Fitur 2026

Madrid once again positions itself at the epicenter of world tourism with the celebration of the International Tourism Fair (FITUR)

In its 46th edition, FITUR consolidates its position as the sector’s global platform and defines itself by its commitment to knowledge and the strengthening of its international dimension.

This is underscored by the figures presented at the press conference: 9 pavilions, 10,000 companies represented from 161 countries, 111 of them with official representation—10 more than in the previous edition—and 967 main exhibitors.

Eighteen countries will join FITUR 2026, primarily from Africa and Asia-Pacific, regions that, according to UN Tourism, led global growth with +10% and +8% in arrivals, respectively, and increases in FITUR exhibition space of 34% and 22%. Among the new participating destinations are Abu Dhabi, Dubai, Zanzibar, and regions of Germany and the United Kingdom, among others.

José Vicente de los Mozos, president of the Executive Committee of IFEMA MADRID, stated that “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 is once again the epicenter of global tourism dialogue, showcasing Spain’s capacity to lead in attracting travelers and to generate trends and opportunities that drive the future of tourism worldwide.”

The FITUR 2026 data confirms the excellent state of the tourism sector. “With Mexico as the Guest Country and Spain as host and headquarters of UN Tourism, FITUR is consolidating its position as an international meeting point to define the course of tourism in a period of sustained growth. The more than 1.1 billion trips registered up to September and the 5% increase in arrivals during 2025 reflect the strength of a sector destined to generate employment, drive innovation, and contribute directly to social well-being and the sustainable development of communities,” highlighted UN Tourism Secretary-General Sheikah Alnuwais.

For her part, and speaking from a Spanish perspective, the Secretary of State for Tourism, Rosario Sánchez, emphasized that “this edition of FITUR is the best showcase for Spain to demonstrate its international leadership in tourism, which is based not only on its large number of visitors and its great cultural and natural appeal, but also on the strong management and innovation capabilities of its tourism sector. Spain is driving a global transformation process towards a tourism model that ensures its future through economic, social, and environmental sustainability, thus maintaining its position as an engine of responsible and redistributive economic development, continuing to generate opportunities and well-being for society and its citizens.”

The Knowledge Pavilion, FITUR Experience, and MICE Summit: Key New Features

In this context of a strong industry, FITUR 2026 announces major new features with the aim of becoming not only the largest tourism fair in terms of participants and visitors, but also the leading global forum where the future of the sector is debated.

Thus, the Knowledge Pavilion, located in Hall 12, was inaugurated and opened for the professional sessions. This space is conceived as a strategic hub for tourism knowledge, featuring 8 auditoriums, 10 conference programs, more than 200 sessions, and over 250 top-level speakers.

Furthermore, the Knowledge Pavilion hosted other key innovations of the 46th edition: the new FITUR Experience section, which will focus on how experiential tourism has established itself as one of the most transformative dynamics in the sector; and the 1st International Summit on Communication and Tourism, which addressed the challenges of tourism communication with experts in fact-checking and leaders from the public and private sectors. Also noteworthy in this Pavilion is the Travel Technology area, which has doubled in size and brings together more than 190 leading companies in the digitalization of the entire tourism industry value chain.

The sector’s strong reception of FITUR 2026 points to a high influx of visitors, with forecasts exceeding 250,000 professionals and travelers. This forecast, along with the participation figures for companies and destinations, reflects the dynamism that FITUR generates in the Madrid region, with an economic impact that, in the previous edition, reached €487 million.

Among the new features for 2026, the participation of Mexico as a Partner Country also stands out. Mexico has made a spectacular showing at the Fair, amidst a context of tourism growth in the country, which grew by 13.9% from January to September 2025, according to data from the Ministry of Tourism (Sectur), and with the goal of climbing from the sixth to the fifth most visited country in the world.

The mayor of Xàbia, Rosa Cardona, presented the town’s new family tourism promotional video at the Costa Blanca Cube, located in Callao, Madrid. This initiative aims to showcase Xàbia as a unique destination for families to enjoy together.

The new video highlights the essence of Xàbia as a place where children are the stars, but always within a framework of respect for heritage and the natural environment. “It’s not just about a trip, but an opportunity to share adventures, smiles, and memories that will last a lifetime,” the mayor stated.

The video also reflects Xàbia’s commitment to sustainable tourism, promoting quality experiences that do not compromise the beauty of its surroundings. With this initiative, the town positions itself as a safe and welcoming destination designed for all families to feel included, offering a unique combination of fun, nature, and culture, with activities adapted for both children and adults. “We want families to be able to discover and enjoy Xàbia responsibly, creating unforgettable memories and connecting with the history, landscapes and essence of our municipality”.