The 25th International Tourism Congress is committed to dignifying tourism professionals



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## The 25th International Tourism Congress is committed to dignifying tourism professionals

21/10/2022 |
SCP

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Under the slogan "25 years of tourism transformation: looking to the future with guarantees", more than 190 attendees were able to follow the speeches of nearly 30 speakers, professionals from the tourism sector and academics at the International University-Business Tourism Congress.

Javier Gómez-Navarro, former minister of Trade and Tourism and current president of the MBD Group, opened the first day. Gómez-Navarro reviewed the history of the Spanish tourism sector. "The great success of tourism in Spain is due to two differential values: a diversified offer, where every tourist finds his or her reason for enjoyment, and our Mediterranean way of life".

Two panels of experts addressed the retention of professional talent and the importance of quality training and qualifications in the tourism sector. The general conclusion was that it is necessary to dignify this profession and give it prestige, especially in the hotel industry, where waiters and hotel cleaners are the most affected profiles. The specialists insisted on the need to train future professionals in transversal skills or soft skills, which are just as necessary as other technical skills, such as teaching values, problem solving, persuasion, communication and motivation.

The second day focused the various interventions on the digital transformation of the tourism sector, especially on concepts such as the metaverse, which, according to the experts, will never replace the sensory experiences involved in any tourist visit, but will undoubtedly be a complement that has a great future, especially when it comes to selling commercial services before arriving at destinations. The network of intelligent tourist destinations was also discussed, an innovative model that has emerged in Spain and which is 100% exportable. In addition, the general conclusion was that Spanish tourism technology companies are world leaders.

The popular content creators Ignacio Gil Conesa (@Nachter) and Mario Gil Conesa (@Mariuslekker) managed to fill the conference hall with their presentation on the role of influencers in the promotion of a tourist destination. The conclusion was that "the anonymous tourist is today an opinion leader, a prescriber who influences travellers' decisions". The presentation highlighted the fact that 80% of people use social networks to plan a trip and that social interactions are the most important when it comes to deciding on a tourist destination.

Rafael Lapiedra Alcamí, professor of the Department of Business Administration and Marketing of the UJI, and director of the Congress, was in charge of announcing the winning paper in this edition: "Robots sociales en *hospitality*: un estudio de la percepción de los clientes", by the authors Lluís Callarisa, in charge of collecting the award; Miguel Ángel Moliner Tena, Javier Sánchez García, Rosa María Rodríguez Artola, Juan Bautista Ferreres Bonfill and Obdulia Monteserín.

For the 25th edition, the organisers prepared an exhibition with a retrospective of the different official posters that have been used to promote the congress, a journey through 25 designs that have marked the history of the forum.

This congress is an initiative of the Universitat Jaume I with the sponsorship of the Castelló Provincial Tourist Board and the collaboration of Turisme Generalitat Valenciana. Since its beginnings in 1998, this event has been led by the FUE-UJI from the Organising Committee.

Further information: [www.fue.uji.es/turismo](http://www.fue.uji.es/turismo  )

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