Tourism in Spain continues to be one of the most important economic engines at national and international level. In the first six months of 2025, the number of international passengers grew by 6.4%, reaching 52 million, with a total expenditure greater than 46,500 million euros. This growth reflects not only a global recovery in the sector, but also an evolution towards a traveler profile with greater expectations in terms of sustainability, customization and quality in services.
Looking ahead to the tourism, tourism companies must evolve beyond the simple capture of visitors, and concentrate on three fundamental strategic areas to maintain their competitiveness and leadership in a market in constant transformation: Sustainability, cybersecurity and experience of the traveler.
Sustainability: a strategic pillar for the future
Sustainability has become a decisive factor for travelers and investors. Current trends show that 72% of cons consumers of gene generation prioritize sustainability when making purchase decisions. Besides, Sustainability is increasingly a requirement of investorswho seek in tourism companies a clear integration of criteria ES (environmental, social and governance) in their corporate strategy. From the energy management in hotels to green mobility in tourist destinations, implementing responsible practices not only responds to consumers’ expectations, but also generates a long -term tangible value.
“Companies that lead in sustainability will not only attract a more faithful customer profile and willing to pay for responsible experiences, but will also benefit from tax incentives and access to green financing, which will reinforce their long -term profitability”explains Carles Sirera, socio-director of the Travel/Hotel/Tourism area in Stratosys.
In this context, The digitalization of processes is a key factor. Digital transformation allows tourism companies to more efficiently manage their resources, reducing environmental impact and improving customer experience, all while optimizing profitability.
Cybersecurity: Protecting customer confidence in a digital environment
Cybersecurity has become a Critical priority in the tourism sectorespecially when handling large volumes of personal and financial data. In an increasingly interconnected world, the protection of the digital infrastructure and the privacy of the traveler not only prevents economic and reputation losses, but also strengthens the confidence of the client, a crucial element for conversion and loyalty.
Investing in robust cybersecurity solutions and in the continuous training of the staff is key to dealing with the growing risks of sophisticated cyber attacks. In addition, transparent communication on data protection policies also positively influences the perception of the client and the results of the collection campaigns. “Companies that effectively communicate their data protection policies and demonstrate their commitment to security are seeing better results in the loyalty of their customers”says Sirera.
Traveler’s experience: personalization through technology and innovation
Current travelers look for a more personalized, efficient and unique experience. To meet these demands, Technology plays a fundamental role. Technologies such as artificial intelligence, predictive analysis and automation allow to offer hyperpersonalized experiences, from activities recommendations to dynamic Price management.
The digitalization of processes such as check-in, multichannel customer service and incident management increases operational efficiency and reduces costs, while improving traveler’s satisfaction and encourages loyalty. In addition, technological platforms allow to collect data in real time, which helps anticipate customer needs and optimize the experience at each point of contact.
“In Stratesys, we help tourism companies to transform their operations through digitalization, which not only improves operational efficiency, but also contributes to creating more satisfactory experiences for the traveler, optimizing both the customer experience and the profitability of companies”concludes the Executive.
