The Region of Murcia welcomed 74,000 visitors to its stand at the last edition of FITUR
Murcia achieved a record 74,000 visits to its stand at FITUR 2025, says the director of the Institute of Tourism in the Region of Murcia (ITREM), Juan Francisco Martínez. In terms of professional activity, ITREM held around a hundred meetings with key tourism stakeholders over the three professional days of the event. In addition to the private meetings held by the business sector, the stand hosted 300 meetings, which "gave us a strategic opportunity to consolidate alliances, capture new markets and strengthen the promotion of tourism products".
Juan Francisco Martínez explains that, after closing 2024 as the best tourism year in its history, the Region of Murcia had a larger stand than ever at FITUR 2025 (1,200 square metres), where it gave "fifty presentations, including on one Mar Menor and its blue tourism offer, and the Ricote Valley, with its 'slow' tourism, as the main protagonists for 2025". On the other hand, "the Camino de la Cruz de Caravaca also played a major role as a project for the interjubilee season 2025-2030, as well as the celebration of the 1,200th anniversary of the founding of the city of Murcia and the festivals and traditions of the Region".
In addition to these, 29 additional presentations were made by the Region’s municipalities, which presented their tourism projects in the regional space in the format of 15-minute 'information pods', with two presenters interviewing the representatives of the different local entities in a televised format.
Partnerships and new markets
In terms of professional activity, "the Institute of Tourism alone held around a hundred meetings with key players in the tourism sector over the course of the three professional days of the trade fair". In addition to the private meetings held by the business sector, the professional area of the Region's stand hosted 300 meetings, which were "a strategic opportunity to consolidate alliances, capture new markets and strengthen the promotion of tourism products".
The meetings were attended by specialised agencies, international tour operators, online travel agencies, airlines, international public relations companies, experience platforms and Turespaña's network of offices abroad.