FITUR TechY 2026 will consolidate its leadership as the great forum for smart, sustainable and human tourism on its 20th anniversary

FITUR TechY, organised by FITUR in collaboration with the Spanish Hotel Technology Institute (ITH), will once again be the essential section for understanding where the tourism industry is headed. Under the slogan 'From Robot to Ally', it will be bringing together entrepreneurs, hotel managers, institutional leaders, experts in innovation and international benchmarks in the Knowledge Hub of IFEMA MADRID to address, from a practical and strategic perspective, the major challenges that will mark the competitiveness of companies and destinations in the coming years.

With Cajamar as the main sponsor, and with the support of Orange Empresas as technology provider and Enovam as energy provider, FITUR TechY will roll out its programme during the FITUR professional days, from 21 to 23 January.

TechYnegocio: Business "Robot Mode", forum sponsored by AdQuiver 

The TechYnegocio forum will analyse the real impact of innovation in the tourism business, addressing AI applications in the hotel industry, the new tourism economy, digital reputation and the creation of experiences that combine technology and human empathy, as well as a specific session on talent and reskilling.

Fede Fuster, president of ITH, will open the debate on the key moment the industry is going through, followed by a dialogue between Jorge Marichal, president of the Spanish Confederation of Hotels and Tourist Accommodation (CEHAT) and Oscar Perelli, executive vice-president of Exceltur.  Gabriel Escarrer, Chairman and CEO of Meliá Hotels International; Alberto Bernabé, senior advisor at PwC; Miguel Villarroya, CEO of Spring Hotels Group; Ricardo Fernández, CEO of Destinia; Javier Delgado Muerza, managing partner & CEO EMEA of Mirai; Laura Malone, director of Corporate Communications at RIU Hotels & Resorts and Jimmy Pons, expert in innovation, among others, will be participating in the event.

The forum will close its third day with a Suco Session, an active meditation through movement accompanied by electronic music, designed to generate a positive and stimulating experience.

TechYdestino: "The Truman Destination" forum sponsored by Maarlab

Inaugurated by Luis Martín Izquierdo, Deputy Minister of Culture, Tourism and Sport of the Community of Madrid, TechYdestino will analyse how digital competitiveness is a strategic lever for sustainability and decision-making with an international perspective and a high-level round table on tourism governance in the age of AI; the success story of Chile in Applied Tourism Intelligence will be presented, a pioneering model in Latin America that integrates key indicators and Big Data to improve opportunities in the industry; and Blue Tourism as a driver of sustainability, economic diversification and competitiveness in coastal destinations will be addressed with the mayors of the municipalities of the Sun and Beach AMT.

The forum will be particpated in by Florence Kaci, Head of EMEA Business Development & European Market Specialist at Phocuswright; Daniel Méndez, Head of Innovation at Vueling; Daniel Sáez, President of Gaia-X Spain; José de la Uz, Mayor of Las Rozas and President of RECI; Natalia Bayona, managing director of UNWTO Tourism; Dolores Ordóñez, director of AnySolution; as well as executives from hotel chains such as Hipotels, Fergus Hotels, Minor Hotels, Hovima Hotels, Landmar Hotels, Spring Hotels, VIVOOD Landscape Hotels and MarSenses Hotels & Homes, among others.

It will also host the AMT Smart Destinations Awards on the afternoon of 22 January, which will highlight the most innovative initiatives in the tourism ecosystem.

TechYfuturo: "Ready Player Everyone" forum sponsored by American Express 

Jesús Gatell, member of the ITH board of directors, will kick off the forum dedicated to the future, technology and tourism. One of the highlights will be the inspirational conference 'Artificial Architecture: How AI, Robotics & Mixed Reality Transform Experiences in Cities and Buildings', given by  Stefan Junestrand, PhD, architect, CEO of Grupo Tecma Red and Co-Coordinator of IA Lab COAM, who will be offering a forward-looking view of how these technologies are transforming tourist environments into smarter, more interactive spaces focused on user experience.

Also participating will be Julia López, Vice President & General Manager of Global Merchant Services Continental Europe at American Express; Jon Hernández, AI communicator; Luis García Abad, director of the Spanish F1 Grand Prix, as well as representatives from companies and projects such as Hyatt, Wyndham, Urso Hotel & Spa, ZEM Wellness Clinic Altea, UMusic Hotel Madrid and beon.worldwide, among others.

TechYsostenibilidad: "Tourism and technology as drivers of regeneration and sustainability", forum sponsored by Veolia

The TechYsostenibilidad forum reinforces the idea that no transformation is possible without social and environmental commitment. Among the programme highlights is the presentation of the book 'Mediterráneo Económico: España hacia un turismo sostenible renovado’ (Economic Meditarreanean: Spain towards renewed sustainable tourism) given by Eduardo Baamonde, chairman of Cajamar Caja Rural.

The programme will also include reflections on economic, social and environmental sustainability, as well as spaces for dialogue focused on coexistence in tourist destinations, responsible branding and the circular economy applied to tourism. Finally, the agenda will be delving into the role of tourism businesses and leisure parks in restoring habitats and supporting local communities.

Participants will include Andy Stalman, branding expert; Mónica Chao, president of WAS; representatives from Discover Puerto Rico and the Secretary of State for Tourism; Jesús Sainz, vice president of Puy du Fou Spain; Christoph Kiessling, president of Loro Parque Fundación and vice president of Grupo Loro Parque; as well as executives from Magic Hotel Group, Resuinsa and Garden Hotel Group, among others.

FITUR TechY 2026 is featuring the ITH Lab, a dynamic space geared towards networking and direct interaction with innovation. The area will be structured over two areas: one dedicated to the latest trends in advanced robotics, with demonstrations such as the robotised buffet of the future or high-rise window cleaning robots, and the other focused on ITH TechYroom 3.0 technologies, accessible through virtual reality and physical experiences such as the generation of soap made from used vegetable oil or biotechnology applied to the tourism industry, by companies such as AEME Group, INTECROBOTS, LANA, Muzybar Textel, Uground, Wipass, Catral, Cuarto Sentido, Firstview, Oscillum and Souji.

With an unprecedented agenda, from 21 to 23 January  FITUR TechY will be a space where innovation, talent, technology, tourism and sustainability all come together. An essential forum for those who want to anticipate, make better decisions and lead the transformation of tourism from a realistic, collaborative and future-oriented vision.