FITUR 4all 2026 reinforces the leadership of accessible tourism as a driver of global transformation in the sector

IFEMA MADRID will hold a new edition of the International Tourism Fair from January 21 to 25, which, for the third consecutive year, will host FITUR 4all, developed in collaboration with IMPULSA IGUALDAD.

The professional conference will take place on January 23rd and is establishing itself as the leading forum for accessible tourism, bringing together institutional representatives, destinations, companies, and international organizations to analyze accessibility as a strategic driver of competitiveness, innovation, and positive impact for the sector. In addition, a day of awareness and knowledge workshops for the general public will be held on Saturday the 24th.

FITUR 4all 2026 will open with a high-level institutional discussion on Spain's new brand, 'Think you know Spain? Think again', which positions the country as a diverse, innovative, and accessible destination, highlighting equal opportunities as a key differentiator of its tourism offering in international markets. Within this framework, Spain's positioning in strategic markets such as the United States and the United Kingdom will be addressed, along with examples from domestic destinations like Valencia, demonstrating how integrating accessibility across all sectors improves the overall quality of the destination and expands its market reach.

The program will focus on specific cases of territorial transformation, with Mallorca, the section's sponsor, serving as an example of a destination that integrates accessibility, sustainability, and tourism governance, demonstrating its impact on customer loyalty and social cohesion. One of the central themes will be social sustainability, with the participation of public officials from Peru, Colombia, the Barcelona and Biscay Provincial Councils, as well as the international perspective of the World Sustainable Hospitality Alliance, reinforcing the idea that there is no sustainability without equal opportunities.

The global dimension will be further enhanced by the participation of leading destinations and organizations such as Flanders, Germany, and Austria, along with the analysis of data and trends confirming that accessibility is no longer a niche market, but a key factor in competitiveness. In parallel, technology will play a leading role with solutions from iUrban, Visualfy, Navilens, and ParkDis, demonstrating how digital innovation can eliminate barriers and improve people's independence.

The day on January 23, 2026 will culminate with the presentation of the III FITUR 4all Awards, which recognize destinations, companies and organizations that are leading the transformation towards more accessible and responsible tourism.

Source: FITUR.