FITURTECHY 2024, the leading space dedicated to tourism technology, innovation and sustainability organised by FITUR and the Instituto Tecnológico Hotelero (ITH),will be taking place for the sixteenth time on 24, 25 and 26 January. Under the slogan ‘Desafío Total’ (Total Recall)’ and inspired by the 1990 American sci-fi film starring Arnold Schwarzenegger, Sharon Stone and directed by Paul Verhoeven, FITURTECHY 24 will be presented in Hall 10B03 and its content will be based on four debate forums, in addition to the hotel of the future, #techYhotel.

This section is an industry reference and will open up through its four business forums on sustainability, destination, the future and business in a quest to restore a harmony between convenience, technological efficiency and the human touch, where every interaction is meaningful and personalised. This section will once again feature a Welcome & VIP Area sponsored by the financial institution  Grupo Cooperativo Cajamar. Specifically, the four forums are divided as follows:

Programme of the four FITUR TECHY2024 forums:

#techYnegocio: sponsored by AdQuiver

This forum highlights improvisation and new, never-before experienced AI-driven scenarios, which make forecasting as we know it difficult. Businesses are challenged to deal with technological transformation to recapture the human essence with a focus on people. The profitability of the business will be determined by the ability to adapt to customer needs while technology facilitates operations and provision of services. The hotel industry is all about hospitality. The Business Challenge encompasses the introduction of technology so that people can focus on serving people and rethink existing standards for the future hotel industry.

These questions will be answered by the leading experts participating in #techYnegocio , including the following: Jorge Marichal, President of CEHATJosé Luis Zoreda, Executive vice-president of Exceltur, who will analyse the challenges facing the tourism sector in a dialogue led by Juan Carlos Cavero, Director of Agenttravel. Other participants include Daniel Caro, Chief Data Officer Tourism and Sport Data Office of the Andalusian Regional Government.Dolores Ordoñez, Vice-president of Gaia-X Hub EspañaJorge Núñez, CEO of AdQuiverDaniel Iglesias, Research Director at NECSTourR, Lasse Rouhiainen, International Keynote speaker on Artificial Intelligence, Miguel Villaroya, General Manager of Spring HotelesJulio Pérez, CEO of Grupo Piñero hotels, Juan Carlos de León, CEO of GF HotelesFederico Fuster, CEO of ClimahotelsJosé Rodríguez Pousa, CEO of Serco Hotel GroupAlberto Bernabé, Senior Advisor at PWCJaime Chicheri, Revenue Manager at Personas, among others.

#techYfuturo: sponsored by American Express

The  #techYfuturo forum on technology and the future will be showing how innovation and creativity are impacting the development of this industry through robotisation and artificial intelligence and how the humanisation of technology can accelerate tourism and thus have a positive impact on society.

Some of the sector’s leading experts will be talking about all of this, including: Álvaro Carrillo de Albornoz, Managing director of ITHSergio Zertuche, Chief Sales & Markerting Officer at Palladium Hotel GroupJosé Serrano, CEO of IZO EspañaIgnacio Ochoa, Director of E-commerce, Contact Centres & Digital Marketing at IberostarFederica Ilaria Fornaciari, Global Executive Vice-president of WAM GlobalIsaac Vidal, Chief Sales & Marketing Officer at AR Hotels & ResortsJulia López, Vice-President & General Manager of Merchant Services at American Express SpainMaría Zarraluqui, Global Development Vice-president of Meliá Hotels InternationalEduardo Maiza, Experiences & Partnership director at UMusic HotelsCarlos Erburu, Cluster General Manager at Thompson Madrid & Hyatt Centric MadridBegoña Villacís, Global Institutional Relations Director at BeDisruptiveJuan Torres, Techology Strategist Travel & Hospitality at MicrosoftLola Vilas Country Manager of Uber SpainGuillermo Rojo, High-performance athlete, researcher and exercise coach focused on astronaut fitness at the Austrian Space Forum and the Lunares Research Center.

#techYsostenibilidad: sponsored by Dinapsis

The application of appropriate technology and innovation gains relevance in this forum on sustainability as it can create a key differentiating factor in the service provided to the customer and, in addition, can help the tourism sector to better manage resources related to caring for the environment and society, which has an impact on the preservation of the future of our planet and, therefore, a greater alignment with the Sustainable Development Goals.

To this end, it will feature the most influential voices in the field such as: Luis Quevedo, Scientific journalist and writer at SulionAna Muñoz, Deputy Director General for Tourism Development and Sustainability of the Secretary of State for Tourism; Charo Izquierdo, Journalist Woman Action Sustainability (WAS); Isabel Piñero, Chief Sustainability Officer (CSO) at Grupo Piñero and Bahía Príncipe; Inma de Benito, Director of Tourism at CEOEHelena Burstedt, Head of Hotels at Alisenda Inmobiliaria (Blackstone Group) and President of Mujeres Hospitality; Susan Deer, Director of Industry Relations at ABTA-the Travel AgencyManuel Butler, Director of the Spanish Tourist Board office in London TurespañaElena Galante, director of the Sustainable Mobility ObservatoryTeresa Parejo, Sustainability director at IberiaAna Salazar, Sustainability director at AENAManuel Villalante, Managing director of development and strategy at RENFE; and Pedro Pierluisi, Governor of Puerto Rico are just some of the participants.

#techYchallenge: sponsored by Maarlab

The forum dedicated to technology and destinations will be presenting the new challenges and trends in travel and the keys to innovative and integrated destination management. In a constantly evolving sector, it is essential to be at the forefront of technologies related to tourism management and promotion, without forgetting the human factor that is so important and so characteristic of tourism.

A whole host of industry professionals will be participating in the forum, such as Jorgina Díaz, President of PTE RobóticaElena Muñoz, Digital Brand Manager at Only You Hotels;  Francisco García, CISO at Palladium Hotel GroupJesús Mérida, CISO for IberiaJesús Feliz, Manager of strategic sectors at INCIBEJesús Herrero, Head of the tourism markets at TecnaliaJosé Luis Bezares, Deputy director-general for Cybersecurity at the  Ministry of Economic Affairs and Digital TransformationRaúl Dominguez, CEO of MaarlabJuan Gómez, Head of Market Intelligence at Forward KeysCelia Romero, CEO of Inteligencia TurísticaNatalia Bayona, Executive director of the UNWTOPablo Rodríguez, Revenue Manager of the magazine ViajarBlanca Pérez-Sauquillo, Deputy director-general for external tourism marketing at TurespañaSergio Barreda, President of the Influencers Committee of IAB SpainIsidoro Tenorio, Digital communication and events coordinator at AEDHArturo Bernal, Minister of Tourism, Culture and Sports of the Andalusian Regional GovernmentNuria Montes, Minister of Innovation, Industry, Trade and Tourism of the Generalitat ValencianaMarta Domènech, General Director of Tourism of the Generalitat de Catalunya and Javier García Cuenca, President of the ITH.

#techYdestino will be hosting the 7th edition of the AMT Smart Destinations Awards 2024 to be held on 25 January from 4pm where the mayors of the eight municipalities of the AMT will present the corresponding awards to finalists and winners.


This is the showroom that will revealing the cutting-edge innovations with which visitors will be able to interact. More than 50 of the industry’s leading companies will be showcasing these innovative and technologically advanced solutions together. They are collaborating together with the Hotel Technological Institute to present this recreation of the “hotel of the future”.

Check the FITURTECH 2024 programme in detail.

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