Fitur 2025: Madrid Becomes the Global Epicenter of Tourism
The 45th International Tourism Fair (FITUR), held in Madrid, anticipates 250,000 visitors, showcasing the latest trends, innovations, and opportunities in the tourism industry with a 10% increase in exhibitors from around the globe
With the presence of King Felipe VI and Queen Letizia, the 45th edition of the International Tourism Fair (FITUR) was inaugurated today. The event, one of the leading global gatherings in the tourism sector, runs until Sunday, January 26, at the IFEMA Exhibition Center in Madrid.
Organizers expect 250,000 visitors to attend over the four days, a figure comparable to last year. This includes 150,000 professionals participating in business and marketing sessions, while approximately 100,000 general attendees are anticipated during the weekend.
The event features 9,500 companies, 156 countries, and 884 main exhibitors, marking a 10% increase compared to 2024. Participants are spread across nine pavilions, including a prominent stand from Argentina, located in Pavilion 3.
Sources linked to the event told Aviacionline that Fitur 2025 has worked to attract new countries. This year, 101 official representations are present, five more than last year, with 11 new countries, primarily from Africa and Asia, joining the event.
As always, Fitur offers an array of interactive activities organized by exhibitors. These include live musicals, gastronomy sessions, accessibility awareness workshops, craft demonstrations, and contests. Visitors can also access direct information about global tourism destinations.
María Valcarce, Fitur's director, emphasized the fair’s role as a "driver for dialogue on sustainable and responsible tourism, a crucial priority for Spain and the global sector." She highlighted that the event reflects emerging trends, innovation, and opens doors to new business and travel opportunities.
“The global tourism industry looks to Madrid at the start of each year, as the city becomes the epicenter of tourism. Fitur attracts thousands of professionals, companies, and media who see the event as a platform to promote their destinations, exchange knowledge, and foster best practices,” she noted.
She also highlighted Spain’s dual role: as a leading destination market and a host for delegations worldwide, positioning the country as a bridge between cultures and markets. “Beyond immediate benefits, Fitur acts as a catalyst for international networking, facilitating agreements between companies and governments, and generating long-term opportunities,” Valcarce concluded.
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