AI, innovation and sustainability are the key themes of the FITURTECHY 2025 programme

FITURTECHY, the reference space for tourism technology, innovation and sustainability organised by FITUR and the Instituto Tecnológico Hotelero (ITH), will be hosting its 17th edition, inspired by the tales of 'One Thousand and One Nights', on 22, 23 and 24 January at IFEMA MADRID. Under the slogan 'One Thousand and One Journeys', it will be held in Hall 10, structured around four thematic forums (business, destination, sustainability and future) and the iconic hotel of the future, techYhotel.

At 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 cornerstones of the evolution of modern tourism. This year there will also be a Welcome & VIP Area, sponsored by Grupo Cooperativo Cajamar.

Programme of the four FITUR TECHY2025 forums:

TechYnegocio ‘Aladdin 4.0: 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 Millennials) in particular, promoting a respectful and positive interaction between AI and the user.  This conference will explore how companies can adopt innovative and sustainable leadership, using the ‘magic lamps’ of technology to address industry challenges and opportunities, as well as strategies and trends that improve profitability and promote business models aligned with sustainability standards, essential for success in an increasingly competitive environment. 

Jorge Marichal, CEHAT president; Javier Gándara, chairman of the Spanish Airlines Association; Ricardo Fernández, CEO of Destinia; Daniel Mayo, CEO and founder 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.

On 22 January, TechYnegocio will also be hosting the presentation of the prestigious Sergestur awards: The 150 most influential professionals in the Spanish tourism industry.'

TechYFuturo ‘The Genie of Tomorrow's Wishes’, sponsored by American Express

 

The forum will be exploring how technological advances are shaping the future of tourism, highlighting the role of AI and innovation in transforming travel experiences. It will also be looking at how technology allows us to keep the magic of tourism alive, creating memorable experiences that last forever.

It will be attended by leading industry 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 at 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 España; Mariola Valladares, general manager of Gran Hotel Miramar; among others.

TechYdestino: ‘A magic carpet to travel 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, an analysis will me made of strategies to create more efficient, tourist-friendly and sustainable destinations.

In addition, Smart Tourism Destinations (STDs) and the opportunities offered by technology to enrich the traveller experience will be discussed. It will also be exploring the challenges of tourism marketing and how digital innovation and AI can give visibility to the cultural and social richness 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 the department 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, IoT product manager for Smart Cities, Smart Building and Mobility at Telefónica Spain; Lola Vilas, country manager Spain of Uber; and José Rodríguez, CEO of Sercotel.

On 22 January the eBook 2025 ‘Transformación digital del destino: Gemelos digitales en el sector turístico’ (Digital transformation of destinations: digital twins in the tourism industry) and on Thursday 23rd the Hosteltur Tourism Personality Award 2024 will be presented at 1.00pm and the AMT Smart Destinations Awards 2025, at 5.20pm.

 

TechYsustainability: ‘The Oasis in the desert’, sponsored by Veolia

The space will be presenting a discussion on how technology can contribute to the creation of more sustainable tourism, addressing key issues, such as resource management efficiency, reducing the environmental footprint and generating positive impacts on local communities. Experts will be looking into strategies, such as circularity and food waste management in the sector, as well as the crucial role of both businesses and travellers in driving a shift towards more responsible practices.

Mónica Chao, president of Woman Action Sustainability; Nayara Fuentes, sustainability director at Nestlé Nespresso, S.A.; Olivia Estrella, tourism innovation director at Turisme Comunitat ValencianaINVATTUR; Maricruz Cádiz, deputy director of Tourism Development at Visit Valencia; Pablo Hernández, managing director of Hoteles RH; Santiago Máñez, managing partner of Caro Hotel Valencia; Juanma Sánchez, owner and operations director of 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 attending.

TechYhotel, with Enovam and Telefónica Empresas as energy partner and technology partner, respectively.

The 'Hotel of the Future' interactive showroom will feature the collaboration of more than 40 leading companies and will be showcasing the most cutting-edge trends, allowing visitors to interact with the technologies that are transforming the hotel experience into a journey that goes way beyond destinations.