This evolution will shape part of the agenda at TIS – Tourism Innovation Summit 2026, taking place from 6 to 8 October at FIBES in Seville, where more than 400 experts will examine how airlines, cruise companies, tour operators, specialist platforms and transport providers are adapting to increasingly digitally savvy, demanding and experience-driven travellers.
If travel is now understood as an end-to-end experience, the first requirement is being able to reach the destination. Connectivity has therefore become a strategic factor in distributing visitor flows more evenly, diversifying tourism offerings and creating new economic opportunities, particularly in secondary cities, island destinations and emerging markets. Against this backdrop, TIS2026 will focus on the role airlines play in connecting these destinations with major domestic and international markets. Manuel Vale, Network Director at Vueling; Jorge Carulla, Director of Strategic Partnerships at Ávoris; Juan Alberto Martín, Head of Customer Relations at Aena; and Jonay Lobo, Director of Scheduling, Revenue Management and Partnerships at Binter, will address issues including route profitability, sustainability, technology adoption and public-private collaboration.
Providing connections to a destination, however, is no longer enough. In a market characterised by rising operating costs, greater sustainability requirements and intensifying competition for customer loyalty, companies must find new ways to grow while maintaining profitability and a distinctive market position. Lisa Delaney, Regional Head of Marketing and Lifestyle for Europe at Cathay Pacific Airways, and Samuel Ferrera, Network Officer at Wizz Air, will examine how airlines are navigating this new phase and adapting their strategies to changing travel expectations.
From transport to experience: travellers are changing the rules
Engaging travellers now involves much more than helping them reach their destination. Younger generations are also transforming how they discover, choose and experience travel, prompting tourism companies to find new ways to capture their attention and build relationships long before a booking is made. Social media, digital content and recommendations from fellow travellers have become new touchpoints in an increasingly non-linear decision-making process.
This evolution is particularly significant among Asian travellers, who represent one of the major growth opportunities for international tourism. Wilfred Fan, Chief Commercial Officer at Klook, will examine how businesses can adapt to these new habits and how discovery through social media is drawing younger generations towards less conventional destinations and experiences.
The challenge, therefore, extends beyond attracting travellers to finding new ways to engage them and support them throughout their journey. In this context, experiences are becoming central to differentiation and are creating new ways for tourism brands to build relationships with their customers. For Europe, this also presents an opportunity to move beyond a focus on destination promotion towards designing and communicating experiences that resonate with travellers’ evolving expectations.
This changing landscape is also creating room for new business models. As travellers become more specific about their interests and needs, specialisation is gaining value in a market offering an ever broader yet increasingly homogeneous range of options. Etienne Goujot, CEO of Thalasseo; Tom Dunkley, CEO of MagicBreak; and Luis Osorio, CEO of Stayforlong, will discuss how specialist platforms are gaining ground in segments such as extended stays, wellness breaks, family entertainment and personalised experiences. These models enable businesses to build recognisable brands and loyal customer communities, while also raising questions about their ability to compete with major online platforms in an increasingly consolidated market shaped by artificial intelligence.
From changing travellers to a new tourism model
Together, these developments point to a common transformation: tourism must increasingly be understood as an ecosystem in which connectivity, inspiration, experiences and specialisation are closely intertwined. In this new landscape, the challenge for companies will be to translate changing traveller behaviour into business models capable of delivering profitable, efficient and resilient growth.
After years of strong demand and rapid digital transformation, tourism businesses now face an environment marked by geopolitical uncertainty, rising costs, talent shortages and shifting consumer expectations. This presents new challenges for industry leaders, who must sustain growth while building more efficient organisations equipped to respond to today’s travellers. Benoit Guigou, Chief Financial Officer at Evaneos; Bjorn Bender, CEO of RailEurope; and Fabio Bin, Chief Marketing Officer and Co-founder of WeRoad, will explore how technology, specialisation and the ability to anticipate change will be critical to competitiveness and sustainability.
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About [TIS – Tourism Innovation Summit](https://www.tisglobalsummit.com/) (6–8 October 2026, FIBES, Seville): TIS is an international forum for innovation, emerging trends and strategic discussion in tourism, offering industry executives and businesses the opportunity to discover the latest technological solutions and products to enhance their competitiveness. Over three days, TIS will bring together more than 8,000 tourism professionals seeking the latest solutions to help advance their destinations and businesses. In addition, more than 400 experts from around the world will share strategies and success stories at the Tourism Innovation Global Summit, helping to shape a smarter, more digital and more sustainable tourism industry.
Press contacts: press@tisglobalsummit.com
