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.
“FITUR opens the calendar of international tourism fairs, giving it a competitive advantage by laying the foundations for the strategies of companies and destinations for the year that begins. Furthermore, the fair is not only important for its potential to generate business, promote destinations and strengthen networks of professional contacts, but also for providing an intangible contribution in terms of knowledge. We cannot forget that tourism contributes decisively to the development of the economy of many countries, and it is imperative that it emerges towards a quality model, responsible for the environment, society and corporate governance. Because this will mean a boost in the transition of the economy of each of the countries,” said Juan Arrizabalaga, General Director of IFEMA MADRID at a press conference.
This event points to record numbers 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.
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.
At a press conference together with representatives of FITUR, Diego Andrade, Undersecretary of Promotion of the Ministry of Tourism of Ecuador, took the floor to refer to the opportunity that occupying this important role generates for the country.
“For us it is a historic participation, it marks a before and after. FITUR is the largest tourism fair in the world and we are proud to be the host country. We hope to be able to exceed those 220 thousand attendees in 2023, which will surely help us catapult the message of peace, security, and being open to being visited not only by Spaniards, but by Europeans and all nations. ”
And he added: “Our objectives for FITUR as a country are based on increasing the arrival of Spaniards by at least 10%, and consolidating our position as the preferred destination for Spaniards in South America. There are many opportunities for Ecuador as an exhibitor. We are going to have the largest stand in history at FITUR 2024. Our participation in fairs were normally characterized by stands of 300 square meters and this time we will have 700 square meters. Likewise, we will have 48 co-exhibitors, Ecuadorian businessmen from the four regions of the country, who will accompany us along with 16 representatives of centralized autonomous government who will personally present to our Spanish brothers all the benefits of each area of the country."
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) in 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.
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.
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.