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FITUR 2026: A Resounding Success in Global Tourism

The International Tourism Trade Fair (FITUR) held in Madrid has once again solidified its role as a significant catalyst for global tourism. Concluded on January 29, 2026, this year’s event highlighted the fair’s pivotal role in driving economic momentum, drawing in a staggering 255,000 visitors over five days and generating an impressive economic impact estimated at €505 million.

Positive Outcomes and Increased Participation

The professional days of the fair maintained strong attendance, registering around 155,000 visitors, with international participation rising by 12%. This increase corresponds closely to the 11% growth in the number of international exhibitors. Moreover, the weekend public attendance estimated at 100,000 showcases the initiative's wide appeal.

In total, the event boasted participation from over 10,000 companies representing 161 countries, including official representation from 111 nations. With 967 principal exhibitors, these figures underscore FITUR’s importance as a leading international tourism event and a crucial contributor to the regional economy and tourism sector.

A Reflection of Global Trends

As FITUR begins 2026, it confirms the growing momentum within the global tourism sector. The favorable outlook is further illustrated by 2025 statistics, where UN Tourism reported that international tourist arrivals worldwide exceeded 1.5 billion. Spain alone welcomed 97 million international tourists, according to the Ministry of Industry and Tourism.

The event commenced with a solemn tribute reflecting solidarity within the tourism community, commemorating the victims of recent rail accidents. This respect was mirrored during the official inauguration by Their Majesties the King and Queen of Spain, who also signed a condolence book at the Andalusia stand.

Institutional Support and Confidence

The official inauguration highlighted FITUR 2026’s institutional relevance, presided over by the Spanish Royal Family and supported by over 70 official visits from regional presidents, ministers, and international tourism officials. These visits underscored the fair's role as a global platform for dialogue, cooperation, and international engagement in the tourism sector.

A Strong Focus on Future-Oriented Knowledge

The impressive turnout translated into a vibrant atmosphere across the nine exhibition halls. Various destinations, businesses, and institutions showcased groundbreaking products, strategies, and projects, solidifying FITUR's position as a hub for innovation and knowledge sharing.

The Knowledge Hub emerged as a central aspect of the fair, comprising eight auditoriums, ten conference programs, and over 200 sessions featuring more than 250 speakers. Specialized sections such as FITUR 4all, which focuses on accessible tourism, and FITUR Cruises, emphasizing sustainable sea tourism, further enriched the event. Additionally, FITUR Experience, FITUR Lingua, and FITUR LGTB+ targeted high-potential growth segments, while FITUR Screen, Sports, Talent, and TechY promoted the integration of tourism with culture, sports, and technology.

Commitment to future trends was evident through initiatives like FITUR Woman, highlighting women's leadership within the tourism sector, and FITUR Know-How Export, showcasing international expertise from Spanish companies.

Looking Ahead to FITUR 2027

With the success of FITUR 2026 and the robust partnership with Mexico as the country of honor, preparations for FITUR 2027 are already underway, scheduled to take place from January 20 to 24, 2027, with Puerto Rico chosen as the partner country. This proactive approach ensures that FITUR continues to affirm its leadership in global tourism while bolstering economic and social contributions to the host region.

Ultimately, FITUR 2026 has proven to be a significant event that fosters global collaboration while paving the way for a more competitive and diverse tourism industry.