Spain’s tourism SMEs reach 49% digital maturity as AI adoption grows - Get updated on what's happening in tourism!

Spain’s tourism industry is making steady progress in digital transformation, although smaller businesses continue to face considerable challenges in adopting new technologies. According to the third national study of digitalisation among tourism SMEs, the sector reached a digital maturity level of 49.07% in 2026, compared with 31.39% in 2022 and 47.6% in 2024.

The findings come from research conducted by Spain’s State Secretariat for Tourism through SEGITTUR, in cooperation with tourism industry representatives. More than 2,700 companies participated in the study, which examines the adoption of digital technologies across six major tourism subsectors. The results suggest that the industry is gradually approaching an intermediate level of digital maturity, supported by European funding programmes and the increasing availability of artificial intelligence tools.

Travel agencies are leading the transformation, achieving a digital maturity score of 54.91%, followed by tourism activities at 50.90%. Both segments have benefited from greater integration with digital platforms, more extensive use of customer and operational data, and growing interest in AI applications. However, the report also identifies significant differences between business categories and company sizes, indicating that technological progress remains uneven across Spain’s tourism economy.

Travel agencies lead digital adoption

The study places road passenger transport at 49.70%, followed by vehicle rental companies at 48.40% and accommodation providers at 48.25%. Digital development in these segments has been supported by direct booking technologies, automated administrative processes and increasingly integrated management systems.

Restaurants and other food service businesses recorded the lowest digital maturity score, at 42.28%. According to the report, these companies face particular difficulties in introducing digital solutions into their daily management processes.

Company size also plays an important role. While small businesses are making progress in digital marketing and strategic planning, microenterprises often struggle to integrate technology systematically into their operations.

Limited financial resources, insufficient time and the demands of daily business operations remain major obstacles. Companies also identify employee training requirements, cybersecurity risks and inadequate internet connectivity in some rural areas as barriers to further development.

These differences are particularly relevant in a tourism industry characterised by large numbers of independently operated businesses. Although digital booking platforms and online marketing have become essential distribution channels, the adoption of more sophisticated management and analytical technologies remains less widespread.

European funding and artificial intelligence drive change

European Union funding has played an important role in supporting digital transformation. According to the study, 45% of participating companies applied for financial assistance through the Next Generation EU programme.

The funding was primarily sought to improve businesses’ online presence and introduce digital management tools. Such investments can help smaller tourism companies modernise their operations and strengthen their ability to compete in increasingly technology-driven markets.

Artificial intelligence is also becoming more common. One in four surveyed businesses reported having used AI, particularly for content creation, chatbots and translation services.

However, the findings indicate that AI adoption remains concentrated on relatively accessible applications. More extensive integration into business strategies, operational management and decision-making processes is still at an early stage.

Rosario Sánchez, Spain’s Secretary of State for Tourism, emphasised the importance of public support in accelerating the sector’s technological development.

“The role of public policies and European Next Generation EU funds has been decisive in accelerating the digitalisation of SMEs and moving towards a more innovative and resilient tourism model,” Sánchez said.

She added that the next challenge is ensuring that technological progress translates into greater business competitiveness and improved visitor experiences.

Digital maturity remains a strategic challenge

The research combines digital questionnaires completed by more than 2,700 tourism companies with interviews and focus groups involving industry associations and specialists in digitalisation and innovation.

The six subsectors covered are accommodation, travel agencies, tourism activities, restaurants, vehicle rental and bus transport.

To make the findings accessible to businesses, the Spanish tourism authorities have established a dedicated platform, Pyme Turística Digital. It provides access to the study results, recommendations for improving digital capabilities and tools allowing tourism SMEs to assess their own digital maturity.

The figures highlight both the progress achieved over the past four years and the considerable scope for further development. While travel agencies and tourism activity providers have moved beyond the halfway point on the study’s digital maturity scale, other segments remain below that threshold.

For Spain’s tourism industry, the next phase will depend not only on access to funding and technology but also on the ability of smaller businesses to incorporate digital tools into everyday operations. Training, organisational capacity and reliable connectivity will remain important factors in determining whether the benefits of digital transformation reach the sector as a whole.

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