The inaugural Global Summit on Communication and Tourism has been announced, marking a significant step in the intersection of these two fields. Organized by FITUR and Agencia EFE, the event intends to become a pivotal platform for professionals in communication and tourism.
Key Objectives of the Summit
Held as part of FITUR 2026, the summit aims to address critical issues in the tourism sector amid global uncertainty. José Vicente de los Mozos, President of the Executive Committee of IFEMA MADRID, emphasized the need for communication strategies that integrate tourism into broader economic policies. The summit seeks to drive discussions on crucial themes, including gender equality, labor inclusion, innovation, and sustainability.
Panels and Discussions
- Tourism Communication in Times of Uncertainty: This panel highlighted the necessity of professional training to maintain a strong country brand. José Luis Sá Nogueira, Cabo Verde’s Minister of Tourism, pointed out the importance of investment in training for tourism professionals, especially ahead of the 2026 FIFA World Cup.
- Living from Tourism or Surviving Tourism: Sponsored by the Secretariat of Tourism of Chihuahua, discussions centered on the tensions between locals and tourists. Experts underlined the need for communication strategies that address resident concerns about increased tourism.
- Misinformation and Fake News in Tourism: This segment focused on the effect of disinformation on destination image. Jonathan Gómez, from Málaga, criticized influencer-driven marketing tactics that jeopardize local reputations.
- The Future of Tourism Communication: Discussed the need to tell the stories of local communities effectively. Speakers emphasized that tourists seek genuine experiences, which demand a shift in communication strategies.
The Role of Communication in Tourism
Nuria Cabrero from Lonely Planet Spain highlighted the importance of integrity in combating misinformation. Reliable information is paramount for ensuring the tourism industry flourishes without the cloud of false narratives.
A Call for a Human-Centric Approach
The summit concluded with a poignant address from Natalia Bayona, Executive Director of UN Tourism. She underscored the necessity for a more human approach to tourism, emphasizing that the sector can be a source of hope amid global challenges. Bayona reiterated the importance of authenticity and storytelling as key components for future success.
Conclusion
The inaugural Global Summit on Communication and Tourism served as an essential gathering of leaders from the tourism industry. With its focus on pressing topics and future strategies, the event has set a foundation for enhancing collaboration and understanding in a sector that plays a crucial role in the global economy.
