FITUR 2026 Puts the Spotlight on Travel Tech to Transform Tourism Across Africa

The global tourism industry is experiencing a profound shift, with digitalisation, Artificial Intelligence (AI), and integrated experiences rapidly becoming the main forces shaping its future. At the heart of this evolution is the Travel Technology sector, which is emerging as a powerhouse of transformation at the upcoming FITUR 2026 International Tourism Trade Fair, scheduled from 21 to 25 January. For Africa’s tourism industry professionals, this signals a pivotal moment to embrace new technological trends and adapt to the changing expectations of travelers worldwide.

Technology firms are now at the forefront of revolutionising tourism, focusing on optimising operational processes, promoting sustainability, elevating traveler experiences, and pioneering innovative business models. Their influence is helping to redefine how destinations and tourism businesses operate and compete in a digital-first world. FITUR 2026 recognises this momentum and positions the Travel Technology area as one of its key pillars, further solidifying its role as a global leader in connecting tourism with technology.

Looking to 2026, FITUR’s Travel Technology sector is gearing up for an impressive expansion. With more than 150 companies already confirmed just two months before the event, this area will see an extraordinary 50% increase in participation compared to previous years. This surge brings together trailblazing firms from over 20 countries—ranging from Europe’s tech hubs to leading innovators in Asia, the Americas, and the Middle East—creating unmatched opportunities for African operators to forge new alliances and learn from global best practices.

Among the participating countries are Andorra, Argentina, Austria, Brazil, China, Costa Rica, France, Germany, Ireland, Israel, Italy, the Netherlands, Peru, Poland, Portugal, Spain, Switzerland, the United Arab Emirates, the United Kingdom, the United States, and Turkey. This remarkable diversity not only highlights the truly international nature of FITUR but also opens the door for African businesses to explore partnerships and technology transfers that can accelerate their own growth and competitiveness.

One of the most notable changes at FITUR 2026 is the relocation of the Travel Technology area to the newly established Knowledge Hub in Hall 12. Far more than just a new physical space, the Knowledge Hub is designed to be a dynamic environment where innovation, training, technological trends, and business opportunities converge. This move underscores FITUR’s commitment to fostering a deeper connection between cutting-edge solutions—such as AI, automation, data analytics, distribution, digital marketing, smart mobility, and immersive experiences—and the broader tourism ecosystem.

For the African tourism sector, the Knowledge Hub represents a unique chance to engage with the latest advancements and bring home transformative ideas that can be adapted to local markets. The Hub will play host to a wide range of activities, including hands-on workshops, expert-led sessions, and networking opportunities tailored to the needs of today’s tourism professionals. This environment is ideal for exploring how AI-powered tools can streamline operations, how automation can enhance efficiency, and how digital marketing strategies can open up new markets for African destinations.

Attendees will have the opportunity to connect with industry leaders such as Amadeus, Travelgate, Roommatik, Septeo, Juniper Travel Technology, BEONx, Tech Tourism Cluster, and Roiback. These companies are set to showcase their latest offerings, demonstrating how technology can be leveraged to create seamless, personalised experiences for travelers while delivering measurable benefits for businesses. The presence of Business France—which will be highlighting a selection of innovative start-ups—further reinforces the Travel Technology area’s role as a launchpad for global tech firms looking to expand their footprint and impact.

The growing importance of Travel Technology in the tourism sector stems from its ability to enhance the competitiveness of destinations and businesses, as well as its transformative effect on the traveler journey. By adopting data-driven digital solutions, operators can not only improve guest satisfaction but also achieve greater operational efficiency and energy savings. Moreover, technology is enabling the creation of new business models—ones that are agile, scalable, and better equipped to meet the demands of the modern traveler.

For African industry leaders, this shift offers a critical opportunity to reimagine existing approaches. The continent stands to benefit immensely from the adoption of smart systems that can optimize resource management, support sustainable development, and provide richer, more immersive travel experiences. By tapping into the expertise and innovations on display at FITUR 2026, African tourism professionals can position themselves at the forefront of change, ready to meet the evolving needs of both domestic and international visitors.

It is clear that the expansion of the Travel Technology area at FITUR is more than just a reflection of global trends—it is a call to action for the entire tourism value chain. As technology bridges the gap between destinations, service providers, and travelers, the ability to harness these tools will determine which regions lead in the coming years. For African tourism businesses, embracing this digital revolution is not simply an option but a necessity to remain relevant, competitive, and resilient in a fast-changing marketplace.

FITUR 2026’s commitment to innovation, collaboration, and knowledge-sharing cements its reputation as a vital meeting place for the world’s tourism industry. African professionals who attend will gain invaluable insights and access to resources that can drive transformation at home. As the sector continues its journey toward a more connected, sustainable, and technology-driven future, those willing to invest in learning and partnership will be best positioned to shape the next chapter of African tourism.