Tourism Innovation at FITUR 2025: presentation of Xato Cube, a pioneering project

20-01-25

Global Journey Consulting, an affiliate member of UN Tourism, together with the Phygital Tourism Intelligence Shop, both specialized in consulting for the Tourism Society Think Tank (TSTT), will present its innovative prototype demonstrator, Xato Cube, on January 22 at the Segittur stand at FITUR 2025. It is an OTT platform and a public-private data sharing space designed to boost tourism intelligence, regeneration and circularity in the sector.

This ambitious project has been selected in the 2024 “Last Mile” call of the Ministry of Industry and Tourism, as part of the digital transformation of the sector. The initiative focuses on the integration of various technological components in a real environment, validating an advanced tourism intelligence system. The proposal, led by the prestigious restaurant El Xato, awarded with a Michelin Star and located in La Nucia (Alicante), seeks to improve the competitiveness of the sector through innovation and digitization.

The Xato Cube will serve as a mobile laboratory for four months, from February to June, allowing simulations and tests in a real environment. This space will feature an OTT visual content platform, an artificial intelligence-based recommender and an ecosystem of information and data from public and private platforms. All this will be tested in three pilot destinations: Altea, Benidorm and La Nucia, located in the province of Alicante.