Smart Tourism: How Technology Is Redefining the Future

This presentation will reflect on the effects of an increasingly digitalized world and how tourism destinations face the challenge of adapting to a highly competitive and dynamic global environment. This talk will also explore how digital transformation and the use of advanced technologies—such as Artificial Intelligence, the Internet of Things, and Virtual and Augmented Reality—are revolutionizing tourism marketing and destination management. The key role of Public Administrations and Destination Management Organizations (DMOs) in the implementation of these Intelligent Marketing Instruments (IMIs) will be analyzed, as well as the barriers and inequalities in their adoption in the Spanish context. Overall, the audience will be prompted to reflect on how the strategic use of data and emerging technologies enables more effective and personalized promotion, aligned with the expectations of modern tourists.