FITUR 2025, taking place from January 22 to 26 in Madrid, has become the epicenter of innovation in tourism, with immersive technologies as the main highlight of this edition. This year, we are presenting two groundbreaking experiences at the fair that showcase how technology can transport us to worlds that blend the physical and the virtual: “Alcoi: A Journey to the Past” and the Grand Tour of Catalonia.
How immersive technologies are transforming tourism and culture
Immersive technologies are redefining how we interact with tourism and culture. With tools like virtual reality, it is possible to travel back in time to experience historical moments or explore a destination without leaving home. These technologies provide a unique sensory experience, allowing users to immerse themselves in a digitally created environment that evokes emotions and stimulates learning.
In the cultural field, augmented and extended reality are revolutionizing museums, historical routes, and exhibitions by adding layers of interactive and visual information to physical locations. This not only enhances the visitor’s experience but also makes tourism more accessible and sustainable by reducing the need for physical travel.
FITUR 2025 highlights that the demand for immersive experiences is on the rise, featuring projects that integrate technological innovation and creativity to create deep connections between visitors and destinations. The result? A new way to explore the world, combining the power of technology with the charm of traditional tourism.
Discover “Alcoi: A journey to the past,” the immersive experience that connects with history
At FITUR 2025, Alcoy has delivered one of the most innovative and exciting experiences of the event with “Alcoi: A Journey to the Past,” an immersive project developed by Innoarea Projects. This initiative transports visitors to the modernist city of the late 19th century and early 20th century. Through a unique combination of immersive technologies, users can discover Alcoy like never before.
The highlight of this experience is its focus on integrating real actors with virtual backdrops, creating an immersive and authentic atmosphere. The use of 360º videos, strategically placed at key locations in Alcoy, allows users to experience an immersive journey, exploring historical sites while watching scenes featuring local characters from the era, portrayed by actors from the region.
Each point of interest features a QR code that, when scanned, provides instant access to a 360º video where users can see the site as it was in the past, with a precise and detailed recreation of the city’s architecture, atmosphere, and customs. This approach not only offers a way to relive history but also to learn about the local heritage, as all the companies and collaborators involved in the project are from Alcoy, further strengthening the connection between the community and the city’s culture.
The project “Alcoi: A Journey to the Past” is a clear example of how immersive technology can be used to preserve and promote cultural heritage in an interactive and accessible way. Moreover, this technology makes such experiences ideal for audiences of all ages, from young people to adults, offering an innovative alternative to cultural tourism. Without a doubt, this initiative not only places Alcoy on the map of innovative cities but also provides a new way to understand and connect with the past.
The Grand Tour of Catalonia: An unprecedentedimmersive journey
The magic of Catalonia comes to life at FITUR 2025 through the immersive experience of the Grand Tour of Catalonia, designed by Innoarea. This innovative experience allows users to virtually explore the most iconic landscapes of the region. Through this cutting-edge journey, participants not only explore virtual environments but also interact with 360º videos of real locations, blending the best of digital technology with the authenticity of physical places.
What makes this experience even more exciting is its multiplayer format. Participants can see and communicate with other users sharing the same adventure, adding a social and collaborative component to the virtual journey. Throughout the experience, travelers can explore various Catalonian settings, from the beaches of the Costa Brava to the Pyrenees and medieval villages. Additionally, the experience is available in six languages, allowing users from around the world to enjoy this journey without language barriers.
But the Grand Tour of Catalonia is not just a visual experience; it is also interactive and educational. Participants can enjoy unique activities, such as a wine tasting at the Wine Cathedral or taking part in the preparation of fuet in a traditional Catalan kitchen. Each activity is designed to immerse the user in the local experience, providing a deep and sensory understanding of what Catalonia has to offer.
The Grand Tour of Catalonia is the perfect example of how immersive technologies can bring tourist destinations to life in an accessible, entertaining, and educational way, transforming how we experience travel and culture. With this initiative, Innoarea not only takes users on a virtual journey but also allows them to connect with Catalonia in a completely new way, turning every moment into a memorable experience.
Trends and the future of virtual tourism
The future of tourism is increasingly shaped by immersive technologies, which are revolutionizing the way we explore the world. As tools like virtual, augmented, and extended reality continue to evolve, the line between physical and virtual is becoming blurred, creating experiences that are ever more enriching, interactive, and accessible.
The potential of virtual tourism lies not only in its ability to offer travel without leaving home but also in its capacity to transform the way we understand heritage, gastronomy, art, and nature. In the near future, these experiences will become even more immersive and personalized, adapting to each user’s preferences and enabling unforgettable, fully interactive journeys.
If you’re interested in taking your business or tourist destination to the next level with innovative solutions, don’t hesitate to get in touch with us. We have extensive experience in developing customized immersive experiences for companies across all industries. Together, we can create unique experiences that not only attract new visitors but also make a difference in an increasingly digital and connected world.