FITUR 2026 in Spain is set to once again confirm Madrid as one of the great global meeting point cities for travel. As an international tourism trade fair and one of the leading tourism industry events in the world, FITUR brings together the entire tourism industry under one roof: destinations, airlines, hotels, travel agencies, tour operators, tech companies, and public institutions.

Organised at IFEMA MADRID, the modern exhibition centre also known as IFEMA Feria de Madrid, this annual event takes place at the Feria de Madrid complex on Avenida del Partenón, just minutes from the international airport of Barajas. This strategic location in Madrid Spain makes FITUR a true meeting point for tourism and a key point for tourism professionals not only from Spain but from all over the world.

From 2025 Records to 2026 Expectations

The previous edition set the bar very high. Fitur 2025 generated an economic impact of 445 million euros for Madrid and welcomed 255,000 total visitors, including 155,000 professionals in the first three days. Those first three days of the fair were reserved exclusively for professionals from the tourism sector, confirming FITUR as one of the most powerful trade show events in Europe.

Looking ahead, Fitur 2026 is expected to maintain this strong momentum. Forecasts indicate more than 136,000 visitors and over 150,000 company visitors, with participants and exhibitors arriving from many countries and various regions across the globe. FITUR is widely regarded as the most important event on the Iberian Peninsula and one of the leading trade fair benchmarks for international tourism trade and innovation in spain.

FITUR as a Global Platform for the Tourism Industry

Since its beginnings in 1981, Fitur has evolved into a central platform for the global tourism and travel industry. Today, Fitur serves as:

• A global meeting point for tourism professionals
• A strategic meeting point for tourism decision-makers
• One of the leading trade showcases for inbound and outbound markets across Ibero-America

At Fitur 2026, tourism professionals from tourism boards, tourism associations, DMCs, tour operators, travel agencies, airlines and hotel groups will gather to analyse trends, respond to changing consumer demand, and design new business models.

The tourism industry uses the fair to:

• Present their latest offerings and services
• Meet existing business partners and connect with new business partners
• Generate fresh business opportunities and expand their networks
• Understand how sustainability, technology and culture are reshaping destinations

In this way, FITUR is not only a trade marketplace; it is an event where decision makers in the sector align strategies for the year ahead.

Dates, Venue and Access: Where FITUR 2026 Takes Place

Fitur 2026 will take place from 21 to 25 January 2026 at IFEMA MADRID, the main exhibition centre de Madrid.

Key logistics:

• Location: IFEMA Feria de Madrid, Avenida del Partenón, in the northeast of Madrid
• Access: Excellent public transport connections (metro, bus, and road links) and proximity to the city’s international airport
• Format:
  • First three days (21–23 January): reserved exclusively for tourism professionals
  • Final two days: open to the general public, who can explore exhibitions, meet exhibitors, and plan their next visit to favourite destinations

Because of its location and connections, IFEMA has become the natural home for leading tourism industry events, reinforcing Madrid’s role as host city for major exhibitions and trade gatherings.

Mexico as Partner Country and the 2026 World Cup Context

For Fitur 2026, Mexico will be the partner country. This gives Mexican tourism boards, companies and regions priority visibility to showcase their culture, services and destinations on the Iberian market and beyond.

The timing is especially significant because the 2026 FIFA World Cup will be co-hosted by the United States, Canada and Mexico. For the first time, Canada and Mexico will be hosting the World Cup, with 104 matches played in total, up from 64. The tournament will expand to 48 teams instead of 32, structured into 12 groups of four teams, with the top two teams plus eight best third-place teams reaching a new Round of 32.

Key World Cup facts tourism planners will discuss at FITUR:

• It will begin on June 11, 2026, at Estadio Azteca in Mexico City
• The final is scheduled for July 19, 2026, at MetLife Stadium in the New York / New Jersey area
• Matches will be spread across 16 cities in the three host nations, spanning multiple time zones, with 11 host cities located in the United States
• Host cities are investing in public transport and infrastructure to accommodate increased demand
• The official match ball will include connected technology providing data to VAR officials

Although Spain will not be a host country for the 2026 FIFA World Cup, the nation is already preparing to host the 2030 World Cup, and Fitur 2026 will be an ideal platform to discuss long-term sports tourism and related business opportunities.

Specialized Areas at FITUR 2026: Innovation, Tech and New Niches

One of the strongest attractions of FITUR 2026 is its range of specialised areas that focus on cutting-edge technology, niche markets and innovations shaping the future of the tourism sector.

Travel Technology Area & FiturTechy

The travel technology area will be one of the stars of the show in 2026, reflecting the rapid digitalisation of the industry. Here, companies present solutions in AI, automation, data analytics, digital marketing and smart mobility. Connected to this is FiturTechy, which focuses specifically on the present and future of technology in tourism, analysing trends like big data, virtual assistants and immersive experiences.

Fitur MICE, Fitur Cruises and Other Segments

To address different market segments, Fitur 2026 includes dedicated sections such as:

• Fitur MICE – the space where corporate travel, meetings, incentives, conferences and events professionals connect
• FiturCruises – or Fitur cruises, promoting responsible “blue tourism” and highlighting how sustainability is integrated into cruise offerings
• Fitur LGBT+ – recognised as a vibrant sector with high purchasing power and strong loyalty as customers
• Fitur Lingua – a meeting point for tourism and language learning, where Fitur Lingua serves language schools and tourism professionals interested in educational destinations
• Fitur Sports – connecting the tourism and sports industries, especially relevant in years with major global tournaments
• Fitur Talent – emphasising recruitment and training of new talent as key to the future profitability of the tourism industry
• Fitur 4all – promoting accessible and inclusive tourism and recognising initiatives that support travellers with accessibility needs
• Fitur Woman – highlighting the leadership and role of women in the tourism sector, and reinforcing gender equality in the business environment

Together, these areas make Fitur 2026 a leading trade and learning space where professionals can follow the latest trends, find business opportunities, and discover innovations shaping tomorrow’s travel.

Awards and Recognition: Stand Awards, Sustainability and Research

Beyond commercial contacts, the fair also celebrates creativity, sustainability and academic research through several awards:

• Best Stand Awards / stand awards: honour the most outstanding booths for their design, creativity and visual impact, as well as their ability to surprise visitors and communicate a clear message.
• Sustainable stands: are recognised for minimising environmental impact by using recycled materials, efficient lighting and clean energy.
• Active Tourism award: rewards projects that offer unique experiences in nature, integrating adventure activities with environmental respect.
• Jorge Vila Fradera award: recognises the best research presentation in terms of quality, impact and relevance for the tourism industry.
• Fitur 4all award: highlights initiatives that make travel more accessible and inclusive, aligned with the objectives of Fitur 4all.

These awards reinforce FITUR’s role as a platform where not only business is done, but where good practices are showcased and shared among tourism professionals from many regions and countries.

Who Will You Meet at FITUR 2026?

Because Fitur 2026 is a global meeting point, you can expect to meet:

• National and regional tourism boards representing various regions and destinations
• City marketing offices and tourism associations
• Travel agencies, tour operators, airlines and hotel brands
• Technology companies offering software, AI tools and booking services
• Investors, media and other key decision makers

For all these players, Fitur 2026 is the ideal event to:

• Present new products and offerings
• Attract new customers and partners
• Negotiate with business partners and secure contracts
• Study competitor strategies and market trends
• Build long-term relationships and expand distribution channels

Whether you are working in marketing, operations, innovation or management, FITUR is where the trade conversation for the year ahead is organized and aligned.

Why Visit FITUR 2026?

If you work in tourism, travel or hospitality, visiting Fitur 2026 in spain offers real value:

• It is one of the leading tourism industry events worldwide
• It is the global meeting point and meeting point for tourism professionals in Ibero-America
• It connects you with exhibitors and participants from dozens of countries and regions
• It gives you early access to the innovations shaping the tourism sector
• It offers a packed schedule of presentations, workshops and interactive exhibitions providing deep insights into future trends

From travel technology area demos and FiturTechy panels to Fitur MICE, FiturCruises and Fitur Woman forums, the trade show is designed so every visit leads to concrete contacts and ideas you can take back to your office.

Turn Tourism Insight into Real-World Spanish for Your Career

If you work in tourism, hospitality, events, or international business, understanding the industry is only part of success. Communicating confidently in Spanish with partners, clients, and institutions is what truly opens doors.

Our Spanish Homestay Immersion Program (SHIP) is designed for busy professionals who want fast, practical results. You live in your teacher’s home, follow personalised one-to-one lessons, and use Spanish every day in real situations, meetings, cultural visits, and professional conversations. Many participants join SHIP specifically to improve Business Spanish, tourism vocabulary, and professional fluency, not academic classroom Spanish.

You can also read real stories of professionals who built their Spanish through full immersion here:
👉 Business & Professional SHIP Stories – Career-Focused Learners

For personalised advice and program guidance, you can contact our founder directly:

Mónica Romero
Founder and Director, Spanish Express

📞 Phone / WhatsApp: +44 7903 867894
📧 Email: monicaromero@spanishexpress.co.uk