The 14th ObservaTUR seasonal report, released recently—with Beroni once again serving as the sponsor of this analytical tool—highlighted the excellent performance of the tourism sector in Spain, which has even exceeded the most optimistic expectations. 

It also notes that technology has played a key role in 2024, enabling many of the achievements made by companies in the sector. Successes are thus attributed to it , and it is also noted that significant progress has been made, but the report emphasizes that further progress is needed in this direction, “because there is still room for improvement.”

When it comes to the digitization of the sector, for example, artificial intelligence (AI)—a technology expected to play a prominent role by 2025—features prominently in the analyses of the ObservaTUR Expert Group (which includes our CDEO, Josep Bellés) . 

Furthermore, it is said that AI will be a “top priority” for the travel industry in the coming year, given its “tremendous potential” to enhance traveler experiences, streamline operations, and foster innovation across the sector. However, it is argued that “ethical frameworks” must be put in place to move forward with its adoption.

If you'd like, you can view the full report by clicking here: 

https://www.observatur.es/informes/