Castellón has the potential to adapt its tourism model to the new trends in the sector



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## Castellón has the potential to adapt its tourism model to the new trends in the sector

29/10/2024 |
SCP

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* [![ jornada-transferencia-tecnologia-init 2024-10-28-Transferencia_Tecnologica_INIT_EVR14](/com/investigacio/arxiu/noticies/2024/10/jornada-transferencia-tecnologia-init/2024-10-28-Transferencia_Tecnologica_INIT_EVR14.jpg)](#)

The city of Castelló and its province have the potential to adapt the tourism model to the new trends in the sector, which include more sustainable and experiential options for visitors and an orientation towards meeting tourism (MICE), according to the specialists who took part in the panel on business and public administration challenges during the 2nd Conference on Technology Transfer of the Institute of New Imaging Technologies (INIT-UJI).

The panel, moderated by the researcher Miguel Chover, was made up of Iker Llano, general director of the Intur Group; Juan Castro, manager of the Cluster of Innovative Companies for Tourism of the Valencian Community (ADESTIC); José Bort, director of the Association of Technological Companies of Castelló (XarxaTec); Arantxa Miralles, councillor of Tourism of Castelló de la Plana, and Rosa Rodríguez, director of the University Institute of Tourism of the UJI.

Everyone was more or less optimistic about the future of the sector in the province. They assured that now is the time for medium and small cities and to open up to meeting tourism, but it is necessary to accelerate the digitalisation of the sector and to make a more sustainable tourism a reality, adapted to what the province has to offer and aligned with the well-being of the citizens and the population that lives there all year round.

During the different speeches, the need to incorporate digitalisation into the sector's businesses in order to offer a more pleasant experience to visitors was emphasised. Thus, Iker Llano commented that the Intur Group has already incorporated them into the booking process so that this action and check-in are simpler and with more possibilities of choice, according to the needs of the clientele.

In turn, Juan Castro assured that in this sector the demand for professionals who combine tourism and technological knowledge will grow and that a serious digital transformation is necessary because technology is there to improve. He also asked the administration for more effective projects and subsidies so that improvements can be made more quickly.

José Bort believes that more technology companies linked to the tourism sector should be created and that companies in this sector, most of which are SMEs that do not currently have a technology department, should be encouraged. He also stressed that the association could be a meeting point between the needs of administrations, entities and institutions and companies that can provide solutions.

The councillor for Tourism of Castelló de la Plana explained that a strategic plan is being drawn up with the Universitat Jaume I and that a project has been applied for with European funds. This project includes the incorporation of digitalisation into processes, the organisation of data, the creation of a Castelló tourism app to facilitate the consultation of information and also a website that brings together all the issues involved.

Rosa Rodríguez, who works at the Institute on the strategic plan for the city, commented that technology would make it possible to manage the experience during the stay (for example, to indicate whether it is better to visit a museum today or tomorrow) and that it is also important to manage data to improve the customer experience.

The Institute of New Imaging Technologies of the Universitat Jaume I of Castelló brought together business representatives from the technological field and research staff at the 2nd Conference on Technology Transfer, dedicated to technological solutions for tourism, with the aim of creating connections between the two areas and sharing knowledge that can be of value to everyone. In addition, the Institute's latest innovations in the area of demonstrators were presented.

Photographs: [https://www.uji.es/com/fotonoticies/arxiu/2024/10/transferencia\_tecnologica\_init/](https://www.uji.es/com/fotonoticies/arxiu/2024/10/Transferencia_Tecnologica_INIT/)

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