Last week in Madrid, Tiki took an important step in our European journey. FITUR wasn’t just another industry event, it marked a meaningful starting point for our work in Spain and Southern Europe.
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From the moment we stepped into the halls, it was clear this region approaches tourism with both pride and responsibility. Our conversations with Spanish DMOs went well beyond campaign tactics. We discussed how destinations are balancing growth with community well-being, how they’re listening more closely to residents, and how the value of tourism is increasingly measured not just in arrivals, but in understanding.

These meetings confirmed something we believe at Tiki: AI isn’t just about targeting travellers, it’s about learning. Our platform helps destinations understand how potential visitors are engaging, what inspires them, and how their interests evolve. Insights that can shape smarter, more sustainable strategies. At the same time, this data gives destinations a clearer story to share with local communities about the role tourism plays in supporting quality of life.

Spain, in particular, showed a strong appetite for this kind of intelligence. DMOs are navigating a changing landscape where AI is reshaping how travellers search and discover destinations, often resulting in lower traditional search volume and website traffic. Yet travel demand itself continues to grow. The conversation is shifting from how people find us to why they choose us. Spanish DMOs are leaning into that silver lining, asking better questions: not just who is coming, but what inspires them, and how tourism can benefit both visitors and residents. These are the moments where technology becomes a bridge for understanding, not just a tool for promotion

And then there was Madrid itself.

The Spanish sun between waves of rain felt like a quiet reminder of what travel represents: possibility, renewal, and movement. As we all returned home to winter storms and grey skies, it struck us how similar this moment feels for tourism. After years of uncertainty, the warmth is coming back. Travel demand is returning. Revenues are recovering. But like the seasons, this renewal requires preparation, patience, and perspective.

FITUR made one thing clear: Southern Europe is thinking about the future of tourism with intention, and Tiki is excited to be part of that conversation. We’re grateful for the thoughtful exchanges, the openness to innovation, and the shared belief that tourism, when guided well can create lasting value for both visitors and residents.

A new season is on the horizon for travel. Tiki stands between the sun and the waves, helping destinations move confidently toward brighter days.

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