Turistec's participation in the TIS 2026 event has underscored the positive momentum of the technological tourism cluster in Spain. The organisation attended the event alongside seven co-exhibiting companies and in collaboration with the Balearic Tourism Strategy Agency (AETIB), reinforcing a strategy that combines visibility, business generation, and the strengthening of relationships between companies and institutions.
Mercè Masip, the manager of Turistec, noted that the results from this year's event reflect the maturity of a business community that continues to grow in diversity, capabilities, and projection. She described the feedback from this edition as particularly positive, with the cluster recording a record volume of commercial contacts and interest from companies wishing to join, some of which formalised their participation during the event itself.
Beyond the numbers, Masip emphasised the significance of the event in generating new connections among companies that share objectives, knowledge, and development opportunities. She observed how companies from various regions took advantage of the event to share experiences, strengthen relationships, and identify new collaboration opportunities. This exchange, she stated, is a core reason for the cluster's existence and a testament to the growing maturity of a sector where collaboration and competition are no longer seen as incompatible concepts.
While artificial intelligence dominated discussions at the event in Seville, Masip noted a shift in focus among companies from technology itself to its ability to deliver tangible results. Key topics of debate included data management and exploitation, process automation, operational efficiency, and the practical application of innovation. "Ultimately, technology is a tool, and what companies seek are solutions that enable them to be more competitive," she summarised.
Masip also highlighted the increasing interest in business collaboration and the opening of new markets, which she considers essential for transforming innovation into real growth opportunities. The diverse representation at Turistec's shared space reflects the evolution the cluster has undergone in recent years, with large tech companies, tourism specialists, and startups contributing new perspectives and business models.
This geographical diversity, with organisations from various parts of Spain, adds value to the collaborative network linked to tourism technology. Masip believes this diversity is one of the cluster's main strengths. The inclusion of companies from fields such as artificial intelligence, cybersecurity, automation, data, fintech, consultancy, and training has broadened the cluster's capabilities and fostered new synergies among diverse profiles.
Masip noted that this evolution is also evident in how companies perceive cooperation, with more organisations recognising that collaboration does not conflict with competition. Sharing knowledge, complementing capabilities, and jointly participating in projects are increasingly common practices that enhance the competitiveness of the sector as a whole.
Another important aspect highlighted by Masip is the value of public-private collaboration. The joint participation with AETIB at TIS 2026 exemplifies how institutions and companies can work together to drive innovation and competitiveness. While companies contribute knowledge and development capabilities, administrations help create the right context to amplify the impact of that talent.
This cooperation also helps project an image of the Balearic Islands linked not only to tourism but also to innovation and technological development. "The archipelago strengthens its positioning as a reference point where not only tourism activities take place, but also where technologies are created that contribute to transforming it," Masip stated.
Looking ahead, Masip identified several key challenges for tourism technology companies, including the rapid evolution of technologies, the need to attract and retain specialised talent, and the ability to turn innovation into marketable solutions. She emphasised the importance of continuing to strengthen collaboration among companies and facilitating access to knowledge and new markets.
The growth experienced by Turistec in recent years reinforces this vision, as the cluster has not only increased its membership but also expanded its diversity, capabilities, and recognition both within and outside the Balearic Islands. According to Masip, this progress is not an end in itself but a means to continue generating value for companies and the sector as a whole. "Our goal is for innovation to go beyond ideas and translate into real solutions, more competitive companies, and a tourism sector better prepared to face future challenges," she concluded.
The Turistec team at TIS, including Mercè Masip, Jaume Monserrat, Lupe Rubio, David Bañuls, and Cristina Torres, described the experience as extraordinary and expressed gratitude to their co-exhibitors and the AETIB group. The next event on their calendar is Fitur 2027.
