Innovation, sustainability and new business models are the focus of the debate at FITUR Sports 2026

The fourth edition of FITUR Sports, the section dedicated to promoting sports tourism organized by IFEMA MADRID in collaboration with SPAIN IS SPORT – AFYDAD, will develop a professional program aimed at addressing the economic and sectoral challenges of tourism linked to sports, with content that delves into destination management, technological transformation and the diversification of experiences linked to sports.

FITUR Sports 2026 arrives at a time when sports tourism is undergoing profound evolution, driven by the growing demand for outdoor sporting experiences and sporting events. This comes in a context where European funding and private investment have enabled improvements to sports tourism infrastructure, solidifying its position as a strategic driver of tourism competitiveness. In this context of accelerated change, where knowledge, innovation, and the ability to anticipate trends have become decisive factors for the sector's development, holding FITUR Sports in the new Knowledge Pavilion from January 21 to 23 takes on strategic significance for business and the promotion of B2B relationships among sports tourism professionals.

The FITUR Sports program will focus on outdoor sports, competitive sports, sporting events, and Sports Business Travel, a sector that has been incorporated as one of the fastest-growing areas. Throughout the sessions, topics such as return on investment in sports infrastructure, the application of AI and data analytics in destination management, the evolution of racket sports, the sustainability of large facilities, and new communication formats for reaching sports audiences will be addressed.

It will also explore the role of blue sports tourism and the growing importance of water sports for coastal destinations, the expansion of active tourism in the mountains, and the need for balanced management of sporting activities in protected natural areas. International trends will also be addressed, with particular attention to the development of sports and adventure tourism in emerging Latin American territories such as Mexico, Colombia, and Chile, where sport has become an engine of economic development, visibility, and territorial cohesion.

Focus on B2B and strategic location in the Knowledge Pavilion

From the Knowledge Pavilion, a new space in Hall 12 designed and focused on innovation and the dissemination of tourism know-how, FITUR Sports will promote B2B meetings and highly specialized networking, bringing together agencies and tour operators, destinations organizing sporting events, brands, media outlets, and content creators linked to sports. This space will foster dialogue among all key players in the sports ecosystem, including the growing demand for training camps, the rise of amateur tournaments, emerging opportunities for sports facilities, and the specialization of Sports Business Travel.

FITUR Sports enjoys the support of leading public and private entities, such as the Spanish National Sports Council (CSD), Turespaña, CEOE, ADESP, federations, professional associations, and leading sponsors. With this backing, the conference will offer a comprehensive overview of the most relevant current debates—from public funding models for events to new hybrid and experiential formats—providing a strategic vision of the economic, social, and international potential of sports tourism.

Source: FITUR.