Thoughts on FITUR 2025

Written by: José Francisco Martínez García, Sales Development Representative

 

After our visit to FITUR and attending the debates in which technology and marketing leaders from the tourism sector participated, I would like to share with you a summary of the most interesting ideas they shared with us and how the sector is changing with the use of AI.

The Power of AI and Human Talent

Technology does not replace people, it empowers them. This is exactly how AI is impacting tourism. “The key to success is the pairing of AI and human beings. We are not talking about robots replacing us, but about technological companions that make us smarter and more efficient in our work.

Moreover, the protagonists of this revolution are clear: data is the real treasure. With the right use of data, we can create hyper-personalised experiences, turning every piece of information into a unique opportunity to surprise the customer.

Real Applications of AI in Tourism: Chatbots and Personalised Marketing

During FITUR 2025, several real cases of the implementation of AI in tourism were presented. For example, we saw chatbots that respond in 30 languages, or AI systems that anticipate users’ decisions to avoid referring calls to human agents. The result has been a reduction in calls and a significant improvement in customer service.

In marketing, we also see how AI-generated campaigns allow for much more precise segmentation, anticipating user decisions and generating predictive content. This ability to personalise on a large scale is one of the great achievements of AI applied to tourism.

The Challenges and Ethical Considerations of AI debated

However, not everything is rosy. Experts agree that AI alone will not solve all problems. “People will need to bring feelings, humanity and common sense, qualities that AI will not have,” commented several of the discussions. It is therefore essential to maintain the human component in our interactions, to have a clear purpose when implementing AI, to invest in training our teams and, above all, to be ethical in its use.

Final Reflections on FITUR 2025: Strategy and Future

The importance of constant experimentation and learning was another key point. “Training, get on the cloud as soon as possible and experiment” was a recurring message. AI should not be seen as an end goal, but as a continuous process of discovery and improvement. Each step we take brings us closer to new opportunities and learning.

In addition, the use of AI to really learn from customerswas highlighted : “What they think of your organisation and your competitors”. This information is pure gold for adjusting and improving services, enabling more effective personalisation tailored to users’ expectations.

Be Curious, Be Strategic

It is essential to be strategic. It is not about using AI for the sake of using it, but about asking “Why” we are implementing it. The key is to have a clear purpose. “Being brilliant at the basics is the bottom line. AI is a powerful tool, but what really matters is how we use it to improve the user experience.

 

 

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At Luce we are going to be the best by offering multidisciplinary technological knowledge, through our We have a unique way of doing consulting and projects within a collegial environment creating “Flow” between learning, innovation and proactive project execution, generating value in each iteration with our clients, delivering quality and offering capacity and scalability so they can grow with us.

 

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