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15 January 2024

FITUR Know-How & Export to provide the keys to innovative tourism

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FITUR Know-How & Export offers a unique opportunity to share knowledge, in which participating companies will have a full programme of activities.

The section will feature a wide-ranging programme of activities covering topics such as the Smart Destination Platform, European funds and Artificial Intelligence.

FITUR Know-How & Export, organised by SEGITTUR and FITUR, in collaboration with ICEX España Exportación e Inversiones, returns to the International Tourism Trade Fair to take an in-depth look at current technological developments in the tourism industry. The Smart Destination Platform, the role of European funds in the digital transformation of the tourism sector and Artificial Intelligence will be the core themes of the 12th edition of FITUR Know-How & Export, taking place from 24 to 26 January 2024.


More than 40 exhibiting companies with technological solutions for the transformation of destinations will be addressing these issues, with references to other key aspects such as sustainability, agricultural experiences or good practices in SDGs in the sector as a result of the working group of the United Nations Global Compact.


In addition, the section will recognise the most innovative solutions for the tourism sector developed with Artificial Intelligence through the presentation on 25 January of the 1st "The IA for Tourism Awards 2024", for which 18 nominations have been received.


FITUR Know-How & Export offers a unique opportunity to share knowledge, in which participating companies will have access to a full programme of activities:


Wednesday 24 January


11.30am: Smart Tourism Companies: Presentation of the standard UNE 178510:2023

Participants: Enrique Martínez, President, SEGITTUR; María Velasco, Advisor and spokesperson for the Secretary of State for Tourism and Natalia Ortiz de Zárate, Secretary of AEN/CTN 178 SC5, Spanish Association for Standardisation (UNE).


12.00 | Round table: "Advancing Sustainable Tourism for Development: How Multilateral Institutions Can Help" (delivered in English)

Moderator:  Fernando León. Head Travel Industry ICEX

Participants: Ministry of Tourism of Philippines, Undersecretary Ms. Shereen Gail Yu-Pamintuan; Asian Development Bank (ADB), Mr. Wouter Schalken, Senior Sustainable Tourism Specialist; Inter-American Development Bank (IDB). Ms. Adela Moreda. Sector Lead Specialist / Tourism, World Bank Group (WBG). Ms. Louise Twining-Ward, Ph.D. Senior Private Sector Specialist, Markets and Technology Global Unit, Finance, Competitiveness & Innovation.


1pm | 2nd Call for applications for funding for the digitalisation of tourism companies in the "Last Mile" Programme, within the framework of the Recovery, Transformation and Resilience Plan. 


1.30pm | Call for funding for the deployment of technological platforms and technological solutions in the destinations of the Smart Tourism Destination Network (Red DTI), within the framework of the Recovery, Transformation and Resilience Plan. 


4pm | Round table "User cases linked to the Smart Destination Platform". 

Moderated by: César Lapuente, SEGITTUR

Participants: Sergio Serna, Managing Partner, Techfriendly; Manuel Romero, Managing Partner, Dinamiza; Sandra Navarro, Project Manager, Sien Consulting; Jonatan Paton, Managing Partner, Infyde and Gustavo Bassotti, Senior Director, THR Consulting.


5pm: Round table "Results of the Future Tourism project". 

Moderated by: Elisa Carbonell, Director General of Business Internationalisation at ICEX

Participants: Carlos Romero, Director of Research, Development and Innovation, SEGITTUR; Adela Moreda Lead Specialist / Tourism, IDB; Juliana Bettini, Senior Tourism Specialist, IDB and Karina Fortete, Tourism Planning and Management Advisor, Tourism Division, Municipality of Montevideo (Uruguay).  


6pm | Presentation of the Travelguau awards


Thursday 25 January


10.30am: Presentation of the Smart Tourist Destination badges


12.00: Round Table "The Smart Destination Platform"

Moderated by: Enrique Martínez Marín, President, SEGITTUR

Participants: John Mora, Vice president, Smart Cities Commission, AMETIC; Inmaculada de Benito, Director of the Department of Tourism, Culture and Sport, CEOE; Carmen Sánchez, Director of Institutional Relations, DigitalES and Ana Torrent, Director of the Smart Tourism Group, Conectic; and the President of RECI, José de la Uz.


1pm | Round table "Technology in tourism. Beyond Augmented Reality and Artificial Intelligence"

Moderated by: Carlos Romero, R&D&I director, SEGITTUR

Participants: Oscar Rueda, Director of Tourism, CAF; Natalia Bayona, Executive Director, UNWTO and Javier Argente, ARVisión y Destino


4pm | Round Table "Building Tourism Intelligence: Data Sharing for Strategic Decisions in the Tourism Sector"

Moderated by: Laura Flores, Director of Business Development and New Technologies, SEGITTUR

Participants: Carlos Alonso, Director of the Data Office Division, Ministry of Digital Transformation; Javier Párraga, Director of Digital Transformation, Murcia City Council; Francisca Rubio, Director General, Gaia-X Spain and Edurne Vidal, Director-Manager of Tourism, Santander City Council


5pm | Practical workshop "Cognitive tourism intelligence applied to the tourism sector"

Participating: Rafael Llanes, Head of ML6; CEO of Skyview; and academic coordinator of the Generative Artificial Intelligence course, The Valley


5.30pm | Presentation of applications for the IA competition and award ceremony


Friday 26 January


10.30am. Round table "Challenges of creating agro-tourism experiences". 

Moderated by: Kevin Salvador, expert in tourism product creation 

Participants: Miguel Ángel Naredo, Head of tourism promotion, Mancomunidad Comarca de la Sidra; Gabriel Quesada, Tourism technician, Vinarós; Cristian González, owner, La Huerta de Abril and Cicerón Mercadal Jr., Manager, Bolets de Menorca. 


11.30am Round table "The transition of the tourism sector to the circular economy"

Moderated by: Iñaki Gaztelumendi, Verne 

Participants: Garikoitz Muñoz, Head of destination management at San Sebastián Turismoa; Dimpel Melwany, CEO, Turismo Tenerife; Enrique Valero, General Manager, Abadía Retuerta and Marta Aparicio, Director, Salinar de Naval


12.30pm Round table "Roadmap for the tourism sector in business sustainability. Conclusions of the UN Global Compact working group in Spain"


12.30 -12.40pm | Welcome

Participants: Cristina Sánchez, Executive director of the UN Global Compact in Spain and Enrique Martínez, President of SEGITTUR


12.40 - 12.50pm "Roadmap for the Tourism Sector in Business Sustainability. Conclusions of the UN Global Compact Working Group in Spain"

Participating: Silvia Rial, Head of corporate and sectoral sustainability, UN Global Compact Spain


12.50 -1.50pm | Presentation of best business practices

Moderated by: Rubén Carricondo, Training and Agenda 2030 Coordinator of the UN Global Compact in Spain

Participants: Companies of the UN Global Compact Tourism Working Group Spain; María de Andrés González, Viajes El Corte Inglés Group; Sandra Benbeniste, Iberostar Group; Cristina Montes, Amadeus IT Group SA and Choni Fernández, PortAventura World


1.50pm Closing