Tourism technology firms in the Valencia Community have boosted their innovation projects by 23.6%, according to data from the Valencia Community Cluster of Innovative Companies for Tourism (Adestic). More than six out of ten industry players reported increases exceeding 30% compared with 2019. The figures underscore a clear trend: small and medium-sized enterprises and tourism destinations are embracing digitalization to boost competitiveness and speed up recovery. [Adestic]
According to Adestic’s leadership, the Valencia tourism sector has undergone a substantial digital shift over several years, a process that accelerated in recent years as travelers became more tech-savvy and demanding. Today, visitors expect seamless experiences, often booking holidays in a few clicks and using virtual tools to anticipate and tailor their trips. [Adestic]
In this evolving landscape, Adestic will continue championing new technologies and the revival of regional tourism. The organization plans to convene Alicante institutions, tourism destinations, industry associations, and companies on Thursday, June 2, for the second workshop in a series of three. The sessions, part of the conference calendar under the banner Innovation and Tourism, aim to unite key players around practical tech-driven strategies. [Adestic]
The June 2 event, set to begin at 20:00 at the Hotel Spa Porta Maris by Meliá, will welcome Mario Villar, Director of Tourism and Tourism Intelligence for the Valencia Community. It will also bring together representatives from tourism institutions and organizations such as the Costa Blanca Provincial Tourism Board, Alicante Costa Blanca Tourism and Cruise Association, and leaders from tourist destinations including Alicante, Finestrat, La Nucía, and Salinas. Individuals from the education sector connected to tourism and technology, as well as hotels, travel agencies, and various tourism-related SMEs in the province, are expected to attend. [Adestic]
For Adestic’s president, this business day represents a chance to create synergies among the main industry players. Valencia’s role as a pioneer in tourism innovation—publicly and privately—remains a core theme. He notes that Valencia was an early mover in establishing a regional network of smart tourism destinations through the Valencia Institute of Tourism Technologies (Invat·tur). [Adestic]
Still, the emphasis is on sustained effort. The industry must keep pushing to grow the profitability of tourism activities and boost competitiveness across the community. A major challenge ahead is investing in technological development, a move already yielding positive results. The cluster also stresses that Valencia’s technology solutions support management teams and SMEs by leveraging the expertise and fresh talent from local tech companies. [Adestic]
In practical terms, Valencia’s tourism sector is advancing to meet new demand through innovations such as Big Data, Artificial Intelligence, advanced booking engines, and a range of apps. These tools help firms understand tourist interests and behaviors, tailor offerings, and manage payments and reservations quickly across devices. They also enable virtual tours that preview resort towns and experiences before visitors arrive. [Adestic]
The Valencia Community Innovative Companies Cluster for Tourism comprises 29 Valencia-based technology and digital firms, supported by the Valencian Government and Invat·tur. Its primary goal is to strengthen the tourism value chain across Alicante, Castellón, and Valencia by building a robust, innovation-driven business ecosystem for tourism and digitalization. [Adestic]