Attending FITUR 2026 was, once again, an essential professional and personal experience. As Director of Spanish Express, this international tourism fair is far more than a date in the calendar. It is a strategic meeting point where innovation, education, sustainability, and global tourism trends, including future trends in the tourism industry, come together. FITUR also serves as a global meeting point for the tourism industry, bringing together professionals from around the world. FITUR consistently demonstrates why it is considered one of the most influential tourism events worldwide and why it remains a compulsory annual visit for professionals across the sector.
This year’s visit reaffirmed how important it is to stay connected to industry developments, maintain strong professional relationships, and reflect on how tourism continues to evolve in response to changing social, cultural, and economic realities. FITUR 2026 represents a strategic opportunity for professionals and organizations to position themselves for growth. FITUR is not only about business opportunities; it is also about vision, responsibility, and long-term growth.
Introduction to the Event
The International Tourism Fair, FITUR, stands as a cornerstone of the global tourism industry, recognized as a leading international tourism trade fair and a vital meeting point for tourism professionals from every corner of the world. Hosted annually at IFEMA MADRID, this benchmark event brings together a dynamic mix of tour operators, travel agencies, tourism associations, and industry leaders, all eager to explore the latest developments in the tourism sector.
FITUR is much more than an exhibition; it is a global communication platform where the international tourism trade flourishes. Each year, the fair showcases a diverse array of emerging destinations, innovative tourism products, and forward-thinking strategies that shape the future of the tourism landscape. The event’s strategic location at IFEMA MADRID, easily accessible by public transport, makes it an ideal venue for hosting high-level conferences, debates, and strategic meetings that drive the sector forward.
A defining feature of FITUR is its commitment to sustainable tourism and the promotion of accessible and inclusive tourism initiatives. By bringing together key players and decision makers, the fair fosters collaboration and knowledge exchange, helping to strengthen existing business relationships and open doors to new business opportunities. The presence of international media and the general public further amplifies the event’s impact, ensuring that the latest industry trends and future strategies reach a global audience.
With Mexico as the partner country for FITUR 2026, this edition promises to highlight the rich cultural and gastronomic wealth of Latin America, while also spotlighting new routes and emerging tourist destinations. FITUR participants can expect to gain valuable insights into consumer demand, visitor flows, and the evolving needs of both inbound and outbound markets. As a leading trade fair, FITUR is dedicated to reducing environmental impact and supporting the development of inclusive tourism, making it an essential annual event for anyone invested in the growth and innovation of the tourism industry.
Easy and Efficient Travel from Barcelona to Madrid
One of the reasons FITUR is so accessible is Spain’s excellent transport infrastructure. Traveling from Barcelona to Madrid using the AVEis fast, comfortable, and highly efficient. The journey takes just a few hours, making it ideal for both short stays and extended professional visits. Madrid’s international airport is located conveniently close to the Feria de Madrid, making it easy for international visitors to reach the event venue.
The AVE offers frequent departures, reliable schedules, spacious seating, and a calm environment where you can work, prepare meetings, or simply relax before a busy day at the fair. For tourism professionals attending an international event of FITUR’s scale, this efficiency significantly reduces travel stress and allows for better time management, with the final destination being the Feria de Madrid, one of the city’s premier event venues.
Seamless Access from the AVE to IFEMA Madrid
Once in Madrid, reaching IFEMA Madrid (Feria de Madrid), the venue that hosts FITUR, is remarkably straightforward. Madrid’s public transport system is modern, well-connected, and easy to navigate, even for first-time visitors.
The smooth transition from arrival to venue reflects the high level of organization behind FITUR itself. With thousands of exhibitors and visitors from around the world, efficient logistics are essential. This ease of access allows attendees to focus entirely on networking, conferences, and discovering new opportunities, as IFEMA de Madrid is renowned for hosting conferences that bring together tourism professionals for knowledge exchange and industry innovation, rather than dealing with transport complications.
Why FITUR Is Essential for Spanish Express
For Spanish Express, FITUR is not simply an industry event; it is a strategic necessity. As a company focused on language travel, cultural immersion, and meaningful educational experiences, FITUR provides a global perspective on the trends shaping tourism today.
The fair offers the opportunity to meet educational institutions, tourism boards, destination managers, accommodation providers, and fellow professionals face to face. FITUR exhibitors play a crucial role in showcasing a diverse range of tourism offerings, creating a vibrant marketplace for networking and business growth. These meetings with industry professionals help strengthen existing partnerships while opening doors to new collaborations. Despite the rise of digital communication, personal interaction remains irreplaceable when it comes to building trust and long-term professional relationships. FITUR also provides the chance to connect with new suppliers, expanding business networks and supply chains.
FITUR also acts as a powerful source of inspiration. It encourages us to reflect on our services, adapt to changing market demands, and ensure that our programs align with values such as sustainability, inclusion, innovation, and quality. Each edition brings new ideas that help shape our strategic direction.
FITUR 4all: Advancing Accessible and Inclusive Tourism
One of the most impactful areas at FITUR 2026 was FITUR 4all. This initiative aims to bring tourism closer to people with accessibility needs by promoting inclusive destinations and services, and explicitly seeks to promote accessible tourism for all. It highlights the growing importance of accessible tourism as a core component of responsible and sustainable travel.
Organized in collaboration with IMPULSA IGUALDAD, FITUR 4all showcased best practices in accessible tourism, focusing on how innovation, technology, and data can improve accessibility across the entire tourism value chain. The discussions emphasized that accessibility is not a niche market, but a fundamental aspect of quality tourism that benefits everyone.
For Spanish Express, accessibility is both a professional commitment and a personal value. Language learning and cultural immersion should be available to all learners, regardless of physical, sensory, or cognitive needs. FITUR 4all reinforced the importance of designing flexible and inclusive experiences that respect diversity and promote equal opportunities.
The presentation of the FITUR 4all Awards and the launch of the “II Guide to Best Practices in Accessible Tourism” offered concrete examples of how destinations and companies can implement accessibility effectively. This area was particularly inspiring, demonstrating how tourism can drive positive social change.
FITUR Lingua: Language as a Multiplier Effect in Tourism
As a professional deeply involved in language education and travel, FITUR Lingua was one of the most relevant spaces for me. Since its creation, this area has positioned itself as a key meeting point for institutions, companies, and professionals interested in language immersion tourism. Language tourism is recognized as a distinct tourism segment within the broader industry, catering to travelers seeking immersive linguistic and cultural experiences.
Developed in collaboration with FEDELE, FITUR Lingua 2026 focused on the theme “Language as a Multiplier Effect in Tourism.” This concept perfectly reflects how language learning extends far beyond the classroom, influencing cultural exchange, destination development, and local economies.
The sessions explored how linguistic education and cultural transfer can strengthen not only language tourism but also other tourism products. Immersion experiences, homestays, cultural activities, and local engagement were highlighted as essential elements of successful language programs.
A particularly important topic was the evolving profile of the language student. Today’s learners seek personalized, authentic experiences that combine education with culture, lifestyle, and meaningful interaction. FITUR Lingua offered valuable insights into how providers can adapt their services to meet these expectations, delivering higher-quality and more memorable experiences.
Extended networking time made this edition especially valuable, allowing for in-depth discussions, collaboration opportunities, and the exchange of ideas that will shape the future of language tourism in Spain and internationally.
FITUR Woman: Leadership, Equality, and Sustainable Growth
Another area that stood out was FITUR Woman. Organized in collaboration with Women Leading Tourism, this initiative highlighted how investment and economic empowerment, particularly of women, drive inclusive and sustainable growth within the tourism sector.
FITUR Woman 2026 explored tourism as a platform for employment, entrepreneurship, and leadership. The sessions addressed how gender equality and diversity contribute to stronger organizations, more innovative businesses, and more resilient destinations.
For me, this area reinforced the importance of supporting leadership, inclusion, and equal opportunities across all levels of tourism. Empowering women within the sector benefits not only individuals but also communities and the industry as a whole.
Networking, Conferences, and Professional Development
One of FITUR’s greatest strengths is the opportunity to network with professionals from around the world. From scheduled meetings to spontaneous conversations in exhibition halls, every interaction contributes to professional growth and knowledge exchange, highlighting the importance of tourism knowledge shared at FITUR.
The expert-led conferences provide valuable insights into global tourism trends, sustainability strategies, technological innovation, and evolving traveler behavior. In addition, debates alongside areas—such as those in the new Hall 12—offer dedicated spaces for discussions on innovative topics and sector development, further enriching the event experience. These sessions help professionals stay informed and make strategic decisions based on industry expertise and real-world data.
For Spanish Express, these learning opportunities are essential. They enable us to continuously improve our programs, maintain high standards, and remain competitive in a rapidly evolving market. FITUR Talent also plays a key role by focusing on attracting and developing new talent in the tourism industry, ensuring future growth and profitability.
Why FITUR Is a Truly Compulsory Annual Event
FITUR 2026 once again proved why it is a compulsory annual visit for tourism and language travel professionals. From the ease of travel and excellent organization to the depth of content and quality of networking opportunities, FITUR delivers value at every level. FITUR Madrid stands out as the premier international tourism exhibition, serving as a global platform for industry leaders.
For me personally, FITUR represents learning, inspiration, and growth. With Mexico as the partner country, there is a clear effort to position Mexico as a global tourism leader at FITUR 2026. The event features so-called national pavilions where countries and regions showcase their unique attractions, including Mexico’s magical towns and diverse tourist regions. This year, there is also a strong focus on sustainable water management as part of FITURNext 2026, highlighting responsible tourism practices. Additionally, the FITUR Screen attraction offers an innovative and interactive experience, engaging new audiences and showcasing the tourism sector in creative ways. It is a place where ideas are shared, collaborations are formed, and the future of tourism is actively shaped. Each year, I leave FITUR better informed, more connected, and motivated to continue developing inclusive, high-quality, and meaningful tourism and language learning experiences.
FITUR is not just an event. It is an investment in professional development, strategic vision, and long-term success within one of the world’s largest and most dynamic industries.
TURESPAÑA
Turespaña had a prominent presence at FITUR 2026, reaffirming its role as Spain’s national tourism organization and its commitment to strengthening Spain’s global tourism brand.
Under the motto “Think You Know Spain? Think Again,” Turespaña showcased Spain’s diverse destinations, innovative tourism products, and sustainable travel initiatives, while supporting regional tourism boards and industry partners.
Through meetings, presentations, and networking activities, Turespaña promoted Spain as a high-quality, competitive, and responsible destination for international markets.
FITUR 2026: A Compulsory Annual Visit for Tourism and Language Travel Professionals
As FITUR 2026 clearly shows, the future of tourism is built on communication, cultural understanding, accessibility, sustainability, and a strong human connection. For professionals working in tourism, hospitality, international business, education, and destination management, Spanish is not just a language — it is a professional tool and a bridge to meaningful collaboration.
That is why our Spanish Homestay Immersion Program (SHIP) is designed not only for students, but also for tourism professionals, managers, executives, and business leaders who need practical, confident Spanish in real professional and cultural contexts.
With SHIP, you live in your teacher’s home and use Spanish throughout the day in authentic situations. Lessons are one-to-one and fully personalised, and can focus on:
- Professional and Business Spanish
- Tourism and hospitality communication
- Meetings, presentations, and negotiations
- Cultural competence and real-world interaction
- Industry-specific vocabulary and confidence-building
Many tourism professionals, executives, and international managers have already chosen SHIP to accelerate their Spanish and deepen their understanding of Spanish culture and professional life. You can read their real experiences here:
👉 Business & Professional SHIP Stories
For personalised guidance and programme details, you can contact our founder directly:
Mónica Romero
Founder and Director, Spanish Express
📞 Phone / WhatsApp: +44 7903 867894
📧 Email: monicaromero@spanishexpress.co.uk
