Artificial Intelligence and Cooperation Mark the 49th APAVT Congress

The 49th Congress of the Portuguese Association of Travel and Tourism Agencies concluded last week in Huelva, Andalusia, after three intense days of debates on the future of tourism and the application of artificial intelligence in the sector.

At the opening of the event, the Secretary of State for Tourism, Pedro Machado, reinforced the importance of digital innovation and sustainability as strategic pillars for Portugal’s competitiveness. He also highlighted the need to adapt tourism policies to new technologies and Iberian cooperation, emphasizing that digital transformation is essential to achieve more sustainable and efficient tourism.

Pedro Costa Ferreira, president of APAVT, reinforced cohesion and unity within the sector, reflecting on current challenges and the importance of a shared vision among agencies and other tourism stakeholders. Costa Ferreira emphasized that the congress promoted the strengthening of ties within the sector, underlining that “tourism matters” and is crucial for the national economy.

Among the highlights, Paulo Portas, former deputy prime minister, addressed the geopolitical and economic challenges facing Portugal in the European and global context. Portas analyzed Portugal’s position in international value chains, highlighting the importance of active economic diplomacy and a robust tourism sector to drive national development.

Sérgio Ferreira, Partner at EY, presented artificial intelligence as a transformative tool for the tourism sector, discussing the potential of new technologies to optimize the customer experience and improve operational efficiency in travel agencies. Ferreira stressed that “AI is no longer just a trend, but a reality,” encouraging industry professionals to adopt these innovations to remain competitive.

With discussions on international cooperation and digital innovation, the congress concluded with a dinner offered by Turismo da Madeira, providing a space for networking and socializing among participants.