Published on
January 15, 2026
FITUR once again places Madrid at the centre of global tourism from January 21 to 25, 2026. Organized by IFEMA MADRID, the 46th edition is a real demonstration of the power and the potential of the tourism industry for marking the fair as an international benchmark platform. FITUR 2026 will be a meeting point for top professionals in the sector; it will be a place of energetic business, collaboration, and exchanging ideas about the future in world travel.
Massive Growth in Participation and International Engagement
The scale of FITUR 2026 is a testament to the ongoing recovery and growth of the global tourism industry. The fair will occupy nine exhibition halls, featuring more than 10,000 companies from 161 countries, marking a 10% increase in international participation compared to 2025. The presence of 967 main exhibitors and a remarkable increase in the exhibition space allocated to international participants (11%) reflects the thriving global tourism market.
Among the notable changes this year, 18 new countries have joined the fair, with Abu Dhabi, Dubai, and Zanzibar standing out as new destinations from Africa and the Asia-Pacific region. These regions, which have led global tourism growth, are gaining even more attention, as reflected in their expanded participation at FITUR. In particular, the Asia-Pacific region has seen an 8% increase in international arrivals, while Africa has grown by 10%, according to data from the UN Tourism Organization.
FITUR 2026: A Showcase of Spain’s Tourism Leadership
For Spain, FITUR serves as a powerful showcase of its leadership in global tourism. Rosario Sánchez, the Secretary of State for Tourism, highlighted Spain’s unique position not just as a top global tourist destination, but as a hub of innovation and sustainability in tourism management. She emphasized Spain’s commitment to economic, social, and environmental sustainability in tourism, aiming to set a global standard for how the tourism industry can evolve to meet the demands of future generations.
This year, the fair also includes a key focus on experiential tourism, with new sections like FITUR Experience, designed to offer immersive experiences that reflect the growing trend of travelers seeking more meaningful and personal connections with destinations.
The Knowledge Hub: A New Strategic Centre for Tourism Insight
One of the major innovations of FITUR 2026 is the Knowledge Hub, located in Hall 12. This strategic centre for tourism insight will host eight auditoriums, ten conference programs, and more than 200 sessions, featuring over 250 high-level speakers. The Knowledge Hub is a space dedicated to exploring the latest trends, challenges, and opportunities in the tourism industry, offering attendees a platform for deepening their understanding of the sector’s evolving landscape.
In addition to the Knowledge Hub, FITUR will introduce the International Summit on Communication and Tourism, which will explore the challenges and strategies for effectively communicating tourism opportunities in an increasingly interconnected world.
Technological Innovations and Sustainability at the Forefront
The Travel Technology Area at FITUR 2026 has doubled in size, featuring more than 190 companies that specialize in digitalization and technological innovation across the tourism value chain. This expansion highlights the growing role of technology in transforming the tourism industry, from enhancing traveler experiences to optimizing operational efficiency for businesses.
A key focus will be on sustainability, a crucial issue for the future of global tourism. FITUR 2026 will explore how technology and innovation can drive sustainability in tourism, helping the industry minimize its environmental footprint while maximizing social and economic benefits.
A Boost to Madrid’s Tourism and Economy
FITUR’s impact on the Madrid region is profound, with the event contributing significantly to the local economy. In the previous edition, FITUR generated €487 million in economic impact, and this year’s projections suggest even greater outcomes. The fair not only provides an opportunity for over 250,000 tourism professionals and travelers to meet and share ideas but also fosters important business relationships and tourism development opportunities.
FITUR 2026: A Global Meeting Point for Tourism Professionals and Travelers
FITUR’s role as a global business platform is emphasized by Marco Sansavini, Chairman of the FITUR Organizing Committee, who stated that the fair is “the place where opportunities are created, strategic ties are strengthened, and the priorities of an industry that is key to the economic and social development of Spain and all participating countries are defined.” The fair’s impact goes beyond just business, providing valuable insights and fostering collaboration that benefits tourism sectors worldwide.
For visitors, FITUR 2026 offers a unique opportunity to explore new destinations, discover innovative tourism trends, and gain firsthand experience of what the future of travel holds. Events such as the Minube Traveller Meetup and free guided FITUR tours will offer visitors an immersive experience, while sponsorships like Puerto Rico’s free Wi-Fi network will enhance connectivity for all attendees.
Mexico’s Presence as Partner Country
This year, Mexico joins FITUR 2026 as the Partner Country, marking a historic participation. Mexico’s tourism sector has grown by an impressive 13.9% between January and September 2025, and its strong presence at FITUR reflects its ambition to showcase its vast and diverse tourism potential. With more than 800 participants from Mexico, the country will offer a vibrant representation of its cultural and natural wealth, underlining its status as one of the world’s most attractive travel destinations.
Public Access and Transport for FITUR Visitors
While FITUR is primarily a business-focused event, the fair opens its doors to the general public on January 24 and 25, offering visitors a chance to engage with exhibitors, participate in activities, attend workshops, and enjoy destination-specific experiences. To accommodate the expected high visitor numbers, Madrid has increased metro services, ensuring convenient access to the fairgrounds.
The Future of Global Tourism is Shaping at FITUR 2026
FITUR 2026 is set to be a milestone event, highlighting Spain’s leadership in tourism while fostering global collaboration in shaping the future of travel. From its diverse range of exhibitors to its focus on sustainability, technology, and innovation, FITUR is a key event for anyone involved in the tourism sector. As the tourism industry continues to recover and evolve, FITUR remains at the forefront of driving positive change for the future of global travel.
