As the doors closed on FITUR 2026 at IFEMA Madrid, the sheer scale and energy of the International Tourism Trade Fair left little doubt about its growing global relevance. Over five packed days, from January 21 to 25, FITUR once again proved why it is regarded as one of the world’s most influential tourism platforms, bringing together policymakers, tourism boards, industry leaders and innovators under one roof.
This year’s edition welcomed more than 255,000 visitors, including 155,000 professional delegates, marking a notable rise in international participation. The weekend opened FITUR to the general public, drawing close to 100,000 visitors, reflecting strong consumer interest in global travel as confidence continues to return to the sector.
Walking through the halls of IFEMA, the international footprint was unmistakable. Over 10,000 companies from 161 countries participated, with official representations from 111 nations and nearly 1,000 main exhibitors, transforming Madrid into a temporary world capital of tourism diplomacy and business. The fair delivered a substantial economic boost to the city, generating an estimated €505 million in impact and supporting thousands of local jobs.
FITUR 2026 carried strong institutional weight. The fair was inaugurated by Their Majesties the King and Queen of Spain, while more than 70 high-level institutional delegations—including ministers, regional leaders and senior tourism officials—used the platform for dialogue, bilateral meetings and strategic exchanges. This reaffirmed FITUR’s position not just as a trade show, but as a serious global forum shaping tourism policy and cooperation.
A major highlight was the expansive Knowledge Hub, where eight auditoriums hosted over 200 sessions and 250 speakers, addressing the future of tourism. Discussions ranged from accessible tourism and sustainability to sports tourism, screen tourism, technology, talent development and women’s leadership. New and emerging segments such as cruises, LGBTQ+ tourism and experiential travel drew strong engagement, underlining how the industry is rapidly diversifying.
Mexico, the Partner Country for FITUR 2026, made a strong cultural and tourism statement throughout the fair, while the announcement of Puerto Rico as Partner Country for 2027 added to the forward-looking momentum.
As FITUR 2026 concludes, the message from Madrid is clear: global tourism is not only recovering, but recalibrating. With inclusivity, innovation and sustainability at the core of discussions, FITUR continues to set the agenda—strengthening Madrid’s standing as one of the world’s most important meeting points for the global tourism economy.
