The global tourism industry meets at FITUR 2026

FITUR 2026 opened its doors today at IFEMA Madrid, kicking off a new edition of the International Tourism Fair, one of the most important events on the industry's global calendar. For five days, from January 21 to 25, destinations, companies, institutions, and professionals from around the world are gathering to define strategies, generate business, and present the main trends that will shape the future of tourism in 2026.

The fair is once again structured around strong international participation and a wide diversity of tourism segments, from holiday and urban destinations to meetings tourism, technology, sports, culture, and sustainability. For the first three days, the focus is on industry professionals, with a packed schedule of B2B meetings, product presentations, campaign launches, and business deals. Over the weekend, FITUR opens its doors to the general public, who can explore the stands, discover destination offerings, and participate in interactive experiences.

One of the main focuses of this edition is innovation. FITUR is reinforcing its commitment to digital transformation and smart tourism through specialized spaces that showcase technological solutions, content on artificial intelligence, data analysis, automation, connectivity, and new marketing platforms. These areas serve as a meeting point for technology companies, destinations, and tour operators seeking to modernize their management models and relationships with travelers.

Sustainability and the positive impact of tourism also feature prominently on the agenda. Throughout the fair, conferences, forums, and activities are dedicated to the responsible management of destinations, reducing the environmental footprint, regenerative tourism, and integrating local communities into the tourism value chain.

FITUR 2026 also incorporates a wide range of sector-specific content addressing topics such as sports tourism, screen tourism linked to the audiovisual industry, talent and training, tourism investment, and female leadership. These spaces allow for an in-depth analysis of how different market segments are evolving and what opportunities are opening up for companies and destinations in a context of accelerated transformation.

With thousands of companies, destinations, and professionals gathered in Madrid, FITUR is once again proving to be a key platform for the international projection of the tourism industry. At a time of strong global travel growth, the fair is consolidating its position as the stage where trends are anticipated, strategic alliances are forged, and many of the decisions that will shape tourism development throughout the year are defined.

Source: FITUR.