Sun Jan 25 03:30:00 UTC 2026: ### Tourism Leaders Unite to Address Challenges and Forge New Communication Strategies at FITUR 2026

The Story:

The First International Summit on Communication and Tourism concluded at FITUR 2026, bringing together global tourism leaders from the Dominican Republic, Cabo Verde, Mexico, Portugal, and Spain to discuss the future of tourism communication. The summit addressed critical issues such as tourism-phobia, misinformation, and the need for authentic experiences, emphasizing the importance of professional training and adaptable communication strategies in navigating an uncertain global environment. The event highlighted the collaborative efforts of the participating nations to foster sustainable, inclusive, and emotionally driven travel experiences.

Discussions centered on overcoming negative perceptions and building trust through well-crafted narratives that connect with local communities and cultures. The summit fostered collaboration to set the stage for a new era in tourism, where effective communication drives positive and impactful experiences for both travelers and residents.

Key Points:

  • The First International Summit on Communication and Tourism was held during FITUR 2026.
  • Key participating countries included the Dominican Republic, Cabo Verde, Mexico, Portugal, and Spain.
  • Discussions focused on overcoming challenges like tourism-phobia and misinformation.
  • The summit emphasized the need for professional training in the tourism sector.
  • Authenticity in tourism was highlighted as a path to the future, focusing on local cultures and narratives.
  • Natalia Bayona, Executive Director of UN Tourism, called for a more “human” approach to tourism, emphasizing hope and social cohesion.

Key Takeaways:

  • Effective communication is critical for addressing challenges facing the tourism industry, including tourism-phobia and misinformation.
  • Professional training is essential for tourism professionals to navigate an increasingly complex and uncertain global landscape.
  • Authenticity and connection with local communities are vital for the future of tourism.
  • Collaboration between nations is key to fostering sustainable and inclusive tourism practices.
  • Tourism has the potential to generate hope and social cohesion amidst global tensions.

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