Turismo de Galicia participated in the Tourism Innovation Summit 2026 (TIS2026) held in Seville, where it emphasised its tourism model centred on certified quality and sustainability, particularly in light of the upcoming Xacobeo 2027. The event also highlighted the role of artificial intelligence (AI) as a tool to enhance destination management and promote more balanced tourism.
The seventh edition of TIS2026 brought together over 8,000 professionals and executives from the tourism sector, alongside more than 200 exhibiting companies and 400 experts, to address the key challenges facing the industry, with a particular focus on technological innovation, sustainability, and new management models.
Xosé Merelles, the director of Turismo de Galicia, presented the evolution of the Galician tourism model, advocating for certified quality and sustainability as distinguishing features of the destination. This strategy is especially significant ahead of the Xacobeo 2027, which presents an opportunity to enhance Galicia's profile and promote sustainable tourism development.
One of the main discussions at the summit revolved around the potential of AI to transform tourism management. Sector representatives agreed on the necessity of integrating these tools into business and destination strategies, not only to automate processes but also to improve decision-making, personalise visitor experiences, and optimise available resources.
Among the priorities highlighted was the use of AI and data analysis to redistribute tourist flows, reduce visitor concentration, and promote de-seasonalisation, contributing to a more efficient and balanced management of destinations. Participants also underscored the importance of maintaining the human element as a crucial aspect of tourism, viewing technology as a supportive tool for professional talent and service enhancement.
Galicia's participation in TIS2026 and the conclusions drawn from the event reflect the importance of combining quality, sustainability, and innovation to tackle the sector's challenges and move towards more competitive, responsible, and future-ready destinations.
