Since this very year, 2026, MarSenses has become a sponsor of a university chair promoted by the European University of Madrid, aimed at generating applied research and knowledge transfer for the tourism sector.
It is important to explain why this chair was created and why we decided to take part in such an important initiative in the academic field—one that is set to mark a before and after in the world of tourism. The Tornare | MarSenses–AEDH Foundation–Septeo Chair was created with the purpose of “rethinking” tourism through communication, technology, and purpose, contributing to a more responsible development model that is closely connected to the business and social realities of the sector.
The main idea behind this chair is to rethink tourism and help make it more responsible, human, and aligned with today’s realities by making better use of communication, technology, and academic knowledge. It is not only about theory, but about researching real challenges within the sector and offering practical solutions that can be implemented by companies.
Furthermore, this collaboration works in both directions. On our side, we will provide operational data, insights, and real needs related to the tourism sector. In turn, the European University of Madrid will help us obtain quantitative and qualitative data on concerns and questions that we may not always be able to make tangible. This means we will gain access to valuable data that will help us continue growing and improving.
As explained during the official presentation of the Chair at FITUR 2026, the aim is to research the issues that truly matter to the sector: algorithms, distribution, talent, reputation, and sustainability. Above all, the priority is to rethink tourism in search of a more balanced future, using clear language, practical usefulness, and—most importantly—a strong sense of purpose.
Since its launch, the project has received the support of collaborators such as Alicante for Cruise Tourism, AlicanTec, 123Compare.me, and the Museum of Tourism, as well as the communication support of TecnoHotel and Smart Travel News.
Alongside MarSenses, the founding sponsors also include the AEDH Foundation (Spanish Association of Hotel Directors) and Septeo.
The Chair will begin its activity with its first research lines and dissemination initiatives throughout 2026, establishing itself as a meeting point between academic knowledge and business reality.
