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FITUR 2026: A Global Spotlight on Tourism

The International Tourism Fair (FITUR) is once again set to place Madrid at the forefront of global tourism, with an impressive gathering of over 160 nations represented and 10,000 participating companies from around the world. Taking place from January 21 to 25, 2026, this 46th edition of FITUR, organized by IFEMA MADRID, is anticipated to solidify its position as a pivotal platform in the tourism sector.

This year’s event marks an 11% increase in international participation compared to the previous edition, underscoring the recovery and growth of the tourism industry on a global scale. The fair will feature nine exhibition halls showcasing a diverse array of exhibitors, with 967 official participants from various countries, an increase of ten from the last event.

In an exciting development, Mexico has been named the Guest Country for FITUR 2026. This collaboration comes amid a remarkable 13.9% growth in tourism to Mexico between January and September of 2025, according to the Tourism Secretariat (Sectur). As Mexico aims to become the fifth most visited country globally, its strong presence at FITUR will showcase its rich cultural heritage and tourist offerings.

New Initiatives and Developments

Among the highlights of FITUR 2026 is the introduction of the Knowledge Pavilion, which aims to serve as a central hub for tourism thought leadership and dialogue. Located in Pavilion 12, this space will feature eight auditoriums, 10 conference programs, over 200 sessions, and an impressive lineup of more than 250 prominent speakers. The Knowledge Pavilion will also house exciting new initiatives, including FITUR Experience, which focuses on experiential tourism—one of the sector's most transformative trends. Additionally, the 1st International Summit on Communication and Tourism will address crucial challenges faced within the industry, bringing together experts from both the public and private spheres.

Furthermore, the Travel Technology area has significantly expanded and will now host more than 190 leading innovation firms, reflecting the rapidly evolving landscape of travel technology and its impact on the tourism industry.

Economic Impact and Visitor Projections

The surge in participation at FITUR 2026 suggests an optimistic outlook for visitor attendance, with projections exceeding 150,000 professionals and close to 100,000 general attendees over the weekend. FITUR continues to act as a vital economic engine for Madrid, with the previous edition generating an impressive economic impact estimated at €487 million.

Sustainability and Accessibility Efforts

As a progressive fair, FITUR 2026 emphasizes sustainability and accessibility. Initiatives include a fast-track entrance for professionals, with a recommendation to utilize public transport, particularly enhanced service on Metro Line 8. The event will also open its doors to the general public over the weekend, offering a series of engaging activities, workshops, and experiences designed to celebrate the spirit of tourism.

Conclusion

Since its inception in 1981, FITUR has evolved into one of the major global meetings for the tourism industry. This dynamic fair gathers professionals, businesses, destinations, and international organizations to showcase trends, innovations, and business opportunities in tourism. With its steadfast commitment to enhancing the tourism sector, FITUR serves as a benchmark for promoting and driving growth within the global travel industry. For more information about FITUR 2026, visit IFEMA.