FITUR 2026 strengthens its role as forum for industry debate
Madrid is gearing up once again to host the International Tourism Fair (FITUR), organized by IFEMA MADRID and running from Jan. 21 to Jan. 25, 2026. Now in its 46th edition, FITUR continues to strengthen its position as the sector’s leading platform — highlighting both its international reach and its commitment to knowledge as a driver of industry transformation
Organizers of FITUR report that the 2026 event will feature nine halls, more than 10,000 companies from 161 countries, 111 of them counting on official representation, (10% up on the 2025 edition) and 967 main exhibitors.
Overall, FITUR has recorded an 11% rise in international participation.
As well, FITUR is welcoming 18 new nations, largely from Africa and the Asia–Pacific, where participation has risen by 34% and 22% respectively. Newcomers include Abu Dhabi, Dubai and Zanzibar, alongside regions from Germany and the United Kingdom.
FITUR strong growth in 2026 clearly reflect the industry’s global momentum, with UN Tourism reporting that between January and September 2025 the sector welcomed more than 1.1 billion international travellers, surpassing pre‑pandemic records set in 2019.
As well, FITUR 2026 has also strengthened its role as a key forum for industry debate with several major additions.
The most relevant is the new Knowledge Hub, located in Hall 12 and open throughout the fair. Conceived as the strategic hub for tourism insight, it features eight auditoriums, ten conference programs, more than 200 sessions and over 250 high‑level speakers.
The Knowledge Hub will also host FITUR Experience which will focus on experiential tourism as one of the sector’s most dynamic drivers of change, and the first International Summit on Communication and Tourism, which analyses the challenges facing tourism communication alongside experts and representatives from both the public and private sectors.
In addition, the Travel Technology Area has doubled in size and will bring together more than 190 leading innovation companies.
Strong participation points to a significant turnout, with forecasts exceeding 150,000 professionals and close to 100,000 public visitors over the weekend. FITUR remains a major economic engine for Madrid, generating €487 million in its previous edition.
Mexico will be the Partner Country of FITUR 2026, with a prominent presence at the Fair at a time when its tourism sector grew by 13.9% between January and September 2025, according to SECTUR, and with the aim of securing its position as the world’s fifth most visited destination.
FITUR 2026 expects to connect the tourism industry with other sectors while addressing key challenges across its 11 specialized sections.
Check out the full program at the links below:
FITUR Know-How & Export. Hall 12
Also of note, FITUR will introduce a fast‑track entrance at the South‑East access to facilitate professional entry and officials are encouraging the use of public transport, supported by increased services on Metro Line 8.
In the photo
Seen here, from l to r, are María Valcarce, Director of the International Tourism Trade Fair; Miguel Aguiñiga Rodríguez, Head of the Unit for Innovation, Sustainability and Tourism Professionalisation at Mexico’s Secretariat of Tourism; Mariano de Paco, Regional Minister for Culture, Tourism and Sport of the Community of Madrid; Sheika Alnuwais, Secretary‑General of UN Tourism; José Vicente de los Mozos, Chairman of the Executive Committee of IFEMA MADRID; Rosario Sánchez, Secretary of State for Tourism at Spain’s Ministry of Industry and Tourism; Marco Sansavini, Chair of the FITUR Organising Committee and President of Iberia; and Almudena Maíllo del Valle, Head of the Delegated Area for Tourism of Madrid City Council.
Tags: FITUR 2026, Madrid
