FITURTECHY 24: Redefining tourism’s future with ‘Total Recall’

Friday, December 15, 2023

FITURTECHY, the leading hub of technology and innovation within the tourism industry, is thrilled to announce its upcoming 2024 edition, themed “Total Recall.” This innovative event, organized by the Hotel Technology Institute at FITUR, will take place from January 24th to 26th in Hall 10 at IFEMA MADRID.

FITURTECHY, a dedicated section of FITUR focusing on innovation, sustainability, and technology in the tourism and hotel sector, continues to be a prominent fixture at the International Tourism Trade Fair organized by IFEMA MADRID. This year, Ecuador will take the spotlight as the Partner Country from January 24th to 28th.

Building on its history of fostering innovation, sustainability, and digital transformation in the tourism sector, FITURTECHY 2024 promises to be a groundbreaking event that brings together industry leaders and experts. From January 24th to 26th, FITURTECHY, organized by ITH, will serve as the epicenter for the latest trends and cutting-edge solutions in the tourism industry.

The theme “Total Recall,” inspired by the classic 1990 American sci-fi film, invites visitors to embark on a transformative journey that challenges existing paradigms in tourism. “Total Recall” signifies a call to redefine standards by balancing technological efficiency, artificial intelligence, sustainability, and the human touch. It’s a call to adapt to a constantly evolving landscape where issues like dehumanization, automation, cybersecurity, and digital ethics are at the forefront.

In today’s world, achieving a harmonious blend of convenience, technological efficiency, and a human-centric approach is vital. Technology can enhance efficiency and personalization, but it cannot replace the warmth and human connection that guests seek. Therefore, training professionals to deliver meaningful and personalized interactions remains crucial in ensuring a lasting impact on visitors.

FITURTECHY 2024 will feature four forums covering more than 2,000 square meters, hosting cutting-edge conferences:

1. TechYnegocio, sponsored by AdQuiver: This forum focuses on how businesses can adapt to technological transformation while preserving the human essence in the hospitality industry, ensuring profitability by meeting customer needs efficiently.
2. TechYfuturo, sponsored by American Express: This forum explores the impact of innovation, creativity, and technology on the tourism industry through robotization and artificial intelligence, emphasizing the positive societal effects of humanizing technology.
3. TechYsostenibilidad, sponsored by Dinapsis: This forum highlights the importance of technology and innovation in managing environmental resources within the tourism sector, aligning with Sustainable Development Goals.
4. TechYdestino, sponsored by Maarlab: This forum delves into the challenges and trends in travel, emphasizing innovative destination management and the critical role of technology in the tourism sector’s digital transformation.

Maarlab, as both a tour operator and technological developer, supports the digital transformation of the tourism sector, aiming to create more sustainable and prosperous tourism destinations while enriching the human travel experience.

FITURTECHY 2024 promises to be an exceptional event, bringing together the brightest minds in the industry to shape the future of tourism through innovation, sustainability, and technology.

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