Do you work in tourism? Find out the latest news on digitization: Fitur 2025

Fitur has become the showcase for hundreds of tourist destinations and innovative experiences that travelers can now look for on their next holiday. 

Intelligent Destination Platform: innovation in smart destination management 

The institutions presented the innovative project of the Intelligent Destination Platform (IDP), an initiative promoted by SEGITTUR and financed with European Next Generation funds.  

The IDP allows destinations to integrate and analyze key data to know when visitor peaks occur and their interests, using digitalization to improve the tourist experience and offer integrated services of value at the destination. 

Tourism data space to drive the transformation of the sector  

Another of the key points of digitalization exhibited at Fitur 2025 was the tourism data space, a key tool for the modernization of companies and institutions, allowing accessibility and analysis of data between the different actors in the tourism ecosystem.   

Data spaces have numerous advantages such as 

• Strategic decision making  

• Destination management   

• Promoting the creation of new solutions to address the challenges of the sector.   

During the fair, success stories of destinations and companies that are already adopting these tools to offer more efficient services adapted to the needs of today's travelers were highlighted.   

Artificial intelligence, leading the tourism of the future  

Artificial intelligence (AI) has also been a major protagonist at Fitur 2025, showing its potential to revolutionize the tourism sector. In the FiturTechy space, visitors were able to experience first-hand how AI is transforming the industry.   

Avatars that interact with visitors were on display, reacting to their queries or incidents and applications to facilitate check-in. 

One of the technologies that had the greatest impact was exoskeletons to prevent injuries and improve workers' posture. In addition, during the event, the second edition of The AI for Tourism Awards competition was held, where the most innovative solutions developed with AI were awarded. 

FITURNEXT 2025: technological innovation as the cornerstone of efficiency in food management 

FITURNEXT, FITUR's Sustainability Observatory, dedicated its space at the fair to promoting good tourism practices in the environmental context. It promoted debate on how the tourism industry can contribute to reducing food surplus and making the most of resources through circular systems and technological innovations.   

More than 600 people attended the dialogues and presentations that took place during Fitur 2025. Professionals from the sector shared experiences, initiatives and reflections on how to promote more responsible and regenerative food tourism. 

FiturNext 2025 Challenge  

One of the highlights was the presentation of awards to the winning initiatives of the FiturNext 2025 Challenge, recognized for their ability to provide sustainable and scalable solutions to the tourism sector.   

• Sustainable Gastronomic Routes of Extremadura, Hurtigruten Cruises and Too Good To Go were the winners of the edition for their innovative proposals, implementing a circular food system on their cruises. 

• Through the use of AI, they analyze consumption patterns and plan the amount of food needed on each trip.   

• With sensors and real-time monitoring systems, they can adjust the quantities of food served according to current demand, thus avoiding unnecessary waste. 

Fitur 2025 has been a great showcase for SMEs that seek in digitization a development focused on the sustainability of tourism, positioning technology as an indispensable ally to face the challenges of the future.   

Find out more about these technologies and trends by visiting our content for the tourism and hospitality sector!