Experience tourism, a trend driven by digital platforms and social networks

FITUR Experience was held for the first time in this year’s edition of this tourism fair, the largest in the world by number of professionals attending, in the so-called ‘Knowledge Pavilion’, dedicated to content related to innovation, digitalization and trends in the tourism industry.

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The growing search for authentic, personalized and emotionally significant experiences has been driven in recent years by the development of digital platforms and social networks, the diversification of the offer and the increase in interest in more sustainable tourism, as explained by the organization of Fitur 2026, which concludes next Sunday.

Likewise, they highlight that this travel model has not only expanded its international reach, but has also established itself as a key factor in improving the competitiveness of both emerging and already consolidated destinations, while at the same time favoring innovation and the creation of proposals with greater added value.

The FITUR Experience professional program is developed in collaboration with Viator, a Tripadvisor company specialized in this type of travel, and has made it possible to draw an overview of the current state of this industry, with analysis of its size, traveler expectations and booking patterns.

In a series of conferences, participating experts share real cases that allow us to learn how operators in the so-called ‘experiential segment’ work, what elements differentiate the proposals with the best performance and how personalization, sustainability or the growing demand for ‘premium’ experiences influence traveler decision-making.

The program also addresses the potential of experiential tourism as a tool to transform the tourism products of small local entrepreneurs, promote the local economy, promote the conservation of cultural and natural heritage and contribute to a more diversified tourism offer.

In addition, a specific space has been dedicated to the Spanish context, with a compilation of the trends that are defining demand and supply in the country, from the growth of experiential tourism to the promotion of gastronomic, cultural or adventure proposals that have gained prominence in different territories.

During the weekend, when Fitur opens to the general public, the Experience section will offer a program that includes, among other activities, the XVI Traveler’s Meeting organized by Minube, an annual event that brings together travelers, ‘influencers’ and professionals to share experiences, inspire each other and present trends.