Published on
December 20, 2025
The global tourism industry is gearing up for one of its most anticipated events of 2026. FITUR, the International Tourism Fair, is set to take place in Madrid from January 21 to 25, 2026, at IFEMA MADRID, one of the world’s premier exhibition venues. This year’s event will highlight the growing partnership between Spain and Germany, two of Europe’s most popular tourism destinations, as they come together to showcase their strong tourism synergies.
As the second-largest source of inbound tourism to Spain, Germany is playing an integral role in the fair. The number of German visitors to Spain has seen consistent growth, with the country contributing nearly 12% of Spain’s total tourism expenditure. This is a significant indicator of the robust exchange of tourists between the two nations, highlighting the mutual interest in expanding their tourism sectors. FITUR 2026 will be an essential platform to foster these relationships further, with both countries showcasing their dynamic tourism offerings.
FITUR: A Key Tourism Event for Spain and Germany
FITUR 2026 promises to be more than just an exhibition. It will serve as a strategic hub where Germany’s diverse tourism sector can connect with Spain’s tourism professionals. The German delegation will feature representatives from a wide array of sectors, including tourism technology, hotel chains, and incoming tour operators. This participation demonstrates Germany’s commitment to enhancing travel to Spain, with a particular focus on cultural tourism, one of the leading motivators for German visitors to Spain.
Spanish tourism professionals are equally eager to highlight their country’s appeal to German travellers, who continue to seek Spain for its rich cultural heritage, diverse landscapes, and high-quality hospitality. In 2025, approximately 10.7 million Germans visited Spain, an increase of 0.8% compared to the previous year. This continued growth reflects Spain’s enduring popularity, with Germany being the third-largest source of visitors.
Growing Tourism Exchange: A Shared Vision for Growth
In addition to the bilateral flow of tourists, the Spanish and German governments are actively working to enhance their countries’ tourism infrastructures. Spanish authorities have long considered Germany as a cornerstone of their outbound tourism strategy, encouraging German visitors to explore Spain’s cities, beaches, and countryside. As per the latest tourism data from the Spanish National Institute of Statistics (INE), German visitors contributed a staggering €11 billion to Spain’s economy in 2025. This economic boost comes as a result of their high spending on accommodation, transportation, and cultural experiences.
Conversely, Spanish tourism to Germany is also on the rise, with over 2.7 million overnight stays recorded in 2024, marking an increase of 7.7% from the previous year. This increase speaks to the growing interest among Spanish travellers in experiencing Germany’s historical sites, cultural offerings, and vibrant cities like Berlin, Munich, and Hamburg. For Spain, this trend is seen as an opportunity to foster deeper economic ties and increase its visibility in the German market, with travel spending expected to grow in the coming years.
FITUR’s Role in Promoting Sustainable Tourism
One of the key themes at FITUR 2026 will be the promotion of sustainable tourism. As the world recovers from the pandemic, travellers are increasingly seeking destinations that are committed to preserving the environment and cultural heritage. Spain and Germany are leading the charge in this respect, with both countries actively investing in green tourism initiatives. At FITUR 2026, the fair will highlight several projects aimed at improving environmental sustainability within the tourism sector, including eco-friendly accommodations, transportation options, and sustainable travel experiences.
The event will also feature a Knowledge Hub, a space dedicated to discussing the latest technological advancements in the tourism industry. This includes innovations in digital tourism, which allow for enhanced traveller experiences and more efficient management of tourist flows. Both Spain and Germany are at the forefront of these developments, leveraging new technologies to offer smarter, more personalized travel services.
The Economic Impact of FITUR 2026 on Madrid and Beyond
The impact of FITUR 2026 extends beyond just the tourism sector. With the fair attracting thousands of international visitors, Madrid’s economy stands to benefit significantly from the influx of tourists and business professionals. Hotels, restaurants, transport services, and cultural venues will all see a surge in activity, providing a much-needed economic boost to the Spanish capital.
Moreover, the event also serves as a platform for global collaboration, bringing together key stakeholders from the travel, technology, and hospitality sectors. The exposure gained from participating in FITUR 2026 can lead to new partnerships, investments, and tourism deals that will continue to benefit Spain and Germany long after the fair concludes.
A Bright Future for Spain and Germany’s Tourism Sectors
Looking ahead, the partnership between Spain and Germany will undoubtedly continue to thrive, with both nations playing an essential role in driving each other’s tourism industries forward. As FITUR 2026 approaches, anticipation builds not only for the business opportunities it will generate but also for the lasting impact it will have on tourism exchange, cultural collaboration, and sustainable travel initiatives.
The tourism ties between Spain and Germany continue to grow stronger, and FITUR 2026 will be a testament to the power of international cooperation in boosting tourism and fostering long-term relationships between countries. With both nations investing in sustainable tourism and leveraging cutting-edge technology, the future of travel between Spain and Germany looks brighter than ever.
