Category: Innovation

Digital Transformation of Businesses

A Journey Through Tourism Innovation

Digital Transformation of Businesses in the 21st Century

The 21st century is marked by technological evolution. Since the emergence of the first websites in the 1990s, technology has progressively advanced, offering multiple solutions for online commerce and adapting these websites to electronic devices.

Technology in the Tourism Sector

This technological evolution has enabled the tourism sector to incorporate various technologies for service delivery, including Big Data, geolocation, virtual and augmented reality, among others. The use of these technologies is expected to increase exponentially in the coming years, as tourists increasingly demand technological innovation.

Phases of the Digital Transformation of Businesses
  1. Traditional Business
    Companies maintain their initial positioning regarding customers, the business model, and technology, believing that digitalisation will implement itself.
  2. Present and Active
    New experimental spaces emerge that promote creativity and digitalisation within the organisation.
  3. Formalisation
    Initiatives become real, and change agents seek executive support to obtain greater resources and technology.
  4. Strategic
    Through collaboration, individual groups see how their work and research define new strategic directions aligned with investments in digital transformation.
  5. Convergence
    New models and operational teams are created that unify processes and roles, adjusting operations to provide the customer with an integrated, consistent, and unified experience.
  6. Innovative and Flexible
    Both executives and leaders recognise digital transformation as a competitive element, establishing a new ecosystem to identify and act through technology and market trends.

Explore how these phases can guide your company on the path to a successful digital transformation.

Cyber Security Data Protection Business Privacy concept.

Active Cybersecurity Program aids SMEs

Request your assistance in Cybersecurity for businesses!

The Extremadura Tourism Cluster, the School of Industrial Organization (EOI), and CCIEX-Mnemo Cybersecurity have signed a collaboration agreement to manage and implement the Active Cybersecurity grants.


The Activa Cybersecurity program offers specialized and personalized advice to companies, aiming to analyze their current cybersecurity situation and develop a specific plan tailored to their needs.

The program includes individual meetings with the business owner, technical audits, specialized remote work, and thematic group workshops to highlight the importance of cybersecurity in business strategy.

Available until the budget credit is exhausted.


  • Companies classified as SMEs.
  • Legally established and duly registered in the corresponding registry.
  • Fulfill the requirements of Article 7 of Order ICT/819/2022, of August 12, and what is established in the Call document. (Regarding limitations due to debts, fiscal domicile, etc.).
  • SME status. Companies that meet the requirements established for the category of micro, small, and medium-sized enterprises (SMEs) in Article 2 of Annex I of Commission Regulation (EU) No 651/2014. (Up to 250 workers and not exceeding 50 million in annual turnover).


The Activa Cybersecurity program is available to companies across the national territory.

For more details and to start your application, please visit the following link or contact us directly.

Don’t miss the opportunity to improve the cybersecurity of your company!

Tourism Innovation Summit will be held in Seville from 18 to 20 October

Cluster del Turismo de Extremadura Tourism Cluster is a Supporting Partner of this summit.


Tourism Innovation Global Summit 2023 –TIS 2023– is the place where tourism leaders from around the world will come together to expose the daily challenges of tourism, solutions and innovative case studies that help the travel and tourism sector. Multiple activities will take place, with more than 400 speakers in 6 auditoriums; there will also be Vertical Forums, C-Suite agendas, or a Festival for Start Ups, among others.

This year, TIS 2023 promises to be a game changer, with a brand-new pavilion with more than 200 exhibiting companies showcasing their latest innovations and technologies to take tourism businesses and destinations to the next level. Along with more than 400 international experts who will participate in the World Tourism Innovation Summit to share success stories, strategies, and trends to embrace the travel revolution we are living.

The topics to be covered in this edition are multiple, among them are: AI for travel; Chat GPT; strategy; Trust; Business Intelligence; Digital Experiences; Tourism Tech Innovation; Metaverse; Cybersecurity; Loyalty Programs; Digital Marketing; Resilience; Consumer Behaviour; Travel Tracker; Contactless; Sustainability; Agenda 2030; LGTBQ+; Data Analytic.

We encourage you to attend this leading event for the travel and tourism industry, where innovation lights up, and possibilities know no boundaries.

Link to the official website:

The event ‘Cáceres City of Dragons’ receives the Extremadura Tourism Innovation Award

Premio Innovación Turística de Extremadura

On the second day of the Tourism Innovation Breakfasts, held on 14th November in Almendralejo, the eighth edition of the Extremadura Tourism Innovation Award of the Clúster del Turismo de Extremadura was presented.

Between 21st and 23rd October, Cáceres became the world epicentre of the Games of Thrones saga and its prequel The House of the Dragon, produced by HBO. This successful gathering allowed Cáceres and Extremadura to be promoted inside and outside Spain, in addition to the economic and social impact it had on the city of Cáceres.

The award was collected by Jorge Villar, Councillor for Tourism of Cáceres City Council.

Successful conclusion of the Tourism Innovation Breakfasts after the conference in Almendralejo

Mesa debate Desayunos de Innovación Turística de Almendralejo

On Monday 14th November took place the second breakfast on tourism innovation that the Extremadura Tourism Cluster has organised together with the Directorate General of Tourism. The conference in Almendralejo was a success and was attended by more than 70 participants, including representatives from the municipalities, tourist offices and entrepreneurs from the sector.

These tourism innovation conferences fall within the framework of the actions planned by the Directorate General for Tourism through the Extremadura Tourism Plan 2021-2023, which are part of the Extremadura Tourism Strategy 2030.

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