UCAM hosted the CIITUR-Lab; a meeting of Research in Tourism Intelligence, organised by the International Chair in Tourism Intelligence of the Region of Murcia, which brought together experts and researchers from different national and international universities with the aim of exploring new strategies and advances in the use of technology and data analysis in the field of tourism. The conference included presentations aimed at exchanging knowledge, creating synergies and experiences in the digital transformation and sustainability of the sector.

‘We are in a process of change, a very important transition in the tourism sector. Perhaps the ecological and technological transition are the two fundamental factors that are defining a revolutionary change in the tourism sector. These spaces, such as the one we are in, are outlining and showing this transfer of knowledge that helps us to define and support this growth and, in some way, to establish communication links to add up in the sector,' said Ginesa Martínez de Vals, Director of the International Chair of Tourism Intelligence of the Region of Murcia.

The sessions focused on key issues such as the acoustic impact of tourism in large cities, AI-based tourism mobility models, sustainability in regional tourism and sustainable destination planning. Territorial adaptation strategies and mobility predictions were also addressed, as well as a practical case of data integration applied to Caravaca de la Cruz. All the presentations, given by researchers from various universities, highlighted the integration of technological solutions to meet the environmental and urban challenges of the sector. The meeting concluded with a networking space where researchers and attendees shared perspectives on the challenges and opportunities of smart tourism.

Estrella Núñez, UCAM Vice-Rector of Research, stresses the importance of this type of activity at UCAM HiTech, pointing out that ‘research is the basis for innovation, and innovation, in turn, is the basis for business development in our Region. Boosting the tourism sector is key, and I believe that working on the basis of tourism intelligence from research, establishing relationships between researchers from different universities and even collaborating with companies in the sector, is essential to give it a significant boost".