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FITUR 2026: A Global Stage for Tourism

In January 2026, Madrid will again take center stage in the realm of global tourism as it hosts the prestigious International Tourism Fair (FITUR), organized by IFEMA MADRID from January 21 to 25. The 46th edition of this influential event is projected to gather over 10,000 companies from 161 countries, showcasing the vibrant recovery of the tourism sector.

Key Highlights and Innovations

The upcoming FITUR promises to demonstrate the resilience of the tourism industry, particularly as international participation is projected to increase by 11%. This year sees the introduction of some exciting innovations, including the Knowledge Hub, designed to serve as a strategic center for tourism insights. Located in Hall 12, it will host eight auditoriums, ten conference programs, and over 200 sessions featuring more than 250 high-profile speakers.

Among the noteworthy new entrants this year are 18 countries, primarily from Africa and the Asia-Pacific region, marking a significant rise in global engagement. This expansion includes a strong presence from destinations like Abu Dhabi, Dubai, and Zanzibar, as well as regions from Germany and the United Kingdom.

A Partnering Nation: Mexico

For the 2026 event, Mexico will be the partner country, enhancing its visibility at a time when its tourism sector is experiencing notable growth. According to SECTUR, the number of international visitors to Mexico surged by 13.9% between January and September 2025. Mexico's esteemed position as the fifth most-visited destination worldwide is set to be reinforced during this vital industry gathering.

Visitor Engagement and Economic Impact

FITUR is not just a trade fair; it serves as a crucial economic driver for Madrid. In the last edition, it generated approximately 487 million euros. This year, with forecasts estimating attendance of over 150,000 professionals and nearly 100,000 general visitors over the weekend, the event is expected to be a bustling hub of activity.

Sustainability and Accessibility

The organizers are also committed to addressing key challenges within the tourism industry across its 11 specialized areas. Investments in sustainability and accessibility will be emphasized, reflecting the sector's urgent need to adapt to contemporary issues. Additionally, a quick-entry facility will be provided to enhance professional access, accompanied by improved public transport arrangements, particularly on Metro Line 8.

On the weekend, FITUR will open its doors wide for travelers, offering a comprehensive array of activities, workshops, and experiences. This initiative not only highlights the event's communal aspect but also cements FITUR's reputation as the leading public event in the tourism industry.

Closing Thoughts

With its rich history and an unwavering commitment to innovation, FITUR 2026 is set to be a landmark occasion in the tourism calendar, fostering international collaboration and dialogue. As stakeholders from around the globe gather in Madrid, the event stands as a vital platform for showcasing trends, innovations, and business opportunities that will shape the future of global tourism.

For more details, visit IFEMA and stay up-to-date on this significant event.