The EMOTUR team focuses on analyzing the hidden side of the tourists (emotions, attention, memories) using neuromarketing tools (eye tracking, biological responses, EEG, virtual and augmented reality..) to better understand their behavior, design new products and effective communication, and contribute to improve the well-being of tourists, business, the environment and residents. EMOTUR Lab at the University of Las Palmas de Gran Canaria, Tides and UNESCO Chair of Tourism