The Transfiere Forum 2026 in Malaga has come to a close, and for EMOTUR Lab, the outcome is more than just positive—it is transformative. Over three intense days of high-level networking and real knowledge transfer, we have solidified our position at the epicenter of national technological innovation.
The Science of Emotion: Live Technology Demonstrations
As part of the Canary Islands Living Lab Project, we transformed our space into an advanced experimentation hub. Attendees and industry professionals witnessed firsthand how cutting-edge technology decodes the tourist experience:
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Applied Neuromarketing: We showcased live demonstrations using Face Reader (facial micro-expression analysis) and Eye-Tracking to objectively understand what the user feels and where their attention is focused.
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Total Immersion: Through Virtual Reality, we demonstrated how digital environments can be physiologically measured to optimize the design of future destinations.
“It’s not just about technology; it’s about understanding the human being to create a more sustainable, human, and emotional tourism industry.”
Institutional Support for the World’s 1st Neuro-Tourism Lab
We had the honor of highlighting the milestone that EMOTUR represents: the first laboratory in the world dedicated specifically to neuroscience applied to tourism. This leadership was shared and supported by key figures in the islands’ scientific and economic policy:
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Migdalia Machín Tavío, Minister of Universities, Science, and Innovation.
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Alfonso Cabello, Deputy Minister of the Presidency and President of Proexca.
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Gustavo González de Vega, Vice President of Economy and Internationalization.
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David Pérez-Dionis Chinea, Director General of Strategic Projects.
This institutional backing underscores an undeniable reality: The Canary Islands does not just compete; it leads when talent, technology, and public-private collaboration unite.
The Starting Point: Open Innovation
Transfiere 2026 is not a finish line. The conversations started in Malaga are the seeds for future collaborations and projects that will continue to position the archipelago as a global Open Innovation Lab.
At EMOTUR Lab, we continue to work so that science remains the engine driving the next major evolution of the global tourism sector.
See you at the next edition!