Spain's 90-destination tourism platform eyes ChatGPT

Spain’s tourism platform now works with 90 destinations: they are reworking what they offer and looking for ways to influence the kind of tourism they attract. In Logroño, in Spain’s La Rioja region, on 22 October 2026, Ezequiel García said sharing data could help destinations understand what travellers search for and like. García heads institutional relations at Segittur, Spain’s state-owned Society for the Management of Tourism Innovation and Technologies.

The Intelligent Destinations Platform is meant to connect regions and make it easier for them to exchange tourism data. García said destinations are not sharing information effectively enough. He also called for public bodies and businesses to work together on offers for the season when tourists are scarce.

Asked whether Logroño could favour quality tourism over drinking trips, García gave an example involving ChatGPT. If someone asks what to do in the city, he said, a destination could try to get information about the type of trip it wants to promote into the answer. Technology will not change tourists by itself, he said, but it could gradually influence what they intend to do.

Topics: Tourism

Source: Europa Press / Mallorca.com