FITURTECHY 2025 Showcases Innovation, Technology, and Sustainability to Redefine the Future of Tourism with Inspiration from The Thousand and One Nights

Saturday, January 25, 2025

FITURTECHY, the premier platform for technology, innovation, and tourism sustainability organized by FITUR and the Hotel Technology Institute (ITH), celebrated its 17th edition with a captivating theme inspired by the tales of The Thousand and One Nights. Held during the three professional days of the International Tourism Fair at IFEMA MADRID, the event brought together prominent figures from the tourism sector to solidify its reputation as the leading hub for knowledge exchange on technology, business, destinations, and sustainable tourism.

The opening sessions featured key representatives like Luis Martín Izquierdo, Deputy Minister of Culture, Tourism, and Sports of the Community of Madrid, who highlighted the critical role of technology in the hospitality sector while underscoring the positive growth of tourism data in the region. Jordi Hereu, Minister of Industry and Tourism, also addressed attendees, emphasizing the pressing challenge of sustainability in a country that welcomes 94 million tourists annually.

From January 22 to 24, professionals engaged in a series of presentations structured around four thematic pillars:

1. TechYnegocio: “Aladdin 4.0: The Business and Its Magic Lamp” – Sponsored by AdQuiver, this segment explored economic, technological, and experiential shifts shaping the future of tourism. Topics ranged from macroeconomic analysis and revenue optimization to AI, robotics, and differentiation strategies via content creation and social media. Notable participants included Jorge Marichal (CEHAT), Pablo Díez (Uground), and Rebecca Johnson (Foundever), along with virtual influencer Alba Renai, who highlighted emerging trends in tourism tech. The session also featured the Sergestur Awards, honoring “The 150 Most Influential Professionals in Spain’s Tourism Sector.”
2. TechYFuturo: “The Genie of Tomorrow’s Desires” – Sponsored by American Express, this segment delved into the digital transformation of tourism, emphasizing AI, smart destinations, and premium client strategies. Experts like Jesús Gatell (ITH), Julia López (American Express), and Jesús Serrano (Microsoft) shared insights on creating sustainable metropolises, enhancing hotel experiences, and strengthening direct distribution. Workshops on AI and discussions on Smart Cities underscored the importance of connecting technology and emotions to meet modern travelers’ expectations.
3. TechYdestino: “A Magic Carpet to Explore the World” – Sponsored by Maarlab, this section focused on sustainability and digital transformation in smart tourist destinations. Experts like Raúl Domínguez (Maarlab) and Álvaro Carrillo de Albornoz (ITH) explored topics like blue tourism and digital twins. Panel discussions on wellness tourism, smart mobility, and the challenges of the digital era featured industry leaders such as Kike Sarasola (Room Mate Hotels) and representatives from the Alliance of Tourist Municipalities of Sun and Beach (AMT). The AMT Smart Destinations Awards 2025 recognized innovative projects, including Ok Located, Freeplantour, and the Barceló Hotel Group.
4. TechYsostenibilidad: “The Oasis in the Desert” – Sponsored by Veolia, this segment underscored the integration of sustainability across tourism operations. Highlights included the ITH TechYroom 2.0, a sustainable room model presented by José Picó, and discussions led by experts like Javier García Cuenca (ITH) on balancing comfort with environmental responsibility. Ana Muñoz, Secretary of State for Tourism, emphasized sustainable design’s transformative potential, while the Cities Forum explored urban initiatives to attract talent and create competitive, eco-friendly cities.

In its final session, the forum addressed marketing strategies for diverse traveler segments in collaboration with UN Tourism, emphasizing the synergy between technological innovation and sustainability. FITURTECHY 2025 reaffirmed its position as a global leader in promoting the future of tourism through technology and sustainable practices.