On Thursday, May 22, the Scientific Park Foundation of the University of Valencia (FPCUV) held a new session of the Innotransfer program, entitled “Smart and Transformative Tourism: Keys to Economic Recovery through Open Innovation.” The event took place at the Marie Curie Auditorium of the Scientific Park of the University of Valencia.
This initiative is part of the open innovation program promoted by the five scientific parks of the Valencian Community, supported by the Regional Ministry of Innovation, Industry, Trade, and Tourism of the Generalitat Valenciana. It aims to connect researchers, businesses, public administrations, and social entities around solutions for more sustainable, resilient, and regenerative tourism. The participation of Aromas Itinerarium Salutis in this edition introduced into the discussion the important role that the Cultural Routes of the Council of Europe play in creating new models of scientific and cultural tourism aligned with European democratic values.
The event addressed how technological innovation, culture, international cooperation, and scientific knowledge can contribute to the regeneration of tourist destinations, including those affected by extreme weather phenomena such as DANA, in the Valencian Community. In a context of transition toward more sustainable and resilient models, tourism is being positioned as a key sector for activating solutions that connect administrations, associations, businesses, and citizens with a regenerative vision of territorial development.
The session brought together a wide range of representatives from the tourism innovation ecosystem, including academic institutions such as the University of Valencia, the Polytechnic University of Valencia, and Jaume I University, through their research groups in geography, tourism, sustainability, and international economics. Notable among them are the Tourism Institute of UJI, the LOCSUS research group of the Interuniversity Institute for Local Development (IIDL), the European ECOSN2K project, the SIV group (Innovative and Sustainable Solutions in Services), and the HBIMSIG-TURISMO project, focused on the digitalization and sustainability of heritage resources.
Also present were specialized entities such as the Valencian Institute of Tourism Technologies (Invattur) and sector associations like ADESTIC, which brings together innovative tourism companies in the Valencian Community. In the business sector, notable companies included DeepSense (specialized in data analysis for enhancing tourist experiences); Inteligencia Turística (focused on smart solutions for sustainable destinations); Kalmas (a consultancy dedicated to environmental management and sustainable tourism); and IOTSENS (focused on hardware and software technologies in the fields of the Internet of Things, Big Data, Artificial Intelligence, among others).
The first round table of Innotransfer: "Tourism with Purpose: Culture, Impact, and Solidarity". Photo: FPCUV
Institutional participation included Rosa Mª Donat, Vice-Rector for Transfer and Innovation of the University of Valencia; Francisco Javier Sogorb, Deputy Director General for the Advancement of the Digital Society and Enabling Digital Technologies of the Generalitat Valenciana; and Pedro Carrasco, Director of the Scientific Park of the University of Valencia.
Experts participating in the round tables and debates included Marisa Vázquez de Ágredos, Director of Heritage at the University of Valencia and Director of the Aromas Itinerarium Salutis Association, responsible for the “European Route of Historic Pharmacies and Medicinal Gardens”; Rosa Mª Rodríguez Artola, Director of the Tourism Institute at Jaume I University; Natalia Castro, Coordinator of the Plataforma Viajeros Solidarios program (Colombia); Esther Welters, CEO of Kalmas; Olivia Estrella, Director of Invattur; Fran Vaquer, COO of DeepSense; Celia Romero, CEO of Inteligencia Turística; Juan Salvador Benaiges, President of ADESTIC; Miguel Ángel Catalán, Director of the Smart Office of the Finestrat City Council and CEO and Co-founder of Inturtec.
Technological innovation, smart management, and public-private collaboration are emerging as key factors to ensure the resilience and sustainability of tourism in Spain, especially in regions like the Valencian Community, which seek to adapt to climate challenges and maintain their appeal as tourist destinations. This scenario is similar to that of other countries and regions in Europe, facing similar impacts, suggesting the value of cross-border partnerships and innovative frameworks such as those offered by the Cultural Routes of the Council of Europe.
