Published on
December 21, 2025
We look forward to welcoming you to FITUR. The International Tourism Trade Fair (FITUR) will take place at IFEMA MADRID January 21 – January 25, 2026 and will focus on the ever-increasing importance of the United States as a key player in the Spanish tourism FITUR 2026 seeks to establish commercial connections and sit opportunities in tourism, a must in the collaboration of both countries.
US Representation at FITUR 2026
The United States will present one of its most substantial representations at FITUR 2026. The delegation will include key tourism organizations such as Visit USA Spain, Visit Florida, Visit Lauderdale, Explore Louisiana, and Visit Orlando. In addition, more than 40 companies from the US will participate, showcasing a diverse range of services in the tourism sector. Among them are major hotel chains like Hilton, Wyndham Hotels & Resorts, and All-Inclusive by Marriott Bonvoy. Travel technology firms, including Cloudbeds, ESCALABEDS, and RateHawk, will also feature, reflecting the industry’s increasing digital transformation.
Growth in Bilateral Tourism Flows
The United States has become a vital tourism market for Spain, with strong year-on-year growth. In 2024, 4.3 million US tourists visited Spain, an 11.2% increase compared to the previous year. This surge represented 4.6% of all international visitors to Spain, contributing a remarkable 9,014 million euros in spending, accounting for 7.1% of total tourism expenditure in the country. The trend has continued into 2025, with over 3.4 million US visitors by September, marking a 3.1% increase.
On the other hand, Spain is also seeing an uptick in outbound tourism to the United States. In 2024, approximately 900,000 Spaniards visited the US. The first eight months of 2025 have already seen more than 611,000 Spanish tourists, a 2.4% increase compared to the same period in 2024. This mutual growth in tourist exchanges underscores the strong and dynamic bilateral tourism relationship between the two countries.
Air Connectivity Boosts Travel Opportunities
One of the driving forces behind this expanding tourism exchange is improved air connectivity. Between October 2025 and March 2026, nearly 1.3 million direct flight seats will be available for travel between the US and Spain. This represents an 8.6% increase in flight availability. Furthermore, over 5,000 operations are scheduled, marking a 13% rise in flight frequencies, which will make travel between the two countries more accessible.
These expanded flight routes are crucial for ensuring that tourists from both countries have greater options and flexibility when planning their trips. With better connectivity, tourism opportunities are expected to grow, benefiting both Spain and the United States.
FITUR 2026: A Strategic Networking Hub
FITUR has established itself as a global platform for tourism professionals and industry leaders. With more than 250,000 attendees, including experts, businesses, and tourists, the fair provides a unique opportunity for stakeholders to explore new markets, form partnerships, and discuss trends.
At FITUR 2026, the US presence will be highly visible, strengthening the link between the two countries. The exhibition will serve as a prime venue for establishing new business relationships, expanding on existing partnerships, and sharing knowledge on key tourism topics. It will also allow US companies to showcase their innovative products and services, highlighting the latest advancements in tourism technology and services.
Mexico’s Role as FITUR 2026 Partner Country
In addition to the US, Mexico will be the partner country for FITUR 2026. Mexico is the second-largest market for the United States in terms of tourism, making its presence at FITUR even more significant. This will further reinforce the fair’s role as a key meeting point for North American and Spanish tourism professionals, as well as those from across the globe.
The Economic Impact of US Tourists on Spain
US tourists are crucial to Spain’s tourism industry not only because of their high volume but also due to their substantial spending. American travelers are known for their high average expenditure, which has a positive impact on local economies, especially in popular tourist destinations. Their visits contribute to job creation and the growth of various sectors within Spain’s tourism industry, such as hospitality, transportation, and leisure.
Given this economic potential, Spain will continue to focus on attracting American visitors and catering to their preferences. FITUR 2026 will showcase Spain’s diverse tourism offerings, including cultural experiences, luxury travel, and adventure tourism, to further appeal to the US market.
A Guide for Travelers
For those planning to attend FITUR 2026, here are some key details:
- Dates: January 21-25, 2026
- Location: IFEMA Madrid, Madrid, Spain
- Key Exhibitors: Visit USA Spain, Visit Florida, Visit Lauderdale, Explore Louisiana, Visit Orlando, Hilton, Wyndham Hotels & Resorts, Marriott Bonvoy, Cloudbeds, ESCALABEDS, RateHawk
- What to Expect: The fair will feature various tourism-related services and products, including travel tech innovations, luxury and leisure travel options, and sustainable tourism practices.
Travelers from the United States and Spain will benefit from improved connectivity and a broad range of business opportunities. Whether you’re a tourism professional or a tourist looking to explore new destinations, FITUR 2026 promises to be an essential event.
Conclusion
FITUR 2026 is strengthening tourism relations and connections between the United States and Spain. The United States is more present than in previous years and has kept a wide range of exhibitors making the fair very valuable in terms of business partnerships and the expansion of tourism potential. With improved air connectivity and increasing flows of tourists between the two countries, FITUR will continue to be a great foundation to build service on the future of international tourism.
