In this sense, he underscored that although the way travel is organized and consumed has radically changed, the essential reasons for traveling remain unaltered because they are intrinsically human.
In this same line of thought, Angie Moreno, Delegate for Tourism and Culture of the Seville City Council, highlighted the fundamental utility of creating physical and collaborative spaces to share valuable learnings. She noted that the primary purpose of emerging technological tools must focus on making management decisions with superior judgment and ensuring that innovation addresses real environmental needs. Furthermore, she highlighted local acceleration initiatives such as Ágora Sevilla and Sevilla NODE, specifically aimed at structuring lasting opportunities for the local economic fabric, pointing out that the current critical phase consists of transforming the agreements and ideas generated during the congress into practical, tangible results.
One of the priority conceptual axes of this edition was the strategic development of rural and nature tourism, identified as an indispensable avenue for deseasonalizing demand, equitably distributing tourist flows, and transitioning toward deeply regenerative development models. Within the framework of the congress, the findings of the 2026 Rural Tourism Observatory were presented, jointly spearheaded by CETT, EscapadaRural, and Netquest. Data from the report reveals a clear structural trend: 66% of rural travelers take getaways throughout the year, and a resounding 94% express a willingness to pay for authentic experiences at the destination. Nonetheless, the study highlights a major area for improvement, as 80% of users encounter technical barriers when attempting to book activities prior to their arrival, underscoring an urgent need to accelerate the digitalization and e-commerce of rural tourism offerings.
Faced with this situation, various specialists from the public and private sectors debated key methodologies for managing these destinations. Gemma Morales, Tourism Promotion Specialist at the Provincial Council of Cáceres, stressed the importance of close collaboration between public administrations, business networks, and local communities to mitigate the impact on small municipalities that see their populations multiply during peak seasons. Complementing this perspective, Albert Folch, from the Tourist Board of the Tarragona Provincial Council, defended constructing tourism offerings based on genuine identity, local culture, and the unique landscape of each region. For his part, José Luis Galar, representing Tourism of Aragon, proposed a significant conceptual shift by suggesting replacing the traditional notion of the visitor with that of the temporary citizen, integrating the traveler not merely as a commercial actor, but as an individual capable of connecting emotionally with the host community.
Professionalization and technological adoption in inland accommodations also centered technical discussions. Business owners in the sector, such as Gustavo Nash, owner of El Bulín Casas Rurales, and Daniel Morán, CEO of Glamping El Regajo Valle del Jerte, agreed that adapting to new market demands requires combining digitalization, operational efficiency, and impeccable warmth in human contact. In this regard, Luismi Montoya, from Agroturismo Mari Cruz, appealed to the social and environmental profitability of the territory, emphasizing the importance of implementing dynamics that restore direct value to local residents.
Finally, the forum dedicated a prominent space to international models that integrate tourism activity with active ecological conservation, structured under the concept of Nature Positive Tourism. Representatives from destinations such as Gibraltar and the island of Madeira, accompanied by executives from European entities specializing in ecotourism and environmental enhancement such as Animondial, Rewilding Europe, and the Association of Ecotourism in Romania, presented practical tools for capacity control, protected trail management, and public-private partnerships. All these interventions converged on a shared insight: the strict preservation of the natural environment does not represent a limit for the tourism industry, but rather the essential prerequisite for ensuring its long-term survival and viability.
