FITUR 2026 reinforces its global agenda for sustainable tourism
The International Tourism Fair, which is taking place from 21 to 25 at IFEMA MADRID, will be the strategic framework to promote a more resilient tourism that aligns innovation, competitiveness and sustainability.
In a context in which sustainability has been consolidated as a priority for global tourism development, FITUR is reaffirming its role as a benchmark for promoting a responsible transformation of the industry. With Mexico as Partner Country, the International Tourism Trade Fair is once again bringing together the global market from 21 to 25 January 2026 at IFEMA MADRID, boosting business, institutional cooperation and knowledge exchange at a turning point for the industry.
According to UN Tourism data, international arrivals increased by 5% in the first half of 2025 and global tourism expenditure could reach USD 2.1 trillion. These figures not only reflect the strength of a growing industry, but also underline the responsibility of shifting towards more efficient, resilient practices capable of generating social and environmental benefits over time.
Against this backdrop, FITUR 2026 is reinforcing its commitment through the Knowledge Hub, which will be open on the professionals-only days, from Wednesday 21 to Friday 23 January. This space will be promoting approaches that integrateeconomic competitiveness and the responsible management of natural resources and also contribution to the well-being of local communities, promoting visions that transform tourism from practice and strategy.
Sustainable tourism innovation at a FITUR designed for responsible visits
Under the slogan 'Where travel begins', FITUR invites participants and visitors to understand sustainability as a value that boosts the competitiveness of destinations and strengthens the global structure of tourism. Thus, in its 46th edition, the Trade Fair will incorporate for the first time GENAQ atmospheric water generators, which will supply part of the water consumption during the event and will significantly reduce the use of single-use plastic bottles. Eight drinking fountains will be installed at different points of FITUR, reducing the carbon footprint associated with the transport and distribution of bottled water and harnessing a renewable and local energy source: air humidity.
FITUR also fosters the adoption of environmental criteria among its exhibitors through the Sustainable Stand Award, which recognises organisations that integrate responsible practices in the design, construction and operation of their stand spaces. The award evaluates aspects such as the use of recyclable materials, energy efficiency, waste management and accessibility of the stands.
Beyond promoting conscious participation and visits, FITUR positions itself as an international platform for the identification and dissemination of high-impact sustainable solutions. The FITURNEXT Sustainability Observatory leads this work by identifying replicable initiatives in destinations around the world. For 2026, the observatory has focused its FITURNEXT Challenge on the efficient and responsible management of water, one of the most vulnerable resources in many tourism environments. After assessing more than 250 initiatives, the jury decided on the winning proposals of: Fundación Visit València (Spain), Barceló Regen (Spain) and Plastic Cup (Hungary).
FITUR's growing specialisation through its sections —FITUR 4all, FITUR Cruises, FITUR Lingua, FITUR LGTB+, FITUR Screen, FITUR Talent, FITUR Sports and FITUR Woman —contributes to diversifying the tourism offer and promoting a more inclusive, accessible and decentralised industry in both seasonal and geographical terms. This sectoral structure broadens the Trade Fair's scope and reinforces its contribution to a more balanced and sustainable tourism.
Finally, FITUR 2026 will deepen its environmental commitment through the comprehensive measurement of its carbon footprint, both direct emissions (Scope 1 and 2) and indirect emissions (Scope 3). This approach will allow progress towards a more responsible event model and will generate key information to define actions for continuous improvement in future trade fairs.
With this edition, FITUR reaffirms its leadership as a catalyst for the transformations that will define the future of global tourism and consolidates itself as a space where institutions, companies, destinations and professionals find inspiration, knowledge and strategic alliances capable of promoting a more resilient, inclusive industry that is aligned with the major international challenges.