From competing on price to being the best in experience: what is the future of tourism?

In a world where businesses compete more on loyalty than price, tourism is emerging as an industry whose added value is no longer just about fare , but about leaving a mark on the hearts and memories of millions of people.

This is demonstrated by Sarahi Laguna, director of hospitality at Grupo Xcaret, who will be one of the key voices at the GO-Xperience 2025 congress, the meeting that will bring together more than 700 executives and international experts in customer experience in Bogotá on September 24 and 25.

“At Xcaret, we believe that the experience isn't just something you enjoy, it also leaves a mark on every visitor. That mark is our greatest purpose: to inspire everyone to take a little piece of Mexico with them,” says Laguna.

In his talk, “From Dream to Experience: A Journey Through Grupo Xcaret,” he will share how a personal dream transformed into a solid career at one of Latin America’s most renowned tourism companies.

“Tourism not only promotes destinations, it also ignites emotions and reminds us of the value of sharing who we are as Latinos. Being able to recreate our culture, landscapes, and flavors in a single experience sets us apart,” noted the expert, who will also reflect on the role of hospitality in creating memorable experiences.

“Hospitality is the heart of tourism. Beyond proper service, it's about making each person feel welcome, valued, and special ,” he stated in a previous conversation with EL TIEMPO.

For Sarai Laguna, hospitality director of Grupo Xcaret, the great challenge for the tourism sector is to innovate without losing proximity to travelers.

“ It's no longer about offering experiences based solely on their age or background , but rather about connecting with their interests and purpose, for example through technology, which offers endless possibilities to awaken tourists' senses. The challenge is to achieve authentic and meaningful experiences,” he adds, adding that “sustainability is a non-negotiable principle: Grupo Xcaret invests heavily to protect ecosystems and ensure that today's beauty is also tomorrow's legacy.”

Beyond the numbers, the spokesperson emphasizes that tourism has a profound impact on people: "Every trip is an encounter with oneself and with others. The true value lies in the smiles and the connections created."