The International Tourism Trade Fair (FITUR 2025), one of the most eagerly awaited tourism events on a global level, opened its doors at Ifema Madrid on 22nd 2025. This year, beyond being a meeting point for thousands of tourism professionals and lovers, FITUR promises to mark a before and after in the measurement and analysis of the behaviour and emotions of its visitors thanks to the implementation of artificial intelligence (AI) technology.
Emotions: The new focus of experiences
In an environment where capturing the attention of attendees is essential, participating companies are betting on creating unforgettable experiences that generate an emotional impact on their visitors. But how do you measure the success of these strategies? The answer lies in technology. This year, through AI systems developed by Golineuro AI, more than 80 million emotions expressed non-verbally in the 78 stands and pavilions of the fair, distributed over an area of 40,000 square metres, will be analysed.
Emotion measurement not only makes it possible to evaluate the interest or emotional connection generated by each exhibitor’s proposals but also to identify behavioural patterns, visual interest (through eye-tracking), and the impact of promotional campaigns in real time.
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A Comprehensive Behavioural Analysis of FITUR 2025
The technology deployed at FITUR 2025 goes beyond emotion. Thanks to intelligent sensors, organizers and exhibitors can access a complete x-ray of the activity in their spaces. Among the data that will be collected, the following stand out:
- Number of attendees in each monitored area, with segmentation by age and gender.
- Mobility and behavior of visitors in the area.
- Direction of gaze and visual interest through eye-tracking.
- Counting meetings and professional encounters is key data to evaluate networking.
These data are obtained in real-time thanks to Goli Neuromarketing’s AI platform, guaranteeing immediate analysis and the possibility of adjusting strategies during the event.
How Golineuro AI works
The success of this innovative technology lies in the Golineuro AI platform, which combines wireless sensors installed in the stands and halls with an advanced analysis system.
- Guaranteed privacy: Although the sensors collect behavioral and emotional data, they do not store images or personal data, in compliance with international privacy regulations.
- Private access to data: Each exhibitor can visualize their metrics through Purple Data, a secure platform that offers exclusive password access.
- Constant evolution: Golineuro AI has almost a decade of experience in monitoring large events and commercial spaces, which ensures reliable and detailed results.
At FITUR 2025, 70 wireless sensors will be distributed throughout the 78 monitored stands, setting a record in the scope of analysis compared to previous years.
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Goli Neuromarketing’s growth at FITUR
Goli Neuromarketing’s presence at FITUR is not new; this will be the seventh consecutive edition in which the company participates in the fair, consolidating its position as a key player in the integration of AI technology in mass events. This year, the company is also recording significant growth in its client portfolio, from 67 exhibitors in 2024 to 78 in 2025.
A smarter future for tourism
The implementation of technologies such as Golineuro AI at FITUR 2025 underlines how artificial intelligence is transforming the tourism sector, not only in the creation of personalized experiences but also in the way these experiences are measured and optimized.
In the end, the data collected will allow companies to better understand their audiences, optimize their strategies, and ensure a clearer and more measurable return on investment, making FITUR not only a showcase for global tourism but also a laboratory for technological innovation.
