I had been looking forward to it. I booked my flight and hotel well in advance. Comfortable clothes and a coat that I didn’t even need — Madrid wasn’t cold at all.
Everything pointed to this new edition of Fitur surpassing figures from previous years — and it did. In terms of visitors, exhibitors, and the perception of many of the professionals who attended, Fitur has consolidated itself as the second most important tourism trade fair in the world, behind ITB.
Recent conflicts in the Middle East, North Africa, and Turkey have redirected tourism flows to our country, further increasing Spain’s tourism numbers. All of this, combined with renovated hotel infrastructure, strong complementary offerings, and technology, makes Spain a premier tourist destination. We were able to see and feel this over the past few days at #Fitur2016.
In this edition, I observed a more technological trade fair — one that brings us closer to the travel experience before, during, and after the trip: virtual reality, customer experience apps during hotel stays, and more. We can live experiences, but above all, we share them on social media — to the delight of many.
Hotels, destinations, and complementary services are increasingly concerned that customers research in advance and, especially during and after their stay, speak positively about them — about their services and destinations — so that this content can be shared online.
Today’s tourist decides when, where, and with whom to travel. They hold the key, and it is businesses that must adapt to their preferences.
