FITUR 2026 reinforces its global role with record international participation

Madrid once again becomes the focal point of global tourism as it hosts the International Tourism Fair FITUR, organised by IFEMA MADRID from 21 to 25 January 2026. In its 46th edition, FITUR strengthens its position as the sector’s leading platform, underlining its international reach and its commitment to knowledge as a driver of tourism industry transformation.

Figures presented at the official press conference confirm the scale of FITUR 2026, which occupies nine halls and brings together more than 10,000 companies from 161 countries. Of these, 111 have official representation, marking a 10% increase compared to the 2025 edition, while the fair records 967 main exhibitors and an overall 11% rise in international participation.

The event also welcomes 18 new countries, mainly from Africa and the Asia-Pacific region. According to UN Tourism data cited during the presentation, these regions led global tourism growth with increases of 10% and 8% in international arrivals respectively, while their presence at FITUR expanded by 34% and 22% in exhibition space. New participating destinations include Abu Dhabi, Dubai and Zanzibar, alongside regions from Germany and the United Kingdom.

José Vicente de los Mozos, Chairman of the Executive Committee of IFEMA MADRID, stated: “These figures reaffirm FITUR’s role as the leading meeting point for the global tourism market, reflecting the strength and maturity of an expanding industry. Madrid once again becomes the epicentre of global tourism dialogue, showcasing Spain’s ability to lead in attracting travellers and to generate trends and opportunities that drive the tourism of the future on a worldwide scale.”

The figures for FITUR 2026 also reflect the positive momentum of the global tourism sector. The Secretary-General of UN Tourism, Sheikha Alnuwais, noted: “With Mexico as the Country Partner and Spain as host and headquarters of UN Tourism, FITUR is consolidating its position as an international meeting point to define the direction of tourism in a phase of sustained growth. The more than 1.1 billion trips recorded up to September and the 5% increase in arrivals in 2025 reflect the strength of a sector poised to generate employment, foster innovation and contribute directly to social well-being and the sustainable development of communities.”

Focusing on Spain, the Secretary of State for Tourism, Rosario Sánchez, underlined: “This edition of FITUR is the best showcase for Spain to demonstrate its international leadership in tourism, which is not based solely on its high visitor numbers or its outstanding cultural and natural appeal, but also on the strong management and innovation capacity of its tourism sector.” She added that “Spain is driving a global transformation process towards a tourism model that secures its future through economic, social and environmental sustainability.”

Among the main innovations of FITUR 2026 is the new Knowledge Hub, located in Hall 12 and open throughout the fair. Designed as a strategic centre for tourism insight, it features eight auditoriums, ten conference programmes, more than 200 sessions and over 250 high-level speakers.

The Knowledge Hub also hosts FITUR Experience, focused on experiential tourism, and the first International Summit on Communication and Tourism, which examines the challenges of tourism communication with contributions from public and private sector representatives. In parallel, the Travel Technology Area has doubled in size, bringing together more than 190 companies specialising in innovation and digitalisation across the tourism value chain.

Marco Sansavini, Chairman of the FITUR Organising Committee, stated: “FITUR is not just a trade fair. For decades, FITUR has been the major global business platform for the tourism sector, the place where opportunities are created, strategic ties are strengthened, and the priorities of an industry that is key to the economic and social development of Spain and of all participating countries are defined.”

Strong sector response points to high visitor numbers, with forecasts exceeding 250,000 professionals and travellers. Combined with exhibitor participation, this activity reflects FITUR’s economic impact on the Madrid region, which reached €487 million in the previous edition.

The Community of Madrid reaffirmed its support for the tourism sector at FITUR 2026. The Regional Minister of Culture, Tourism and Sports, Mariano de Paco, stated: “The regional government believes in the tourism sector, supports it through public policies, and understands that when it succeeds, the entire region benefits.” He added that tourism represents 8.7% of regional GDP, generating nearly €10 billion in tax revenues.

Also read → FITUR 2026 announces the 1st International Summit on Communication and Tourism

The Delegate for Tourism at Madrid City Council, Almudena Maíllo, highlighted: “With this new edition, FITUR opens an exciting 2026 for tourism in Madrid.” She added that “the addition of the new Knowledge Pavilion reinforces Madrid’s leadership as a hub for trends, innovation, and destination intelligence.”

Mexico joins FITUR 2026 as Partner Country, with a strong presence at a time when its tourism sector recorded growth of 13.9% between January and September 2025, according to SECTUR. Miguel Aguiñiga Rodriguez, Head of the Unit for Innovation, Sustainability and Tourism Professionalisation at Mexico’s Ministry of Tourism, stated: “This delegation of more than 800 Mexicans is not just a record number; it is a reflection of Mexico’s united soul, arriving in Madrid to show the world its immense wealth and its unparalleled tourism potential.”

FITUR 2026 is structured across 11 specialised sections, aiming to connect tourism with other sectors while addressing challenges related to sustainability and diversification. The fair has also introduced a fast-track access point at the Southeast entrance to facilitate entry for exhibitors and professionals.

Public transport access is recommended, with increased metro services supporting visitor flows, while ongoing infrastructure improvements have temporarily reduced parking capacity. During the weekend of 24 and 25 January, FITUR opens to the general public, offering activities, tastings, workshops and destination-focused experiences.

Highlights for visitors include a replica of the Grand Egyptian Museum presented by Egypt Tourism, Minube’s Traveller Meetup, free guided FITUR tours, and Puerto Rico’s sponsorship of the event’s free WiFi network. Connectivity services are further supported through an international eSIM solution providing visitors with complimentary mobile data during the event period.

The article FITUR 2026 reinforces its global role with record international participation first appeared in TravelDailyNews International.

The post FITUR 2026 reinforces its global role with record international participation appeared first on Travel Daily News