How should Ibiza's tourism industry prepare for the future? That question will take centre stage on Thursday, 12 November 2026, when the 13th Ibiza Tourism Forum returns to the Centre Cultural de Jesús under the theme Decisiones de futuro (Future Decisions).
The annual meeting will bring together international tourism specialists, business leaders, destination managers and representatives from major travel companies to discuss the challenges and opportunities shaping the island's tourism model.
This year's edition will focus on artificial intelligence, tourism data, destination intelligence, business profitability and the need to create greater economic value for the island and its local businesses.
The forum is organised by Santa Eulària Empresarial and Santa Eulària Town Council, with support from the Consell de Ibiza and Ibiza Travel. Attendance is free with advance registration, and the event will also be streamed online.
From Attracting Visitors to Creating Greater Value
The 2026 edition takes place under the central theme Decisiones de futuro, examining the decisions destinations and tourism businesses must make today to remain competitive in the coming years.
One of the main questions is how Ibiza can evolve beyond a tourism model focused primarily on attracting visitor numbers towards one that generates greater value for businesses, the territory and the local economy.
Artificial intelligence and data will be important topics throughout the morning. Discussions will explore how destinations can use visitor information and predictive tools to understand changing travel behaviour, anticipate demand and make better strategic decisions.
The programme will also consider tourism profitability, visitor spending, commercialisation, experiences and the relationship between tourism activity and the wider local economy.
Natalia Bayona Opens the Forum
The opening presentation will be delivered by Natalia Bayona, Executive Director of UN Tourism.
With international experience in tourism innovation, education and investment, Bayona will examine the major transformations affecting the global tourism industry.
Her contribution will explore how artificial intelligence, data, talent, innovation and changing traveller behaviour are reshaping destinations, and what decisions businesses and public administrations need to make to adapt.
Two Major Debates on the Future of Tourism
The programme includes two main round-table discussions, bringing together representatives from tourism destinations, technology companies, travel businesses and industry organisations.
Who Decides the Future of a Destination?
The first discussion will examine how data, artificial intelligence and tourism intelligence can improve destination management.
The conversation will focus on turning visitor information into practical decisions, anticipating travel trends and flows, improving tourism planning and strengthening competitiveness through better use of knowledge and technology.
Confirmed participants include:
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Elizabeth Keegan, Director General of Lloret Turisme.
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Marcos Pampliega, Cities & Territories Manager at Minsait (Indra).
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Ana Lafuente, Deputy Director General for Knowledge and Tourism Studies at Turespaña.
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Christophe Ramaciotti, Sales Director at Amadeus.
The discussion will be moderated by destination strategy consultant Raúl García López.
From Attracting Tourists to Creating Value
The second round table will consider how tourism destinations can move towards a model that prioritises economic value, profitability and benefits for the local economy.
Topics will include visitor spending, pricing, tourism products, commercialisation, experiences and changing consumer behaviour.
The objective is to examine what makes a destination genuinely competitive and how tourism can generate a stronger return for businesses and the wider territory.
The confirmed participants are:
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Inmaculada Benito, Director of the Department of Tourism, Culture and Sport at CEOE.
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Fernando Garasa López, CEO and founder of Sergestur.
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Sinead McKevitt, Chain Manager & Contracting at Jet2 and Jet2holidays.
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Ricardo Fernández, CEO of Destinia.
The discussion will be moderated by Manuel Molina, Director of Hosteltur.
José Elías on Innovation, Investment and Business Decisions
The forum will also feature a special conversation with businessman and investor José Elías, president of Audax Renovables.
Drawing on his experience in business and investment, Elías will discuss how companies can make strategic decisions in an environment shaped by constant change and uncertainty.
His contribution will examine the relationship between data, experience and intuition, alongside the importance of innovation, artificial intelligence, investment and profitability.
The discussion will consider how decisions made today can influence a company's ability to adapt, compete and grow in the future.
VI Ibiza Tourism Forum Awards
The event will conclude with the presentation of the sixth Ibiza Tourism Forum Awards, recognising contributions to the island's tourism industry.
The awards cover three categories:
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Best Tourism Project of the Year: Recognising an initiative making a significant contribution to tourism.
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Best Career in Support of Tourism: Celebrating a professional career dedicated to the development of the sector.
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Best Tourism Professional: Recognising an individual for their professional contribution to tourism.
The awards form part of the forum's wider objective of highlighting successful initiatives, professional achievements and projects that contribute to the evolution of Ibiza's tourism industry.
Journalist Montse Monsalve will present the event.
Free Attendance and Online Streaming
The XIII Ibiza Tourism Forum is open to the general public, including tourism professionals, business owners, students and anyone interested in the future of the island's economy.
Attendance is free, but advance registration is required through the official forum website. Those unable to attend in person will also be able to follow the event through the online streaming service.
XIII Ibiza Tourism Forum 2026: Event Details
Event: XIII Ibiza Tourism Forum
Theme: Decisiones de futuro (Future Decisions)
Date: Thursday, 12 November 2026
Time: 09:00–13:30 approximately
Venue: Centre Cultural de Jesús
Address: Carrer del Faisà, 7, Jesús, Santa Eulària des Riu, Ibiza
Admission: Free, with advance registration
Online access: Live streaming available through the official forum website
Organisers: Santa Eulària Empresarial and Santa Eulària Town Council
Supporting organisations: Consell de Ibiza and Ibiza Travel
The Ibiza Tourism Forum offers an important opportunity to discuss the decisions that will shape the island's tourism industry over the coming years. With international experts and representatives from across the sector, the 2026 edition places particular emphasis on using innovation, technology and better economic planning to build a more competitive and valuable tourism model for Ibiza.