AI and New Travel Trends to Headline AFEET Trends 2026 Summit in Cancún

Cancún, Quintana Roo — Artificial intelligence and emerging travel trends will take center stage at the AFEET Trends 2026 summit, set for Nov. 3 at the Teatro de la Ciudad in Cancún, with organizers expecting a strong turnout of women business leaders and students.

The event is organized by AFEET, the association of women executives in tourism companies, whose Quintana Roo chapter is hosting the gathering.

“We are definitely facing economic challenges, shifts in traveler behavior and tougher competition — not only locally or nationally, but internationally. On top of all that comes a technological revolution that will transform our industry,” said Male Villegas, a member of AFEET’s education commission. “Faced with this, tourism doesn’t just need to recover; it needs to reinvent itself to stay competitive.”

Speaking at the presentation of the event’s program, Villegas stressed the urgency of adapting the sector to global changes. She said the summit will offer practical tools for confronting the current environment.

From data analysis to omnichannel marketing

AFEET Quintana Roo president Ileana Zuzuarregui said the meeting will cover topics including understanding the new consumer, data analysis and omnichannel marketing. Speakers from Expedia Group, Alquimia and IAB México will share strategies for reaching new generations of travelers and strengthening the competitiveness of tourism destinations.

Artificial intelligence will also be a key thread in discussions of management and leadership. Expert Carlos Dongo will lead a session on the subject, followed by a panel with Federico Moreno Nickerson, Ana María López and Tere Solís examining how the technology can be applied to daily operations and team management.

“Today the vast majority of internet users are already living alongside artificial intelligence; it has become an essential factor,” Zuzuarregui said. “What matters most now is that we want to give companies the how. I think the big question is: we already know AI is going to change and revolutionize not only our industry but the world — now, how do I implement it, or how do I start using it in my company?”

Activities will begin at 8 a.m. Registration is available at afetqroo.com, with a special option for students, who can use the forum as a learning space alongside industry experts.