At Target 8.9, we believe tourism is one of the most powerful tools for inclusive economic growth. To prove this, we joined forces with the TUI Care Foundation and Wayra to launch the first edition of #Hack4Travel, an intensive 48-hour hackathon hosted at 42 Madrid.
We brought together nearly 40 brilliant minds – students from the Universidad Complutense de Madrid, Universidad Nebrija, Universidad Carlos III de Madrid, and Universidad Francisco de Vitoria, alongside top tech talent from 42 Madrid – with a clear, high-stakes objective: leverage technology to decentralize tourism.
The goal was to move beyond traditional models and co-create digital solutions that manage tourist flows more sustainably, ensuring that economic benefits reach less-visited areas while protecting the cultural integrity of our destinations. Over two high-intensity days, 7 teams worked to transform complex travel challenges into actionable, scalable digital solutions.
The participants were supported by five industry mentors who provided valuable insights throughout the process. These mentors played a pivotal role in pushing the teams to think critically, refining their business models, and ensuring that their technical solutions were grounded in real-world feasibility. Their dedication to fostering this next generation of innovators was central to the collaborative spirit of the event.
Meet the Winners: Team KOH
After two days of intense collaboration, creation, and learning, we were thrilled to award the top prize of €2,000 to Team KOH. The winning team is a powerhouse trio of women: Elisa Lorenzo Ortega, Antea Cabanellas Arroyaga, and Agnès Hayden. They brought together a formidable mix of expertise in aeronautical engineering, business administration, and full-stack development, a diverse skillset that allowed them to approach the challenge of decentralising tourism from multiple angles simultaneously.
Team KOH developed a marketplace platform designed to bridge the gap between travel agencies and young, adventurous travelers by focusing on flexible travel packages that highlight authentic local experiences in less crowded, off-the-beaten-path regions. By shifting traveler attention away from overcrowded hotspots, their solution helps prevent over-tourism while actively stimulating local economies. Their commitment to execution was strong, as by the end of the 48 hours, they had not only pitched a concept but had also developed a live Minimum Viable Product (MVP).
Team KOH represents the ambition of the TUI Futureshapers programme to empower young innovators to turn social and environmental challenges into entrepreneurial opportunities that create tangible, scalable value for destinations. We are incredibly proud to have supported all our participants, mentors, and collaborators in this first edition of #Hack4Travel, as every team brought unique ideas and dedication to this mission.
