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FITUR 2026: The Heart of Global Tourism

In January 2026, Madrid will once again host the International Tourism Fair (FITUR), an event that unites more than 160 countries and 10,000 companies, highlighting its critical role in shaping the future of global tourism. Organised by IFEMA MADRID, FITUR is set to take place from January 21 to 25 and marks its 46th edition. This year’s fair will welcome Mexico as the Partner Country, reflecting the growing importance of international collaboration in the tourism sector.

A Gathering of Global Participation

The fair will showcase an impressive participation rate, with 967 main exhibitors and a notable 11% increase in international attendance compared to the previous year. Notably, there are 111 countries with official representation at the event—this marks a significant endorsement of FITUR’s capacity to bring together the best from the global tourism industry.

Among the new countries joining this year’s event are diverse players from regions like Africa and the Asia-Pacific, with participation from Abu Dhabi, Dubai, and Zanzibar standing out. This growth underscores the resilience and recovery of the tourism sector, which welcomed more than 1.1 billion international travelers between January and September 2025, exceeding pre-pandemic figures from 2019.

Innovations at FITUR 2026

One of the most exciting features of this edition is the introduction of the Knowledge Hub, a dedicated space for industry insights and discussions. Located in Hall 12, it will feature eight auditoriums, more than 200 sessions, and over 250 high-profile speakers. This hub is designed to stimulate dialogue around pressing issues and innovative solutions that the tourism sector faces today.

Additionally, the FITUR Experience will spotlight experiential tourism, showcasing its role as a dynamic driver of change within the industry. The International Summit on Communication and Tourism will also be a first for this edition, focusing on the communication challenges in tourism with contributions from experts and representatives from various sectors.

To further enhance its offerings, the Travel Technology Area has also expanded, bringing together more than 190 pioneering companies in tourism innovation, demonstrating FITUR’s commitment to embracing technological advancements that streamline and enrich travel experiences.

Economic Impact and Visitor Enthusiasm

The expected turnout for FITUR 2026 is estimated at over 150,000 industry professionals and nearly 100,000 general public visitors, particularly during the weekend open to the public. With the success of its previous editions generating approximately €487 million for Madrid’s economy, FITUR continues to position itself as a vital economic motor for the region.

Sustainability and Accessibility Initiatives

In alignment with contemporary needs, FITUR 2026 is placing a strong emphasis on sustainability and accessibility. The fair will implement a fast-track entrance at the South-East access to facilitate professional attendees while promoting public transport usage through enhanced services on Metro Line 8.

Embracing the Public

In an effort to reinforce its status as the industry's public celebration, FITUR will offer a full range of activities, workshops, and immersive experiences for travelers over the weekend. Such initiatives are crucial for engaging the wider community and enhancing public appreciation and understanding of the tourism sector.

In conclusion, FITUR 2026 is not merely an exhibition; it's a dynamic forum where the global tourism landscape convenes, collaborates, and innovates. It stands as a testament to the extraordinary resilience of the industry and the continuing evolution of travel in a post-pandemic world.

For more details, visit IFEMA's official website.