The XXIX International Congress on University-Business Tourism, which took place on 28 and 29 October at Universitat Jaume I under the theme "Slow Tourism: connecting with the essence", has concluded with a strong emphasis on developing a more sustainable tourism model that respects the identity of regions and engages with local communities.
The event attracted over 140 participants, including researchers, professionals, students, and representatives from the tourism sector. Organised by the Universitat Jaume I-Empresa Foundation (FUE-UJI) and sponsored by the Provincial Council of Castellón through the Provincial Tourism Board, along with the collaboration of Turisme Comunitat Valenciana, the congress has established itself as a key forum for knowledge exchange between academia and industry.
Among the notable presentations was a talk by Isabel Sánchez Tejado, an expert in sustainable rural tourism and generative tourism, titled "Generative Tourism: when visiting a territory means generating value", where she discussed a new tourism approach aimed at creating a positive impact on destinations and their communities.
Alberto Ecay, director of the Sustainable Territorial Development Service for Tourism in the Government of Navarra, shared insights from his region in his presentation "Navarra. This is how we care for our secret", while M. Luisa Vázquez from the University of Valencia explored new urban tourism possibilities in her talk "Alternatives for tourism in the city: the European Cultural Itinerary of historic pharmacies and medicinal gardens". These presentations were complemented by three expert panels focused on Slow Tourism and its opportunities.
During the closing session, the congress director and UJI professor, Rafael Lapiedra, summarised the key conclusions from the two days, highlighting that "the tourism of the future involves slowing down, connecting with local identity, and placing sustainability at the heart of the entire value chain". Lapiedra identified three strategic pillars essential for advancing this tourism model.
Firstly, he emphasised the need to strengthen public-private collaboration, which is crucial for coordinating tourism policies, supporting local entrepreneurs, and establishing balanced and sustainable destinations. Secondly, he highlighted the importance of raising awareness and shared responsibility among travellers, stating that "the tourist is no longer a mere passive observer but an active agent in the preservation of destinations". In this regard, he stressed the necessity of promoting responsible consumption that supports local businesses and reduces environmental impact. Finally, he advocated for the design of authentic tourism experiences committed to sustainability, asserting that "it is essential to go beyond the 'green' label and structure tourism products that highlight local culture, biodiversity, zero-kilometre gastronomy, and social equity".
