Experts say that applying artificial intelligence is key to gain tourism competitiveness

Experts in technology, innovation, marketing and economics have assured today that applying artificial intelligence in the tourism industry is key and "indispensable" to "gain competitiveness." This has been one of the ideas on which the first of the working tables of the second day of the XIX International Forum of Tourism of Benidorm has focused, in which the founder and CEO of Destinia, Amuda Goueli, participated; the Director of Technology and Innovation at IBM, Elisa Martín; and the director of Marketing at STAY, Pablo Rodríguez.

A discussion and work table moderated by Andrés Pedreño, president of AlicanTEC and member of the Council of Sages on Artificial Intelligence and Big Data of the Secretary of State for the Information Society and Digital Agenda.

Pedreño affirmed that "we have to be a leading power" in the application of digital technology; and advocated "an absolute commitment to artificial intelligence, which" will transform all sectors "," determine the competitiveness of tourism "and" maximize the satisfaction "of tourists.

The Destinia founder explained that the fourth industrial revolution, digital, has reached its third stage: that of artificial intelligence, to which "every day that passes is easier to penetrate". Goueli stressed that "we must not be afraid of technology", since its application offers important opportunities for tourism companies to improve their experience.

The director of Technology and Innovation at IBM, meanwhile, transferred to the tourism sector that "we cannot ignore" the digital revolution "in the face of the future that is already today." Martín insisted that the technology is "very democratized" and, consequently, within the reach of any company; and added that "the experiences are being transformed from the data analysis" that, through algorithms, allow us to customize the offer that is posed to each client or user.

Pablo Rodriguez, in turn, stressed that "digital development must be accompanied by solutions that generate interaction with the client". In this regard, he delved into the projection of tools such as "virtual assistants" that are "very powerful when marketing a product" and "establishing that interaction with the client", ultimately improving their experience.

After the table of 'Artificial intelligence in tourism', in the XIX International Forum of Tourism has been spoken of 'Cryptocurrencies and Blockchain' in a table in which intervened Felipe Santi, 'partner' of Sismotur; Apol·lònia Martínez, Professor of Commercial Law at the University of the Balearic Islands; and Ramón Vilaroig, professor at Jaume I University and member of the BAES Group, as well as the moderator of the table, Mª del Carmen Pastor, professor at the University of Alicante.

Closing

Once the second exhibition of the day concluded, the mayor of Benidorm, Toni Pérez, and the general director of Tourism of the Valencian Community, Raquel Huete, participated in the closing of the Forum. Huete  congratulated the organizers and indicated that the Forum has meant "a new step towards the future". The mayor also had words of congratulations to all the organizing bodies "for the level of the speakers and panels that have been presented in a very intense days. It has been a magnificent Forum ", he said, and has also referred to the meeting held by the Alliance of Tourist Municipalities, which he described as fruitful," in which we have also learned a lot, "he added. We have to be an example to improve management from the administration, and draw attention to improve the relationship of tourism with the resident population, "in a clear message to combat the so-called tourismism by promoting the values ​​of hospitality and hospitality that traditionally defines municipalities tourist. The mayor ended by inviting the attendees to the next call, to celebrate in two years, and that will be a new milestone: "the next edition of the Forum," Toni Pérez said, "will be the 20th and will be held in the twenty".