The director of Fitur, María Valcarce, has emphasized that this fair is the most important worldwide in terms of representation of companies and presence of professionals. The event, held in Madrid, covers 200,000 square meters distributed across nine pavilions, 85 rooms, two convention centers, and outdoor areas. In this edition, Brazil is the partner country.
The Ministry of Tourism of Brazil and Embratur reported that the year 2024 was the best in the history of international tourism in Brazil, with a record of 6,657,377 foreign tourists, an increase of 12.6% compared to the previous year. Mexico was originally to be the partner country; however, diplomatic disagreements led to its absence, agreeing to participate in Fitur 2026 instead.
Spain remains the second most relevant tourist destination worldwide. Fitur 2026 will feature the presence of 156 countries, 101 with official representation, and 884 exhibitors. With these figures, it is expected to reach the numbers of the 2020 edition, prior to the pandemic.
At Fitur 2024, over 7,500 journalists from more than 50 countries were accredited. The fair is promoted as the best in the world, and is noted for its product segmentation, ranging from Fitur Cruises to Fitur LGBT+, showcasing diversity and inclusion in tourism.
The tourism sector has contributed 208 billion euros to the Spanish economy, 6.5% more than the previous year. Fitur is an important event for business, with 500 more companies than in previous editions. The presence of 250,000 people is expected, 150,000 of whom are professionals.
Fitur continues to grow and compares itself with tourism fairs such as the ITB in Berlin and the World Travel Market in London, with the ambition of attracting more countries from Africa and Asia in the future.
