Under the motto 'A Thousand and One Journeys', its content will be organised in Pavilion 10 around four thematic forums (business, destination, sustainability and future) and the iconic hotel of the future, techYhotel.
In this edition, FITURTECHY reaffirms its position as a meeting point for the tourism sector, offering a platform for reflection and learning that seeks to explore the balance between technology, AI and sustainability as the axes of the evolution of modern tourism. This year it will also feature the Welcome & VIP Area, sponsored by Grupo Cooperativo Cajamar.
Programme of the four FITUR TECHY2025 forums:
TechYnegocio«Aladdin 4.0: The business and its magic lamp», sponsored by AdQuiver
The forum will be opened by Alba Renai, an innovative creative project that represents the values and messages of society in general and of young people (Gen Z and Young Millennial) in particular, promoting a respectful and positive interaction between AI and the user. This day will analyze how companies can adopt innovative and sustainable leadership, using the "wonder lamps" of technology to face the challenges and opportunities of the sector, as well as the strategies and trends that improve profitability and promote business models aligned with sustainability standards, essential for success in an increasingly competitive environment.
Jorge Marichal, President of CEHAT; Javier Gándara, President of the Association of Airlines; Ricardo Fernández, CEO of Destinia; Daniel Mayo, General Manager of Vivood Landscape Hotels; Bruno Hallé, Partner and Co-Head of Hospitality Spain at Cushman & Wakefield; Oscar Perelli, Executive Vice President of Exceltur; Cristina Cabañas, President of Guitart Hotels; and José Guillermo Díaz Montañés, CEO of ARTIEM will participate.
Also on January 22, TechYnegocio will host the presentation of the prestigious Sergestur awards: 'The 150 most influential professionals in the Spanish tourism sector'.
TechYFuturo “The Genie of Tomorrow’s Wishes”, sponsored by American Express
The forum will explore how technological advances are shaping the future of tourism, highlighting the role of AI and innovation in transforming travel experiences. It will also explore how technology allows us to keep the magic of tourism alive, creating memorable experiences that last beyond time.
It will feature the participation of prominent professionals such as Julia López, Vice President of American Express Spain; Jesús Serrano, Principal Product Manager at Microsoft; María Soto, Microsoft Artificial Intelligence MVP & Head of Innovation and Marketing at Bravent; Alejandro Bosch, co-founder of Miluna Open Nature Rooms; Sergio Zertuche, Chief Sales & Marketing Officer of Palladium Hotel Group; Pablo F. Iglesias, Hacker & Founder of CyberBrainers; Erik Burghard, Director of Digital Transformation at Paradores; Diego López Román, IoT, Tourism & Smart City & IoT Manager at Telefónica Spain; Mariola Valladares, General Manager of Gran Hotel Miramar; among others.
TechYdestino: “A magic carpet to travel around the world”, sponsored by Maarlab
This forum will focus on providing the keys to innovative destination management, exploring how technology can transform the way we promote, manage and experience the destinations of the future. Through the integration of technology with services, strategies will be analysed to create more efficient, tourist-friendly and sustainable destinations.
In addition, Smart Tourist Destinations (STD) and the opportunities offered by technology to enrich the traveller's experience will be discussed. The challenges of tourism marketing will also be explored, as well as how digital innovation and AI can give visibility to the cultural and social wealth of each destination.
The participants include the eight mayors of the municipalities of the Alliance of Sun and Beach Tourist Municipalities; Inma de Benito, Director of Tourism, Culture and Sport at CEOE; Kike Sarasola, President of Room Mate Group; Verónica Camacho, President of the Ibero-American Association of Tourism and Wellness; Diego de Ponga, CEO of Port Hotels; Juan Carlos Sanjuán, President of Casual Hotels; Juan Martínez, Head of IoT Product for Smart Cities, Smart Building and Mobility at Telefónica España; Lola Vilas, Country Manager Spain at Uber; and José Rodríguez, CEO of Sercotel.
The eBook 2025 'Digital transformation of the destination: Digital twins in the tourism sector' will be presented on January 22 and on Thursday 23 the Hosteltur Tourism Personality Award 2024 will be presented at 1:00 p.m. and the AMT Smart Destinations Awards 2025, at 5:20 p.m.
TechYsustainability: “The oasis in the desert”, sponsored by Veolia
The space will discuss how technology can contribute to the creation of more sustainable tourism, addressing key issues such as efficient resource management, reducing the environmental footprint and generating positive impacts on local communities. Experts will delve into strategies such as circularity and food waste management in the sector, as well as the crucial role played by both companies and travellers in driving a shift towards more responsible practices.
Mónica Chao, President of Woman Action Sustainability; Nayara Fuentes, Director of Sustainability at Nestlé Nespresso, SA; Olivia Estrella, Director of Tourism Innovation at Turisme Comunitat Valenciana, INVATTUR; Maricruz Cádiz, Deputy Director of Tourism Development at Visit Valencia; Pablo Hernández, General Manager of Hoteles RH; Santiago Máñez, Managing Partner of Caro Hotel Valencia; Juanma Sánchez, Owner and Director of Operations at Caro Hotel Valencia; Gabriel Llobera Ramis, Marketing & Communications Manager at Garden Hotels; Miguel Mirones, President of ANBAL and ICTES; and Pili Malagarriga, Director and co-founder of Segundo Mundo RSC, are some of the experts.
TechYhotel, with Enovam and Telefónica Empresas as energy partner and technology partner, respectively
The interactive showroom 'Hotel of the Future' will feature the collaboration of more than 40 leading companies and will showcase the most cutting-edge trends, allowing visitors to interact with the technologies that are transforming the hotel experience into a journey that goes beyond destinations.
Source: FITUR.