Travel agencies face AI test at Barcelona forum

Artificial intelligence will be put to the test at Barcelona’s XXVI Acave Forum on 29 September, as travel agencies confront the changes facing their businesses. Professionals, business owners, experts and institutional representatives will meet at the Teatro de Sarrià. The agenda also includes business succession, tourism’s reputation and the way agencies can steer travel towards different destinations.

The event is organised by the Asociación Corporativa de Agencias de Viajes Especializadas, known as Acave. Its president, Rafael Serra, said the aim is to prepare agencies for the major challenges ahead, while sharing knowledge and opening a useful debate for the sector.

AI and the next generation

The first session looks at generational change and how travel agencies can keep going as businesses pass to new owners. Digital humanist Joan Clotet will then examine how artificial intelligence could reshape agency work, internal processes and relationships with travellers by 2035.

Tourism’s reputation and new destinations

Tourism’s public standing is another central issue. Representatives from Lloret Turisme, the Lleida Provincial Council Tourism Board, Turisme de Barcelona and Salou Town Hall will join the discussion.

A final panel will look at how agencies that send travellers to destinations can help regions. It will consider their ability to spread tourist flows, raise the profile of new destinations and create economic and social value.

José Antonio Donaire, Barcelona City Council’s commissioner for sustainable tourism management, will open the forum. Serra will present the day’s conclusions before Miquel Sàmper, Catalonia’s minister for business and labour, closes the event.

Registration is free through Acave’s website, but places are limited.

Topics: Culture · Tourism · Politics · Economy

Source: Europa Press / Mallorca.com