International Fair of Tourism FITUR – Spain (Madrid) 2026

Background & History

• Origins: Launched in 1980 by IFEMA MADRID, FITUR (Feria Internacional de Turismo) is one of the world’s leading tourism trade fairs, held annually in Madrid, Spain. It was created to foster global tourism industry connections and showcase Spain as a premier destination.
• Tradition and Significance: FITUR is a global benchmark for tourism professionals, offering a platform for networking, business deals, and trend exploration. It attracts over 150,000 visitors (100,000 professionals, 50,000 public) and 9,000 companies from 165 countries, making it a cornerstone of the global tourism calendar. It is endorsed by the World Tourism Organization (UNWTO), headquartered in Madrid.
• Growth Over Time: Starting with 45 countries and 1,500 companies, FITUR grew to 165 countries and over 69,000 m² of exhibition space by 2025. Recent editions introduced specialized areas like FITUR Cruises, FITUR LGBT+, and FITUR 4all, reflecting evolving tourism trends. The 2025 fair achieved record participation with 153,000 trade visitors, boosted by digital tools like FITUR LIVEConnect.
• Cultural Impact: FITUR showcases Madrid as a vibrant cultural hub, promoting Spanish and global destinations, cuisines, and traditions. It drives economic impact (over €400 million in 2025) and fosters sustainable tourism through initiatives like eco-friendly stands and accessibility programs.
• Modern Developments: The 2025 edition emphasized digitalization with FITUR LIVEConnect, a virtual platform for year-round networking, and hybrid formats (in-person and online). Sustainability is a focus, with carbon-neutral goals and partnerships with UNWTO for responsible tourism. New sections like FITUR Woman and FITUR Sports highlight inclusivity and niche markets.
• Recognition: Recognized by UNWTO as a “global tourism powerhouse,” FITUR is praised for its role in economic recovery post-COVID. It received the 2023 Best Trade Show Award from the International Association of Exhibitions and Events (IAEE).

Event Highlights

• Main Activities or Performances:
  • Exhibition Halls: Over 9 pavilions (Halls 3–10, 12) at IFEMA MADRID, showcasing 165 countries and regions. Key areas include:
    • FITUR Cruises: Focus on sustainable “blue tourism” with cruise operators and ports (Hall 5).
    • FITUR LGBT+: Non-seasonal, high-purchasing-power tourism (Hall 5).
    • FITUR Lingua: Language tourism for professionals (Hall 6).
    • FITUR Know How & Export: Internationalization of tourism businesses (Hall 4).
    • FITUR Screen: Film-induced tourism to attract new audiences (Hall 3).
    • FITUR Sports: Sports tourism, e.g., skiing, cycling (Hall 7).
    • FITUR Talent: Recruitment and training for tourism professionals (Hall 2).
    • FITUR TechY: Technology and sustainability in tourism (Hall 1).
    • FITUR Woman: Promoting women’s roles in tourism (Hall 6).
    • FITUR 4all: Accessible and inclusive tourism for all abilities (Hall 7).
  • Conferences and Seminars: Over 100 sessions on trends like AI in tourism, sustainability, and post-COVID recovery. Held in pavilions and via FITUR LIVEConnect (Jan 21–23, 10:00 AM–6:00 PM).
  • Networking Events: B2B meetings, speed networking, and receptions for professionals, hosted in Connection Cores (e.g., 1-3, 5-7). Includes UNWTO-led panels and country-specific presentations.
  • Cultural Performances: Live music, dance, and cultural showcases (e.g., flamenco, samba) at country stands, especially during public days (Jan 24–25).
  • Public Days: Interactive experiences like VR destination tours, food tastings (e.g., tapas, ceviche), and travel giveaways for general visitors.
  • Awards and Competitions: FITUR Awards for sustainable tourism, innovative stands, and best destinations, announced on January 23.
• Special Traditions or Features:
  • Professional Days: Exclusive trade access (Jan 21–23) for deal-making and trend analysis.
  • FITUR LIVEConnect: Digital platform for virtual participation, extending networking beyond the event.
  • UNWTO Partnership: High-profile sessions with global tourism leaders, reinforcing Madrid’s role as UNWTO’s headquarters.
  • Sustainability Focus: Eco-friendly stands, carbon offset programs, and sustainable tourism awards.
• Unique Attractions for Visitors:
  • Global Diversity: Explore destinations from 165 countries, from Caribbean beaches to Asian cultural sites.
  • Interactive Technology: VR/AR experiences and AI-driven travel planning tools at FITUR TechY.
  • Madrid Experience: Combine fair visits with Madrid’s cultural offerings, like Prado Museum or tapas tours.

Date & Duration

• Dates: January 21–25, 2026
• Duration: 5 days
• Opening Hours:
  • Professional Days: January 21–23, 10:00 AM–7:00 PM
  • Public Days: January 24, 10:00 AM–8:00 PM; January 25, 10:00 AM–6:00 PM
  • Box Office: 9:00 AM–6:00 PM (Jan 21–25, IFEMA South Entrance)

Venue / Location

• City: Madrid, Spain
• Main Venue: IFEMA MADRID – Recinto Ferial, Avenida Partenón 5, 28042 Madrid
• Pavilions: Halls 3, 4, 5, 6, 7, 8, 9, 10, 12; Connection Cores 1-3, 3-5, 4-6, 5-7, 6-8, 7-9, 8-10
• Notable Areas:
  • South Entrance: Main access with metro exit and ticket booths.
  • Connection Cores: Networking hubs with lounges and meeting rooms.
  • Hall 10 (FITUR TechY): Technology showcases with VR/AR demos.
  • Kapana Creative District: Bohemian area with art studios, cafes, and street performances.
  • Maritsa River Banks: Scenic spots for evening events and projections.
• Google Maps Address: Avenida Partenón 5, 28042 Madrid, Spain

Ticket Information

• How Tickets Are Sold:
  • Online: fitur.com or tickets.ifema.es, starting November 2025.
  • On-Site: IFEMA South Entrance box office (Jan 21–25, 9:00 AM–6:00 PM, cash/card).
  • Exhibitor Passes: Register via fitur.com under “I want to exhibit.”
  • Accessibility: Email protecciondedatos@ifema.es for special needs arrangements.
• Admission Type:
  • Paid for professional and public access; free for children under 12 (with adult).
  • Professional days (Jan 21–23) require industry credentials or passes.
• Ticket Pricing (USD):
  • Professional Day Pass: $16.20–$27.00 (€15–€25, Jan 21–23).
  • Public Day Pass: $10.80–$16.20 (€10–€15, Jan 24–25).
  • Multi-Day Professional Pass: $43.20–$64.80 (€40–€60).
  • VIP Packages: $108.00–$216.00 (€100–€200, includes lounge access, priority meetings).
  • Free Entry: Children under 12, select UNWTO sessions ($0).
• Minimum and Maximum Ticket Pricing:
  • Minimum: $0 (children under 12, select events).
  • Maximum: $216.00 (VIP package).
• Special Seating or VIP Options:
  • VIP Lounges: Priority access to networking areas and seminars (book via fitur@ifema.es).
  • Wheelchair-accessible areas in all halls; contact protecciondedatos@ifema.es.
  • Early bird discounts for online purchases before December 31, 2025.

Contact Information

• Email:
  • General Inquiries: fitur@ifema.es
  • Data Protection/Accessibility: protecciondedatos@ifema.es
  • Exhibitors: exhibitors@fitur.ifema.es
• Phone: +34 91 722 30 00
• Website: fitur.com
• Social Media:
  • Instagram: @fitur_ifema
  • Facebook: @FITUR.Madrid
  • Hashtag: #FITUR2026
• Key Staff:
  • Organizer: IFEMA MADRID
  • Director: María Valcarce
  • Partner: UNWTO
• Press/Volunteers:
  • Press: Email fitur@ifema.es by January 10, 2026, for accreditation.
  • Volunteers: Apply via fitur.com (open November 2025).
• Response Time: 24–48 hours; English, Spanish support.

Cultural Experience

• Traditions:
  • Celebrates global tourism through cultural showcases, from Spanish flamenco to African drumming, reflecting 165 countries’ heritage.
  • Networking receptions with Spanish wines and tapas, a Madrid tradition.
  • UNWTO-led discussions promote sustainable and inclusive tourism practices.
• Music:
  • Live performances at country stands, featuring flamenco, Latin salsa, and regional folk music.
  • Evening receptions with DJs or acoustic sets in Connection Cores.
• Costumes:
  • Exhibitors and performers wear traditional attire (e.g., kimonos, matador-inspired outfits) at country stands.
  • Professional attendees in business attire; public in casual, vibrant clothing.
• Local Customs:
  • Engage in B2B meetings, a FITUR hallmark, to forge global partnerships.
  • Enjoy Madrid’s tapas culture post-fair, visiting nearby bars like Casa Lucio.
  • Respectful behavior: Follow pavilion etiquette, no unauthorized filming.

Food & Drinks

• Must-Try Specialties:
  • Jamón Ibérico: Spanish cured ham, served at Spain’s pavilion and food stalls.
  • Paella: Seafood or mixed, offered in Hall 4’s gastronomy zone.
  • Churros con Chocolate: Sweet treat at public day food courts.
  • Vegetarian Options: Gazpacho and tortilla española at catering areas.
• Beverage Highlights:
  • Sangria: Spanish wine punch, popular at receptions.
  • Rioja Wine: Red wine from Spain’s premier region, served at stands.
  • Non-Alcoholic: Horchata or fresh orange juice at food courts.

Getting There

• Nearest Airport:
  • Madrid-Barajas Adolfo Suárez Airport (MAD): 8 km, 15 minutes by Metro Line 8 ($2–$3) or taxi ($20–$30, €3 IFEMA supplement).
• Public Transport:
  • Metro: Line 8 (Nuevos Ministerios–Aeropuerto T4), Feria de Madrid station, opposite South Entrance ($2–$3, metromadrid.es).
  • Bus: Lines 73 (Diego de León–IFEMA), 112 (Mar de Cristal–Barrio del Aeropuerto), 122 (Avenida de América–IFEMA), 828 (Universidad Autónoma–IFEMA) ($1.50–$2, emtmadrid.es).
  • Cercanías RENFE: Connects to Line 8 at Nuevos Ministerios ($2–$4, renfe.com).
• Taxi:
  • Ranks at South, North, and East Entrances; €3 IFEMA supplement ($15–$25 from city center).
• Parking:
  • IFEMA lots: $10–$20/day, 6,000 spaces, book via ifema.es.
• Accessibility:
  • Wheelchair-accessible halls, metro, and buses; email protecciondedatos@ifema.es for arrangements.
  • Schengen visa may apply; check exteriores.gob.es.

Accommodation Options

• Luxury Hotels:
  • Meliá Castilla: Near IFEMA, $150–$300/night.
  • Hotel Novotel Madrid Campo de las Naciones: Adjacent to IFEMA, $120–$250/night.
• Mid-Range Hotels:
  • Hotel Pullman Madrid Airport & Feria: Walkable to IFEMA, $80–$150/night.
  • Hotel Ibis Madrid Aeropuerto Barajas: Budget-friendly, $60–$120/night.
• Budget Options:
  • Hostal Viky: Near airport, $40–$80/night.
  • Hostel Napoles: City center, $20–$50/night.
• Airbnb and Apartments:
  • Madrid apartments near IFEMA ($50–$150/night); book via ifema.es.
• Booking Tips:
  • Stay near Line 8 (Campo de las Naciones) for easy access.
  • Book 6+ months ahead; check fitur.com for partner deals.