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From left to right: María Valcarce, Director of FITUR; Miguel Aguiñiga Rodríguez, Mexico’s Secretariat of Tourism; Mariano de Paco, Community of Madrid; Sheika Alnuwais, Secretary‑General of UN Tourism; José Vicente de los Mozos, Chairman of IFEMA MADRID; Rosario Sánchez, Ministry of Industry and Tourism; Marco Sansavini, Chair of the FITUR OC and President of Iberia; and Almudena Maíllo, Madrid City Council – Image Credit FITUR
FITUR 2026 will take place in Madrid from January 21–25, 2026, featuring more than 10,000 companies from 161 countries and introducing new industry forums and initiatives.
The International Tourism Fair (FITUR) will be held in Madrid from January 21 to 25, 2026, marking its 46th edition. The event, organized by IFEMA MADRID, will bring together over 10,000 companies from 161 countries, with 967 main exhibitors and official representation from 111 countries. This represents a 10% increase in official country participation compared to the previous year and an 11% rise in international participation overall.
Mexico has been designated as the Partner Country for FITUR 2026 and will have a prominent presence at the event. According to Mexico’s Secretariat of Tourism, the country’s tourism sector grew by 13.9% between January and September 2025.
Eighteen new countries will participate in FITUR 2026, with notable additions from Africa and the Asia-Pacific region, where participation has increased by 34% and 22%, respectively. Newcomers include Abu Dhabi, Dubai, and Zanzibar, as well as regions from Germany and the United Kingdom.
The 2026 edition will introduce several new features, including the Knowledge Hub located in Hall 12. The Knowledge Hub will offer eight auditoriums, ten conference programs, more than 200 sessions, and over 250 speakers. It will also host FITUR Experience, focusing on experiential tourism, and the first International Summit on Communication and Tourism, which will address challenges in tourism communication with input from public and private sector representatives.
The Travel Technology Area at FITUR 2026 has doubled in size and will feature more than 190 companies focused on innovation.
Organizers forecast attendance of over 150,000 professionals and nearly 100,000 public visitors during the weekend. In its previous edition, FITUR generated an economic impact of €487 million for Madrid.
FITUR 2026 will cover 11 specialized sections and introduce a fast-track entrance at the South-East access to facilitate professional entry. Increased public transport services, including on Metro Line 8, are planned to support the event.
During the weekend, FITUR will open to the public with a program of activities, workshops, and experiences. The event aims to connect the tourism industry with other sectors and address topics such as sustainability and accessibility.
