Published on
December 20, 2025
FITUR 2026 will occur on January 21 through 25, 2026 at IFEMA Madrid. This will be the first of hopefully many annual events to foster business growth opportunities between Spain and the United States. This year’s International Tourism Trade Fair will have record American participation, signaling Spain’s growing interest towards the US tourism market and strengthening the positive tourism flow between the two countries.
Both for Spain and the US, tourism is a key sector of their economies, and the fair’s impact will be positive on both ends. As Spain gets an increasing number of visitors from the United States, the fair will facilitate the tourism industry to work with one another and promote travel flow. By the end of the fair, Spain is anticipated to gain even more from the US tourism in Spain and sustain the positive relationship with this tourism market.
US Representation at FITUR 2026 Considerable and Varied
This year, for the first time, the US will host and hold one of the largest and most impactful representations at FITUR, with leading US tourism businesses such as Visit USA Spain, Visit Florida, Visit Lauderdale, Explore Louisiana, and Visit Orlando. The US Delegation will also comprise over 40 tourism companies such as hotels\, Hilton, Wyndham Hotels & Resorts, and All-Inclusive by Marriott Bonvoy.
Apart from the hotels, the US is also expected to participate in the travel technology for the first time in years, and in the US’s rapidly growing companies, such as Cloudbeds, ESCALABEDS, and RateHawk. The companies are expected to showcase the sector’s digital rapid transformation, and will make the fair a dynamic one towards technology advancement in tourism.
The Increase of US Tourists to Spain
The US tourism market’s growing importance for Spain is evidenced by recent data from Turespaña, the national tourism agency of Spain. 4.3 million US tourists traveled to Spain in 2024, an 11.2 percent growth from the previous year. The US accounted for 4.6 percent of Spain’s total international arrivals, and as a result, Spain’s tourism expenditure increased by 9014 million euros. Turespaña
For the first nine months of 2025, there were 3.4 million visitors from the US, representing an increase of 3.1% from the same stretch the year prior. This establishes a clear and consistent upward trend for US travel to Spain and proves encouraging for US travel to Spain for travel-related businesses.
Spain’s Appeal to US Tourists
US tourists are very appreciated and valued by Spain due to the tourists’ high average expenditure, which has a direct and positive impact on Spain’s tourism economy. The spending habits of US tourists are relevant to the Spanish economy as they spend on long stays, high-end accommodation, and extensive spending on various recreational and cultural activities.
The growing interest of the US market in Spanish destinations is reflected in the enhanced direct air travel. In the direct flights from the US to Spain between October 2025 and March 2026, there are 1.3 million airline seats available. This is an increase of 8.6% in available airline seats on direct flights and a 13% increase on direct flights. This enhanced airline travel between the US and Spain streamlines the travel. These improvements in airline travel illustrate the strong relations and interconnectedness between the US and Spain.
A Great Chance for Both Countries
FITUR 2026 is more than an event to conduct business; it is a starting point for further developing the tourism bilateral trade relationship between Spain and the United States. The fair will allow several to network and collaborate to assist companies and destinations in meeting the evolving needs of the global tourism market.
Along with the United States, the fair will host a leading delegation from 2026 Partner Country Mexico, which will continue to enhance the role of FITUR as an exchange point for tourism between Spain and North America. Given Mexico’s importance as a market for the United States, the alignment of these countries at FITUR is expected to facilitate even greater economic and cultural relationships in tourism.
Conclusion: Having Connections With Different Tourism Markets
Over the years, the US has taken part in FITUR 2026. This shows the strengthening importance of transatlantic tourism for the two countries. The fair looks to be the start of new tourism-related business transactions and improved relations between the two countries. With more US tourists looking to travel to Spain and the opposite, events like FITUR will play a major part in the US tourism market and the Spanish tourism market.
Over the years, Spain and the United States will be able to reap the rewards of their joint work to promote international tourism, with the FITUR fair being the focal point to expand durable tourism. Spain and U.S. tourism will thrive after this event, with travelers being able to get the best experiences the countries have to offer.
