The analysis of emotions: a key factor at events like FITUR
Emotions take center stage. Creating a memorable experience for visitors is a primary goal for companies and organizations attending events. Achieving this requires capturing attention, sparking interest, and—most importantly—evoking emotions. However, it is equally critical to understand the actual impact of these efforts. To do so, precise and objective data about what transpires at the event is indispensable.
Thanks to artificial intelligence, millions of behavioral and emotional patterns will be tracked among attendees at the 2025 International Tourism Fair (FITUR)
One of Spain’s most significant upcoming events is FITUR 2025, taking place from January 22 to 26 at Ifema Madrid. This international tourism fair will host hundreds of thousands of attendees, providing an opportunity to gather and analyze over 80 million emotions expressed in the 78 stands and pavilions. These areas, monitored across 40,000 square meters, will undergo behavior and emotion analysis to provide actionable insights.
Emotions and Beyond
In addition to non-verbal emotion recognition and analysis, the technology can collect various data, including: visitor analytics: Headcounts, demographic information (age and gender), and behavioral data; movement and interest Tracking: Monitoring mobility patterns and precise gaze direction through eye-tracking technology; professional Interactions: Accurate counts of meetings and networking sessions.
The result is a comprehensive overview of activities within monitored areas, with many of these insights available in real-time. Exhibitors can measure the actual impact of their presence at the fair, enabling them to optimize campaigns and maximize resource efficiency.
How It Works
These data are gathered using Golineuro AI, an artificial intelligence platform that respects privacy and personal data. Wireless sensors resembling cameras are installed in monitored areas, connecting to the AI platform for real-time data collection and analysis. Importantly, no images are stored or saved.
For FITUR 2025, approximately 70 sensors will monitor 78 stands and pavilions, ensuring robust data capture. Exhibitors can access their data securely via the Purple Data visualization platform.
Golineuro AI, developed by Goli Neuromarketing, draws on nearly a decade of daily use in high-traffic environments such as cities, trade fairs, shopping centers, and large venues. This expertise makes it a trusted tool for analyzing complex interactions.
For FITUR, 2025 will mark Goli Neuromarketing’s seventh year of monitoring and analyzing stands and pavilions. This edition also reflects growth in demand, with the number of clients increasing from 67 in 2024 to 78 in 2025.
By merging artificial intelligence and advanced analytics, FITUR 2025 aims to enhance the attendee experience while providing exhibitors with the tools they need to measure success effectively.
