From January 24-28, Madrid hosted the 44th edition of FITUR: a focus on the industry's full recovery in the presence of 9,000 companies from 152 countries and 806 exhibitors, including Alpitour World.
Among the topics on Fitur's menu were the role of artificial intelligence on tourism and sustainability, but the cross-cutting theme was innovation.

Overtourism, access regulation, protecting the quality of life in tourist destinations-the new realities of international tourism must balance the provision of unforgettable travel and vacations with the growing demand to minimize the environmental and social footprint of tourists.
How to reconcile business growth with the emergence of de-marketing, which aims to reduce demand? How to manage growing tourismphobia, that is, residents' aversion to visitors, without reducing the freedom of movement of those who want to travel?

"We are convinced that the answer to many of these questions lies in innovation, both product and technological, which allows for a better redistribution of flows without sacrificing profit" said Gabriele Burgio, Alpitour CEO, who spoke at two round tables last January 23 and 24. "Alpitour World is already evolving, from a service and travel company only to an innovative reality capable of pursuing wide-ranging IT and technological projects. An evolution that, together with the search for new and different destinations and attention to sustainability, will help us make tourism a much more fascinating and attractive sector for the new generations