FITURNEXT 2026 announces its first speakers, focusing on the role of tourism in responsible water management

FITURNEXT, the FITUR Observatory dedicated to promoting best practices in sustainable tourism, will host three days of events focused on boosting water sustainability in tourism from January 21 to 23 at Knowledge Hub, as part of the International Tourism Trade Fair (FITUR) in Madrid.

Partnering once again with Aqualia, a benchmark brand in integrated water cycle management, the FITURNEXT program will be complemented by the awards ceremony for the 2026 Challenge winners, alongside talks and round tables with experts highlighting the opportunities and services within the tourism industry to contribute to water efficiency.

Sustainability for the planet, people, and the industry will feature renowned professionals from the tourism sector who are fostering an efficient and responsible industry regarding water management. Key figures include Jaume Mata, Head of the Sustainable Tourism Area at the Visit Valencia Foundation; María Ángels Marí, President of the Aliança per l'Aigua; Beatriz García Moreno, R&D&I Project Manager for the Smart Tourist Destinations (DTI) network at Segittur; and Virginia Sarobe, Sustainability Director at Bioscore.

Awards ceremony for winning initiatives, the FITURNEXT programming will kick off with the awards ceremony for the winners of the 2026 Challenge, dedicated to sustainable and responsible water management in tourism. The Visit Valencia Foundation, Barceló Regen, and Plastic Cup are the winning initiatives of this edition.

Additionally, the agenda will feature dialogues with public and private sector organizations and round tables concerning organizations seeking water balance. It will also showcase some of the finalist initiatives through conversations that will reveal why a different relationship with water is possible.