AI to analyze over 80 million emotions at FITUR 2025

Goli Neuromarketing to monitor 78 stands and pavilions spanning 40,000 square meters

The Málaga-based company Goli Neuromarketing will once again participate in the International Tourism Fair FITUR 2025, held from January 22 to 26 at Ifema Madrid. This marks the company’s seventh consecutive year at the event, monitoring and analyzing stands and pavilions. This year sees an increase in monitored spaces, from 67 in 2024 to 78 in 2025, covering a total area of approximately 40,000 square meters.

Over the course of the event, it is estimated that more than 80 million emotions expressed by visitors will be analyzed, along with two million distinct behavioral patterns.

Objective of the Analysis

The primary goal of this analysis is to understand visitor behavior within monitored spaces and to assess the real impact of exhibitors’ presence at the event. This enables exhibitors to optimize their marketing campaigns and maximize the return on their investment.

The data collected will include:

• Foot Traffic: Number of visitors, along with their age and gender.
• Behavioral Data: Mobility and interaction patterns within the monitored zones.
• Emotion Recognition: Analysis of non-verbal emotional expressions.
• Eye-Tracking: Precise measurement of gaze direction and level of interest.
• Professional Interactions: Accurate tracking of meetings and networking sessions.

The analysis provides a comprehensive snapshot of activity within each stand, much of it available in real-time.

How It Works

The analysis is powered by Golineuro AI, an artificial intelligence platform that respects privacy by not recording or storing any images. Wireless sensors are installed in monitored areas and connect to the platform, which processes and analyzes the data in real-time.

For FITUR 2025, approximately 70 sensors will be deployed across the stands and pavilions.

Accessing the Data

Each exhibitor will have a personalized login to access their data via the Purple Data visualization platform. Once the event concludes, users will receive detailed reports based on real, objective information, along with tailored recommendations for improvement based on the analyzed data.

By providing actionable insights, Goli Neuromarketing aims to help exhibitors maximize the effectiveness of their presence at FITUR 2025, creating more impactful and data-driven marketing strategies.