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FITUR’s Media Impact Highlights the Need for International Tourism Recovery

Around 2500 journalists from 33 countries covered the world’s first in-person Fair for the industry, the Madrid International Tourism Fair. There were over 120,000 news items across all news platforms during the Fair.

25 May 2021

The International Tourism Fair, FITUR, organised by IFEMA MADRID, just finished. It was clearly a turning point for the tourism and MICE sectors. It demonstrated the urgent need for recovery in these major economic sectors, severely affected by the recent health crisis.

Its importance is evident in the tremendous media impact of this Tourism Recovery Special edition. Over its five days, about 2500 journalists from 33 countries visited in person to cover the Fair. This work generated around 120,000 news items across all platforms (print, digital, radio, television and social media), with a global audience of 6.18 billion people. Those unable to visit the Fair in person were able to use the FITUR LIVEConnect online platform to follow many of the talks and activities at the IFEMA MADRID Trade Fair Centre, in addition to the work of hundreds of journalists worldwide.

FITUR had a significant influence on social media, with more than three million views and 60,600 interactions on the Fair’s official profiles. Five thousand new followers joined the Fair’s online community, which now has nearly 219,000 followers. On Twitter, FITUR was the number two trending topic across Spain on the opening day, during the visit by the King and Queen.

This year’s FITUR marks the first step in getting back to holding large, global-scope, in-person events. Events like these will combine strict health safety measures and ensure business success for participants. Evidence of this success was the number of news items and social media impacts and how positive nearly all of them were.