FiturNext, the FITUR Observatory, dedicated to promoting good tourism practices in terms of sustainability, publishes the complete programme for its seventh edition, once again in alliance with Aqualia, a leading brand in integrated water cycle management. From January 21 to 23, within the framework of the International Tourism Fair of Madrid (FITUR), the Observatory will combine the presentation of awards to the winning initiatives of the FiturNext 2026 Challenge with dialogues, conferences, round tables, and talks with sector professionals who will highlight water sustainability in tourism.
An Inauguration Dedicated to the Winners and Finalists of FiturNext 2026
The agenda began today and continued with a subsequent address by Francisco Rodríguez, head of the tourism area at Ideas for Change, who explaiedn the FiturNext 2026 report “Towards sustainable and responsible water management through tourism,” an analysis document with the keys, guides, and good practices to promote accessible resources for sustainable water management in tourism. Following the presentations, the awards ceremony for the winning initiatives of the 2026 Challenge will take place, and throughout the day, they will present their award-winning projects in the three categories of the Observatory in this edition.
The Fundación Visit Valencia initiative, winner in the Destinations and Other Territories category, will talk about its water footprint measurement program in the city and how this project is already being replicated in other places. On the other hand, Barceló Group, awarded in the HORECA and Transport Sector category, will present its Barceló Regen project, focused on regenerative tourism. Finally, Plastic Cup, awarded in the Other agents of the water value chain in tourism category, will present its initiative for cleaning the natural aquatic environment through participatory activities.
In addition, the finalist initiatives of this edition will also receive a special mention during the ceremony.
Round Tables Dedicated to the Tourism Industry and Public Policies
The FiturNext 2026 program features an agenda of activities highlighted by talks, conferences, and round tables with professionals and experts from the sector committed to water sustainability.
Among other topics, we can highlight the panels “Desalination, a Guarantee of Water Supply for the Province of Almería”, “Digitalising Water at the Service of Citizens: Badajoz and Santander”, “How is the Province of Málaga (Successfully) Facing Drought?”, and “Water Management in World Heritage Cities: Ibiza and Mérida,” where key aspects of prominent water management cases will be analyzed.
The programme will also feature dialogues on water management with numerous speakers, including Belén Juárez Gómez, Head of Sustainability at Barceló; Attila Dávid Molnár, founder of Plastic Cup; Catalina Alemany Sorell, Director of CSR at RIU Hotels; Ana Pérez, GO2 Head of Sustainability at Global Omnium; and representatives from Benalmádena, Vélez-Málaga, Torrox, Almería, Níjar, Vera, Santander, Badajoz, Ibiza, and Mérida. All these dialogues will revolve around how we can make tourism a tool for responsible water management and respect for its natural environment.
