FITUR Woman will project the future of tourism from the perspective of investment and economic empowerment

FITUR Woman, the space that promotes the visibility and leadership of women in the tourism industry, will hold a new edition during the International Tourism Fair, from January 21 to 25, 2026, at IFEMA Madrid. Organized by FITUR in collaboration with Women Leading Tourism (WLT) and with the support of the Puerto Rico Tourism Company, the section will focus on investment and economic empowerment as key factors for the inclusive and sustainable growth of the sector, as well as the role of tourism as an engine of social and economic transformation.

The event, which will take place on Wednesday, January 21st in Pavilion 10, will bring together institutional, business, and academic representatives to discuss the conditions that enable progress towards more equitable tourism. Within this framework, the theme "Empowerment as a priority in global development: the role of investment and economic empowerment in tourism" will be addressed, exploring how education, training, and access to resources are essential for strengthening women's leadership and the development of the industry.

The Puerto Rico Tourism Company and its national brand, 'Discover Puerto Rico,' are participating in this edition of FITUR Woman as an example of a destination that promotes female leadership in the evolution of the tourism sector. “With our presence in this section, we want to reflect our commitment at the public policy level to achieving tourism that creates real opportunities for women and contributes to more inclusive development. From a perspective of social, economic, and professional sustainability, we believe in a tourism industry capable of promoting female talent and generating a positive impact on our environment.”

FITUR Woman 2026 program and awards preview

The FITUR Woman program will offer a full day of debate and reflection divided into thematic blocks, in addition to the section's awards ceremony, which will recognize the most inspiring initiatives in the sector. The international conference "Investment, Climate Action and Women's Empowerment: A Global Roadmap 2030" will kick off the program.

Following this, the first section, "Tourism as an Engine for Empowerment," will address financial inclusion, access to education, and technical, digital, and business training as tools to improve employment opportunities and female entrepreneurship. It will also analyze work-life balance policies and programs that promote the presence of women in leadership positions.

Challenges and barriers. How the sector can accelerate the agenda will be the theme of the second session, which will examine the main challenges that still limit equality, such as job insecurity, the gender pay gap, and the lack of female representation in decision-making. In addition, the impact of global crises and transformations on women's employment and participation will be discussed.

Finally, the third section, "How to Optimize Impact: Solutions and Benefits of Economic Empowerment," will present policies and best practices that demonstrate the benefits of female leadership for the competitiveness and sustainability of tourism. Experts and representatives will highlight the importance of investing in training, innovation, and access to technology as key to closing the skills gap.

FITUR Woman consolidates itself as an essential space within the International Tourism Fair, organized by IFEMA MADRID, and reaffirms its commitment to equality, leadership and progress in the tourism sector.

Source: FITUR.