The Use of AI in the Tourism Sector Debated in Benidorm

Over a decade ago, when the first edition of the International Tourism Forum was launched in Benidorm, most of the tools that the main industry of the Valencian Community uses in 2024 were not even a mere project. Now, with the new advances in all kinds of technologies, this reality faces the next frontier: the use of artificial intelligence (AI).

Thus, Benidorm will inaugurate the twenty-second edition of this International Tourism Forum tomorrow, focusing on the application of artificial intelligence to the tourism sector. This year's central theme will be 'AI Horizons, Tourism of the Future' and will address how AI can revolutionize travel, destination connectivity, and tourist experiences.

This forum, held biennially, is organized by the 'Pedro Zaragoza Orts' Chair of Tourism Studies at the University of Alicante (UA), the local City Council, Turisme de la Comunitat Valenciana, the Costa Blanca Board, Visit Benidorm, and the hotel association Hosbec.

The forum will open its doors at nine in the morning with an inaugural event led by Fede Fuster, president of Hosbec; Juan Llopis Taverner, Director of Institutional Relations and Projects at the University of Alicante, and Toni Pérez, mayor of Benidorm.

At half-past nine in the morning, the first session will take place with a round table on good AI practices in the sector, moderated by Juan Castro from the Technical Secretariat of ADESTIC.

The second session will address 'The Prospects of AI in Tourism: Where Are We Going?' and will be moderated by Mayte García, general secretary of Hosbec. Speakers will include José Mancebo, director of the Costa Blanca Tourism Board, and Olivia Estrella López, director of Tourism Innovation at Turisme Comunitat Valenciana.

The third session, moderated by Leire Bilbao, manager of Visit Benidorm, will be highly practical and will consist of demonstrations by companies such as the cybersecurity consultancy INTK or Hidraqua.

The final session will be a practical application contest of AI tools with the creation of a promotional video of the Costa Blanca and Benidorm for students, entities, and companies. The closure of the XXII International Tourism Forum will be led by the Minister of Innovation, Industry, Commerce, and Tourism, Nuria Montes, and the mayor of Benidorm, Toni Pérez.