TUI Futureshapers Spain
Spain’s tourism sector stands at a decisive turning point. In 2025 the country welcomed a record 96.8 million international visitors, confirming its position as one of the world’s leading tourism destinations, yet in some densely populated areas this success comes with mounting pressure on people and places. Around 80% of travellers worldwide visit just 10% of destinations, and in Spain that concentration leaves some hotspots facing significant population increases during peak season, driving up housing costs, straining infrastructure and fuelling local frustration. Climate change intensifies these pressures through rising temperatures, water scarcity and growing waste management challenges, whilst many tourism businesses still lag behind in digital adoption that could make operations more competitive and sustainable. At the same time, powerful new technologies – from data analytics and digital platforms to AI-driven tools – create fresh opportunities to spread visitor flows across seasons, unlock lesser-known destinations and diversify tourism products that benefit more communities.
TUI Futureshapers Spain addresses these challenges by creating a launchpad that accelerates the green and digital transition in the tourism sector. Implemented by TUI Care Foundation in partnership with Target 8.9, this two-year initiative works through three complementary pathways: the Ignite Path the Grow Path and the Scale Path. By fostering partnerships between universities, innovation centres, and tourism businesses, the project creates a sustainable model for tourism innovation.
To balance economic prosperity with environmental and social sustainability, Spain’s tourism sector requires innovative solutions. The country’s tourism success has brought both benefits and challenges, with some communities experiencing pressure from high visitor numbers during peak season, when large increases in populations can place strain on local services and infrastructure. Climate change also poses long-term risks, with extreme heat waves potentially deterring repeat visits, whilst water efficiency and waste management issues intensify in coastal destinations.
Despite Spain’s strong position in global tourism rankings, maintaining competitive advantage requires addressing weaknesses in digital adoption. Tourism and travel related industries are much less digitally developed than technology focused industries. This digital divide limits the sector’s ability to leverage technologies such as artificial intelligence, data analytics, and mobile technology that could improve performance and accelerate sustainable practices.
The TUI Care Foundation has partnered with Target 8.9 to implement TUI Futureshapers Spain, a comprehensive innovation acceleration programme developed in collaboration with Wayra Telefónica, Universidad Complutense de Madrid, and tourism industry partners.
The programme spans three areas. The Ignite Path focuses on young entrepreneurs at the earliest stages, helping them move from concept to prototype. Through six practical training modules, 100 young participants strengthen their digital skills and learn to use vertical technologies to design green and digital solutions for tourism challenges linked to overtourism, climate resilience and digital transition. This path culminates in a two-day tourism hackathon where around 50 young entrepreneurs work with mentors to develop minimum viable products, with at least 8 prototypes expected.
The Grow Path targets early-stage startups with product market-fit, promoting the adoption of their innovative solutions in the tourism value chain. At least nine startups receive acceleration support through 12 specialised modules focusing on growth and sustainable business models. Networking events connect startups with potential partners, customers, and investors. The path culminates in a Demo Day where five startups are selected for solution validation support, while three finalists are selected to move into the Scale Path.
The Scale Path concentrates on technology adoption, piloting and investment readiness. TUI Futureshapers Spain facilitates partnerships with tourism stakeholders willing to pilot innovative solutions. Each of the three selected startups receives tailored technical assistance including customised roadmaps for scaling. By programme end, at least one startup is expected to access venture capital and explore pilot opportunities with committed tourism partners.
Overall, the project directly benefits 200 people through technical assistance, creating or maintaining 25 jobs whilst organising 15 events fostering collaboration. Expected outcomes include 170 young entrepreneurs boosting digital skills and acquiring technologies to foster digital and green solutions with at least 12 MVPs developed, nine early startups gaining market traction with 30% sales growth, and three startups successfully implementing innovative solutions benefiting key tourism stakeholders, positioning Spain as a leader in sustainable tourism innovation.
Project Partner
Target 8.9 is a global development agency initiated by TUI Care Foundation. It is dedicated to mobilising both non-financial and financial resources to create meaningful and sustainable impacts in local tourism destinations, aligned with target 8.9 of the United Nations’ Sustainable Development Goals (SDGs). This specific objective within the SDGs aims to promote sustained, inclusive, and sustainable economic growth, full and productive employment, and decent work for all, with an emphasis on the tourism sector and highlighting local culture and products. Target 8.9’s primary focus is on fostering inclusive economic opportunities and social development, with a strong emphasis on conservation and landscape restoration.
