Madrid hosts FITUR 2026 as global tourism trends, tech and travel collide.
Photo Credit: IFEMA Madrid
CONNECTIONS, tourism, and five days on the go for Spain’s vibrant and bustling capital: the annual Feria Internacional de Turismo (International Tourism Trade Fair), or FITUR, will take place in the IFEMA event venue from January 21 to January 25, 2026, and along with it, hundreds of thousands of attendees will show up in Madrid to discuss ideas, share new innovations in the world of tourism, and make connections in one of the leading tourist countries in the EU.
What is FITUR?
FITUR has been called the benchmark event in the tourism sector on an international scale, serving as a leading trade fair for tourism industry professionals, right in the heart of Spain. Connecting more than 150 countries and thousands of companies across hundreds of stands, it is the tourism sector’s largest business platform, allowing tourism traders to connect, network, and share upcoming projects with their industry peers during the five-day convention. In 2025, the Fair boasted a record attendance of nearly 255,000 attendees, making it not only the largest international travel and tourism fair, but one of the largest annual events in the whole of Europe.
FITUR is known for its strategic focus on sustainability, innovation, and digitalisation; it is an event that transforms the sector itself by allowing professionals to view and share specialised content, network with key players in the tourism game, and propose ideas that will mould the future of the tourism and hospitality sectors.
The fair is a unique opportunity to:
- Generate business and professional connections
- Officially launch projects
- Establish partnerships with tourism sector peers
- Access new material, training, or technology
However, FITUR is not only for big businesses and multi-million euro airlines. The general public will also be present at the fair, participating in exciting interactive experiences, learning about global tourism opportunities, and exploring the possibilities of visiting different international locations.
What can I find at FITUR?
Those who are actively part of or are interested in the tourism industry can find many activities, events, talks, and points of interest at FITUR. Notably, visitors can find:
- Specialized areas of interest: information about data, artificial intelligence, destinations, and sustainability in tourism
- The FiturNext Observatory: These are exciting tourism and travel projects with a positive economic, social and environmental impact.
- Forums and debates: The opportunity to hear international experts in the sphere talk about their experiences and hot topics.
- The B2B Zone: High-value networking meetings to generate agreements, alliances, and gather interesting information about the current state of the tourism sector.
- Public access activities: An open weekend for visitors interested in exploring destinations, learning about new trends, or looking for ways to save on their holiday in 2026.
- Innovation and technology: Digital solutions for the tomorrow of tourism.
At FITUR, visitors can get travel inspiration, learn about trends that are affecting all holidaymakers, stay in the know about new travel technology innovation, be the first to learn about major announcements, and even find ways to save money on future trips.
A new pavilion is annexed for the 2026 edition
A major change going into effect for this year’s edition of the fair is the addition of Pavilion 12, or the Knowledge Pavilion: “a new space dedicated to innovation and tourism knowledge.” This year, the Knowledge Pavilion will be the hub for digitalisation, innovation, and the biggest tourism industry trends, filled with conferences and debates to give visitors the most inspiring tourism content.
The FITUR Awards
Spanish autonomous communities, countries, and companies will all be competing for the FITUR Awards again this year, in several different categories to show off their tourism prowess. Last year, the Spanish autonomous communities that won awards at FITUR were the Canary Islands, Cantabria, and the Basque Country for their exemplary stands and innovative ideas.
The categories for this year’s FITUR Awards are:
- Best Stand
- Sustainable Stand
- Active Tourism
- Jorge Vila Fradera
- Fitur 4all
How do I get my ticket to FITUR?
FITUR will take place from January 21 to January 25, 2026 in Madrid’s IFEMA event venue. Interested visitors can get their tickets through the official website, by clicking here. Ticket options include professional passes, as well as more affordable tickets for the general public.
Spain and tourism, a perfect pair
As a leading player in the tourism sector, being one of the most visited countries in the EU and often topping lists for longest tourist stays, it is fitting that the world’s largest international tourism fair is housed in Madrid, Spain. With the headquarters of the World Tourism Organisation located in the city, and a vibrant exhibition space that will be full of activity, fun, and tourism innovation this January, there will be no better place to be this January than at FITUR, whether you are working for a big-name airline or simply a travel fanatic.
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