#Spain #Madrid #Spain Travel #FITUR 2026 #US Tourism

FITUR 2026: Enhancing Business Prospects in US-Spain Tourism

The highly anticipated FITUR 2026 will take place from January 21 to 25 at IFEMA MADRID, focusing on boosting tourism between the United States and Spain. As one of the premier international tourism trade fairs, this year's event is geared up to showcase and strengthen the growing business opportunities that the US market presents for Spain.

A Strong US Presence

This year marks a significant moment for the United States at FITUR, with one of its most substantial presences in recent years. Major official representations such as Visit USA Spain, Visit Florida, and Visit Orlando will attend, alongside over 40 American firms, including renowned hotel groups like Hilton and Wyndham Hotels & Resorts. The participation of leading travel technology companies like Cloudbeds and RateHawk underscores the increasing digital transformation within the industry.

The attendance of these organizations illustrates the dynamism of the bilateral tourism relationship, reflecting a marked interest in exploring collaborative avenues and enhancing the existing ties between both nations. According to recent statistics from Turespaña, 4.3 million US visitors traveled to Spain in 2024, which was an impressive increase of 11.2% from previous years. This figure accounted for 4.6% of total international visitors, with a spending record of €9,014 million — demonstrating both the economic significance and potential of continued growth in travel from the US to Spain.

Sustained Growth in Visitor Numbers

In 2025, the upward trend persisted, with over 3.4 million Americans visiting Spain in the first nine months, which marked a 3.1% year-on-year increase. Spaniards also showed increasing travel patterns to the US, with approximately 900,000 visiting in 2024 and over 611,000 from January to August 2025, showcasing a 2.4% growth as reported by the Spanish Confederation of Travel Agencies.

Air connectivity is a vital component fostering this relationship, with nearly 1.3 million direct flight seats scheduled between the two countries from October 2025 to March 2026, representing an 8.6% increase. Additionally, the number of operational flights has increased by 13%, further facilitating seamless travel for tourists.

The Role of Mexico

An interesting aspect of this year’s FITUR is the strong representation of Mexico, designated as the Partner Country for 2026. Given that Mexico is the second most important market for the United States, this partnership will bolster the fair as a critical platform for networking between these three countries — the US, Spain, and Mexico — all of which contribute significantly to international tourism communities.

Economic Implications

The economic implications are profound: US tourists tend to have a higher average spending per visit compared to other international travelers. Their presence not only contributes to the local economy but also enhances Spain’s allure as a destination for affluent travelers seeking unique experiences. As companies leverage the opportunities presented at FITUR 2026, it is likely that collaboration in tourism and related sectors will thrive, benefiting both nations significantly.

In conclusion, FITUR 2026 promises to be a pivotal event showcasing the robust tourism ties between the United States and Spain while providing invaluable business prospects and fostering new relationships across the tourism landscape. With its diverse representation, including travel technology, government agencies, and hospitality leaders, the event is set to redefine the future of tourism between these two important countries. Don't miss this opportunity to be part of a significant moment in global travel.