The digital brain of tourism will be the focus of the 14th edition of FITUR Know-How and Export

The digital brain of tourism will be the focus of the contents of the 14th edition of FITUR Know-How & Export, an initiative organised by FITUR in collaboration with SEGITTUR and with the support of ICEX Spain Trade and Investment.

Central Theme: The Digital Brain of Tourism
- The event will revolve around the Smart Tourism Platform, described as the “digital brain of tourism.”
- This platform integrates data, AI, and smart systems to support destinations, companies, and tourists with real-time services and insights.

Event Details
- Dates: January 21–23, 2026
- Location: Hall 12 (Knowledge Hub), IFEMA Madrid
- Organized by FITUR in collaboration with SEGITTUR and supported by ICEX Spain Trade and Investment.

Key Highlights
- Interactive screens will showcase how the Smart Tourism Platform works for destinations and businesses.
- Spanish destinations like Benidorm, Jaén, Jerez de la Frontera, and Grazalema will share their experiences.
- International adoption examples include Peru, Bogotá, and Montevideo, showing Spain’s methodology being exported globally.

Connected Tourism & Data Space
- Focus on the transformative power of a tourism data space, enabling interoperability and smarter decision-making.
- Visitors will learn how to participate in this initiative, which is central to tourism’s digital transformation.

Awards & Recognition
- The DTI Awards will honor over 70 Spanish destinations for their smart tourism initiatives on January 22.

Sustainability & Talent
- Sessions will highlight:
- Tourism products linked to the primary sector.
- Promotion of the circular economy.
- Training and talent development, with speakers from CEHAT and UN Tourism.

Professional Workshops
- Covering topics such as:
- Destination digitalization
- Data interoperability
- Sustainability
- Tourism competitiveness

✨ Key takeaway: FITUR Know-How & Export 2026 positions Spain as a global leader in tourism innovation, showcasing how digital intelligence, sustainability, and talent development can reshape destinations into smarter, more connected, and competitive hubs.