Rafael de Jorge, founder of Growtur, took part in the ninth Business Tourism Market in Lloret de Mar, an event focused on AI’s impact on tourism and the role of human talent in its adoption.
On 21 October 2026 we took part in the ninth Business Tourism Market (BTM) in Lloret de Mar, organised by the Fundació Climent Guitart and Agencia EFE in the Palas Atenea room at the Hotel Guitart Central Park Aqua Resort. Under the theme “The impact of AI on tourism. The importance of talent, values and attitudes”, the event put a question that runs through our everyday work at the centre of the debate: how to bring artificial intelligence into tourism without losing the judgment and decision-making ability of the people who make it happen.
Rafael de Jorge in the main dialogue
Rafael de Jorge, founder of Growtur, took part in the dialogue of the first session, dedicated to AI as a driver of transformation in tourism: how it can improve efficiency, transform customer relationships and support more sustainable and competitive tourism management.
For us, that conversation connects with a clear conviction: adopting AI is not about choosing tools. First you need to understand what each organisation needs, the information it uses, how its teams work and which decisions must remain under human supervision.
Technology and people in the same conversation
The BTM placed technological transformation alongside its ethical, regulatory and social implications, and the challenges of talent and leadership. It is an approach we share: AI can add great value to tourism, but only if it stays in the service of people.
That is why at Growtur we work with clear goals, reliable information and prepared teams. It is not about automating for its own sake, but about deciding where technology improves a process and where human knowledge remains essential.
How we bring this conversation into every organisation
- Strategy before tools. Identify real needs, set priorities and define the results an organisation wants to achieve.
- Security and governance. Set criteria for the data used, access, review of outputs and responsibilities.
- Training and ongoing support. Help teams integrate AI with judgment and sustain its use in their daily work.
This is the same approach we apply with destinations, institutions and tourism businesses: turning AI’s potential into useful decisions and processes for each organisation.
A space to share and move forward
Taking part in the BTM let us share the table with the sector and defend a thoughtful adoption of AI, adapted to each organisation’s reality. This participation builds on our work with Lloret de Mar, including the 2026 AI Plan for Businesses and the workshops on visibility in AI-powered search engines.
Thank you to the Fundació Climent Guitart, Agencia EFE and Lloret Turisme for promoting this event, and to the professionals who shared the day: progress requires technology, but also conversation, knowledge and collaboration.
Does your organisation want to adopt AI with a clear strategy and close support? Let’s talk.
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Let's talk. At Growtur we help destinations, institutions and tourism companies transform with Artificial Intelligence.