Tourism in Spain is much more than an industry; it is one of the main pillars of the economy, accounting for 12.6% of the country’s Gross Domestic Product (GDP). Spain continues to be one of the most sought-after destinations in the world, and with more than 250,000 visitors expected, the 44th International Tourism Fair (FITUR) has opened its doors, one of the most important tourism fairs in the world, bringing together 152 countries and more than 9,000 companies to explore the challenges and opportunities facing the sector.
This annual event is not only a showcase for Spanish destinations, but also an important space for collaboration and knowledge exchange. The role of technology in the tourism industry is at an all-time high, from managing bookings to enhancing the traveller experience, completely changing the way we travel.
Challenges facing the tourism industry
- Sustainability:
Tourism in Spain has historically been a key driver of the economy, but it is not exempt from significant challenges that may affect its long-term sustainability. Some of the main challenges facing the country’s tourism industry are related to the need to transform current standards and find a balance between technological efficiency, artificial intelligence and sustainability, without neglecting the humanisation of the tourism experience.
Both the tourism industry and its consumers are increasingly committed to sustainability, recognising the importance of responsible practices to preserve natural and cultural resources for the long term.
- Accessibility:
Promoting accessible tourism is a key challenge to ensure that all tourists can enjoy travel experiences in comfort.
- Technological innovation:
The tourism industry is increasingly embracing technology to improve the traveller experience and optimise management. Initiatives such as FiturTechy highlight the importance of technological innovation in the sector.
- Specialised tourism:
Specific aspects of tourism, such as sports tourism, cruise tourism, business tourism, etc., require tailored approaches and specific strategies to meet the needs of different market segments.
- Technology and its role in tourism
ourism and technology are now inextricably linked, and we cannot imagine the future of one without the influence of the other.
Under the slogan “Total Challenge”, inspired by Verhoeven’s 1990 film, FITUR surprised us with its technology section, Fiturtechy where a variety of ideas and debates for a technology-driven tourism experience were presented. Five forums explored the future of the tourism industry in the digital age.
- The first forum, #TechBusiness,
explored the current challenges facing the hospitality industry, in particular the impact of artificial intelligence and other technologies, the use of which must be balanced with the human component. The key role of technology in the growth of hotel chains was also examined, along with a detailed analysis of how artificial intelligence is affecting hotel distribution and revenue management.
- #TechSustainability
explored the keys to more efficient resource management and discussed adaptation and mitigation measures in the face of climate change, focusing on the importance of value chain planning and the need for technologies to reduce the environmental impact of tourism destinations.
- #Tech&Destination
focused on the state of tourism destinations and the application of innovation and technology to enhance the traveller experience. Key challenges such as cybersecurity, destination transformation and factors influencing destination redefinition were discussed.
- #Tech&Future
explored innovative solutions to meet the potential challenges of the future. New technologies were showcased and their impact on the tourism industry was discussed, including panels on innovation for tourism cities and the role of artificial intelligence in tourism.
- Finally, #Tech&Hotel
showcased innovative technology solutions for the hotel sector, with more than 40 companies showcasing cutting-edge technology in the ‘Hotel of the Future’ showroom, built with eco-sustainable materials and insulation in the rest area, where pets are welcome and check-ins can be made with a la carte menus thanks to Vodafone’s SmartTags technology.
FROGED and its technological contribution
The businesses that thrive in the future of tourism will be those that are able to meet these challenges. At FROGED, we are committed to helping businesses meet this challenge and redefine tourism for a more connected and humane world.
At FITUR, we had the opportunity to identify the key challenges facing the industry, highlighting the need to balance technological efficiency with the human element. While technology brings us efficiency and personalisation, it is important to remember that the human connection remains crucial to delivering exceptional service. It is imperative to restore the harmony between technology and personalisation, both at the product level and in staff training, to ensure authentic and lasting interactions.
FROGED understands these challenges and focus on providing end-to-end solutions that address these needs. Omni-channel is key, allowing companies to interact with customers across multiple channels, providing a consistent and seamless experience across all touch points, without neglecting the personalisation that optimises the user experience.
We also recognise the critical importance of data security. That’s why we prioritise cyber security in all our solutions and implement robust measures to protect our customers’ confidential information. We hold certifications such as ISO27001, ISO27017 and ISO27018, and use tools such as Auth0 user authentication, all underpinned by compliance with regulations such as GDPR.
We know that the businesses that thrive in the future of tourism will be those that are able to overcome these challenges. At FROGED, we are committed to helping businesses navigate this path and redefine tourism for a more connected and humane world.
