Madrid Prepares to Host FITUR 2026 as a Five Day Event Bringing Together Over 150 Countries to Explore the Latest Trends in Tourism and Technology

Madrid, the lively heart of Spain, will play host to Feria Internacional de Turismo (FITUR) from January 21 to January 25, 2026 at the renowned IFEMA event venue. As one of the premier events in the global tourism calendar, FITUR will welcome thousands of professionals, business leaders, and travel enthusiasts, creating an unmissable five-day experience full of new ideas, business opportunities, and future-focused innovations.

Why FITUR is the Unifying Force for Global Tourism

FITUR stands as the ultimate meeting point for the tourism sector. This international trade fair brings together over 150 countries, offering a massive platform for exhibitors to present cutting-edge products and services. With its rich history of attracting top-tier companies and professionals, FITUR has earned its place as the world’s most influential tourism event.

The fair’s 2025 edition drew in an impressive 255,000 visitors, a testament to its significance as a key player in tourism. Whether you’re representing a leading airline, a tourism board, or are a travel enthusiast seeking fresh inspiration, FITUR has something for everyone.

FITUR 2026 promises a strong emphasis on sustainability, digital transformation, and innovative travel solutions, making it an essential event for anyone looking to keep ahead of the curve in this fast-evolving sector. It’s the place where future travel trends are discussed, explored, and shared by industry pioneers.

Networking, Collaboration, and New Business Horizons

FITUR’s B2B networking zone is the heart of the event, providing a unique opportunity for businesses to meet, negotiate, and form strategic alliances. This space fosters collaboration across borders, allowing professionals to promote new products, discover opportunities, and engage with industry leaders. From small startups to major international corporations, FITUR provides equal ground for all players in the tourism sector to grow and connect.

For those interested in the latest in travel technology, FITUR 2026 will host specialised sections dedicated to smart tourism, data analytics, and digital travel solutions. Attendees will have the chance to discover innovative tools that are enhancing the travel experience, such as AI-powered trip planning, virtual experiences, and sustainable transport technologies that are revolutionising the way we travel.

Sustainability at the Core of FITUR 2026

One of the major focal points of FITUR 2026 will be sustainability. In line with global tourism trends, the event will highlight eco-friendly initiatives and solutions aimed at reducing the environmental footprint of the tourism industry. The FiturNext Observatory will shine a spotlight on innovative projects that are delivering positive social, economic, and environmental impacts. These projects will not only inspire other players in the industry but also demonstrate how sustainable tourism can drive both profit and planet-friendly solutions.

Additionally, the Knowledge Pavilion will be a major hub for digital transformation and tourism innovation. This new addition to FITUR will be home to a wide array of conferences and workshops centred on artificial intelligence, big data, and smart tourism solutions. It will offer attendees the chance to explore how technology is reshaping tourism operations and customer experiences.

Celebrating the Best of Tourism: The FITUR Awards

The FITUR Awards will return to acknowledge excellence in tourism. Spanish regions, international destinations, and tourism businesses will compete across various categories, including Best Stand, Sustainable Stand, and Active Tourism. The Canary Islands, Cantabria, and the Basque Country were recognised for their outstanding contributions in 2025, and this year promises fierce competition for these coveted accolades.

These awards underscore the creativity, innovation, and commitment to sustainability that are driving the tourism industry forward. They also serve as a benchmark for others in the industry, showcasing what is possible when regions and businesses push the envelope.

Getting Your Ticket to FITUR

FITUR 2026 will take place from January 21 to January 25, 2026, at IFEMA Madrid. Tickets are available for both professionals and the general public. Professional passes allow access to exclusive B2B zones and industry seminars, while general public tickets open up interactive exhibits and opportunities to learn about the latest travel trends. For ticket information and to secure your spot, visit the official FITUR website.

Madrid: The Ideal Location for FITUR

Madrid’s prominence as a global tourism hub makes it the perfect host city for FITUR. As the home to the World Tourism Organization, Madrid offers a wealth of industry expertise and a cosmopolitan atmosphere that will enrich the event. With a vibrant tourism landscape, Madrid exemplifies the growth and innovation that FITUR aims to foster, making it the ideal backdrop for what will be a groundbreaking event in 2026.

FITUR is not just a fair; it’s a celebration of the tourism industry’s future. Whether you are seeking new business opportunities, inspiration for your next trip, or an insider’s look at the technologies shaping tomorrow’s travel experiences, FITUR 2026 in Madrid is the destination to be this January.

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