The 20th edition of FITUR TechY opened yesterday at Madrid’s FITUR 2026, reaffirming its position as the leading forum on innovation, sustainability and tourism technology.
Technology at the service of people and leadership
Organized by FITUR in partnership with the Hotel Technology Institute (ITH), the specialized section is being held under the slogan From Robot to Ally, a clear statement of intent to place technology at the service of people and leadership. The opening session featured a formal welcome from Fede Fuster, President of ITH, followed by the TechY Business forum, which explored how technological innovation is reshaping hotel management and strategic decision-making.
Revenue advertising, and AI in hospitality
Discussions set the tone for a programme focused on high-tech solutions, business transformation and leadership as the key drivers of today’s and tomorrow’s hotels. Practical applications of technology took centre stage with sessions on Revenue Advertising, and on artificial intelligence in hospitality. AI solutions already in use were examined, as well as those set to become essential by 2026, highlighting efficiency, personalization and data-driven decision-making.
Sustainable mobility at the TechYdestino forum
Sustainability was another core pillar of the programme with a session on sustainable mobility and the TechYdestino forum closed the day with an in-depth look at tourism governance in the age of artificial intelligence, emphasising data, transparency and ethical management, while TechYfuturo focused on how spaces, experiences and management models will evolve under automation. FITUR TechY is supported by Grupo Cooperativo Cajamar as main sponsor, with Orange Empresas as technology partner and Enovam as energy partner.
The 4th FITUR Sports
Alongside TechY, the fourth edition of FITUR Sports opened, consolidating its role as an international meeting point for sports tourism professionals. Organised by IFEMA MADRID in collaboration with AFYDAD, the section focuses on outdoor sports, competitive sports, sporting events and Sports Business Travel. European funds were highlighted as a key tool to diversify tourism offerings and boost local economies, with examples including nautical tourism in Lanzarote and Vigo, as well as mountain and adventure tourism across Latin America.
The 5th FITUR Woman
The fifth edition of FITUR Woman also took place on the opening day, underscoring the importance of diversity and female talent in tourism decision-making. Organized in collaboration with Women Leading Tourism and supported by Discover Puerto Rico, the forum examined tourism as a driver of economic empowerment, addressing challenges such as inequality, the gender pay gap, job insecurity and women’s representation in leadership. Discussions also focused on the current context and the challenges facing tourism in 2026, reinforcing the role of investment and economic empowerment at a regional level. Together, FITUR TechY, FITUR Sports and FITUR Woman offered a comprehensive vision of tourism’s future: innovative, inclusive and firmly centred on people.
