Madrid is set to reclaim its position as the global tourism capital with the 46th edition of the International Tourism Fair (FITUR), taking place from January 21-25, 2026. Organized by IFEMA MADRID, the event comes as global tourism continues its strong recovery, with FITUR 2026 expected to be a milestone for the sector, focusing on innovation, global cooperation, and strategic direction. With international travel bouncing back to pre-pandemic levels, this year’s edition will span nine exhibition halls and welcome over 10,000 companies from 161 countries, including 111 destinations representing a 10% increase from 2025. The fair will also highlight a 11% rise in international exhibitors, reaffirming FITUR’s position as the world’s leading tourism trade platform.
Geographical Diversity at FITUR 2026
Geographical representation at FITUR 2026 is set to be more diverse than ever. Notably, 18 new countries will be participating, particularly from the Africa and Asia-Pacific regions. These regions have seen impressive growth, with Africa’s participation up 34% and Asia-Pacific’s increasing by 22%. Among the key highlights are the expanded presences from Abu Dhabi, Dubai, and Zanzibar, as well as greater representation from Germany and the United Kingdom.
This strong turnout is reflective of broader global trends in tourism. According to UN Tourism, international arrivals between January and September 2025 surpassed 1.1 billion, exceeding pre-pandemic figures from 2019, signaling the continued recovery of key global markets.
A Spotlight on Knowledge, Innovation, and Experience
FITUR 2026 places a significant emphasis on knowledge sharing and innovation. One of the key additions this year is the Knowledge Hub, located in Hall 12, which will act as the intellectual and strategic core of the fair. The Knowledge Hub will feature eight auditoriums, ten conference programs, and over 250 expert speakers discussing critical issues facing the tourism industry.
Among the key events is the FITUR Experience, which focuses on experiential tourism as a major growth driver. Additionally, the First International Summit on Communication and Tourism will tackle emerging challenges in tourism communication, bringing together public and private sector leaders. The Travel Technology Area has also seen substantial growth, doubling in size and showcasing 190 companies that are presenting cutting-edge digital solutions for the tourism industry.
Economic Impact and Visitor Expectations for FITUR 2026
FITUR 2026 is expected to attract over 150,000 trade professionals during the business days, with nearly 100,000 public visitors expected over the weekend. FITUR remains a key economic driver for Madrid, with the event generating a €487 million economic impact during its previous edition. The fair continues to provide vital opportunities for industry leaders to network, share ideas, and strengthen collaborations.
Mexico as FITUR 2026’s Partner Country
In a prestigious move, Mexico has been named the Partner Country for FITUR 2026. This special status provides Mexico with enhanced visibility throughout the fair and strengthens its position as one of the world’s leading tourism destinations. Mexico’s tourism sector has shown impressive growth, with a 13.9% increase in international visitors between January and September 2025, according to SECTUR. This partnership with FITUR will help Mexico continue to attract travelers, particularly from European markets.
Sustainability, Accessibility, and Public Engagement at FITUR
FITUR 2026 will focus heavily on sustainability, inclusivity, and accessibility core issues for the modern tourism industry. Eleven specialized sections of the fair will address these key priorities, including topics like FITUR 4all, FITUR Cruises, FITUR TechY, FITUR Talent, and FITUR Woman. These sections aim to foster a diverse, accessible, and sustainable tourism landscape that can cater to a broad range of interests and industries.
To further enhance accessibility, FITUR will introduce fast-track entry at the South-East access point and encourage the use of public transport, supported by increased services on Metro Line 8. Over the weekend, FITUR will open its doors to the public with an exciting array of activities, workshops, and immersive experiences, reinforcing its dual role as both a business platform and a celebration of tourism.
FITUR 2026: A Global Gathering for Tourism Innovation
The International Tourism Fair (FITUR) in Madrid remains one of the world’s premier tourism trade events, continuously adapting to the changing needs of the industry. FITUR 2026 will not only showcase the latest trends in global travel but also spotlight the innovations shaping the future of the tourism sector. This year’s edition underscores the growth and resilience of the tourism industry, with new destinations, emerging technologies, and collaborative efforts driving its recovery and future growth.
With its expanded focus on sustainability, technology, and inclusivity, FITUR 2026 offers a fresh platform for the tourism sector to discuss and innovate around the challenges and opportunities that lie ahead. The fair continues to provide a global stage for knowledge exchange, networking, and brand building, helping the tourism industry continue to evolve in the face of a rapidly changing world.
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