As we begin the second half of the year, it is essential to stop and review on the emerging market trends. This pause will allow us to make informed decisions and, if necessary, adjust our objectives to ensure optimal results in our businesses. It is the right time to evaluate which aspects of the sector remain relevant and which require modifications to adapt to the new market realities. If, like me, you are passionate about the tourism sector, I invite you to join me in this analysis of the evolution of tourism for the remainder of the year. Unique Experiences A few weeks ago, we discussed wellness tourism and how this category has gained relevance as current travelers seek to improve their quality of life. This trend is closely linked to luxury tourism. According to Hosteltur, this type of tourism continues to resonate as travelers prioritize a lifestyle that promotes both external and internal well-being. This implies that destinations will be valued for the activities they offer, such as spiritual, gastronomic, and physical experiences. The demand for exclusive and transformative experiences continues to grow, and it is an opportunity we should not miss. Sustainable Tourism Environmental awareness is increasingly present in society, and travelers are

On the horizon of tourism for 2024, perspectives emerge as promising as they are challenging. The demand for sustainable tourism, with a focus on conserving natural environments and local culture, is expected to continue its ascent. Digitalization and the implementation of technologies such as artificial intelligence (AI) are transforming the visitor experience. However, this scenario also poses a crossroads for the sector: balancing the surge in demand with the urgent need to preserve the environment and, crucially, adapt to geopolitical tensions. Surge in demand and environmental sustainability According to the second World Tourism Barometer by the World Tourism Organization (UNWTO), international arrivals reached 80% of pre-pandemic levels in the first quarter of 2023. With 235 million tourists undertaking international trips during this period—more than double that of 2022—these figures reveal that, despite past challenges, tourism is regaining its vitality. However, this increased demand also underscores the urgent need to address environmental sustainability. In this context, a crucial question arises: How can the tourism industry meet growing demand without compromising natural resources and the cultural integrity of destinations? Digitalization, AI, and enhancement of visitor experience Simultaneously, digitalization and artificial intelligence have become key elements in the evolution of tourism. According to experts in an article