Reto FITURNEXT 2027: Cómo puede el turismo contribuir a la preservación y promoción de la identidad culturalFITURNEXT 2027 Challenge: How tourism can contribute to the preservation and promotion of cultural identity

FITUR, the International Tourism Trade Fair organized by IFEMA MADRID, announces the eighth edition of its FITURNEXT Sustainability Observatory, an initiative aimed at promoting sustainable and regenerative tourism that responds to the challenges of an industry experiencing sustained growth. With this mission, and aligned with the Sustainable Development Goals, the 2027 Challenge will be: ‘How can tourism contribute to the preservation and promotion of cultural identity?’.

Any initiative that promotes the balance between tourism and cultural identity can apply using this form until 31 August. Selected projects, following the criteria of a replicability and impact barometer, will be awarded during the celebration of FITUR from January 20 to 24, 2027.

The importance of efficient tourism management to preserve cultural identity

The 2027 Challenge, focused on tourism and cultural identity, is crucial as it addresses one of the sector’s greatest risks: cultural homogenization and gentrification, demonstrating that local identity (its memory, trades, territory, and worldview) is not merely a backdrop for consumption, but a strategic asset. By protecting this identity through community governance models and narrative sovereignty, tourism ceases to be an extractive force and becomes a structural engine that retains population, empowers communities, and ensures that economic and social benefits remain in the territory.

This new Challenge is aligned with several United Nations Sustainable Development Goals, highlighting that responsible tourism acts as a catalyst for safeguarding cultural identity. The main connections between cultural identity, tourism, and the SDGs can be seen in Goal 11.4 on Heritage and Cities, 8.9 on Local Economic Development, 8 on Decent Work and Economic Growth, and 10 on Reducing Inequalities.

The three categories to recognise initiatives

The call is open to any company, public administration, organisation or project that promotes the preservation and promotion of cultural identity. The goal is clear: to identify innovative and replicable models that can inspire other destinations and sector actors to improve their relationship with local identity. Initiatives can apply under three categories:

• Revitalisation and regeneration of heritage: Initiatives that ensure heritage is not merely a static museum, but a living element whose valorisation contributes to its protection and knowledge.
• Community-led identity tourism initiatives: Initiatives that demonstrate a form of governance focused on ownership and structural empowerment, not merely superficial participation.
• Creation of identity-based tourism products: The focus is on avoiding cultural appropriation by third parties and ensuring that the narrative is genuine through local experiences that valorise heritage.

The winning and finalist projects will participate in the activities held at the FITUR 2027 stand, from January 20 to 24, and in future actions, benefiting from the visibility provided by being part of the FITURNEXT community, thanks to media coverage and the various synergies generated among its participants.