Madrid, the capital city of Spain, once again, was the focal point of global tourism as the host of the annual International Tourism Fair (FITUR), organised by IFEMA MADRID from January 21-25, 2026. In its 46th edition, FITUR strengthened its position as the sector’s leading platform, highlighting both its international reach and its commitment to knowledge as a driver of industry transformation.
The figures unveiled by the organisers underscored FITUR’s leadership: Nine halls, more than 10,000 companies from 161 countries, 111 of them counting on official representation (10 percent up on the 2025 edition) and 967 main exhibitors. Overall, FITUR has recorded an 11 percent rise in international participation.
FITUR also welcomed 18 new nations, largely from Africa and the Asia–Pacific, where participation has risen by 34 percent and 22 percent respectively. Standing out newcomers include: Abu Dhabi, Dubai and Zanzibar, alongside regions from Germany and the United Kingdom.
FITUR 2026’s figures reflect the strong global momentum across the tourism industry. According to UN Tourism, 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 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 featured eight auditoriums, ten conference programmes, more than 200 sessions and over 250 high‑level speakers.
Apart from the Knowledge Hub, other highlights include: FITUR Experience, focused on experiential tourism as one of the sector’s most dynamic drivers of change, and the first International Summit on Communication and Tourism, which analysed the challenges facing tourism communication alongside experts and representatives from both the public and private sectors. In addition, the Travel Technology Area doubled in size and brought together more than 190 leading innovation companies.
Meanwhile, the fair this year recorded a very strong participation, which, according to the organisers, 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 is the Partner Country of FITUR 2026, with a prominent presence at the fair at a time when its tourism sector grew by 13.9 percent between January and September 2025, according to SECTUR, and with the aim of securing its position as the world’s fifth most visited destination.
However, FITUR 2026 connected the tourism industry with other sectors, while addressing key challenges across its 11 specialised sections.
It also introduced a fast‑track entrance at the South‑East access to facilitate professional entry and encouraged use of public transport, supported by increased services on Metro Line 8.
Over the weekend, FITUR opened its doors to travellers with a full programme of activities, workshops and experiences, reinforcing its status as the sector’s major public celebration.
Earlier, the opening ceremony was graced by high-profile dignitaries including: King and Queen of Spain, who were welcomed by José Vicente de los Mozos, chair, executive committee, IFEMA MADRID; Isabel Díaz Ayuso, president, Community of Madrid; Jordi Hereu, Spain’s Minister of Industry, Trade and Tourism; and José Luis Martínez-Almeida, Mayor of Madrid, alongside a wide delegation of national and regional authorities, ministers, government representatives and tourism industry leaders from around the world.
