise their distribution mix and boost the direct channel with its own methodology that combines big data management, advanced analytics and intelligent advertising activation. Supporting this forum reaffirms its commitment to innovation in the sector and the evolution towards more profitable and efficient tourism based on knowledge.

For its part, and sponsored by Maarlab, TechYdestino: "A magic carpet to travel the world", will delve into the mechanisms that make destinations an innovative space for tourists and a source of wealth for their inhabitants. Maarlab is the first tour operator and technological developer whose purpose is to promote the digitalization and sustainability of destinations through innovative solutions that drive the direct marketing of local tourism companies.

TechYfuturo: "The Genius of Tomorrow's Wishes" is the forum dedicated to technology and the future of tourism, where experts will explore new horizons, assessing the power of innovation and technology to adopt new approaches to the travel of the future. Through its sponsorship, American Express demonstrates its commitment to tourism and innovation, bringing its global financial services closer to a constantly evolving sector. With more than 170 years of experience and presence in more than 200 countries, this company provides its cardholders with access to exclusive products and experiences that help build successful businesses and provides payment services with a wide range of benefits within its value proposition.

TechYsostenibilidad: "The man who dreamed", supported by Veolia, will discuss best practices with experts on how technology is an ally in the challenge of offering authentic and enriching trips that encourage interaction with local communities and environmental conservation.

Veolia is once again promoting TechYsostenibilidad with the aim of continuing to promote a more sustainable tourism model based on a more responsible use of resources. With nearly 218,000 employees on five continents, it deploys specific solutions for the management of water, waste and energy to move towards ecological transformation, managing these services in many Spanish municipalities. Specifically in Spain, in 2023, Veolia supplied drinking water to more than 13.5 million people, treated 794,657 tons of waste and reduced 70,220 tons of CO2 thanks to its energy activity.

Finally, in 2025, the TechYhotel showroom will be reinforced, which, with Enovam's energy partner, will invite all professionals to explore how technology can revolutionize the travel experience, facilitating access to new services in the hotels of the future.

Enovam is a leader in energy management in the tourism sector, currently operating with more than 1,000 hotel establishments and participating in more than 250 energy efficiency and renewable energy projects, reducing the carbon footprint. On its tenth anniversary, it will support FITURTECHY, where it will also have a stand and participate in discussion forums where its professionals will explain how they put their knowledge at the service of their clients to control the energy area and confidently face decisions in this field.

Source: FITUR.