The 46th edition of the International Tourism Fair, better known worldwide as FITUR, will return to IFEMA MADRID from January 21 to 25, 2026, consolidating the Spanish capital’s role as one of the global hubs for tourism business, innovation and destination promotion.

Organizers anticipate another record year for participation, with Mexico taking center stage as Partner Country and a strengthened focus on sustainability, knowledge and technology shaping the agenda.

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Dates, Venue and Format of the 46th International Tourism Fair

The 2026 edition of the International Tourism Fair will span five days at the IFEMA MADRID exhibition center, located in the city’s northeastern business and events district.

From Wednesday, January 21 through Friday, January 23, access will be primarily reserved for industry professionals, institutional delegations and media.

Over the weekend, on Saturday, January 24 and Sunday, January 25, the fair will open its doors to the general public eager to explore destinations and travel experiences from around the world.

FITUR’s long-standing home at IFEMA MADRID gives the event access to one of Europe’s most modern exhibition venues, with direct metro, bus and road connections welcoming thousands of delegates and visitors each day.

Organizers emphasize that the 2026 fair will occupy nine halls, showcasing the full tourism value chain, from destinations and transport providers to hotel brands, technology start-ups and service companies.

The fair’s hybrid format, combining strictly professional days with a consumer-facing weekend, has become one of its defining features.

This structure allows FITUR to function both as a high-level business marketplace, where contracts are negotiated and partnerships forged, and as an inspirational showcase that brings future travelers into direct contact with tourism boards and companies.

Mexico as FITUR 2026 Partner Country

Mexico has been confirmed as the official Partner Country for the 46th edition of the International Tourism Fair, a role designed to maximize global exposure for a single destination each year.

The agreement between IFEMA MADRID and Mexico’s Secretariat of Tourism aims to spotlight the country’s cultural, natural and gastronomic diversity, as well as its portfolio of established and emerging tourism regions.

Mexico’s tourism authorities are preparing a broad program of events, presentations and cultural activities throughout the fair.

The initiative is expected to highlight investment opportunities, new air routes, sustainable tourism projects and niche segments such as indigenous community tourism, adventure travel, luxury resorts and gastronomy-led itineraries.

Senior officials, including federal and state representatives, are anticipated to travel to Madrid to support the campaign.

The Partner Country status will also provide Mexico with prime positioning in IFEMA’s halls, distinctive branding across the fairgrounds and a high media profile in international coverage of the event.

For the global tourism industry, this spotlight offers a concentrated look at how one of the world’s leading destinations is repositioning itself for a more sustainable and diversified future.

Global Agenda: Sustainability, Competitiveness and Resilience

Organizers of the International Tourism Fair state that the 2026 edition will serve as a strategic platform to advance a more resilient global tourism model.

The official program is being built around the alignment of innovation, competitiveness and sustainability, reflecting a sector that has recovered strongly from recent disruptions and is now looking to adapt to new challenges.

Sessions, roundtables and forums will address issues such as climate adaptation in tourism regions, decarbonization of travel, water and resource management, and inclusive growth for local communities.

This agenda aligns with the priorities of international organizations monitoring tourism’s climate footprint and social impact, and is expected to attract policymakers, development agencies and NGOs alongside traditional industry participants.

Beyond policy discussions, many exhibitors are preparing to bring concrete sustainability solutions to their stands.

These range from energy-efficient hotel technologies and low-impact mobility options to destination management tools that monitor visitor flows, protect natural areas and preserve cultural heritage.

The fair intends to position itself as a meeting point for stakeholders looking to turn sustainability commitments into operational strategies.

The Knowledge Hub: Innovation at the Heart of FITUR 2026

One of the headline innovations for the 46th edition of the International Tourism Fair is the creation of a dedicated Knowledge Hub.

This new space is conceived as the fair’s central arena for high-level discussion, research dissemination and cross-sector collaboration on the future of tourism.

Located in Hall 12, the Knowledge Hub will bring together several of FITUR’s established thematic programs, including FITUR TechY, FITUR Know-How & Export, FITUR Sports, FITUR Talent and the FITURNEXT Observatory, alongside an expanded Travel Technology area.

The hub will host conferences, workshops, product demonstrations and networking sessions from January 21 to 23, with content curated around the most pressing challenges and opportunities facing the industry.

Technology companies and start-ups will have a strong presence, especially in areas such as artificial intelligence, big data, revenue optimization, smart destinations and digital marketing solutions.

By clustering these initiatives in a single hall, the fair aims to offer visitors a clearer route through the innovation ecosystem, from early-stage concepts to market-ready platforms being adopted by hotels, airlines, tour operators and destination management organizations.

Nine Halls Showcasing the Tourism Value Chain

FITUR 2026 will extend across nine exhibition halls at IFEMA MADRID, offering a geographically and thematically organized layout designed to facilitate business meetings and sector-specific discovery.

The Americas will be concentrated in Hall 3, while Hall 4 will house European destinations alongside the specialized FITUR Cruises segment, which is preparing an expanded program dedicated to the ocean and river cruise industries.

Spain will feature prominently in Halls 5, 7 and 9, confirming the fair’s dual role as both an international marketplace and a shop window for domestic tourism regions. Hall 9 will also incorporate FITUR LGTB+, highlighting inclusive travel experiences and destinations catering to diverse communities.

The Middle East and Africa will be showcased in Hall 6, and Asia-Pacific will share Hall 8 with Global Business exhibitors representing cross-regional tourism services.

Hall 10 will accommodate additional Global Business participants as well as specialized verticals such as FITUR 4all, dedicated to accessible tourism, FITUR Lingua, focused on language learning and tourism, FITUR Screen, connecting audiovisual production and destinations, and FITUR Woman, highlighting gender equality and female leadership in the sector.

Together, this hall structure reflects the increasingly segmented and professionalized nature of global tourism.

Record Momentum After a Strong Previous Edition

The 45th edition of the International Tourism Fair, held in early 2025, closed with nearly 255,000 attendees, including more than 155,000 trade participants and 100,000 members of the general public, alongside representation from over 150 countries.

Those figures reinforced FITUR’s status as one of the leading international tourism fairs and set high expectations for the 46th edition.

Building on that momentum, organizers for the 2026 event report strong early registration from both public and private-sector exhibitors.

Destinations, airlines, hotel groups, tour operators, technology providers and service companies are expected to use the Madrid gathering as a launchpad for their annual commercial strategies, announcing route expansions, new properties, partnerships and marketing campaigns.

For many industry players, the timing of FITUR at the start of the calendar year makes it a practical venue for setting agendas, closing deals and calibrating expectations for the upcoming travel seasons in both the Northern and Southern Hemispheres.

The 46th edition is expected to further consolidate that role, especially against a backdrop of solid international demand and evolving traveler preferences.

Accessibility, Mobility and Visitor Experience at IFEMA MADRID

In line with its commitment to sustainable mobility, the International Tourism Fair is placing renewed emphasis on public transport access to IFEMA MADRID.

The venue is connected to the city center by metro and multiple bus lines, and organizers are encouraging both exhibitors and visitors to prioritize these options in order to reduce the environmental impact of the event.

Within the fairgrounds, efforts are being made to enhance accessibility for visitors with reduced mobility or specific needs, supported by the FITUR 4all program.

Wayfinding, information points and assistive services will be coordinated to ensure that the nine halls are navigable and that key events at the Knowledge Hub and specialized pavilions can be accessed by the widest possible audience.

For professional attendees, the visitor experience will also be shaped by FITUR’s digital tools, which are expected to include updated mobile applications, online directories and matchmaking platforms.

These resources help participants schedule meetings, locate stands by hall and sector, and track program highlights, from main-stage conferences to targeted workshops.

FAQ

Q1. What are the official dates of the 46th International Tourism Fair at IFEMA MADRID?
The 46th edition of the International Tourism Fair will take place from January 21 to 25, 2026, at IFEMA MADRID in Madrid, Spain.

Q2. Which country is the official Partner Country for FITUR 2026?
Mexico has been designated as the Partner Country for FITUR 2026 and will play a central role in the fair’s promotional and cultural activities.

Q3. Which days are reserved for industry professionals and which are open to the general public?
The first three days, from Wednesday, January 21 to Friday, January 23, are primarily dedicated to tourism professionals, while Saturday, January 24 and Sunday, January 25 are open to the general public.

Q4. Where exactly is the fair being held within Madrid?
The fair is being held at IFEMA MADRID, the city’s main exhibition and convention center located in the northeast of Madrid, a venue regularly used for large international trade shows.

Q5. What is new about the Knowledge Hub at the 2026 edition?
The Knowledge Hub is a newly configured space in Hall 12 that concentrates innovation, technology and thought-leadership content, bringing together programs such as FITUR TechY, FITUR Know-How & Export, FITUR Sports, FITUR Talent, the FITURNEXT Observatory and an expanded Travel Technology area.

Q6. How are the exhibition halls organized at FITUR 2026?
The fair will occupy nine halls, with areas dedicated by region and theme: the Americas in Hall 3, Europe and FITUR Cruises in Hall 4, Spain in Halls 5, 7 and 9, the Middle East and Africa in Hall 6, Asia-Pacific and Global Business in Hall 8, and specialized segments such as FITUR 4all, FITUR LGTB+, FITUR Lingua, FITUR Screen and FITUR Woman in Halls 9 and 10, while Hall 12 hosts the Knowledge Hub.

Q7. Why is FITUR considered a key event for the global tourism industry?
FITUR is widely regarded as one of the most influential international tourism fairs because it brings together decision-makers from destinations, airlines, hotels, tour operators and technology firms at the start of the year, providing a platform to close deals, launch products and set commercial priorities for the global tourism calendar.

Q8. What role does sustainability play in the 2026 edition?
Sustainability is one of the core themes of FITUR 2026, with a program focused on climate adaptation, responsible resource use, social inclusion and accessible tourism, as well as exhibits showcasing technologies and practices that reduce the environmental footprint of travel.

Q9. How can tourism professionals benefit from attending FITUR 2026?
Professionals can use the fair to meet existing and potential partners, discover new destinations and products, attend specialized conferences and training sessions in the Knowledge Hub, and gain first-hand insight into market trends and technological innovations shaping the industry.

Q10. Is it necessary to be a travel professional to visit the fair?
No, while the first three days are focused on trade visitors, members of the general public can attend during the weekend, when the fair opens to travelers interested in exploring destinations, speaking with tourism boards and companies, and gathering ideas for future trips.