FITUR Woman will project the future of tourism based on investment and economic empowerment
Organised by FITUR together with Women Leading Tourism (WLT) and supported by the Puerto Rico Tourism Company, it will explore the role of tourism as a platform for employment, entrepreneurship and female leadership.
FITUR Woman, the space that promotes the visibility and leadership of women in the tourism industry, will be holding a new edition during the International Tourism Trade Fair from 21 to 25 January 2026 at IFEMA MADRID. Organised by FITUR in collaboration with Women Leading Tourism (WLT) and with the support of the Puerto Rico Tourism Company, the section will focus on investment and economic empowerment as key factors for inclusive and sustainable growth in the industry, as well as the role of tourism as a driver of social and economic transformation.
The event, which is taking place on Wednesday 21 January in Hall 10, will bring together institutional, business and academic representatives to discuss the conditions for moving towards a more equitable tourism. Within this framework, the axis "Empowerment as a priority in global development: the role of investment and economic empowerment in tourism"will be addressed, which will develop how education, training or access to resources are necessary to strengthen women's leadership and the development of the industry.
The Puerto Rico Tourism Company and its country brand 'Descubre Puerto Rico’ (Discover Puerto Rico) is participating in this edition of FITUR Woman as an example of a destination that promotes female leadership in the evolution of the tourism industry. "With our presence in the section we want to reflect the commitment at public policy level to achieve tourism that creates real opportunities for women and contributes to a more inclusive development. From a social, economic and professional sustainability perspective, we believe in a tourism industry capable of promoting female talent and generating a positive impact on our environment".
Preview of the FITUR Woman 2026 programme and awards
The FITUR Woman programme will be offering a full day of debate and reflection divided into thematic blocks, as well as the section's awards ceremony, recognising the industry's most inspiring initiatives. In this regard, the international conference Investment, Climate Action and Women's Empowerment: Global Road Map 2030 will be opening the programme in this space.
After that, the first block: Tourism as an engine of empowerment, will be addressing financial inclusion, access to education and technical, digital and business training as tools to improve job opportunities and female entrepreneurship. It will also be analysing work-life balance policies and programmes that promote the presence of women in leadership positions.
Challenges and barriers. How the industry can accelerate the agenda will be the theme of the second block, which will examine the main challenges that still limit equality, such as job insecurity, the gender pay gap and the lack of female representation in decision-making. The impact of global crises and transformations on women's employment and participation will also be discussed.
Finally, the third block: How to optimise impact. Solutions and benefits of economic empowerment, will present policies and best practices that demonstrate the benefits of women's leadership in tourism competitiveness and sustainability. Experts and representatives will highlight the importance of investing in training, innovation and access to technology as keys to closing the skills gap.
FITUR Woman consolidates its position as an essential space within the International Tourism Trade Fair, organised by IFEMA MADRID, and reaffirms its commitment to equality, leadership and progress in the tourism industry.