TIS 2024: Event will see impact of social media and content on tourism

Spanish travel tech conference will discuss communication and digital marketing strategies

Digital marketing and communication in the tourism sector have undergone a remarkable transformation in recent years, driven mainly by technological advances and changing consumer preferences and expectations. 

In 2024 the simple presence in social media or campaigns more focused on SEO and SEM have been left behind to give way to new strategies that will be addressed by industry leaders and experts at TIS - Tourism Innovation Summit 2024, from October 23-25 in Seville, Spain.

According to recent data, 71% of users consider Instagram, TikTok or YouTube as new search engines for travel inspiration. 

TikTok has become the main destination search engine, according to the results presented by the study 'Top Love Brands in RRSS' of the travel sector by IAB together with Alkemy Iberia. 

Faced with all these changes, the different players in the travel industry value chain have had to evolve and innovate to become more competitive and respond to the demands of a consumer who seeks personalization in all their experiences.

To learn about new strategies for promoting Spanish tourist destinations, representatives of Turespaña will share at TIS2024 some of these new marketing actions based on the use of advanced technology and data analysis, which seek to capture the attention of international travelers and boost Spain's competitiveness as a leading destination.

Throughout its three days, TIS2024 will address how digital platforms and user-generated content are redefining the way destinations present themselves to the world. 

It will also provide first-hand knowledge of success stories that allow destinations and tourism businesses to maximize the impact of social media in marketing campaigns.

In addition, TIS will feature the presentation of a study by Women Leading Tourism and Atrevia that analyzes the presence of professional women in the tourism sector within the media and will dive into the importance of communication and branding for the differentiation of tourism destinations.

The event will also see otel industry leaders such as Álvaro Carrillo de Albornoz, managing director of the Instituto Tecnológico Hotelero, and Pedro Molleda, senior vice president of NH Hotel Group, address new strategies for engaging with guests and building loyalty. 

Jordi Caralt, CEO of Hidden Away Hotels, and Alfonso Pérez Liñán, marketing and commercial director of Palladium Hotel Group, will share the most disruptive trends in innovation and luxury in the hospitality sector.