Santiago RAMÓN TORRES

Is Spanish tourism ready for the digital revolution?

The phenomenon of technological disruption has marked significant milestones in business history. In his article, «Blind to Disruption—The CEOs Who Missed the Future,» Steve Blank compares the decline of the carriage industry in the United States to the current revolution driven by artificial intelligence (AI). This analysis reveals how leaders often ignore signs of change until it’s too late, leading to the disappearance of entire sectors.

From craftsmanship to emotional connection in the age of AI

Spanish tourism has traditionally been synonymous with physical and tangible experiences: beaches, heritage, gastronomy and hospitality. However, in the 21st century, we are at a crossroads similar to the one faced by other industries when the technological revolution arrived.

Focused on craftsmanship, not mobility

While sectors such as the automotive industry learned to focus on the new needs of their customers (as did Studebaker, which understood that it sold mobility and not just wood), Spanish tourism continues to focus on the physical experience and not on digital transformation. But who will be able to understand that tourism is, above all, an emotional connection and not just a physical displacement?

From Ford T to artificial intelligence

Just as the Ford T revolutionized the market with mass production, artificial intelligence and new technologies can create virtual, hyper-personalized trips without intermediaries. It’s no longer just about moving, but about how we live and feel those trips, even without leaving home.

Are we ready to take the leap and become a benchmark in digital tourism, or will we remain anchored in the past?

Parallels with the carriage industry

Carriage Industry (U.S.) (early 20th century)	Tourism in Spain
They ignored the orders because they considered them inferior	Many operators see AI as «a fad» or «a minor help»
Focused on craftsmanship, not mobility	Spanish tourism focuses on the physical experience, not on digital transformation
Studebaker understood that he was selling mobility, not wood	Who will understand that tourism is emotional connection, not just physical displacement?
The Ford T revolutionized with mass production	AI can create virtual, hyper-personalized, and intermediary-free journeys

A leading industry and its current model

Tourism accounts for more than 13% of Spain’s GDP, consolidating Spain as one of the three most visited destinations in the world and generating millions of direct and indirect jobs. Its current model is based on physical experiences, human attention and a vast infrastructure of hotels, agencies, transport and catering. Where is the Tsunami?

Applied AI technology	Current impact	Future Risk
Chatbots and virtual assistants	24/7 customer support	Replacement of receptionists and travel agents
Recommendation algorithms	Personalization of offers	Disintermediation of traditional agencies
Content generation (GPT, images)	Creation of itineraries, guides, reviews	Reduced value of tour guides and blogs
Machine translation and speech	Seamless communication	Reduced need for multilingual staff
Digital twins and augmented reality	Destination Simulation	Virtual tourism as an alternative to physical tourism

Real risk: what if the tourist stops travelling?

The combination of generative AI, augmented reality, and the metaverse can turn virtual tourism into a real alternative to physical travel. Technology companies such as Google, Meta or specialized startups could offer immersive experiences from home. If Spain does not lead this transition, it could lose its position as a benchmark as a real tourist destination.

Conclusion

The big lesson of Steve Blank’s article resonates again: «It’s not that companies don’t see the future. It’s that they’re structurally disincentivized to act on it.» Spanish tourism has time, customers and prestige, but it needs to reinvent itself so as not to end up like most of the carriage manufacturers that disappeared with the arrival of the automobile.