FITUR Lingua will discuss the importance of language as a driver of tourism during its professional conference

FITUR Lingua will once again place language at the heart of the tourism debate with a day dedicated to analyzing its role as a determining factor in the cultural and educational experience of destinations. Organized by FITUR together with FEDELE (Spanish Federation of Schools of Spanish as a Foreign Language), the section will hold its sixth edition in Hall 10 of IFEMA MADRID under the theme 'Language as a multiplier effect of tourism'.

The event will take place on Thursday, January 22nd, and will explore how language learning and the cultural dimension of travel influence the progress and transformation of tourism. Through a specialized program, featuring institutional representatives and industry professionals, participants will analyze new traveler motivations, the value of language immersion, and the role of education as a driver of progress for destinations—all within a current tourism context marked by the search for more authentic, educational, and sustainable experiences.

In addition, the section will organize various connection and networking activities aimed at fostering the exchange of knowledge and the creation of synergies between the different agents of the sector, in order to make this new edition of FITUR Lingua a unique commitment to boosting international language tourism.

A day structured around the opportunities of language tourism

The day will begin with “The New Profile of the Language Tourist: New Student Groups and Their Motivations,” a session focused on analyzing how the interests, expectations, and behaviors of international students have evolved. Based on initial data from the FEDELE 2025 Sector Report and the study of Spanish as a Foreign Language (ELE) students in Spain, conducted in collaboration with the University of Seville, the current state of language tourism and the factors influencing destination choice will be presented. Representatives from FEDELE and the International Federation of Education Consultant Associations (FELCA) will participate in this session. Additionally, another study developed by EDUSPAIN and ICEX Spain Export and Investment, entitled “The Impact of Real Estate on Attracting International Students,” will be presented. This study will address how the property sector affects Spain's positioning in attracting international students.

Through “Seeking New Educational and Tourism Experiences for a Demanding Student,” new educational and tourism experiences that enhance the quality of destinations will be showcased. These include new city developments, projects, international relations, and cultural activities, among others. Participating organizations include the Spanish Association of Companies Promoting Language Courses Abroad (ASEPROCE), ASILS, and Groupement FLE, along with projects that link language learning with areas such as heritage, sports, and creativity, featuring success stories presented by Cooltourspain.

The day will continue with “Educational Projects and International Collaboration as a Fundamental Pillar for the Multiplier Effect of Tourism,” a key session highlighting the role of institutional alliances and international cooperation in promoting Spanish abroad. This session will showcase initiatives driven by organizations such as TURESPAÑA, the Directorate General for Spanish in the World, and the Cervantes Institute, all of which work to promote the language and academic mobility.

The day will conclude with “Creating a New Strategy for Language Tourism,” a forum for reflection where representatives from various destinations and organizations will discuss the new strategies that schools, regions, and professionals in the sector need to develop. This panel will bring together the essential elements shaping the evolution of language tourism with the experiences of cities participating in Spanish Language Week and other key stakeholders in the industry.

Since 2021, FITUR Lingua has been an essential space for the future of language tourism. The sixth edition of this section, organized by FITUR in collaboration with FEDELE, will be held within the framework of the International Tourism Fair, the sector's largest global meeting point, taking place from January 21 to 25 at IFEMA Madrid.

Source: FITUR.