#Spain #Madrid #FITUR #Tourism

FITUR 2026: An International Tourism Showcase

Madrid is gearing up to host the prestigious International Tourism Fair (FITUR) from January 21 to 25, 2026. This edition, the 46th, promises to be more significant than ever, gathering over 10,000 companies from more than 160 countries. This year, the fair has seen an impressive 11% increase in international participation, showcasing the revitalization of the global tourism industry following the disruptions caused by the pandemic.

Mexico will take the spotlight as the Partner Country for FITUR 2026, enhancing its visibility at a time when its tourism performance has flourished, reporting a growth rate of 13.9% in the first three quarters of 2025. With such a robust participation rate, FITUR aims to solidify its status as the foremost platform for tourism innovation and collaboration.

The fair will occupy nine expansive halls, hosting 967 main exhibitors and representatives from 111 countries, providing a rich tapestry of cultural and business exchange. Notably, 18 new nations will make their debut at FITUR this year, notably from regions like Africa and the Asia-Pacific, where participation rates have surged by 34% and 22% respectively. This is a significant step towards diversifying and expanding the global tourism market.

At FITUR 2026, attendees can expect the introduction of the Knowledge Hub, a strategic component designed to foster dialogue and learning within the industry. Located in Hall 12, this hub will feature eight auditoriums, ten extensive conference programs, and over 200 sessions led by more than 250 high-level speakers. Topics will revolve around current trends in tourism and strategies for future growth in experiential tourism, alongside the first International Summit on Communication and Tourism, a forum aimed at tackling the pressing challenges in tourism communication today.

Moreover, FITUR seeks to embrace the latest technology in travel, significantly expanding the Travel Technology Area. This section has doubled in size, featuring over 190 leading innovation companies showcasing their latest products and services, which are crucial for shaping the future of the tourism landscape.

Economic Impact and Visitor Expectations

The projected turnout for this year is promising, with expectations of attracting over 150,000 professionals and nearly 100,000 public visitors during the weekend opening. The economic implications for Madrid are substantial, with a reported generation of €487 million from the previous edition of FITUR, highlighting its role as a vital economic engine for the region.

The fair's commitment to sustainability, accessibility, and public engagement is strong. It is promoting the use of public transport, supported by enhanced services on Metro Line 8, and implementing a fast-track entry system to streamline professional access to the exhibition spaces.

Open Weekend Activities

In a delightful move to engage the general public, FITUR will open its doors for an exciting weekend of activities, workshops, and experiences that promise to create a celebratory vibe. This initiative is designed to highlight and promote the tourism sector, allowing the public to experience the diverse offerings available in global travel.

FITUR has established itself as a cornerstone of the global tourism industry since its inception in 1981. Each year, it continues to unite industry professionals, organizations, and destinations to explore the latest trends, innovations, and business opportunities in tourism. This unwavering commitment to the advancement of the tourism sector cements FITUR's role as a global benchmark.

With its comprehensive programming and robust participation, FITUR 2026 is set to not only showcase the resilience of the tourism industry but also to pave the way for future developments in how we travel and experience the world. For more details, visit IFEMA.