As sustainability becomes one of the defining values of global travel, the industry is entering a new phase focused on responsibility, inclusivity, and balance. According to the latest Sustainable Tourism Industry Survey, the value of sustainable tourism is expected to grow by 23.8 percent annually over the next decade, reaching nearly 13 trillion dollars by 2034. Against this backdrop, the TIS – Tourism Innovation Summit 2025 will take place in Seville from October 22 to 24, bringing together more than 400 international experts to discuss how tourism can evolve into a force for positive change.
This year’s summit will focus on the challenge of balancing economic growth with social and environmental responsibility. Sessions will explore how destinations can distribute tourism profits more fairly, reduce negative impacts on local communities, and foster a model centered on long-term value rather than short-term volume.
At the European level, speakers from Paris, Vienna, Ljubljana, and Dublin will share how their cities are reimagining tourism strategies to align with changing traveler values. Nicolas Baudy, Chief Digital & Technology Officer at Parisjetaime, and Catharina Riess from the Vienna Tourism Office will present how both cities are redefining their brand narratives to place sustainability at the core of their campaigns. Their approach integrates digital tools and emotional storytelling to attract visitors seeking meaningful, responsible experiences.
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Ljubljana Tourism’s CEO Petra Stušek will outline how Slovenia’s capital has built sustainability into every aspect of its tourism ecosystem, from waste reduction to local engagement. Meanwhile, Dublin’s Tourism Innovation Manager, Nollaig Fahy, will discuss how the Irish capital is tackling overtourism. By introducing carrying capacity limits and using technology to monitor visitor behavior, Dublin aims to preserve local resources while maintaining a high quality of life for residents.
The Seville conference will also highlight how digitalization is reshaping sustainable tourism management. Speakers such as Hanna Kouri of Lapland North Destinations, Vlaho Margaretic from Dubrovnik, and Ana Ramírez of Seville’s Smart Tourism Office will discuss how smart systems like D3HUB help destinations manage tourist flows in real time. Luis Campos from Portugal’s Together for Tourism initiative will examine how data-driven planning can optimize mobility, infrastructure, and resource use across regions.
Data will play a key role throughout the summit, with Leire Bilbao from VisitBenidorm and Marcella Gaspardone from Turismo di Torino exploring how analytics are helping destinations attract more responsible visitors. Through smarter segmentation and performance tracking, cities are beginning to align tourism growth with sustainability goals, ensuring that the benefits reach both travelers and local communities.
Another highlight will be the perspective of purpose-driven tourism brands. Florencia Allo from Intrepid, Corinne Louison from Fairmoove, and Jesús Ruiz from Turespaña will share how companies can scale internationally without compromising on ethics. Their discussion will emphasize the importance of local partnerships and authentic storytelling in creating tourism models that generate lasting social and environmental impact.
As sustainability shifts from a niche concept to a global priority, TIS 2025 aims to demonstrate that the future of tourism lies not in doing more, but in doing better – building an industry that thrives by respecting people, places, and the planet.
