FITUR 2026 sets the global pace for tourism, drawing 160 nations and more than 10,000 companies

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Mexico joins FITUR 2026 as Partner Country in an edition bringing together 967 main exhibitors and marking an 11% rise in international participation.

The Knowledge Hub, FITUR Experience and the first International Summit on Communication and Tourism introduce the main innovations of a 46th edition boosting FITUR’s position as the world’s leading tourism fair.

Madrid once again becomes the focal point of global tourism as it hosts the International Tourism Fair (FITUR), organised by IFEMA MADRID from 21–25 January 2026. In its 46th edition, FITUR strengthens its position as the sector’s leading platform, highlighting both its international reach and its commitment to knowledge as a driver of industry transformation

The figures unveiled at the press conference underscore FITUR’s leadership: nine halls, more than 10,000 companies from 161 countries, 111 of them counting on official representation, (10% up on the 2025 edition) and 967 main exhibitors.

FITUR also welcomes 18 new nations, largely from Africa and the Asia–Pacific region areas, which, according to UN Tourism, led global growth with increases of +10% and +8% in arrivals respectively, and which also recorded growth at FITUR of 34% and 22% in terms of exhibition space. New participating destinations include Abu Dhabi, Dubai, Zanzibar, as well as regions from Germany and the United Kingdom, among others.

José Vicente de los Mozos, Chairman of the Executive Committee of IFEMA MADRID, stated that “these figures reaffirm FITUR’s role as the leading meeting point for the global tourism market, reflecting the strength and maturity of an expanding industry. Madrid once again becomes the epicentre of global tourism dialogue, showcasing Spain’s ability to lead in attracting travellers and to generate trends and opportunities that drive the tourism of the future on a worldwide scale.”

The figures for FITUR 2026 confirm the excellent momentum of the tourism sector. “With Mexico as the Country Partner and Spain as host and headquarters of UN Tourism, FITUR is consolidating its position as an international meeting point to define the direction of tourism in a phase of sustained growth. The more than 1.1 billion trips recorded up to September and the 5% increase in arrivals in 2025 reflect the strength of a sector poised to generate employment, foster innovation and contribute directly to social well-being and the sustainable development of communities,” highlighted the Secretary-General of UN Tourism, Sheikha Alnuwais.

For her part, and focusing on Spain, the Secretary of State for Tourism, Rosario Sánchez, stressed that “this edition of FITUR is the best showcase for Spain to demonstrate its international leadership in tourism, which is not based solely on its high visitor numbers or its outstanding cultural and natural appeal, but also on the strong management and innovation capacity of its tourism sector. Spain is driving a global transformation process towards a tourism model that secures its future through economic, social and environmental sustainability, enabling it to remain a responsible and redistributive engine of economic development that continues to generate opportunities and well-being for society and its citizens.”

The Knowledge Hub and FITUR Experience and MICE Summit : Key New Features

In this context, FITUR 2026 strengthens its role as a key forum for industry debate with several major additions. The most relevant is the new Knowledge Hub, located in Hall 12 and open throughout the fair. Conceived as the strategic hub for tourism insight, it features eight auditoriums, ten conference programmes, more than 200 sessions and over 250 high‑level speakers.

The Knowledge Hub will also host further highlights, including FITUR Experience, focused on experiential tourism as one of the sector’s most dynamic drivers of change, and the first International Summit on Communication and Tourism, which analyses the challenges facing tourism communication alongside experts and representatives from both the public and private sectors. In addition, the Travel Technology Area has doubled in size and will bring together more than 190 leading companies in innovation and in the digitalisation of the entire tourism industry value chain.

In this regard, Marco Sansavini, Chairman of the FITUR Organising Committee and Iberia, highlighted that “FITUR is not just a trade fair. For decades, FITUR has been the major global business platform for the tourism sector, the place where opportunities are created, strategic ties are strengthened, and the priorities of an industry that is key to the economic and social development of Spain and of all participating countries are defined.”

More than 250,000 visitors and €487 million in economic impact for Madrid

The strong response from the sector to FITUR 2026 points to high visitor numbers, with forecasts exceeding 250,000 professionals and travellers. This projection, together with the figures for company and destination participation, reflects the dynamism that FITUR generates in the Madrid region, with an economic impact that reached €487 million in the previous edition.

The Community of Madrid is positioning itself as a “strong ally” for the tourism sector at the 46th edition of FITUR. This was highlighted today by the Regional Minister of Culture, Tourism and Sports, Mariano de Paco, who stressed that the regional government “believes in the tourism sector, supports it through public policies, and understands that when it succeeds, the entire region benefits.” He added that the government “continues to work with a strategy that serves as a roadmap, offering security, stability, and a long-term vision for the sector, arriving at FITUR 2026 with record-breaking figures: tourism already represents 8.7% of the regional GDP, with a fiscal impact reaching nearly €10 billion in tax revenues—a figure that constitutes a fundamental pillar for financing the region’s public services.”

Meanwhile, Madrid City Council’s Delegate for Tourism, Almudena Maíllo, highlighted that “with this new edition, FITUR opens an exciting 2026 for tourism in Madrid. FITUR consolidates the city as a tourism capital, where the future of the sector is thoughtfully designed and responsibly planned.”In this regard, Maíllo underlined that “the addition of the new Knowledge Pavilion reinforces Madrid’s leadership as a hub for trends, innovation, and destination intelligence.”

Mexico, FITUR 2026 Partner Country

Mexico will be the Partner Country of FITUR 2026, with a prominent presence at the Fair at a time when its tourism sector grew by 13.9% between January and September 2025, according to SECTUR, and with the aim of securing its position as the world’s fifth most visited destination.

Miguel Aguiñiga Rodriguez, Head of the Unit for Innovation, Sustainability and Tourism Professionalisation at Mexico’s Ministry of Tourism, emphasised that “this delegation of more than 800 Mexicans is not just a record number; it is a reflection of Mexico’s united soul, arriving in Madrid to show the world its immense wealth and its unparalleled tourism potential.”

Sustainability and Diversification Across the Eleven Sections of FITUR 2026

FITUR 2026 expects to connect the tourism industry with other sectors while addressing key challenges across its 11 specialised sections. (Full programme here):

Southeast Fast Track and Public Transport Access

FITUR 2026 has opened a fast track at the Southeast entrance, between Hall 4 and the Knowledge Pavilion, to facilitate access for exhibitors and professional visitors.

Attendance via public transport is recommended, preferably using the Madrid Metro, which has increased service on Line 8 by nearly 70% to help avoid congestion. In recent months, IFEMA MADRID has been carrying out improvement and adaptation works at its Exhibition Centre, which has temporarily reduced available parking spaces by 30%.

Weekend at FITUR

During the weekend of Saturday 24 and Sunday 25, FITUR will transform into a major tourism celebration for the end traveller, with a full programme of activities, tastings, workshops and contests organised by exhibitors, offering direct access to information about destinations.

Among the highlights, visitors will not want to miss the replica of the Grand Egyptian Museum recently inaugurated in Cairo, presented by Egypt Tourism, as well as Minube’s Traveller Meetup and the free FITUR tours organised by Civitatis.

Finally, it is worth noting Puerto Rico’s sponsorship of FITUR’s free WiFi network.

In the realm of connectivity, eSimFLAG, Telefónica’s international eSIM service, will be one of the key enablers of the FITUR experience. Thanks to this solution, visitors travelling to Madrid can enjoy three days of free unlimited data in Spain, available until 25 January, ensuring full and seamless connectivity from the moment they arrive in the city, without the need for physical SIM cards.