The initiative is aimed at active professionals, entrepreneurs, young people and those looking for a future opportunity in this area.
The Government of Asturias has launched Transforma Turismo, a training program that seeks to accelerate the adaptation of the tourism sector to new technological challenges, in order to reinforce professionalization and improve profitability. This initiative, developed in collaboration with the Chambers of Commerce of Oviedo, Gijón and Avilés, offers free 150-hour courses, aimed at active professionals, entrepreneurs, young people in training and those seeking a future opportunity in this field.
The vice president of the Principality, Gimena Llamedo, who participated this morning in the launch of the program, at Laboral Ciudad de la Cultura (Gijón/Xixón), has linked this commitment to training with a clear objective: to improve the profitability of the tourism sector. “Our tourism is improving its performance and we want to consolidate this evolution: hotel profitability, for example, maintains a clearly upward tone and we want to continue advancing on that path hand in hand with the sector. Training is a direct lever to sell better, manage better and compete better in an increasingly digital market,” he noted.
The contents of Transforma Turismo focus, in general terms, on essential skills to improve the competitiveness of the sector, such as the following:
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Digital marketing and online presence.
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Reservation management and pricing strategies.
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Artificial intelligence applied to tourism demand.
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Creation of digital content.
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Communication, innovation and technological security.
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Online marketing and analysis tools.
The Chambers of Commerce have been responsible for the design of the training itineraries, the organization of the courses and the dissemination of the program among the business community, taking advantage of their territorial implementation and their experience in specialized training.
The presentation event was also attended by the Deputy Minister of Tourism, Lara Martínez, and with the interventions of the president of the Oviedo chamber, Carlos Paniceres; the general secretary of the Gijón chamber entity, Álvaro Alonso, and the second vice president of the Avilés entity, José Manuel Vega, who have explained the specific training that they will offer until June in various calls.
“This program fits fully into our strategy to modernize the tourism sector: it reinforces the digitalization of the business fabric, trains professionals and entrepreneurs, boosts the competitiveness of destinations, reduces territorial gaps and uses European funds to transform and improve the profitability of a key sector for Asturias,” concluded the vice president.
This initiative, endowed with 1,028,138 euros of European funding, is integrated into the Principality’s global strategy to transform tourism within public-private collaboration and joins other initiatives already underway, such as Digital Route or Aula Paraíso. The latter is the free e-learning platform promoted by the Principality to professionalize and modernize the tourism sector. Since its launch in February 2025, it has already had more than a thousand students and offers more than 400 teaching hours for SMEs, self-employed workers and workers, with video content, webinars and live classes that allow them to learn at their own pace.
With this type of tools, the Government of Asturias reinforces a more innovative, competitive and sustainable tourism model, which combines training and digitalization to boost the quality of employment and prepare the sector for future challenges.
date: 2026-02-12 12:09:00