The International Tourism Fair (FITUR) 2026 is set to be one of the most pivotal events in the global tourism calendar, bringing together over 160 countries and 10,000 companies from all corners of the world. Organized by IFEMA MADRID, this year’s edition promises a showcase of innovation, industry growth, and cultural exchange. The event, which runs from 21 to 25 January 2026, will reaffirm Madrid’s position as a hub for global tourism and attract significant participation from both the public and private sectors.
Mexico Takes the Spotlight as the Partner Country
For the 2026 edition, Mexico has been chosen as the Partner Country, a prominent role that will spotlight its growing influence within the global tourism sector. With a tourism sector that saw a 13.9% growth between January and September 2025, Mexico aims to secure its place as the fifth most visited country in the world. Through its participation, Mexico will highlight its rich cultural offerings and diverse tourism products, strengthening its international presence.
A Record-Breaking Year for FITUR
FITUR 2026 has recorded impressive numbers, surpassing expectations for international participation. The fair will feature nine exhibition halls and over 10,000 companies, 967 of which will be main exhibitors. This marks an 11% increase in international representation compared to the 2025 edition. The fair will welcome 18 new countries, with notable entries from the Asia-Pacific and Africa regions, including Abu Dhabi, Dubai, and Zanzibar. These additions reflect the growing global momentum in tourism and underline FITUR’s significance as a key platform for fostering international dialogue.
The Knowledge Hub: A New Dimension for FITUR
A major addition to FITUR 2026 is the establishment of the Knowledge Hub, located in Hall 12. This new section is designed as a strategic platform for industry leaders to discuss and exchange insights on the future of tourism. The Knowledge Hub will host more than 200 sessions and over 250 high-level speakers, including experts from the private and public sectors. It will serve as the central point for dialogue, with a focus on emerging trends, sustainable practices, and technological innovations reshaping the tourism landscape.
The Knowledge Hub will also feature the FITUR Experience, an area dedicated to experiential tourism, one of the fastest-growing segments in the global tourism market. This area will offer a glimpse into the future of travel, where immersive experiences and personalized offerings take center stage. Additionally, the first International Summit on Communication and Tourism will be held, bringing together stakeholders to address the evolving challenges of tourism communication.
Technological Advancements and Sustainable Practices
In line with its mission to drive innovation, FITUR 2026 will feature a significant expansion of its Travel Technology Area, which has doubled in size this year. More than 190 companies will showcase cutting-edge solutions aimed at enhancing the travel experience, from AI-driven tools to sustainable travel technologies. Sustainability is a key focus for FITUR 2026, with a strong emphasis on reducing the carbon footprint of tourism. The fair will introduce several new sustainability initiatives, encouraging both exhibitors and visitors to consider the environmental impact of their participation.
A Platform for Business and Public Engagement
FITUR 2026 is expected to attract over 150,000 professionals and close to 100,000 public visitors. This marks the fair as a significant economic contributor to Madrid, with an estimated €487 million generated during its previous edition. The fair provides an invaluable opportunity for professionals to network, forge business partnerships, and discover new trends. During the weekend, FITUR opens its doors to the general public, offering a wide range of activities, workshops, and cultural experiences designed to engage and inspire travelers from all walks of life.
New Features and Initiatives for Increased Accessibility
In 2026, FITUR will introduce several initiatives to improve accessibility and enhance the overall visitor experience. A fast-track entrance at the South-East access has been established to facilitate the entry of professionals, while increased public transport services, particularly on Metro Line 8, will ensure that attendees can easily reach the venue. FITUR’s commitment to accessibility extends beyond logistics, with a strong focus on sustainability and inclusivity throughout the event. These initiatives align with the fair’s broader goal of fostering a more inclusive and responsible tourism sector.
FITUR: A Key Driver of Tourism Industry Growth
FITUR 2026 comes at a time when global tourism is experiencing a strong recovery. According to UN Tourism data, between January and September 2025, the sector welcomed over 1.1 billion international travelers, surpassing pre-pandemic levels. The fair will highlight the remarkable progress made in the tourism industry and serve as a platform for discussing the challenges and opportunities that lie ahead. As the sector continues to grow, FITUR plays an essential role in shaping the future of tourism through innovation, collaboration, and dialogue.
Mexico’s Role in the Global Tourism Landscape
Mexico’s decision to be the Partner Country at FITUR 2026 comes at a crucial time for the nation’s tourism sector. In 2025, the country witnessed a substantial growth in its tourism sector, and its participation in the fair will provide a platform to showcase its diverse offerings. From its stunning beaches and historical landmarks to its vibrant culture and cuisine, Mexico is positioning itself as a top destination for international travelers. The fair will enable Mexico to attract new visitors and strengthen its position in the global tourism market.
Looking Ahead: The Future of Tourism
As FITUR 2026 draws to a close, the event will undoubtedly leave a lasting impact on the global tourism industry. With its focus on innovation, sustainability, and international collaboration, FITUR will continue to serve as a catalyst for positive change in the sector. The fair’s ability to bring together stakeholders from across the globe provides a unique opportunity for countries, businesses, and individuals to work together to shape the future of tourism. As the world recovers from the pandemic, events like FITUR will be key in ensuring that tourism remains a vibrant, sustainable, and inclusive sector for all.
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