< < < FITUR 2026:
Six Key Insights on Strategic Recalibration in How Tourism Competes and Creates Value
1
From destination promotion
to value positioning
Destinations are no longer competing on beauty alone. The most compelling players articulated clear positioning, defined target segments, and demonstrated how they generate economic impact. The question has shifted from “Where are you?” to
“What ecosystem do you offer?”
12
2
Technology is no Longer a vertical.
It is the infrastructure
Artificial intelligence, predictive analytics, dynamic pricing and CRM integration were not presented as innovation add-ons, but as operational foundations. Digital capability is rapidly becoming the key differentiator in competitiveness.
3
Trade is back - and more selective
B2B meetings were focused and strategic. Buyers are increasingly demanding clarity, differentiation and long-term collaboration. Transactional tourism is giving way to partnership-driven growth.
4
Sustainability has shifted
from message to obligation
Sustainability is no longer a communication angle; it is a license to operate. Measurement, accountability, and efficiency are now central to credibility and profitability alike.
5
The rise of selective growth
Growth is being redefined. Yield, quality, and seasonality management are replacing pure volume as indicators of success.
6
Human capital as the defining challenge Behind every ambition lies talent. Service excellence, digital transformation and sustainability depend on people.
FITUR 2026 confirmed one reality: tourism is not in recovery mode. It is evolving into a more analytical, selective& strategically driven industry.
For more information about the Spanish source market, contact: cvalentin@alfabetiko.com