FITUR 2026, the highly anticipated International Tourism Trade Fair in Madrid, is set to feature one of the United States’ most significant presences in the event’s history. Running from January 21 to 25 at IFEMA Madrid, this year’s event will place a special emphasis on the booming tourism exchange between the United States and Spain, creating new business opportunities for the tourism sectors in both countries.

This year’s presence by the United States showcases the dynamic growth of tourism exchanges between the two nations. Spain’s travel industry is eager to tap into the high-spending American tourist market, a relationship expected to grow even stronger as businesses from both sides look to cement their partnerships. As of 2024, Spain attracted 4.3 million visitors from the United States, contributing a substantial 9.014 billion EUR to the country’s economy, a 7.1 percent increase from the previous year. This solidifies the United States as one of Spain’s key markets.

At FITUR 2026, the United States will be represented by notable organisations such as Visit USA Spain, Visit Florida, Visit Lauderdale, Explore Louisiana, and Visit Orlando. Additionally, more than 40 U.S. companies, including major hotel chains like Hilton, Wyndham Hotels & Resorts, and All-Inclusive by Marriott Bonvoy, will participate, further demonstrating the strong demand for transatlantic travel and the ongoing digital transformation within the industry. Technology companies like Cloudbeds, ESCALABEDS, and RateHawk will also showcase the latest innovations driving the digitalisation of travel and tourism.

US Tourism to Spain: A Growing Trend

The figures continue to demonstrate the impressive demand for travel between the United States and Spain. According to data from Turespaña, the number of U.S. visitors to Spain increased by 11.2 percent in 2024, reaching 4.3 million people. This growth trend continued into 2025, with the first nine months of the year seeing more than 3.4 million U.S. tourists—a 3.1 percent increase compared to the previous year.

In contrast, Spanish tourism to the United States also saw a steady rise. By the end of 2024, roughly 900,000 Spaniards had visited the United States, and data from the Spanish Confederation of Travel Agencies and the United States National Travel and Tourism Office suggests that the number had already exceeded 611,000 by August 2025, marking an increase of 2.4 percent.

This bilateral increase in tourism is further supported by strong air connectivity between the two countries. Between October 2025 and March 2026, more than 1.3 million seats are scheduled for direct flights, a significant 8.6 percent increase in available seats. With more than 5,000 scheduled operations, travelers will benefit from an additional 13 percent increase in flight frequencies, providing more opportunities for seamless travel.

FITUR: A Key Platform for Spain and US Collaboration

FITUR has long served as a critical platform for fostering business relationships in the tourism industry, bringing together stakeholders from across the globe. This year, the participation of Mexico as the Partner Country adds another layer of international collaboration, strengthening ties not only between the United States and Spain but also creating new avenues for cooperation with Latin American markets.

The attendance of high-profile US organisations reflects the increasing importance of Spain as a destination for American tourists. Spanish destinations offer a range of experiences for American visitors, including cultural heritage sites, sun-drenched beaches, and world-renowned gastronomy. US tourists are particularly valuable to Spain’s tourism industry, as they tend to spend more on average compared to visitors from other countries.

Looking Ahead: Opportunities for the Future

The upcoming FITUR 2026 presents an exciting opportunity for both the Spanish and American tourism industries to build on this success and further solidify their relationship. As air connectivity improves and more U.S. companies invest in Spanish tourism, the future looks bright for both destinations. FITUR offers a unique opportunity to drive innovation, strengthen partnerships, and boost the travel business between the two nations, providing valuable opportunities for both sectors in the years ahead.

A Win-Win for Both Countries

With FITUR 2026 just around the corner, the United States’ robust representation and participation in this leading tourism event underscores the importance of the US-Spain tourism exchange. As the tourism sector continues to rebound post-pandemic, this strategic collaboration between the two nations promises to deliver new business opportunities, elevate tourism experiences, and benefit travelers in both regions.

The significant presence of US companies at FITUR 2026 also highlights the increasing interest in Spain as a key European destination. For U.S. travelers, the expanding options and better connectivity between the two countries open up exciting new possibilities for future travel.

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