Last year, Spain’s tourism sector, the engine of its economic growth, reached historic levels, contributing nearly €187 billion (about $195 billion) to its GDP thanks to the fruits of digitalization. Soltur CIO Miguel Abril says technology has played a fundamental role, transforming not only the customer experience through personalization and operational efficiency, but also the way customers spend their trips. Planning, booking and enjoying.

However, he adds, maturity varies nationally across one of the most stable verticals. “Big players, like OTAs [Online Travel Agencies]Leveraging AI and big data tools, are leading the way in adopting new technologies, while other actors are in the early stages of integration,” he says.

Citing the latest figures from the National Institute of Statistics, Abril highlighted that over the past five years, technological investment within the sector has increased by more than 40%. “This reflects the increasing reliance on digital solutions to maintain competitiveness,” he says.