ITTN’s Lorraine Hales is attending Madrid’s annual International Tourism Fair – FITUR – where international visitors drove participation on FITUR 2026’s first professional day, which recorded overall growth of 2.6%.
The 46th edition welcomed more than 52,000 professionals yesterday, 55% of them from abroad, pointing out the dynamism of a tourism sector that, according to UN Tourism, reached 1.523 billion travellers worldwide in 2025.
FITUR’s 46th edition opened yesterday with a minute’s silence, offering condolences on behalf of all participants at the International Tourism Fair to those who lost their lives in the recent railway tragedy in Adamuz.
The opening day counted on heavy attendance across the full programme of professional activities, from the FITUR Talent and Woman sections to the stands spread across the fair’s nine halls. The professional agenda continues today and tomorrow with sessions in FITUR Screen, Lingua, TechY, Know-how & Export, Sports, Experience and FITURNEXT, before giving way at the weekend to 4All, Cruises and LGTB+.
Additionally, measures such as new access points, the fast-track lanes and boosted service on Madrid Metro’s Line 8, ensured smooth flows both into and out of the fair, according to visitors and exhibitors.
FITUR 2026 runs until Sunday 25 January, bringing together more than 10,000 companies from 161 countries and recording an 11% rise in international participation compared with last year. Mexico takes centre stage as Partner Country, showcasing the cultural, culinary and tourism diversity of its 32 states through a major national delegation.
Among this year’s highlights is the launch of the new Knowledge Hub, designed as a strategic forum for trend-sharing; the first International Summit on Communication and Tourism, which will address the sector’s current challenges (Friday 23 January); and the FITUR Experience area, dedicated to experiential tourism and offering interactive proposals for both industry professionals and weekend visitors.
FITUR 2026 remains open to tourism professionals until Friday 23 January, before welcoming the general public over the weekend to explore the breadth of global travelling.
