FITUR 2026 has wrapped up five packed days in Madrid with figures and global participation that underscore a powerful rebound in international travel and confirm the fair’s role as one of the most influential marketplaces in world tourism.

Organised by IFEMA Madrid from January 21 to 25, the 46th edition has been widely read by industry leaders as a confidence barometer showing that global tourism is not only back at pre‑pandemic levels, but gearing up for a new phase of investment, innovation and diversification.

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Record Participation Confirms FITUR’s Global Pull

This year’s FITUR brought together more than 10,000 companies from 161 countries and territories, occupying nine exhibition halls and turning the Spanish capital into a temporary capital of world tourism. According to figures released by organisers, 111 of those markets were present with official national or regional representation, a 10 percent increase on the previous edition. International participation overall rose by 11 percent, consolidating the event’s position as a truly global meeting point.

Attendance data from IFEMA points to a strong professional turnout across all five days, alongside a solid influx of consumers during the weekend sessions. Early estimates suggest that FITUR 2026 either matched or exceeded the record levels of nearly 255,000 visitors registered at the 2025 edition, when 155,000 professionals and 100,000 members of the general public passed through the halls. Exhibitors and destinations interviewed on site consistently described a busier show floor, longer appointment schedules and fuller agendas than in recent years.

The wider context has added weight to these numbers. UN Tourism has reported that between January and September 2025 the world welcomed more than 1.1 billion international travellers, surpassing the peak levels of 2019. That momentum was clearly visible at FITUR, where destination marketing organisations, airlines, hotel groups and online travel platforms used the fair to sign agreements for the 2026 and 2027 seasons and to lock in campaigns for markets that have rebounded the fastest.

Mexico Steps into the Spotlight as Partner Country

Mexico took centre stage at FITUR 2026 as the official Partner Country, leveraging a record‑size pavilion and a packed agenda of cultural performances, press briefings and business meetings to project a unified national tourism strategy. The country arrived in Madrid on the back of strong results, with its international arrivals having grown by nearly 14 percent between January and September 2025 compared with the previous year, according to official figures cited during the fair.

The Mexican stand showcased a cross‑section of its tourism offer, from classic beach destinations such as Cancun and Los Cabos to colonial cities, Indigenous cultural routes and emerging nature and adventure products. Federal and state officials stressed a dual objective: reinforcing the country’s place among the world’s top five most visited destinations while at the same time spreading visitor flows beyond long‑established hotspots to lesser‑known regions.

Meetings between Mexican authorities, Spanish tour operators, European airlines and global hotel chains dominated much of the Partner Country agenda. While specific deal values were not officially disclosed, industry representatives pointed to new connectivity projects under discussion, fresh co‑marketing campaigns in key European source markets and increased promotion of multi‑destination itineraries linking Mexico with other Latin American countries. For many observers, Mexico’s highly visible presence illustrated how FITUR has become a critical stage for emerging and consolidated tourism powers to recalibrate their long‑term positioning.

A Broader and More Diverse World Map of Tourism

One of the clearest storylines emerging from FITUR 2026 has been the widening geographic footprint of participating destinations. Organisers reported the presence of 18 new countries compared with the previous year, with particularly strong momentum from Africa and the Asia Pacific. Exhibition space dedicated to African destinations increased by 34 percent, while Asia Pacific grew by 22 percent, underscoring how tourism boards from these regions are stepping up promotion efforts in Europe.

Among the new and returning exhibitors that drew attention were Abu Dhabi, Dubai and Zanzibar, joined by regional stands from Germany and the United Kingdom that highlighted lesser‑known rural and cultural areas rather than traditional city breaks. Delegations from China, Southeast Asia and the Pacific islands highlighted air connectivity improvements and easing visa regimes as drivers of their renewed push in European and Latin American markets.

Latin America’s presence was also particularly visible beyond Mexico. Colombia arrived with the largest delegation in its history to the Madrid fair, supported by ProColombia and senior government officials who underscored peace‑driven tourism corridors and nature‑based experiences as priorities. Central American and Caribbean islands, meanwhile, highlighted multi‑country circuits and cruise itineraries designed to capture the growing trend for longer, more experiential trips.

The resulting world map across FITUR’s nine halls reflected how tourism promotion is shifting from classic sun‑and‑sea propositions toward more segmented, year‑round offers. Many stands placed emphasis on gastronomy, cultural routes, wine tourism, sports events and creative industries, pointing to a more diversified competitive landscape in which destinations seek to avoid overtourism while increasing overall revenue per traveller.

Knowledge Hub and New Sections Focus on Transformation

Beyond its role as a marketplace, FITUR 2026 positioned itself as a major arena for debate on how the tourism industry is evolving in the face of climate imperatives, technological disruption and changing traveller expectations. A central new feature this year was the Knowledge Hub, installed in Hall 12 and active throughout the five days of the show. The space hosted eight auditoriums, around ten specialised conference programs and more than 200 sessions with over 250 speakers from both the public and private sectors.

Topics ranged from artificial intelligence and big data in destination management to sustainable aviation fuels, circular hotel operations and new regulatory models for short‑term rentals. Panels also examined labour shortages and skills gaps, with tourism education and talent retention high on the agenda for many European and Mediterranean markets in particular. Executives from major online platforms, global hotel chains and technology providers used the Hub to unveil new tools for dynamic pricing, personalised marketing and carbon footprint tracking.

The Knowledge Hub was also home to FITUR Experience, a thematic area dedicated to experiential tourism and co‑organised with Viator, which spotlighted how culture, history and local heritage remain key motivators for travel to Spain and other European destinations. Case studies presented there showed how cities and regions are monetising lesser‑known neighbourhoods and rural areas through guided experiences, festivals and hands‑on workshops, providing additional income streams while easing pressure on saturated historic centres.

Another addition capturing interest was the first International Summit on Communication and Tourism, which brought together destination marketers, journalists, content creators and crisis‑communication specialists. Discussions focused on the challenges of promoting destinations in a fragmented media environment, managing reputational risks linked to extreme weather or social tensions, and ensuring that sustainability messaging is credible and supported by measurable action rather than mere slogans.

Technology, Investment and Sustainability Deals on the Table

While detailed deal values are seldom released publicly, the corridors of IFEMA were once again the setting for intensive business negotiations. Travel technology providers reported higher demand for integrated solutions covering booking engines, revenue management, customer‑relationship tools and data analytics under a single ecosystem. The dedicated Travel Technology Area at FITUR was expanded this year and hosted more than 190 firms, from established global players to start‑ups pitching niche solutions in biometrics, virtual tours and frictionless payments.

Investors and hotel groups used the fair to scout opportunities in secondary and tertiary cities where tourism flows are growing but supply remains limited. Mediterranean and Latin American urban centres, in particular, promoted mixed‑use developments that combine hospitality, residential and co‑working spaces, reflecting a blurring of lines between tourism, lifestyle and remote work. Several European regions highlighted funding programs designed to support small and medium‑sized tourism businesses in adopting green technologies or digital tools to improve resilience.

Sustainability commitments were frequently cited as a precondition for new partnerships. Airlines presented progress on fleet renewal and sustainable aviation fuel testing, while rail operators reinforced their message that high‑speed train expansion within Europe and parts of Asia can absorb a growing share of intra‑regional travel. Destination management organisations, for their part, emphasised data‑driven visitor management, emphasizing quality over quantity and promoting off‑peak travel to distribute demand more evenly throughout the year.

Industry participants interviewed during the fair generally agreed that FITUR is increasingly functioning as a cross‑sector platform, where tourism intersects with infrastructure, energy, agriculture and cultural industries. That convergence is shaping investment flows, as governments and private actors look for projects that simultaneously drive visitor growth, support local value chains and deliver environmental benefits.

Spain Showcases Its Own Tourism Evolution

As host nation, Spain used FITUR 2026 to present its own tourism strategy for the coming years, emphasising diversification away from a narrow focus on coastal mass tourism. Under the banner of experiential and cultural travel, Spanish regions highlighted food and wine routes, inland nature reserves, pilgrimage and cycling corridors, and smaller historic towns seeking a greater share of international arrivals.

Sessions linked to FITUR Experience underlined that culture and heritage remain the leading reasons many visitors choose Spain, a message that dovetails with efforts to extend the average length of stay and raise per‑capita spending. Representatives from cities such as Madrid, Barcelona, Seville and Valencia used the fair to reinforce their positioning as year‑round urban destinations, supported by new museum projects, design and music festivals, sports events and congress infrastructure.

Spanish tourism authorities also pointed to the domestic industry’s role as a driver of employment and regional cohesion. With the sector accounting for a substantial share of national GDP and jobs, policymakers said they are focusing on improving working conditions, upskilling staff and encouraging digitalisation among small operators. FITUR’s various specialist sections, including those dedicated to technology, cruises, sports tourism and accessible travel, served as showcases for pilot projects in inclusive design and low‑carbon mobility that could later be replicated abroad.

Global Outlook: A Confident Sector Looks Beyond Recovery

The mood across FITUR 2026 was marked by confidence rather than complacency. With global travel volumes back above their 2019 peak and new markets gaining purchasing power, most participants framed the current moment as an opportunity to build a more resilient and higher‑value tourism model. Many speakers at the Knowledge Hub sessions stressed that expansion must be accompanied by stricter environmental criteria, more community involvement and better protection of cultural assets.

Industry leaders also pointed to risks that remain on the horizon, from geopolitical tensions affecting air routes to inflation pressures on both operating costs and consumer budgets. Yet, judging by the crowded stands and back‑to‑back meetings that characterised the fair, the consensus was that demand for travel will continue to outpace broader economic uncertainty, especially if destinations provide compelling, sustainable and authentic experiences.

For Madrid, the close of FITUR 2026 represents not only a successful week for hoteliers, restaurants and service providers, but also another step in entrenching the city as a permanent hub for tourism diplomacy and business. For the global industry, the fair’s strong closing numbers signal that the post‑pandemic reset is giving way to a new competitive cycle driven by innovation, geographic diversification and a renewed commitment to understanding what travellers want next.

As stands were dismantled and delegations prepared to fly home, planning had already begun for FITUR 2027. After this year’s edition, expectations among exhibitors, buyers and policymakers are that Madrid will once again host a gathering that not only reflects the state of global tourism, but actively shapes its direction.