Enrique Martínez (SEGITTUR): FITUR turns innovation into visibility, partnerships and international leadership
The chairman of SEGITTUR (State-owned trading company managing innovation and tourism technologies) states that FITUR is the main platform for converting tourism innovation into visibility, partnerships and international leadership.
“By 2027, we would like FITUR Know-How & Export to remain a major draw for the industry and an unmissable event for all those who wish to be at the forefront of public tourism policy and new technologies applied to this industry.”
How important are technology, digitalisation and sustainability in the tourism industry?
These three words are crucial for tourism right now. Both destinations and businesses are working towards sustainable tourism, not only from an environmental perspective, but also from an economic and social stance. Added to this is the commitment to the digitalisation of the industry, which should not be seen as an end in itself, but rather as a tool in the service of a strategy.
Before introducing new technologies, it is essential that destinations and businesses define the objectives they wish to achieve and the needs they wish to address.
What new trends relating to tourism and technology are you currently detecting?
Artificial intelligence is playing an increasingly prominent role, helping to make tourism management smarter and offering increasingly personalised experiences. Its integration with data spaces and smart platforms will facilitate data-driven decision-making, anticipate trends and optimise sustainability, establishing it as a key tool for improving the industry’s competitiveness and the effectiveness of public policies.
It is also worth highlighting the Smart Destination Platform, which has become the first public digital infrastructure to provide shared services to destinations in order to drive digital transformation and improve management.
How does SEGITTUR help to promote knowledge at FITUR and, specifically, at FITUR Know-How & Export?
At SEGITTUR, we promote knowledge transfer through two venues: the Auditorium and SEGITTURlab, where we share updates on the main technological projects spearheaded by SEGITTUR, alongside an analysis of the latest trends, with the participation of public officials, technology companies, universities and industry experts. This facilitates the exchange of experiences, best practices and trends that contribute to the transformation of the industry.
Do you think FITUR encourages public-private partnerships?
Without a doubt. The fair serves as a meeting point for forging partnerships between public authorities, destinations, technology companies and investors, with a view to developing new projects and accelerating innovation. And FITUR Know-How & Export is a clear example of this.
How important is SEGITTUR’s participation in FITUR, and what are your expectations for FITUR 2027?
For SEGITTUR, taking part in FITUR is a strategic move, as it is the main international showcase for tourism in Spain and enables us to strengthen our role as an instrument of the State Secretariat for Tourism.
FITUR is much more than just a trade fair for SEGITTUR: it is the main platform for converting innovation in tourism into visibility, partnerships and international leadership. Our involvement enables us to extend public policies aimed at transforming tourism to the wider tourism ecosystem, to forge links with destinations and businesses, and to promote the Spanish smart tourism model as a global benchmark.
By 2027, we would like FITUR Know-How & Export to remain a major draw for the industry and an unmissable event for all those who wish to be at the forefront of public tourism policy and new technologies applied to this industry.