FITURTECHY 2025 celebrates its 17th edition under the theme 'One Thousand and One Journeys' and analyses the new role of AI and sustainability in tourism.

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

Inspired by the classic tales of 'One Thousand and One Nights' and under the slogan ‘Los mil y un viajes’ (One Thousand and One Journeys), FITURTECHY will be immersing professional visitors in a new scenario in which technology, Artificial Intelligence and sustainability stand out as the cornerstones of the transformation of the tourism sector. This proposal explores how robotics, cloud technologies, data management, accountability and people, among other aspects, are integrated into the industry, driving a modern tourism model aligned with today's 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 debate forums that will be exploring the impact of technology, sustainability and innovation in the tourism sector, as well as the #techYhotel showroom, where the use and implementation of the most advanced technologies will be experimented with.

In addition, this section will feature the Welcome & VIP Area, sponsored by the Cajamar cooperative bank, which accompanies and supports its customers in the tourism sector through financing and the provision of knowledge for their businesses. With the aim of contributing to the promotion of environmentally responsible tourism, the economy and local communities, this financial institution supports the FITURTECHY forum and will be sharing the latest developments in innovation and technology, digitalisation and sustainability, focusing on those that are changing the way we understand and conceive the future of tourism.

At TechYnegocio, which at FITUR 2025 will be held under the slogan "Aladdin 4.0: Business and its magic lamp", sponsored by AdQuiver, will explore how businesses can embrace innovative and sustainable leadership, using the "magic lamps" of technology to navigate the uncertain but exciting world of tourism. Over the three days of the forum, it will be analysed how innovation is fundamental to increase the efficiency and profitability of businesses in the tourism industry and how it is a key lever in their adaptation to today's responsible standards.

AdQuiver, as experts in the strategic activation of data, once again supports 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 a proprietary 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 a more profitable and efficient knowledge-based tourism.

For its part, and with the sponsorship of Maarlab, TechYdestino: "A magic carpet to travel the world", will be delving 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 technology developer whose purpose is to boost the digitisation and sustainability of destinations through innovative solutions that drive the direct marketing of local tourism businesses.

TechYfuturo: "The genie of tomorrow's wishes” is the forum dedicated to technology and the future of tourism, experts will be exploring 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 to a constantly evolving industry. With over 170 years of experience and a presence in more than 200 countries, the company provides cardholders with access to unique products and experiences that help build successful businesses and offers payment services with a wide range of benefits within its value proposition.

In TechYsostenibilidad: "The man who dreamed", which is supported by Veolia, will be addressing the best practices from experts on how technology is an ally in the challenge of offering authentic and enriching journeys that encourage interaction with local communities and the conservation of the environment.

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 firm solutions for water, waste and energy management 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 tonnes of waste and reduced 70,220 tonnes of CO2 through its energy activity.

Finally, in 2025, the TechYhotel showroom will be reinforced, which, with Enovam as its energy partner, will be inviting all professional attendees to explore how technology can revolutionise 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 to reduce its carbon footprint. On its tenth anniversary, it will be supporting FITURTECHY, where it will also have a stand and will be participating in the discussion forums where its professionals will explain how they put their knowledge at the service of their customers to control the energy area and safely face decisions in this field.