Published on
January 3, 2026
As the lines between physical exploration and digital innovation continue to blur, the world’s premier academic and professional gathering for travel technology is heading to the Netherlands. From January 27–30, 2026, the ENTER26 eTourism Conference will transform the Breda University of Applied Sciences (BUas) into a global laboratory for the future of travel.
Organized by the International Federation for IT and Travel & Tourism (IFITT), this 33rd edition of the conference brings together a high-caliber mix of academic researchers, industry disruptors, and policymakers. In a world where digital transformation is no longer a choice but a survival tactic, ENTER26 asks a critical question: How can we harness technology to create a tourism future that is smarter, more ethical, and deeply sustainable?
A Hub of Applied Innovation
Breda is not just a picturesque Dutch city; it is a burgeoning center for applied sciences. Host institution BUas is world-renowned for its expertise in Games, Media, and Logistics, making it the perfect ecosystem for a conference focused on the “e” in tourism.
Local Chair Professor Jessika Weber Sabil, alongside co-chairs from Switzerland and Spain, has curated a program that bridges the gap between high-level theory and real-world implementation. Whether it’s discussing how to scale smart technologies while preserving cultural authenticity or analyzing the impact of AI on the tourism labor market, the focus is squarely on regenerative and climate-positive technology.
What to Expect: Four Days of Discovery
The ENTER26 experience is designed to be immersive, moving beyond the traditional lecture format to foster genuine debate and networking.
The 2026 Schedule Highlights:
- Day 1 (Jan 27): The highly anticipated Doctoral Workshop, where the next generation of PhD scholars presents cutting-edge research to a panel of global experts.
- Day 2 & 3 (Jan 28–29): Main conference sessions featuring keynote addresses on AI use cases, digital data platforms, and robotization in hospitality.
- Day 4 (Jan 30): Closing sessions focusing on policy implications and the “Future-Forward” roadmap for the industry.
Key Themes Dominating the Conversation
In 2026, the industry is looking far beyond basic booking apps. The core tracks at ENTER26 include:
- Artificial Intelligence & Robotics: Moving from chatbots to hyper-personalized, predictive guest experiences.
- Digital Experience Design: How augmented and virtual reality are changing the way we “test-drive” destinations.
- Ethical Tech & Sustainability: Ensuring that data analytics are used to combat overtourism rather than fuel it.
- Labour & Leadership: Adapting the workforce for a hybrid, tech-enabled tourism economy.
Planning Your Visit to Breda
Breda is exceptionally well-connected, sitting at the crossroads between Amsterdam, Rotterdam, and Brussels. For those attending, the IntercityHotel Breda (located directly next to the central station) serves as the official conference hub, offering exclusive discounts for ENTER26 delegates.
Essential Event Details: Dates | January 27–30, 2026 | | Venue | BUas Campus, Monseigneur Hopmansstraat 2, Breda | | Registration | Through IFITT.net (Early bird rates until Dec 1, 2025) | | Pricing | €295 (Day Ticket) to €795 (Full Non-Member Participation) |
Why ENTER26 Matters
In an era of “tech-fatigue,” ENTER26 stands out by prioritising the human connection. It is one of the few places where a student can debate a CEO, and a researcher can see their data transformed into a destination’s digital strategy. As we look toward a 2026 travel season dominated by hyper-personalisation and slow travel, Breda will be the place where those trends are decoded and defined.
