Euro-Emotur project, co-funded by the European Union’s COSME program, has introduced the revolutionary concept of neurotourism, a discipline that explores and harnesses tourists’ emotions to create unique and immersive experiences. In this way, companies can not only adapt to new trends, but also get to know their customers better, fostering more memorable and deeper connections.

With the support of research laboratories and the implementation of technological tools, Euro-Emotur helps SMEs in their digital transition, providing them with the knowledge they need to evolve and compete in an increasingly demanding market.

Comprising 100 SMEs, 20 countries, 3 regional offices and €1.2 million in funding, Euro-Emotur has explored how digital and emotional experiences are transforming the way travelers experience and connect with destinations.

Through the application of virtual reality, artificial intelligence and neuromarketing tools, Euro-Emotur has enabled tourism destinations to offer unique, sustainable and fully digitized experiences tailored to specific sectors.