The travel sector is in constant evolution, driven by economic growth and the need to adapt to an increasingly digital traveller. In 2023, tourism accounted for 9.1% of global GDP and has continued to grow in 2024, with an uneven recovery in different regions. Technology plays a key role in this transformation, revolutionising the traveller experience and optimising the operations of companies in the sector. Artificial intelligence (AI), Big Data, virtual and augmented reality (VR/AR) and robotics are leading the digitalisation of the industry. These innovations not only improve the user experience, but also optimise business management, generating more efficient and personalised tourism. All of this has been analysed by the consultancy t2ó ONE in a new Industry report, where they offer key examples that demonstrate this new reality. The main technological trends that are transforming the sector Artificial Intelligence: The hyper-personalization of tourism AI is revolutionizing the tourism sector by enabling personalized experiences and improving operational efficiency. From chatbots to machine learning-based recommendation systems, AI facilitates decision-making and customer service. Smile.CX GAIA: This AI system from Covisian is revolutionizing query management in tourism. It processes large volumes of itinerary requests and automates the generation of travel proposals, reducing response times from days to minutes. Guidegeek: A WhatsApp-based travel assistant that analyzes queries in real time and offers personalized recommendations on destinations, budgets, and documents necessary for the trip. Virtual and Augmented Reality: Immersive travel before traveling Immersive technologies are transforming the way travelers choose their destinations and experience places before visiting them. Barceló Punta Umbría Beach Resort: Has implemented “The Magic Room”, a multi-user virtual reality experience in collaboration with Univrse, where visitors can explore interactive virtual environments. Domus Aurea in Rome: Through virtual reality tours, tourists can explore Nero’s majestic palace as it was in the 1st century, combining history and technology for a unique immersive experience. Big Data: Analysis to optimize strategies and improve the experience The use of Big Data in tourism allows for personalized services, optimized pricing strategies and anticipating market trends. BBVA and SECTUR in Mexico: They used transaction data to analyze tourist behavior and improve destination planning. Air Europa and its Data Academy: Launched a data analysis training program for employees, with the goal of turning the airline into a data-driven company and improving the customer experience. Robotics: Automation at the service of tourism Robotics is transforming tourism, from process automation to customer service, improving operational efficiency and reducing costs. Magic Costa Blanca: Implemented collaborative robots in its hotels for customer service, reducing waiting times and increasing operational efficiency by 600%. Bumerania Robotics: It is developing the first robotized hotel in Europe in Benidorm, where robots will take on operational tasks and improve the guest experience. The tourism sector is in an era of unprecedented digital transformation. The application of artificial intelligence, virtual reality, Big Data and robotics is redefining the traveler experience and optimizing business management. There is no doubt that innovation will continue to be key to growth and differentiation in the competitive world of tourism.