FITUR TechY 2026 will be holding its 20th edition under the slogan 'From Robot to Ally'
Organised by FITUR and the Hotel Technology Institute, it will be delving into the tourism paradigm posed by the responsible integration of technology.
FITUR TechY, the section specialising in tourism innovation and technology organised by FITUR in collaboration with the Hotel Technology Institute (ITH), returns to the International Tourism Trade Fair, taking place from 21 to 25 January 2026 at IFEMA MADRID.
Under the slogan 'From Robot to Ally', the FITUR TechY conference is being held over the FITUR professional days, from Wednesday 21 to Friday 23 January, in the Knowledge Hub, located in Hall 12; a strategic space where hundreds of sessions will be held to present proposals, share experiences and disseminate best practices that are setting trends in the tourism industry, and which will bring together the latest technological offerings available to companies, destinations and industry professionals.
In this context, and with the main sponsorship of Grupo Cooperativo Cajamar, which offers specific financial products and services for the tourism industry, FITUR TechY 2026 is proposing an optimistic and provocative professional journey: to evolve from a tourism focused exclusively on technological efficiency towards one in which innovation is at the service of people, planet and purpose.
Four forums to address the major challenges facing the industry
FITUR TechY will have four thematic areas that will be addressing the keys to the present and future of tourism in technological terms, bringing together professionals, companies and institutions that will share analyses, trends and solutions for an industry in the midst of transformation.
With the support of AdQuiver, which manages and activates data to improve direct sales, distribution and strategic planning for hotel chains and destinations, TechYnegocio, will be addressing how technology adapts to each new reality, supported by intelligence, data, automation, digitalisation, robotics and other technologies that, beyond facilitating day-to-day life, boost business security.
For its part, TechYdestino, sponsored by MAARLAB, which is committed "to spaces for innovation and reflection on tourism, with FITUR being one of the key meeting points of the year for all of us who work in this industry", will be addressing tourism innovations in the integrated management of destinations, analysing tourism promotion initiatives and new traveller profiles.
TechYfuturo will be analysing the progress of innovation and technology in tourism: AI, automation or robotics, which are shaping an industry based on experimentation and emotions with a strong impact on a global and changing society. Reflecting its commitment to boosting the tourism industry through technology and its global financial solutions, this forum is sponsored by American Express, which brings its products and services closer to an evolving industry.
Finally, TechYsostenibilidad will be introducing and analysing the concept of tourism sustainability from its three fundamental and interrelated perspectives: environment, economy and society. This forum is supported by Veolia, a world leader in sustainable water, energy and waste solutions, which promotes the ecological security of territories and the efficient management of the tourist destinations where they operate.
An essential meeting point for tourism innovation.
At a time of global change, FITUR TechY is offering a meeting point for innovation at the service of the tourism sector, showcasing the latest technologies in the hotel sector and addressing the challenges and new horizons they pose with a programme designed to inspire, anticipate and guide the industry towards a more efficient, sustainable and people-centred model.
FITUR TechY 2026 has Enovam as its Official Energy Partner, a leading company in energy management for the tourism industry that operates more than 1,000 hotel establishments and is involved in more than 250 energy efficiency and renewable energy projects. In addition, this edition will be featuring Orange Empresas as a Technology Partner, which promotes the digital transformation of tourism in Spain through advanced infrastructures and services that facilitate improved connectivity and intelligent data management in destinations and establishments.