International tourism on the rise: record number of travelers, greater economic impact and expansion of global supply

The strong participation of destinations, companies, and official bodies at FITUR 2026 reaffirmed the consolidation that international tourism is currently experiencing. The fair positioned itself as one of the sector's leading meeting places, with an agenda focused on generating business, presenting new promotional strategies, and seeking opportunities in an increasingly competitive and professionalized market.

Throughout the event, FITUR reflected an active industry, with a strong interest in strengthening air connectivity, diversifying source markets, and expanding the tourism offering. The volume of meetings, launches, and announcements demonstrated that the sector's focus is no longer on recovery, but on how to sustain growth, gain efficiency, and adapt to a more informed and demanding traveler.

This context is supported by the global outlook presented by the main international tourism organizations. According to data from the World Tourism Organization, international tourist arrivals grew by around 4% during 2025, with an estimated total of 1.52 billion travelers, confirming the normalization of travel flows in most regions of the world.

In terms of economic impact, the World Travel & Tourism Council (WTTC) indicates that tourism activity reached a value of close to $11.7 trillion in 2025, representing more than 10% of the world's Gross Domestic Product (GDP), driven by increased spending both domestically and internationally.

Beyond passenger volume, demand patterns also evolved. According to IATA (International Air Transport Association), global air passenger demand continued to grow in 2025, approaching or even exceeding 2019 levels in several regions, facilitating access to both traditional and emerging destinations.

Air transport was one of the main enablers of this dynamic, with a sustained recovery of operational capacity, the opening of new routes and the strengthening of international hubs, which boosted both connectivity and competitiveness in intercontinental markets.

This growth in tourism translates into consumption patterns that reflect a greater diversification of destinations, advance planning of trips and a growing interest in experiences linked to culture, nature and wellness, consolidating trends that had already been taking hold in recent years, according to global market trend reports prepared by UN Tourism and WTTC.

In this context, major international tourism events play a strategic role as spaces for information exchange, market analysis, and the building of alliances among different stakeholders in the sector. FITUR 2026 established itself as a key platform on the industry's annual agenda, anticipating trends, opportunities, and challenges for 2026.

Looking to the immediate future, international tourism is projected to maintain a growth trajectory with a more solid foundation, supported by stable demand, an expanding supply, and greater cooperation between public and private stakeholders. Balancing growth, competitiveness, and sustainability emerges as one of the main challenges for an industry that continues to redefine itself in a highly connected and dynamic environment.

Source: UN Tourism, WTTC, IATA