MBFWMadrid, the driving force behind Spanish fashion’s big creative moment

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Organised by IFEMA, this major Spanish fashion platform will hold its 67th edition from 24 to 29 January, a few weeks earlier than in recent years

The fashion week will host shows from 48 creators and brands. The event continues to attract new additions. Big names in Spanish fashion such as Pedro del Hierro, Oliva, Leandro Cano and Moisés Nieto will return to the catwalk while brands like La Condesa, Duarte and creative duos Oteyza and Shoop Clothing will participate for the first time
As in September of last year, on 24 January the fashion shows and presentations will take place at different places in the city, and from the 25th until Monday the 29th the fashion shows will take place in Hall 14.1 of IFEMA-Feria de Madrid. Some days there will also be additional shows in other parts of Madrid.

Prestigious brands, leaders in their respective sectors, will once again be sponsoring the event, with notable new sponsors this edition. A total of 23 brands will be sponsoring the event. Mercedes-Benz, L’Oréal Paris and INDITEX will once again be the main sponsors.

Mercedes-Benz Fashion Week Madrid, this major platform for the promotion of Spanish fashion, organised by IFEMA, will hold its 67th edition from 24 to 29 January at IFEMA-Feria de Madrid and at other locations in the city, becoming a driving force and binding element behind the creative period Spanish fashion is undergoing.

Over six days, and a few weeks before the usual dates, this event will once again host collections from big names in Spanish fashion design—established names and new talent—showcasing yet again the richness of Spanish design. The schedule for this edition includes shows and presentations from 48 designers and brands. Names like Maria Escoté, Palomo Spain, Alvarno, Juan Vidal, Jorge Vázquez, Teresa Helbig, Ana Locking, The 2nd Skin, ManeMané, Ulises Mérida, Garcia Madrid, Andrés Sardá, Leandro Cano and Devota&Lomba will be back to project their own unique point of view in their new proposals, the result of their creative talent and capacity for innovation.

For this edition, IFEMA has decided to retain the catwalk schedule format which was so well received in September. Fashion shows will alternate between hall 14.1 at Feria de Madrid and other locations in the centre of the city, thus making Madrid one of the world’s big fashion capitals. Most of the shows will take place at hall 14.1 at IFEMA from 25 to 29 January, and each day will be completed with fashion shows and presentations at other locations in the city, upon invitation by the designers and brands. The day before, on Wednesday 24 January, collections will be presented at various locations throughout the city, by direct invitation of each brand. Specifically, five firms will present their collections on the 24th: Duarte, Pilar Dalbat, Jesús Lorenzo, Oteyza and Pedro del Hierro, the latter two being newcomers at this edition. Oteyza will offer a singular performance at Matadero Madrid, where it will give free rein to its three main pillars: geometry, expression and movement. Pilar Dalbat will present her collection at the Real Academia de Bellas Artes de San Fernando and the firm Duarte has chosen the IKB 191 Studio to exhibit its new proposals. Jesus Lorenzo will present his collection at the Santo Mauro hotel.

One of the big novelties this season is the return of Pedro del Hierro to the catwalk after an absence of 15 years. The brand, headed by creative director Nacho Aguayo, will celebrate its 30 years in the fashion world with a show at the Madrid Railway Museum.

On Wednesday 24 January, Facebook/Instagram will also host an event in collaboration with Mercedes-Benz Fashion Week Madrid with the support of Madrid Capital de Moda called "The New Showcase for Fashion", which will take place at the Caja de Música in the Palacio de Cibeles. At this event, leading industry representatives will find out first hand how social platforms have become the focus for the conversation around fashion, serving as inspiration and forming part of the consumer purchase cycle. “The New Showcase for Fashion” will feature Charo Izquierdo, Director of Mercedes Benz Fashion Week Madrid; Juan Pedro Moreno, President of Accenture Iberia and Israel, and Laurent Solly, VP Southern Europe at Facebook, among others.

María Escoté opens the schedule of fashion shows at IFEMA
The designer María Escoté will open the schedule of fashion shows at the 67th edition of MBFWMadrid on Thursday 25 January at the Bertha Benz Room in hall 14.1 at IFEMA, presenting her collection based on the concept See now, Buy now.

The schedule of established designers at this edition will be closed on Sunday 28 January by Palomo Spain, one of the new big talents in Spanish fashion, whose abundant creativity, fantasy and good work have revolutionised the creative universe in Spain and beyond. His presentation will take place at the Teatro Real in Madrid.

Notable additions
Significant here is the return to the general catwalk schedule of big names in the Spanish fashion world, brands like Pedro del Hierro, Oliva, Leandro Cano, Moisés Nieto and Miguel Marinero. They will be joined by first-timers like the creative duo Oteyza, La Condesa, Duarte and the duo Shoop Clothing. Another highlight is the return of Roberto Verino to hall 14.1 at IFEMA after two editions presenting shows at different locations in Madrid; Isabel Núñez’ first show at IFEMA, and shows by Leandro Cano, Manemané and Juan Vidal and the Who’s on Next-VOGUE Awards at the Real Casa de Correos in the Puerta del Sol, seat of Madrid's regional government.

The see now buy now concept will also be present at this edition in collections by María Escoté, Roberto Verino and Oliva.

For his part, Moisés Nieto will present his new collection at a party at Club Matador on Saturday 27 at 21:30. Access will be by direct invitation by the designer.

Furthermore, MBFWMadrid will have an interesting off programme with fashion events at various locations in Madrid not included in the main programme. On Friday 20 January Francisco Sáez’ show will be held in the tropical garden at Atocha station, while Sybilla will hold the official opening of its Madrid store on Monday 22 January. These events will be followed by shows by Beatriz Peñalver at Singular Market on 23 January; Encinar, at the Heritage hotel, and Juan Brea, at the Westin Palace hotel.

Future of design
As usual, the last day of the MBFWMadrid fashion show programme will address Samsung EGO emergent design, a key element in the regeneration of Spanish fashion that, in its twelve-year history, has become an indispensable space for promoting young talents in the fashion industry and the media. Furthermore, fifteen young creators will be exhibiting their creations at the Samsung Ego Showroom in Cibelespacio during MBFWMadrid.

The 34th edition of Samsung EGO fashion shows will be opened by Zer, the winning firm at the ninth edition of the
Samsung EGO Innovation Project awards, a prize which acknowledges projects by emerging designers which combine fashion and technology at any stage in their creation.

Next, the double shows of this edition of Samsung EGO will take place, featuring 10 young Spanish designers—3 returning and 7 new—as well as the international firm Babukhadia from Mercedes-Benz Fashion Week Tbilisi, as part of the Mercedes-Benz Fashion Talent prize. This award gives the winners an opportunity to present their collection on another of the international catwalks of the circuit sponsored by this car brand. The firm Outsiders Division, which won this prize at the Madrid edition in September, presented its collection days later in Budapest at Mercedes-Benz Fashion Week Central Europe.

With all of these fashion events in hall 14.1 at IFEMA and beyond, Mercedes-Benz Fashion Week Madrid will once again be a major platform for showcasing and supporting Spanish design. A commitment to Spanish fashion which IFEMA has sponsored for more than thirty years, gradually incorporating Spain’s leading designers to the schedule. Since its inception in February 1985, the MBFWMadrid fashion show has hosted fashion on the catwalk for more than 300 Spanish designers.

MBFWM and Desigual are joining forces in 2018 to develop UN-DRESS, a proposal which arose last September driven by the Barcelona-based brand, with the aim of debating the needs of Spanish fashion and finding areas of cooperation to help designers and fashion professionals to project themselves globally.

In January 2018, UN-DRESS will have a devoted space at hall 14.1 at IFEMA and will once again bring together reputed industry professionals to talk about the identity of Spanish fashion, its tradition and branding. Through talks, round tables and workshops, the industry’s age-old professions will be analysed and the recycling and re-use of garments will be discussed.

In addition, the January 2018 edition of MBFWM will once again have a programme of invited international press, as in previous shows, with specialist fashion journalists from all around the world taking part. For international buyers, MBFWMadrid has organised a programme in which representatives of prominent points of sale and fashion distribution outlets from different countries of Asia, the Middle East, Europe and Latin America will be present.

The Pantone colour of the year will decorate the catwalk
At this edition of MBFWMadrid, Ultra Violet is the colour chosen to welcome all visitors to the renovated Cibelespacio. This vibrant and mysterious shade has been chosen by Pantone, the world colour authority, as the colour of the year. The colour conveys originality, ingenuity and visionary thought, three key ingredients in the world of fashion and creation.

Awards for the best Spanish Fashion
As usual, this January 2018 edition of MBFWMadrid will be the platform where big names and new talent in Spanish fashion will be honoured. Sponsored by L’Oréal, there will be awards for the best established designer and the best model, as well as a new award for Best Beauty Look. For its part, Mercedes-Benz will select the most prominent emerging designer with the Mercedes-Benz Fashion Talent award, and Samsung will present the winning project of the Samsung EGO Innovation Project on the catwalk at the EGO young designers event.

Once again, this edition of MBFWMadrid will receive vital support from the private sector, with prestigious new editions. A total of 23 brands have confirmed their support for the event. Mercedes-Benz, L’Oréal and Inditex are the main sponsors; Samsung, Iberia, Font Vella, Ciroc, Royal Bliss, sponsors; Facebook/Instagram, Dyson, Only YOU Hotels, IED Madrid, Rodilla, Kaiku Caffe Latte, ESNE-Escuela Universitaria de Diseño and Westwing, collaborators, with Ecoembes as the environmental collaborator for the event.

What’s more, this edition of the event counts with the support of Universidad Rey Juan Carlos, Universidad Francisco de Vitoria, Carrighan glasses, healthy Anaconda Snacks, and the company Supreme Creations Studio, which has created the handbags for this edition, made from organic cotton. The firm Xyon Revolution will also collaborate with its sports shoes serving as the official footwear for the hostesses at this edition.

Furthermore, the Fashion TV channel will be this edition's official international television channel.

The world tourism industry gathers around the most technological staging of FITUR

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The Trade Show has grown by 8%, in line with the good moment that the world tourism sector is enjoying and with the record figures in Spain.

International participation has grown by 13%, and includes new countries and new official representations. There has also been a growth in the participation of national representations (3%) and of technological firms (16%).

India will be the FITUR Partner and will be the fifth country by presence in the Trade Show.

FITUR will be breaking ground as an ‘Augmented Trade Show’, since it will premiere the development of a set of tourist and trade show management apps. They will deploy their functionalities with 5G technology in the near future.

The strategy of segmentation has added the new FITUR FESTIVALS to its monographic sections, in response to the growing specialisation and the search for new market niches.
The Trade Show will be generating 260 million euros over its five days, and will strengthen the various sectors connected to tourism in Madrid.

IFEMA kicks off the international schedule of tourism trade fairs with FITUR 2018, the great business and professional meeting platform that will present the latest proposals, destinations and news of world tourism in Madrid between 17th-21st January. Like every year, this staging will allow agents from this industry to establish the lines of work that will set the programme for the whole year. Many business meetings will be held and contacts and business exchanges will be made.

Furthermore, the International Tourism Trade Fair is being held in a highly positive context, with record figures on a national and international level. According to figures provided by the UNWTO, tourist destinations received 1.1 billion international tourists between January and October 2017 (a growth of 7% over the same period in the previous year, or 70 million more international arrivals). Spain has also reached record figures: up until November, 77.8 million international tourists had visited our country, accounting for a growth of 9.1%. Tourist expenditure totalled 82.293 billion euros, for a growth of 12.9%.

Growth of FITUR
This positive scenario will be best reflected in FITUR 2018, which is increasing its content, both national and international, the number of participating companies and its surface area.

This staging will cover 65,500 m2 (4% more) and will have more than 10.000 participating companies from 165 countries and regions, increasing the number of main exhibitors to 816 (8% more overall). It is especially important to mention the 13% increase in international participation, which accounts for 54% of the total, whereas national participation (46% of the total) has grown by 3%.

The regions that have grown the most are Africa (more than 21%), Asia-Pacific and Europe (more than 19% and 15% respectively).

Furthermore, this staging will see the first-time participation of Syria, São Tomé and Príncipe, Bangladesh and Bosnia-Herzegovina. In addition, the international contingent will also include Azerbaijan, Belorussia, Bolivia, Ecuador, Equatorial Guinea, Latvia, Mauritius, Puerto Rico and Ukraine. These countries had already participated through companies from their territories, but they are back in FITUR with an official representation.

The 2017 attendance figures of 244,972 visitors, including 135,838 professionals, are expected to be exceeded. Madrid will receive a significant number of visitors because of FITUR, thereby yielding an estimated financial impact of 260 million euros. All hotels are expected to be fully booked and sectors linked to tourism, such as restaurants and retail and leisure businesses, will be highly active.

In this sense, FESTITUR will be held again this year, to coincide with the Trade Show, in collaboration with Madrid Night, the programme of cultural, leisure, business and cuisine activities that aims to highlight the appeal of Madrid as a tourist destination and to boost expenditure in leisure activities, which totalled 12.5 million euros and 190,000 night visits by the FITUR professionals.


For the third year in a row, FITUR has allowed a participating company or destination the chance to become integrated in its communication strategy to gain better advertising and broadcasting. On this occasion, this partner programme has turned INDIA into a FITUR Partner, adding its country brand to this staging and placing the Asian power in a special spotlight during the Trade Show.

In fact, INDIA is the Asian country with the greatest presence in this staging, and one of the top five in the Trade Show as a whole. Under the slogan of ‘Incredible India’, the hall led by the India Tourism Board has witnessed a 35% increase in overall participation, with a greater presence of companies and states/regions, as well as of tour operators that will be present in their own stands.


FITUR 2018 is presented as the most technological staging, since it will focus on innovation as one of the keys for the transformation of the tourism industry. Apart from its new incorporations, it will also feature the proposals from the FiturtechY and Fitur Know-How & Export sections regarding development, management of Big Data or segmented marketing, as well as the various technology companies in halls 8 and 10, which have grown by 16% over the previous staging of FITUR.
Another technological novelty is the creation of a state-of-the-art communication channel. This channel will use the Youshow app to provide real-time access to video content, broadcast everything that happens in FITUR and share it on social media.
FITUR “Augmented Trade Show”
One of these great technological novelties will turn FITUR and IFEMA into pioneers of the concept of “Augmented Trade Show”, a term that was coined by the multidisciplinary team that has been innovating in IFEMA LAB 5B since last September. This lab was created by IFEMA and 5TONIC to identify a series of applications, developed to deploy their functionalities with 5G technology (still in the process of standardisation) in the near future.

The prototypes that will be presented in FITUR, in a stand in the north hall of the Feria de Madrid, will provide a taste of the possibilities of this ground-breaking technology that will completely transform the way to experience tourism and its management in a trade show environment. A special focus shall be placed on its synergy with Augmented Reality, a set of solutions geared towards strengthening the interactivity of the users and providing an immersive environment for their activity through access to almost limitless communications, data and calculation services in real time.

The “Augmented Trade Show” includes elements of customisation, scheduling and guidance with a smart virtual wizard, holographic interaction with other exhibitors or visitors in FITUR, or people connected to it, plus the possibility of checking out all the activities and contents through 100% digital access.

First responsible tourism award

Another one of the key points is the commitment from FITUR towards sustainable tourism, from an environmental, social and economic point of view. In this sense, the Trade Show will present the progress of countries, companies and institutions to contribute to the development of new models aimed at diversifying, deseasonalising and qualifying tourism. With this aim in mind, FITUR has joined the initiative of the InterMundial Foundation, in collaboration with the Instituto Técnico Hotelero -ITH, to award the First Responsible Tourism Award, an acknowledgement of the involvement of tourism companies that work to develop and activate tourism that is responsible with the environment, the economy and local society. A list of 52 candidates was received: 12 corresponded to hotel and accommodation business, 3 to transport businesses, 20 to tourist product and service businesses and 17 to destinations. The winners will be presented in FiturtechY, on Thursday 18th January at 5.30 PM.

In line with its growing specialisation, this year FITUR will be presenting the FITUR FESTIVALS section. Its purpose is to produce new tourist networks and promote and develop this segment of the tourism industry that boasts huge potential. FITUR FESTIVALS, organised jointly with Spain Live Music, will rely on the participation of large firms specialising in the organisation of festivals, destinations and service providers. This offer shall be completed with the presentation of different conferences that will tackle subjects such as “Festivals and Tourism Development”, “Building a relevant sector”, “Since we are sharing clients, why not work together?” and “The soundtrack of the destinations. What does your land sound like?”

Together with FITUR FESTIVALS, the various sections in FITUR are also the best reference for the growing specialisation of tourism. This includes FiturtechY, an area organised by the Instituto Tecnológico Hotelero ITH, in hall 10, where four simultaneous conferences on the business sector will be held: #techYnegocio;  destination management, #techYdestino;  sustainability, techYsostenibilidad,  and future trends, #techYfuturo. Technology will remain a constant co-protagonist in all of them and a vehicle to help us understand and anticipate the needs and expectations of the clients so we can build “a custom-made dream for tourists”.

Finally, the FiturtechY section also includes #techYhotel within a smart space. In here, hosts will be able to interact in a natural and intuitive way with every hotel service, and enjoy the amazing options of experience customisation that the latest technologies provide for hotels and their guests.

Technologies related to digital transformation shall also be the common thread of Fitur Know-How & Export, organised by SEGITTUR and FITUR, in collaboration with ICEX Spain, Exports and Investment, to strengthen the exporting of Spanish tourist know how. This section, which shall be held in hall 10, shall include a simulation of a smart tourist destination, the innovative tourism solutions of 40 exhibitors and the incorporation of a new area devoted to enjoying the experience of travelling with different virtual reality solutions. Finally, the Startup Area shall have technology-based tourism projects developed by young companies.

The final parts of this section are SEGITTURLab, the think-tank where several practical workshops for tourism entrepreneurs and professionals on gamification, chatbots, customer journeys, virtual reality, design thinking and blockchain will be held, and Smart Talks program, which will analyse various aspects related to digital transformation and the development of smart tourist destinations and the tourism intelligence system, among others.


This year again there shall be a section on shopping tourism, in FITUR SHOPPING. A series of round tables shall be held to address some of the key issues of this tourism segment that is already one of the main motivations of millions of people when selecting a destination. The data from EY/Global Blue point to a market volume of 50 billion euros of tax free goods by tourists from outside the EU, a market volume of 125 million euros in the European shopping market and a world market volume of 217 billion euros, which support this reality.


Furthermore, like every year, FITUR HEALTH, with the support of the SPAINCARES cluster, acknowledges this global trend of growth in this type of tourism, that has tripled in a decade in our country and in the rest of the world, with an exhibition area, to display the latest health tourism proposals, a B2B meeting area, an academic area with spaces for expert analysis, debates and conferences, and a B2C space for free public demonstrations.

In addition, FITUR LGBT, in collaboration with Diversity Consulting International, will set out various proposals and activities related to this form of tourism that accounts for more than 10% of the total number of tourists in the world and between 15% and 16% of the total tourist expenditure. In Spain it yields profits of 7.3 billion euros from an estimated total of almost 7 million international LGBT tourists every year (not including large single events such as the World Pride). This will be the eighth year of continued growth in the number of stands, companies and visitors in this segment, which is one of the most profitable and least seasonalised in the tourism industry. The contents of FITUR LGBT also include a series of presentations. This year, the presentation will revolve around the art world, and will rely on more than 80 top participants from the professional, social, business and political world.


B2B meetings
For the eighth year in a row, and in view of earlier successes, FITUR will again be the setting for a series of B2B Workshop Hosted Buyer meetings with a structure aimed at promoting business contacts and exchanges. On this occasion, supply and demand will again be brought together, according to the specific interests of the participants: exhibitors and co exhibitors to promote their products on a world stage, and international buyers. A total of 6,200 meetings between the 135 international buyers that are guests of FITUR and the 500 participating exhibitors and co exhibitors are thus expected to take place. Guest buyers for this staging come from 39 countries, including the United Kingdom, Argentina, Russia, India, the United States of America and Colombia, among others.

FITUR 2018 will also be holding INVESTOUR, the Tourism Investment and Business Forum for Africa, which is organised jointly by the World Tourism Organisation (UNTWO), Casa África and FITUR. This event will be held on Thursday 18th January. It will address some of the most pressing issues for the African continent, including the status of the Africa Brand and its impact on tourism in the African continent. As in previous stagings, the Investour Forum will hinge around two sessions where two round tables and B2B business meetings, respectively, will be held.

As a preamble for FITUR, the 9th EXCELTUR TOURISM LEADERSHIP FORUM will be held on Tuesday 16th January. It will be organised in collaboration with the UNTWO and FITUR, under the banner of “How to achieve sustainable growth and streamline digital transformation”.


The Latin American Conference for Tourism Ministers and Businessmen (CIMET) will be held again this year. It is organised by the Nexo Group for the purpose of strengthening the internationalisation of Spanish tourism companies and marketing Latin American destinations in Spain.

1. On the other hand, focusing on the professional world, FITUR will host several organised activities which shall be organised, respectively by the UNTWO, such as “UNWTO Workshop on Chinese Outbound Tourism Market”, the Committee on Tourism and Sustainability of the UNWTO, or the Casa Árabe round table, organised in conjunction with Casa Árabe. The traditional gala of the UNWTO Awards for Excellence and Innovation in Tourism will be held on Wednesday evening in FITUR. These awards recognise the work of private citizens and organisations of the whole world that have served as inspiration and had a positive impact in innovative ways in the tourism sector.

Apart from these activities, there are workshops and presentations by companies and associations, such as those by the Association of Scientific Experts in Tourism (AECIT) on ‘The Intelligences of Tourism”, by the Spanish Wine Tourism Association (AEE) and the Spanish Wine Tourism Institute on “The Future of Wine Tourism: innovation in Destination Brands, Product Design and eMarketing”, the presentation by the Tourism Board – Antonio de Nebrija University on “Studies of Tourism Scenarios and Approach to Satellite Tourism Accounts in Spain”, or the FETAVE workshops on “Challenges and solutions to tackle the future of travel agencies. The example of the Spanish Costa del Sol as a success story in the diversification of tourism destinations. The role of travel agencies”, among others.

Needless to say, there will also be weekend activities for the general public, in the FITUR FESTIVALS areas and the FITUR GAY-LGBT game programme, with top quality family shows, and the 2nd hackaTrips, the 9th Traveller Meetup and the 6th Photography Workshop, organised by Minube.

FITUR will also be the setting for the FITUR STAND AWARDS for Professionalism (suitability of the stand to the marketing needs of every product), Communication/Promotion (identification of the stand with the image and the product) and Design. The awards in the 13th Awards for “Best Active Tourism Product”, from FITUR and Aire Libre magazine, aim to boost the development and marketing of the tourism industry and project the best-quality tourism products. Finally, the 19th edition of the FITUR-JORGE VILA FRADERA PLATFORM will be held in collaboration with the Association of Scientific Experts in Tourism, to select an unpublished research paper in the field of tourism.

The “The AppTourism Awards 2018” for tourism apps, which are organised jointly by SEGITTUR and FITUR will be held during Fitur Know-how & Export on 18th January. The 2018 Tourist App Guide, developed jointly by SEGITTUR, the Spanish Chamber of Commerce and FITUR, shall be presented on 18th January. This guide includes 236 tourist apps that cater for the needs of tourists at different stages of their trips. The guide is divided into seven categories, including transport, accommodation, leisure and restaurants, active tourism, destination guide, utilities and a special section for tourist applications available in Smartwatch.

The “Tourism Awards” shall be presented within the framework of FITUR GAY (LGBT). The categories are Destination, International Cooperation –Institution – Organisation and Media, and the “Special acknowledgement for actions in favour of the LGBT community”.

.FITUR, CEAV and the “VolandoVa”  initiative from MSF
This year, FITUR joins the Spanish Travel Agencies Confederation (CEAV) and Doctors Without Borders (MSF) to support the “VolandoVa.com” aid initiative. This is the first web page devoted to humanitarian medical aid, and it offers a wide range of destinations that nobody would like to visit and that need help urgently. Travellers select a destination, the type of trip and the contribution and then book the flight where the materials required by MSF to provide urgent assistance in the selected country will be shipped. Every contribution helps build the medical humanitarian kits that will be used to support those that are most vulnerable.

Online FITUR channels
FITUR will broadcast its content through the new Youshow app and through its online channels, including the official web page, the FITURNews digital magazine, which has been issued since December and includes multimedia content with previews of the fair, and the FITUR DAILY magazine (also available in paper format), which will provide updated information on all the events in the Trade Show during its first three days. FITUR also has communication channels on Facebook, Twitter, Youtube and LinkedIn. More than 100,000 followers in the whole world will follow the content and news that are distributed and shared throughout the year.

WORLD DUTY FREE patrocinador del área de cargadores /wifi del pabellón 3
WORLD DUTY FREE es patrocinador del área de cargadores /wifi situada en el pabellón 3 de FITUR.  World Duty Free es una de las marcas más populares en el sector travel retail. Sus tiendas están localizadas principalmente en aeropuertos, y abarcan un extenso alcance geográfico, desde su sede en Europa Occidental, hasta América, Oriente Medio y Asia. WDF opera con diferentes conceptos de retail, desde duty free hasta conveniencia, a través de las tiendas de aeropuerto más emocionantes y atractivas del mundo. La marca ofrece una amplia gama de productos de las principales categorías tradicionales, con un enfoque en el cliente y programas de marketing innovadores, que incluyen una comunicación multi-canal y promociones interactivas. WDF se convirtió en parte de Dufry en 2015, convirtiéndose en la mayor adquisición en la historia del travel retail.




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HARRY POTTER: THE EXHIBITION. From November 18th onwards, IFEMA will host for the first time this exhibition of the magical world of J.K. Rowling, which will doubtlessly be visited by thousands of fans.

In partnership with Warner Bros. Consumer Products, Global Experience Specialists (GES) has created this experiential exhibition covering more than 1,400m2, in which visitors can admire hundreds of objects and artifacts used in the Harry Potter movies, enjoy the scenarios of the movies, and discover the manual and artistic work that hides behind the costumes, as well as the creatures of the film. From the moment visitors enter the exhibition, they immerse themselves in this magical universe.


Visitors can also enjoy the Quidditch ™ area, launch a Quaffle ball; extract a mandragora from a pot in the class of herbology, and even cross Hagrid's cabin and sit in his giant armchair. They will also be able to have an exclusive audioguide with details about the making of the films, with comments from the producers.


The fashion industry holds a must-visit event in Madrid from 2 to 4 February with MOMAD Metrópolis

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The fifth monograph edition of the fashion and clothing show, which is organised by IFEMA, will showcase the latest trends for the 2018/19 Autumn/Winter season and the Fast Fashion proposals for the 2018 Spring/Summer season
The fashion industry will hold a must-visit event on 2, 3 and 4 February 2018, with a new edition of MOMAD Metrópolis, the International Fashion Trade Show, the largest business and trends forum for the fashion industry on the Iberian Peninsula.

In this edition the trade fair, organised by IFEMA, will present the new collections for the 2018/19 Autumn/Winter season, and Fast Fashion proposals for the 2018 Spring/Summer season, acting as a hub for the entire fashion sector to get together. Its activity will take place in halls 2, 12 and 14.

The Events segment, with collections for parties and fashion for large celebrations, in a personalised setting, will welcome professional visitors in hall 2, the main entrance to the trade show. Hall 12 will house various sectors, including Contemporary, with the latest trends in classic style collections from well-established brands; Casual, with informal, comfort-seeking fashion; Fashion in Leather and Coats; Accessories and Metro, with the high-end international brands.

Meanwhile, hall 14 will house Urban, offering the show’s most youthful proposals; Man, with lifestyle and men’s fashion as a new independent sector, gaining even greater relevance in the exhibition compared with previous editions, and Now!, with the Fast Fashion brands for the 2018 Spring/Summer season. Sustainable Experience, dedicated to sustainable fashion brands, will be located in the area connecting halls 12 and 14.

A new feature of this edition will be MOMAD 4.0, with innovative solutions
for Retail.

In addition to the commercial interest generated by MOMAD Metrópolis, fostering in each of its editions the diversity and strength of the Spanish fashion industry, both domestically as well as internationally, the show will also offer dissemination activities and debates on the sector as part of the MOMAD Forum, which on this occasion will be located in hall 12.

In line with this tradition, the MOMAD Catwalk, which will host the fashion parades for a selection of participating brands, and the recreational area Winter Terrace, will be located outside, between halls 2 and 12.

IFEMA pioneers the use of geothermal energy in the trade fair sector

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The geothermal power plant which has been built to control temperatures in the Feria de Madrid offices went live this week
The project, a component of the Corporate Responsibility programme, has made IFEMA a pioneer when it comes to investing in and promoting the use of renewable energies in the trade fair sector
The plant will allow energy savings of 81,000 kWh; reducing CO2 emissions by 200 tons per annum, and cutting €40,000 from the site’s yearly utility bills

This week saw the commissioning of a new geothermal power plant, which will partly cover the climate control needs of the site’s main office building. Geothermia was selected to carry out this project, a component of the organisation's Corporate Responsibility policy, signifying IFEMA’s firm commitment to renewable energies, energy efficiency and environmental sustainability, as a pioneer in the trade fair sector.
The project was built by Sacyr Industrial, and consisted of boring 40 geothermal probes to a depth of up to 150 metres. These have been connected to a new geothermal heat pump which provides 355 kW of thermal power and 305 kW of cold. The project involved combining the geothermal resource with the existing installation to create a plant which will work at maximum capacity almost continuously. This means it will be operational for around 7,500 hours per annum, in other words, 85% of the year.
Among the benefits of installing this system are electric energy savings of 81,000 kWh/year; a thermal energy saving (natural gas) of 707,000 kWh/year, and a reduction of primary energy 80 TEP (tons of oil equivalent).  It will also reduce annual CO2 emissions by up to 200 tons and savings of €40,000 a year on fuel bills.
Reducing environmental impact
This project one of the many improvements incorporated by IFEMA to its facilities management, to optimise its use of natural resources and boost energy efficiency. Every year, IFEMA welcomes about 3 million visitors and more than 30,000 companies, to which it offers optimal conditions to generate new business opportunities in a responsible and sustainable context, minimising the environmental impact of its services.
To achieve this, every year IFEMA includes projects in its budgets to achieve its environmental objectives, such as the work carried out to adapt its sanitary facilities in 2017 that will allow annual savings of more than 5,000 m³ of water; investments in LED lighting systems throughout the site; photovoltaic panels already in use, and recycling processes which manage 16.5 tonnes of metal, mainly steel, aluminium and copper, and more than 21 tons of paper every year. One of its most recent initiatives has been to replace its fleet of commercial vehicles with one-hundred-per-cent electric ecological units, not to forget the awareness-raising efforts of its trade fairs to promote the environment with specific activities on this theme.
This is how, IFEMA, which is highly conscious of its scope and influence, is helping to support the development of alternative energy, and to set an example to other institutions in its commitment to clean energies and the respect for the environment.

For more information:
Marta Cacho | Media Relations Officer | mcacho@ifema.es


IFEMA again leads the international trade fair sector, making Madrid leader in Spain with 51% market share

Noticia Prensa IFEMA G
· A ranking of the international trade fairs held in Spain, conducted annually by the Ministry of Economy, positions Madrid, with 43 international fairs, in first position, with 51% of the national share

· It is followed at a distance by Barcelona with 22%, Valencia with 14%, Bilbao with 7% and Zaragoza with 4%

· IFEMA has gained three new international fairs: the two annual editions of Mercedes-Benz Fashion Week Madrid, Feriarte, and Matelec Industry

With a total of 43 international fairs in 2018, more than half the number held in Spain, Madrid has consolidated its position as the clear leader in this type of event. According to the Ministry of Economy, Industry and Competitiveness’s official annual ranking, conducted through the Department of Commerce, the Madrid region accounts for 51% of the international fairs held in Spain. This places Madrid a long way ahead of Barcelona, ​​which occupies second place with 22%, and Valencia, which represents 14% of the total. These data mean Madrid grew by 8 percentage points over the previous year, occupying the highest position ever reached.


Of the 43 international fairs held in the region, 40 are part of the official IFEMA Calendar, and of these, a total of 38 are organised by the Trade Fair Institution of Madrid. They are followed by Barcelona, ​​with 19 international fairs; Valencia, with 6; Bilbao, with 3 and Zaragoza, with 2 fairs. The rest are shared among Elche, (3), Ourense (2), Vigo (3), Lleida (2), Valladolid (1), Tineo (Asturias) (1), Jaén (1) and Silleda (Pontevedra) (1).


IFEMA, leader in international fairs

Based on these data, IFEMA once again leads the international trade fair scene, contributing decisively to positioning Madrid as the leading and most widely acknowledged international fair venue. It is worth mentioning that FITUR inaugurates the start of IFEMA’s official calendar for 2018. FITUR is one of its most international fairs, which will host, as usual, representatives from many countries from all over the world and will confirm once again its leadership of the Ibero-American tourism market. It will be followed by major sector-specific events, among which are ARCOmadrid, the International Contemporary Art Fair, or FRUIT ATTRACTION, both holding events in countries outside of Spain.


For 2018, the Ministry of Economy has recognised the international status of three other fairs organised by IFEMA: MERCEDES-BENZ FASHION WEEK MADRID, which takes place twice a year, FERIARTE, International Art and Antiques Fair, and the recently created MATELEC INDUSTRY, join the long list of fairs organised by the Trade Fair Institution of Madrid, as they are already classed as being international. 


Other fairs organised by other operators at Feria de Madrid have been classed as international by the Ministry of Economy: INTERNATIONAL GAMING FAIR and the SALON DE GOURMETS, International Food and Beverage Quality Fair.  




More information.- IFEMA Press

Marta Cacho Dalda

mcacho@ifema.es  | (+34) 91 722 50 94







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