The ninth edition of the Business Tourism Market (BTM) forum in Lloret de Mar focused on the impact of artificial intelligence (AI) on the tourism sector. Experts participating in the event concluded that while AI is a necessary tool for the industry, it must always be guided by human common sense and the ability to understand customers' needs.
The forum, organised by the Climent Guitart Foundation and the EFE Agency, featured various presentations and roundtable discussions with tourism professionals. These sessions explored how to integrate AI into the sector and the potential consequences of its development.
While technology presents new opportunities, it also raises questions about its limits and the threats that may arise from its implementation. In her closing remarks, Deputy Natàlia Figueres of the Girona Provincial Council emphasised the importance of using advanced technology to protect and enhance the unique aspects of hospitality that make visitors feel at home.
The programme was structured around three main thematic blocks: one focused on AI as a transformative force in the tourism industry, examining the changes it may introduce; a second analysing the regulatory, ethical, and social framework of this technology, a crucial aspect of the debate on its development and application; and a third centred on talent and leadership in the age of artificial intelligence.
As a result, the Business Tourism Market has reaffirmed its position as a key annual event for discussing the evolution and competitiveness of tourism.
