FITUR 2024 reflects the growth of the global tourism sector with record figures

The International Tourism Fair, FITUR, to be held in Madrid from January 24 to 28, organized by IFEMA MADRID, reflects in its 44th edition the growth experienced in recent months by the national and international tourism industry and lays the foundations for the consolidation of the sector during 2024.

An event that opens the international calendar of tourism fairs and consolidates its leadership position with the support of all public and private agents in the tourism industry value chain, and that aims for record figures in all its parameters with a total of 9,000 participating companies, 152 countries, and 806 regular exhibitors who will display their offer throughout 9 pavilions, one more than in 2023.

Likewise, the good response from the sector that FITUR has had also suggests excellent data in terms of attendance and it is estimated to reach 150,000 professionals from Wednesday to Friday and 100,000 general public attendees during the weekend.

All figures that will translate into a significant economic injection for Madrid, with an estimate of 430 million in income that will directly impact sectors such as transportation, hotels, restaurants, commerce, leisure and culture.

With these excellent data, FITUR maintains its solid business orientation, with three exclusive days for professionals, and its additional reach to travelers on the weekend by opening its doors to the entire public.

Among the novelties of 2024 is the special participation of Ecuador as a Fitur Partner Country, which will make an important display at the Fair, as well as the presence of Sustainability as a transversal axis of the entire tourist offer and sections of the fair. A reflection of FITUR's commitment to being a key tool for the dissemination of knowledge and innovation, as well as a lever to promote a more sustainable tourism model, where environmental, social and corporate governance responsibility will be present in the destination proposals and companies, as well as in the contents of the ten sections and in all the activities that will be carried out during the contest.

FITUR grows internationally

FITUR 2024 is defined by the notable growth of the Fair. The jump compared to 2023 in exhibition area stands out with the addition of one more pavilion up to a total of 9, as well as the direct participation of regular exhibitors with stands, which in this edition rises to the figure of 806, which represents an increase of 7% compared to the last edition.

Likewise, the growth of international participation stands out, one of the most important parameters for FITUR, and in 2024 it brings together 152 participations from countries that include 96 official representations of destinations.

All areas of FITUR are growing both in surface area and in exhibitors and, with sustainability, innovation plays a leading role in the tourism sector that is projected at FITUR. The technological tourism companies, grouped under the Travel Technology umbrella in Pavilion 8, grow by 23% and are approaching one hundred.

In this way, the International Tourism Fair reflects the latest forecasts of the World Tourism Organization (UNWTO) for November 2023 to recover almost 90% of pre-pandemic levels in international tourism with income that could reach 1 .4 trillion dollars in 2023.

This was announced at the official presentation of FITUR 2024 that was held this morning at IFEMA MADRID and was attended by a large institutional and tourism sector representation.

Juan Arrizabalaga, general director of IFEMA MADRID, stated that “FITUR is one of the great letters of presentation not only of our house, but also of Brand Spain. We are proud that each year it reaffirms its leadership position not only due to the increase in its numbers and business generation, but also due to its intangible contribution of value, knowledge and good practices in sustainability to the sector, without forgetting the economic impact it generates in its environment as one of the major players in the tourism industry.

The Undersecretary of Tourism Promotion of Ecuador, Diego Andrade, has stated, for his part, that “the presentation we will carry out aims not only to highlight the significant contribution of Spanish visitors to Ecuadorian tourism, but also to demonstrate how we intend to optimize our participation in the FITUR fair to comprehensively exhibit all the wonders that Ecuador has to offer. Our focus is on illustrating the cultural richness, natural diversity and unique tourism opportunities that our country presents, underlining our firm intention to strengthen and expand tourism relations between Ecuador and Spain."

For her part, the Secretary of State for Tourism, Rosana Morillo, has highlighted Spain's leadership as one of the main world tourism powers. “In the absence of the definitive closing of the year, the forecasts for 2024 are very positive; "You can see that people want Spain." He also explained the main novelties with which the department he directs will attend FITUR this year and the two central events that will be held at the Turespaña stand, focused on two of the main lines of action of the Secretary of State for this legislature: “the social and environmental sustainability of tourism and experiential tourism.”

Almudena Maíllo del Valle, head of the Delegated Area of ​​Tourism of the Madrid City Council, “we opened the year with the most important international event within the sector; FITUR is the great event that sets the guidelines to follow throughout the year to maintain the good momentum that the sector is experiencing right now. We close this year with very positive figures for the city of Madrid, as well as for all of Spain. From the Madrid City Council, we will continue working to strengthen tourism that provides a positive impact to the entire value chain of the sector."

The Deputy Minister of Culture, Tourism and Sports of the Community of Madrid, Daniel Martínez, has assured that "we host this edition of FITUR at the best tourist moment in the Community of Madrid, given that the weight of the sector has risen to 8% of the Madrid GDP. The Regional Government increases its resources by 29 million in the budget for 2024, betting on economic freedom, public-private collaboration and the development of the 2023-2026 Tourism Strategy of the Community of Madrid, which will have 250 million of investment in four years."

FITUR's specialization and sustainability through its ten sections

FITUR continues to advance in its specialization, helping to promote the segments that have developed a tourism strategy around their activity. The main novelty is the creation together with IMPULSA EGUALDAD of FITUR 4all, which will promote the development of accessible tourism and make visible initiatives of destinations and companies in this area through the I FITUR 4all Awards.

Also notable will be the commitment of FITUR Sports, which is organized in collaboration with AFYDAD and has the global sponsorship of OLYMPIC AND SPORTS FRANCE. This section expands content, duration and participation and will show how sports tourism is a driver of sustainable tourism. Likewise, you will be able to learn about all the news in different areas such as FITUR Techy, created together with ITH, and where artificial intelligence, the data economy and the challenges of the hotel industry will be protagonists; FITUR Cruises, developed with CRUCEROADICTO, will show the commitment of cruise ships to environmental sustainability, the protection of destinations and the positive impact on their communities; FITUR LGTB+, a segment that encompasses more than 10% of tourists worldwide, will show diversity and inclusion; FITUR Woman, in collaboration with WOMEN LEADING TOURISM and the sponsorship of SEVILLA, aligned with SDG 5, contributes to the promotion of female leadership; FITUR Know How & Export, a space created with SEGITTUR in collaboration with ICEX for Spanish tourism companies to show their potential, products and services and contribute to innovation in the sector and which this year brings as a novelty the contest 'The AI ​​for Tourism Awards 2024; FITUR Screen, which returns with the help of the SPAIN FILM COMMISSION and will connect the film industry with the tourism industry; FITUR Talent, organized together with EDUCATION 3.0, is presented as a monograph on talent, training and professional development with a focus on the coexistence between people and artificial intelligence; and FITUR Lingua, the space that addresses the opportunities of language tourism and its work in the decentralization and deseasonalization of tourism developed together with FEDELE.

Added to these ten sections is the FITUR Sustainability Observatory, FITUR Next, which this year is sponsored by ENRIQUE TOMÁS. The Observatory works throughout the year to identify good practices that generate positive effects and are replicable around an area of ​​sustainability, which this year is the contribution of tourism to the revitalization of territories.

In addition, FITUR will continue to advance in digitalization by offering all the sections' presentation programs via streaming and making the FITUR Live Connect digital platform available to its professional participants.

Finally, and following the roadmap started in 2023, IFEMA MADRID once again measures FITUR's carbon footprint in scopes 1 and 2 as a sign of its commitment to sustainability and its commitment to promoting events with low environmental impact.

Ecuador, FITUR 2024 Partner Country

At FITUR, Ecuador will present its tourism offer worldwide, rich in geographical and cultural diversity and with robust air connectivity with Spain. Its stand in Pavilion 3 will reflect its tradition and will house a sensory variety in which to discover the nature and culture of the country supported by the “Time to Reset in Ecuador” campaign. In addition to an interesting display, it will give Ecuadorian companies the possibility of being in contact with the international sector, with the interesting opportunity it represents for the arrival of international tourists to the country.

Weekend at FITUR

During the weekend, the Fair opens its doors to the public, who will be able to tour the world through the 9 pavilions, obtain information on an extraordinary offer of international and national destinations and enjoy a varied agenda of recreational activities that the exhibitors have prepared. , among which the installation by Puerto Rico of a zip line on the central avenue of IFEMA MADRID stands out. In addition, it is complemented by other activities such as the gymkhana in the cruise section, the paddle tennis exhibitions at FITUR Sports, as well as multiple activities in stands and halls such as musical performances, regional dances, gastronomic tastings, craft workshops, contests and raffles, etc

Source: FITUR.