FITUR 2026 to Boost Business Opportunities Between the Tourism Sectors of the United States and Spain

FITUR 2026, scheduled to take place from 21 to 25 January at IFEMA MADRID, will underscore the increasing relevance of the North American market for Southern Europe and reinforce commercial exchange within the global tourism industry. The event will once again serve as a strategic meeting point for destinations, operators and suppliers focused on developing international partnerships.

The participation from across the Atlantic is expected to be one of the most significant to date, with prominent official entities such as Visit USA Spain, Visit Florida, Visit Lauderdale, Explore Louisiana and Visit Orlando, alongside more than 40 participating companies. Major hotel groups including Hilton, Wyndham Hotels & Resorts and All-Inclusive by Marriott Bonvoy will be present, together with leading travel technology firms such as Cloudbeds, ESCALABEDS and RateHawk, reflecting the advanced level of digitalisation shaping the sector.

Tourism flows between both markets continue to show solid growth. According to Turespaña, 4.3 million travellers from the North American market visited Spain in 2024, representing an increase of 11.2% year-on-year. This figure accounted for 4.6% of total international arrivals and generated an expenditure of €9,014 million, equivalent to 7.1% of total tourism spending. During the first nine months of 2025, arrivals maintained their upward trend, exceeding 3.4 million visitors, a 3.1% increase compared to the same period of the previous year, as reported by the National Statistics Institute (INE).

Outbound travel has also remained dynamic. Approximately 900,000 Spanish residents travelled to the United States in 2024, and between January and August 2025 the figure surpassed 611,000, marking a 2.4% increase, according to data from the Spanish Confederation of Travel Agencies and the United States National Travel and Tourism Office.

Air connectivity has played a central role in supporting this growth. Between October 2025 and March 2026, nearly 1.3 million seats are scheduled on direct routes between both countries, representing an 8.6% increase, along with more than 5,000 flight operations and a 13% rise in frequencies, according to OAG data.

The 2026 edition will also feature a strong presence from companies based in Mexico, the official Partner Country, reinforcing the trade fair’s position as a global platform for business connections. Within this framework, travellers from the US market continue to represent a strategic opportunity for Spain, driven by high average spending levels and their positive economic impact on destinations.