MarketHub Americas 2025: Xabi Zabala highlights the role of humans in the era of artificial intelligence

On June 4 and 5, the Megapolis Hotel in Panama City became the hub for the most relevant discussions about the present and future of tourism in the Americas. With the theme “Connecting Horizons,” MarketHub Americas 2025, promoted by HBX Group, goes beyond the boundaries of traditional trade fairs and proposes a strategic immersion between brands, destinations, agents and experts.

During a press conference, Xabi Zabala, Director of Operations at HBX Group, frankly addressed the challenges of digital transformation in the sector and argued that, even with the advance of automation, the human factor is increasingly decisive.

“It seems counterintuitive, but the more technology we have, the more automation we apply, the more important the human component becomes. It is this that will generate trust in the user and make the difference,” said Zabala, when commenting on the integration between artificial intelligence, social networks and emotional customer service.

Technology yes, but with empathy

Zabala highlighted that automation will free up time and human resources for activities that require sensitivity and deeper analysis. “We will see much more interaction with bots and virtual assistants, but we need to ensure that when these systems reach their limit, the customer has someone to turn to. This human continuity is essential,” he argued.

According to the executive, the trend is clear: consumers are increasingly immersed in digital environments, where influencers, search engines and conversational platforms shape purchasing and travel decisions. In this new ecosystem, being present with relevant and personalized content is no longer an option; it has become a competitive requirement.

Digital influence on the rise

When asked about the role of influencers, especially in Brazil, Zabala was emphatic in recognizing their growing importance. “People are where the information is. Ten years ago, no one thought about looking for a trip on Instagram or TikTok. Today, that’s where the new generations are. And this will continue to grow,” he pointed out.

Zabala also mentioned that content consumption is increasingly visual and interactive, and that companies need to adapt their strategies to the channel where the audience is. “Whether it’s a company’s social media account or a niche content creator, the important thing is to be present with a clear and consistent proposal.”

A hub that connects opportunities

More than just a corporate event, MarketHub positions itself as a collaborative environment that encourages partnerships between destinations, suppliers, travel agents and operators. “It’s not an event about HBX. It’s an event about the tourism ecosystem, about how each player can learn from the other and leave here with ideas to improve their businesses,” explained Zabala.

The choice of Panama City as this year’s host city reflects this logic: air connectivity, strategic importance and regional support. “Last year it was in Las Vegas, and before that in Cancún. These are destinations that play an important role for us and are able to welcome participants from all over the Americas,” he explained.

Convergence as a strategy

Finally, Zabala reiterated HBX Group’s mission with MarketHub: to foster innovation, strengthen alliances and drive the collective growth of the industry. “We want industry stakeholders to understand that together we can go further. That collaboration between suppliers, destinations and technology is the way to capture new opportunities in tourism.”

The message of the event is clear: horizons connect not only with airplanes and digital platforms, but with people, ideas and aligned purposes.

Report: Mary de Aquino.

Photo: Divulgação.