Eugenia Fierros: FITUR will contribute to improving Norway's image and brand and will boost the business of its companies.

Eugenia Fierros, B2B Director for Spain and LATAM at VisitNorway, gives a very positive assessment of Norway's participation in FITUR 2026 and points out that "the professional days worked very well in terms of visitor quality". More than 200 meetings were held at the country's stand, and Fierros points out that "the most outstanding visit was that of King Felipe and Queen Letizia" during the inauguration of the trade fair.

As for the main attractions promoted, the head of VisitNorway affirms that "we continue to position Norway as a nature destination where sustainability is a top priority". This year there has been "special interest shown in the Northern Lights, as well as fjords, midnight sun, active tourism and culture".

The Fjords and Northern Norway

In particular, the stand promoted principally the Norwegian Fjords and Northern Norway, two very different regions with different attractions. "The fjords stand out for their spectacular nature, fjords, waterfalls, glaciers, mountains and valleys... combined with local culture and gastronomy.

While Northern Norway stands out "as an exotic alternative for Spaniards". Because of its latitude, it offers "unique phenomena such as the midnight sun in summer and the northern lights in winter; and all this is combined with a huge variety of activities, such as dog sledding, snowmobiling, ice hotels and Sami culture".

Fierros affirms that the message is always linked to sustainability. "On the one hand, to the development of tourism that is fully respectful of nature in its broadest sense, while taking into account the local population, so that tourism benefits them, not only economically but also culturally.

VisitNorway's B2B director for Spain and LATAM is convinced that "participating in FITUR will contribute to improving Norway's image and brand as a destination and will help participating companies to increase their business".