With less than three weeks to go, the FITUR 2026 tourism trade fair is shaping up as a pivotal B2B platform for the global travel ecosystem. Scheduled from 21–25 January 2026 at IFEMA Madrid, FITUR remains one of the world’s most influential international tourism trade exhibitions, bringing together destination marketing organisations, tour operators, airlines, hotel groups, travel tech firms and policymakers from across continents.
For industry professionals, the first three days will be dedicated to high-value B2B networking, commercial partnerships and strategic business matchups, before opening to the general public over the weekend. The event features specialised zones on digital innovation, sustainability, niche segments such as LGBT+ travel and cruises, and a “know-how & export” area designed to help suppliers access new source markets.
FITUR 2026 is expected to act as a bellwether for travel demand trends, technology adoption, and destination branding initiatives in 2026, as organisations leverage the platform to launch products, secure contracts and forecast market shifts early in the year. With global travel volumes projected to grow and emerging markets seeking broader exposure, FITUR’s role as a strategic marketplace for travel trade deals and international tourism investment continues to expand.
