The tourism industry is preparing for the big opening party of the year in Madrid

The International Tourism Fair is once again positioning itself as the sector's premier global meeting point. From January 21 to 25, IFEMA MADRID will be the stage where destinations, companies, public bodies, and professionals will anticipate the trends that will shape the future of tourism in 2026, in an edition that combines business, knowledge, and experience, and confirms the dynamism of an industry in full evolution.

One of the main focuses of this year's FITUR will be the rise of experiential tourism, with the launch of FITUR Experience, a new section debuting in the Knowledge Pavilion in collaboration with Viator. This space highlights travelers who are no longer just looking for destinations, but for authentic, personalized, and emotionally meaningful experiences. Conferences, real-world case studies, and market analyses will explore how experiences have become a key driver of innovation, competitiveness, and sustainable development for both established and emerging destinations, with a particular emphasis on their impact on local economies.

FITUR 2026 is also backed by data confirming a profound shift in traveler behavior. A RateGain report reveals that, due to the trade fair, hotel bookings in Madrid were booked six times earlier than in previous years, reaching an average of 69 days. This is coupled with a rising Average Daily Rate (ADR), reaching €186 per night, and longer stays, averaging up to four nights. This new traveler profile is planning better, spending more, and extending their experience beyond the event, forcing hotels and destinations to rethink their revenue and marketing strategies.

Tourism communication will, for the first time, have its own high-level forum with the celebration of the 1st International Summit on Communication and Tourism, organized in conjunction with the EFE News Agency. Institutional leaders, promotional agencies, and media experts will discuss destination reputation, country branding, managing anti-tourism sentiment, disinformation, and the new challenges of communicating in a global context marked by uncertainty. The participation of representatives from Europe, Latin America, and UN Tourism reinforces the international and strategic nature of this summit.

Human capital will be another pillar of the fair with a new edition of FITUR Talent, which will focus on attracting, retaining, and supporting people as a key factor for the sector's sustainability. Continuous training, digitalization of human resources, employee well-being, diversity and inclusion, and absenteeism will be some of the central themes of a day that places people at the heart of the future of tourism.

In parallel, FITUR 2026 is reinforcing its global agenda for more sustainable and resilient tourism. With Mexico as a Partner Country, the fair is consolidating its position as a platform to promote models that integrate innovation, competitiveness, and environmental responsibility. From the use of technological solutions to reduce water and plastic consumption to the comprehensive measurement of the event's carbon footprint, FITUR seeks to lead by example. Added to this is the work of the FITURNEXT Observatory, which this year focuses on the efficient management of water, one of the major challenges facing tourism worldwide.

With increasing specialization through its thematic sections and an agenda that combines business, knowledge, and experience, FITUR 2026 is shaping up to be the leading barometer of global tourism. Madrid once again becomes the starting point of the tourism year, where the industry gathers to analyze, discuss, and celebrate a sector that continues to transform and looks to the future with optimism.

Fuente:
IFEMA MADRID – FITUR.