Artificial intelligence and structural transformation of Spanish tourism: towards enhanced tourism intelligence Based on digital public infrastructures and Business dynamization

Abstract

Artificial intelligence (AI) has established itself as a general-purpose technology with the capacity to transform entire industries by improving processes and redefining value chains, governance models, and systemic resilience. In the case of Spain—a global leader in tourism competitiveness
and visitor reception—AI offers a clear opportunity to consolidate a new tourism model based on data and knowledge. This article proposes a dual architecture for a structural transformation of the sector. At the top, the development of digital public infrastructures that enable semantic interoperability and smart governance; at the base, the activation of the tourism business fabric and Smart Tourist Destinations (STDs) as key drivers of local innovation. Through a systemic approach that combines top-down and bottom-up strategies, a framework for reflection is proposed to implement augmented tourism intelligence in Spain, geared towards sustainability, competitiveness, and the general interest.

References

Amadeus. (2024). Navigating the Future: How Generative Artificial Intelligence is transforming the travel industry. Disponible en: https://amadeus.com/documents/resources/research-report/generative-ai-travel-industry/navigating-the-future-gai.pdf.

Bacuy Ortiz, K. X. (2024). Impacto de la Inteligencia Artificial en la Personalización de la Experiencia Turística: Una Revisión Sistemática de la Literatura. Ciencia Latina Revista Científica Multidisciplinar, 8(5), 9784-9794. https://doi.org/10.37811/cl_rcm.v8i5.14360. DOI: https://doi.org/10.37811/cl_rcm.v8i5.14360

Carrillo-Hidalgo, Isabel, & Pulido-Fernández, Juan Ignacio. (2021). Planteamiento estratégico para la financiación inclusiva del turismo por parte de los organismos financieros internacionales. Innovar, 31(80), 45-56. https://doi.org/10.15446/innovar.v31n80.93663 DOI: https://doi.org/10.15446/innovar.v31n80.93663

Comisión Europea. (2024). La nueva financiación de Horizonte Europa impulsa la investigación europea en IA y tecnologías cuánticas. Disponible en: https://digital-strategy.ec.europa.eu/es/news/new-horizon-europe-funding-boosts-european-research-ai-and-quantum-technologies

Comisión Europea. (2025). La UE pone en marcha la iniciativa InvestAI para movilizar 200 000 millones EUR de inversión en inteligencia artificial. Disponible en: https://digital-strategy.ec.europa.eu/es/news/eu-launches-investai-initiative-mobilise-eu200-billion-investment-artificial-intelligence#:~:text=Hoy%2C%20en%20la%20Cumbre%20de,EUR%20para%20gigaf%C3%A1bricas%20de%20IA

Exceltur. (2023). Perspectivas turísticas.

Garrigues. (2025). How to turn the new AI Act into a competitive edge in the tourism industry. Disponible en: https://blogturismo.garrigues.com/en/legislation/how-to-turn-the-new-ai-act-into-a-competitive-edge-in-the-tourism-industry

Instituto Nacional de Estadística (INE). (2024). Cuentas Satélite del Turismo en España.

KBV Research. (2025). Europe Artificial Intelligence in Travel & Tourism Market Size, Share & Trends Analysis Report, 2024–2032.

Ministerio de Industria, Comercio y Turismo. (2022). Plan de Modernización y Competitividad del Sector Turístico. Gobierno de España.

OCDE. (2023). Artificial Intelligence in Society: Applications and Implications for Sustainable Development. OECD Publishing.

OCDE. (2023). Digital Public Infrastructure as a Global Public Good.

Red de Destinos Turísticos Inteligentes (Red DTI). (2023). Informe Anual de Proyectos de Transformación Digital e Inteligencia Artificial en Destinos.

SEGITTUR. (2024). Plataforma Inteligente de Destinos (PID). Ministerio de Industria y Turismo.

Statista Research Department. (2025). Artificial Intelligence Adoption Rate in Tourism SMEs in Spain – 2025 Survey.

Statista Research Department. (2025). AI Adoption Rates in the Tourism Sector – Europe 2025. Disponible en: https://www.statista.com/

World Economic Forum. (2024). Travel and Tourism Development Index.