FITUR Madrid has proved why it is one of the most influential travel trade events in global tourism calendar. Taking place on Wednesday 21st – Sunday 25th January 2026, the event brought together destinations and suppliers, from all across the world. ITTN’s Lorraine Hales and Zoë Walsh were on the ground in Madrid, representing the Irish travel trade and engaging with some friendly industry faces and exciting new business opportunities. FITUR with over 10,000 exhibitors and participation from around 160 countries is one of the major international tourism fairs and growing each year.
From the moment the doors opened, FITUR delivered an amazing atmosphere off this scale, ambition, and energy. The sheer size of the exhibition, combined with the diversity of exhibitors, is why FITUR is so successful among the trade and is a key meeting point for international tourism professionals looking to strengthen relationships and explore worldwide trends.
A highlight for ITTN’s Lorraine and Zoë was getting the opportunity to reconnect with familiar and friendly faces, while also building valuable new connections. Meeting with Scott Harding and Silvia Casas from H10 Hotels provided a welcome chance to discuss ongoing collaboration and future opportunities for them in the Irish market and how ITTN has been helping them to bring more awareness to H10 Hotels internationally. Lorraine and Zoë were highly impressed by Scott and Silvias hospitality on the H10 stand and it really gave the feel for the hospitality you receive at a H10 Hotels location. Scott Harding was able to give ITTN some upcoming additions H10s new business model but there is more to come on that over on ITTN’s website. Keep an eye out for that!
Hall 4 was filled with cruise lines from all over the word. Lorraine and Zoë met with Kay Sion, Head of Sales for Scenic and Emerald Cruises. Discussions focused on product development, evolving customer demand, and how the luxury cruise market continues to be a huge factor within the Irish tourism community.
Inclusivity and diversity were at the forefront of FITUR 2026, with a dedicated LGBTQ+ tourism section highlighting progressive initiatives across the industry. Lorraine and Zoë also met with Dan from Visit Miami, discussing Miami’s cultural identity and its commitment to inclusive tourism.
One of the highlights of FITUR 2026 was Mexico’s debut presence at the show. Mexico stood out with one of the most visually striking and energetic stands at FITUR 2026. Rich colours, music, and design brought the destination’s culture to life, creating an immersive experience that captured the country’s enthusiasm and pride.
Another key meeting that took place with Joe Robinson from Spring Hotels Tenerife, focusing on Tenerife’s continued appeal to Irish travellers. ITTN’s Lorraine Hales had the pleasure of attending an amazing fam trip with Joe and the Spring Hotels last October where she got to experience first hand the amazing hospitality of The Spring Hotel group.
Spain had a with an entire hall dedicated to Spanish destinations, presentations. Spain coming in strong and again a force to be reckoned with in global tourism. The pride in Spanish culture was very evident beyond display. Each stand had their own unique hospitality with hands on experiences such as food and drink tasters along with presentations and slide shows of what there is to offer in their country for tourism.
So if you think you know Spain ….. Think again!
Overall, FITUR Madrid 2026 delivered an amazing experience for ITTN’s Lorraine Hales and Zoe Walsh, combining meaningful connections, discovering new destinations, and a strong sense of global collaboration that they can bring home for the Irish Trade Travel.
