FITUR TechY 2026 marks 20th edition under ‘From Robot to Ally’ theme

ΜADRID – FITUR TechY, the innovation and technology section of FITUR, will celebrate its 20th edition in 2026 under the slogan “From Robot to Ally”, focusing on how the responsible integration of technology is reshaping the tourism model.

Organised by FITUR in collaboration with the Hotel Technology Institute (ITH), FITUR TechY will return to the International Tourism Trade Fair from 21 to 25 January 2026 at IFEMA MADRID, with its conference programme running on the professional days from 21 to 23 January in the Knowledge Hub in Hall 12.

The space will host hundreds of sessions where destinations, hotel groups, technology providers and other industry stakeholders will present case studies, share best practices and explore how innovation can serve people, the planet and purpose – not just efficiency and automation.

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“With FITUR TechY 2026 we are 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,” say the organisers, highlighting the shift towards more human-centred digital transformation.

The section is supported by Grupo Cooperativo Cajamar as main sponsor, providing financial products and services tailored to the tourism industry.

Four forums focused on key industry challenges

FITUR TechY 2026 will again be structured around four specialised forums, each tackling a different dimension of tourism technology and transformation.

1. TechYnegocio – technology and business performance: Supported by AdQuiver, which specialises in data activation for hotel chains and destinations, TechYnegocio will look at how technology adapts to new market realities. Topics will include the use of data, automation, digitalisation, robotics and other tools not only to streamline daily operations, but also to strengthen business resilience and security.
2. TechYdestino – smarter, more integrated destinations: Sponsored by MAARLAB, which promotes spaces for tourism innovation and reflection, TechYdestino will focus on the integrated management of destinations. The forum will examine new tourism promotion strategies, emerging traveller profiles and how DMOs can use technology to better understand, manage and position their territories.
3. TechYfuturo – AI, robotics and the next wave of innovation: TechYfuturo will analyse how artificial intelligence, automation and robotics are shaping a tourism industry increasingly based on experiences and emotions, and operating in a fast-moving global context. Reflecting its focus on supporting tourism through technology and financial solutions, this forum is sponsored by American Express, which aims to align its products and services with the sector’s evolving needs.
4. TechYsostenibilidad – sustainability in practice: TechYsostenibilidad will explore tourism sustainability through three interconnected lenses: environment, economy and society. The forum is backed by Veolia, a global leader in sustainable water, energy and waste solutions, which supports the ecological resilience of destinations and efficient resource management in tourism hotspots.

A key meeting point for tourism innovation

Positioned at a time of rapid change for the industry, FITUR TechY 2026 aims to offer a practical meeting point where technology is clearly placed at the service of the tourism sector. The programme will spotlight the latest hotel and destination tech solutions, while addressing operational, strategic and ethical questions around their deployment.

The organisers describe the content as designed “to inspire, anticipate and guide the industry towards a more efficient, sustainable and people-centred model,” reinforcing the event’s role as a reference point for tourism innovation in Spanish-speaking markets and beyond.

Two strategic partners complete the line-up. Enovam joins as Official Energy Partner, bringing its expertise in energy management for the tourism industry. The company currently works with more than 1,000 hotels and participates in over 250 energy efficiency and renewable energy projects.

In addition, Orange Empresas participates as Technology Partner, supporting the digital transformation of tourism in Spain through advanced connectivity, infrastructure and intelligent data management services for destinations and establishments.

The article FITUR TechY 2026 marks 20th edition under ‘From Robot to Ally’ theme first appeared in TravelDailyNews International.

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