FITURNEXT 2027 Challenge: How can tourism contribute to the preservation and promotion of cultural identity?

FITUR, the International Tourism Fair organized by IFEMA MADRID, announces the eighth edition of its Sustainability Observatory, FITURNEXT, an initiative that aims to promote sustainable and regenerative tourism that addresses the challenges of a rapidly growing industry. With this focus, and aligned with the Sustainable Development Goals, the 2027 Challenge will be 'How can tourism contribute to the preservation and promotion of cultural identity?'

The FITURNEXT 2027 Observatory invites all initiatives that promote a balance between tourism and cultural identity to submit their proposals via this form by August 31. The selected projects, analyzed using replicability and impact criteria, will be awarded prizes during FITUR, held from January 20 to 24, 2027.

The importance of efficient tourism management in preserving cultural identity

The 2027 Challenge, focused on tourism and cultural identity, is crucial as it addresses one of the sector's greatest risks: homogenization and cultural gentrification. It demonstrates that local identity—its history, traditions, territory, and worldview—is not merely a commodity, but a strategic asset. By protecting this identity through community governance models and narrative sovereignty, tourism ceases to be an extractive force and becomes a structural engine that retains population, empowers communities, and ensures that economic and social benefits remain within the territory.

This new Challenge is aligned with several United Nations Sustainable Development Goals to highlight that responsible tourism acts as a catalyst for safeguarding cultural identity. The main connections between cultural identity, tourism, and SDGs are seen in SDG 11.4 on Heritage and Cities, SDG 8.9 on Local Economic Development, SDG 8 on Decent Work and Economic Growth, and SDG 10 on Reduced Inequalities.

Three categories to award sustainable tourism initiatives

The call for proposals is open to any company, public administration, organization, or tourism project that promotes the preservation and promotion of cultural identity. The goal is clear: to identify innovative and replicable models that can inspire other destinations and stakeholders in the sector to improve their relationship with local identity. Initiatives can be submitted in three categories:

Revitalization and regeneration of heritage: initiatives that ensure that heritage is not just a static museum, but a living element and that its enhancement helps to protect and understand it.

Identity-based tourism initiatives driven by the local community: initiatives that demonstrate a form of governance focused on ownership and structural empowerment, not just superficial participation.

Creation of a tourism product based on identity, with a focus on avoiding cultural appropriation by third parties and ensuring that the narrative is genuine through local experiences that highlight heritage.

Thus, initiatives that fit into any of these categories have the opportunity to become part of the FITURNEXT Observatory and be recognized as one of the best practices in the sector.

The winning and finalist projects will participate in the activities that will take place at the FITUR 2027 stand, from January 20 to 24, and in subsequent actions, benefiting from the visibility provided by being part of the FITURNEXT community, thanks to its impact on media and the different synergies generated among its participants.

Source: FITUR.