Medellín consolidated its international presence at FITUR 2026 and is projected as one of the most attractive destinations for Ibero-American tourism
After five days of strategic agenda at the International Tourism Fair (FITUR), the Science, Technology and Innovation District of Medellín closed its participation reaffirming its position as one of the most attractive and innovative destinations in Latin America
FITUR, considered the most important holiday tourism fair in the Spanish-speaking world, took place from January 21 to 26, 2026 in Madrid, Spain, and brought together more than 161 countries and thousands of key players in the sector.
Thanks to strategies such as participation in FITUR 2026 and other promotional and international positioning initiatives, Medellín projects growth in passenger arrivals through its border crossings, potentially exceeding 2.3 million, accompanied by an estimated average daily expenditure of USD 183 for leisure tourism and USD 690 for the MICE (Meetings, Incentives, Conferences, and Exhibitions) segment. These projections reflect the destination's growing appeal for leisure, culture, gastronomy, entertainment, and meetings travel.
During the fair, the District held more than 50 strategic meetings with tour operators, wholesalers, and international event organizers, strengthening confidence in Medellín as an ideal destination for leisure and meetings tourism. Furthermore, the silletero culture once again took center stage: the presence of Diego Antonio Londoño Londoño, winner of the Emblematic category of the 2025 Silleteros Parade, captivated attendees from multiple countries, solidifying this tradition as a symbol of identity, tradition, and pride for the city and region.
As Ana María López Acosta, Secretary of Tourism and Entertainment for Medellín, states, “We in the District of Medellín are very proud because the city is increasingly gaining a foothold in the international market. We are very attractive to Europeans because of our spring-like climate, direct flights, our friendly people, and all the cultural and natural attractions we have to offer.”
Medellín brought to FITUR a narrative focused on transformative experiences, highlighting entertainment, gastronomic and community tourism as an attraction that generates direct value for the territories and contributes to the social and economic sustainability of the destination.
In this same vein, Juliana Cardona Quirós, executive director of the Medellín and Antioquia Bureau, stated that “we know we have a long way to go, which is why participating as a country in an international fair like FITUR is very important so that people know how wonderful our destination is.”
With its participation in FITUR, Medellín aims to attract new events, expand its presence in international markets, and extend the average stay of travelers from 4.4 days to 6 days, strategically integrating the regional offering of Antioquia.
The District concludes its participation with results that strengthen the competitiveness of the destination and open new opportunities to continue promoting tourism as an engine of development, investment and international projection.
Source: Medellín Bureau.