José Manuel Lastra (CEAV): We are looking forward to a very dynamic FITUR 2027 with a high level of professional activity

What is the current state of the travel agency sector, and what are the latest figures?

The figures confirm that travel agencies are doing well at the moment. In the first half of 2026, revenue for travel agencies and tour operators rose by 7.2%, almost double the figure for the same period in 2025, when the increase stood at 3.9%. Furthermore, in June alone, turnover rose by 9.7% year-on-year.

The trend in employment is also particularly positive. Between January and August 2026, sectors linked to travel agencies and tour operators grew by 12.3%. These figures reflect the dynamism of the industry and, above all, show that travel agencies continue to grow, create jobs and strengthen their role within the tourism industry. 

What new trends are you noticing in travel and amongst travellers?

We are seeing travellers who are increasingly well-informed, digitally savvy and discerning, seeking more personalised experiences and placing ever greater value on professional advice. We have also seen increased demand for experiential travel, less crowded destinations and products that are practically tailor-made.

At the same time, the complexity of travel and the vast amount of information available are reinforcing the role of travel agencies. Technology gives customers access to a much wider range of options, but that is precisely why they need more and more help to select, compare and make well-informed decisions. 

What challenges is the industry currently facing?

We have a lot going on. Regulation is one of the key areas, covering matters such as Royal Decree 933/2021, the Package Travel Directive and passengers’ rights. But we are also concerned about profitability, relationships with major suppliers, digitalisation, artificial intelligence, attracting talent and our ability to adapt to travellers whose behaviour is changing very rapidly. That is precisely why the CEAV Congress will tackle such a wide-ranging agenda. 

How are artificial intelligence, automation and sustainability affecting the way travel agencies operate?

They are strategic. Artificial intelligence, automation and new digital tools are already transforming the way agencies work and offer enormous potential for improving efficiency, gaining a better understanding of clients and providing a more personalised service.

The key lies in understanding technology as an ally to professionals, not as a substitute. And something similar occurs with regards to sustainability: it can no longer be seen as an afterthought, but rather as a criterion that must be progressively incorporated into the management of businesses, tourism products and the decisions of travellers themselves. 

What does CEAV’s participation in FITUR mean for the organisation, and what are its expectations for the next edition of the trade fair, in January 2027?

FITUR is one of the major events on the CEAV calendar and an essential meeting point for travel agencies. Our presence enables us to meet with associations, destinations, companies and institutions from all over the world, while also offering our stand as a place for the industry to come together and generate business.

In recent years we have significantly strengthened our presence at the trade fair and we intend to continue doing so in 2027. We are looking forward to a very dynamic event, featuring a wide range of professional activities and new opportunities for collaboration for our associations, agencies and partners. For CEAV, FITUR is also a superb platform from which to highlight the role of travel agencies within the tourism industry. 

Is there any other issue relating to the travel agency sector that you would like to highlight?

I would like to highlight, in particular, the strong performance and adaptability of travel agencies. For years, there was talk that digitalisation might diminish their role; yet we are now seeing that professional advice is becoming increasingly valuable.