At the TIS2026 summit in Seville, more than 8500 industry professionals discussed how artificial intelligence is moving from pilot projects to a real restructuring of the tourism sector. Technology no longer merely promises convenience — it is changing the very nature of travel, making it at once more precise and, according to participants, more human.
The key shift is hyper-personalization. Companies like Grupo Piñero and Air Europa are deploying AI to handle hundreds of thousands of customer inquiries and analyze data. This makes it possible to anticipate guests' preferences, optimize internal processes and offer proposals that once seemed impossible. However, experts emphasize strict boundaries: privacy remains the main constraint, and excessive intrusion into personal space can repel the traveler.
A separate topic is the emergence of AI agents that search, compare and book trips on their own. Representatives of Iberia and Travelier noted that companies must adapt their offerings: information must be structured and understandable not only to a human but also to an algorithm. For complex packages and experiences, the customer, it seems, will still want to take part in the final choice.
At the same time, summit participants are unanimous: human contact remains the main value of tourism. Encarna Piñero of Grupo Piñero and Miguel Reynés of Riu Hotels emphasized that AI serves as a tool, not a replacement — it frees up time for genuine interaction with the guest. Without this, the soul of the industry will disappear.
Seville demonstrates practical application: the N.O.D.E. project creates a digital twin of the city for managing flows and sustainable development. Similar initiatives in Aragon show how data help balance tourism and preserve territories. Thus, technology does not negate but reinforces the need for a conscious and responsible approach to travel.
Ultimately, TIS2026 showed that the future of tourism is a hybrid model, where algorithms take on the routine, while humans retain the role of guide and keeper of emotions.
