FITURNEXT records more than 350 initiatives submitted for the 2027 Challenge on tourism and the preservation of cultural identity

FITURNEX, the FITUR Observatory dedicated to promoting best practices in tourism through a sustainability lens, has kept the call open to identify initiatives for the 2027 Challenge, focused on how tourism can contribute to the preservation and promotion of cultural identity.

 To date, more than 350 initiatives have been identified by the Observatory, from across five continents. Of these, 9 will be selected as finalists and 3 will become the winners at the upcoming edition of the International Tourism Fair, to be held from 20 to 24 January 2027 at IFEMA MADRID.

Three key themes for the preservation and promotion of cultural identity in tourism

The cultural identity of territories, their heritage, traditions, knowledge, and ways of life— is one of tourism’s most valuable and, at the same time, most vulnerable assets. The growth of the sector can be both a threat to cultural authenticity and a key ally for its preservation and revitalization.

All of this unfolds through the active participation of local communities, administrations, and tourism operators seeking to make identity a vector for sustainable development. As research progresses, several thematic areas have been defined that encompass the values of the projects analyzed:

• Revitalisation and regeneration of heritage: aimed at initiatives working to recover, rehabilitate, or reactivate the tangible and intangible cultural heritage of a territory, so that tourism acts as a driver of regeneration rather than degradation.
• Community-led identity tourism initiatives: focused on community-based projects that place the distinctive identity of a territory at the heart of the tourism experience, with local communities as the main protagonists and beneficiaries.
• Creation of identity-based tourism products: for travel agencies, operators, experienced companies, and other entities that develop tourism products making the cultural identity of the destination their core value proposition.

Eight editions with more than 2,000 initiatives analysed by FITURNEXT

This is the eighth edition of the Observatory, which already has a long history and recognition in the responsible and sustainable tourism industry. Over the past few years, FiturNext has analyzed more than 2,000 initiatives that address sustainable best practices in their destinations and contribute to fostering an industry that is more committed to the preservation of cultural identity and the local community.

Destino FiturNext podcast is on its second season. It already has several episodes focused on positive tourism and has already featured various industry experts and initiatives on gender equality, accessibility, and the regeneration of the natural environment, among other topics. Now also available on Spotify and Apple Podcasts,