FITUR 2026: Madrid Reclaims Title as Global Tourism Capital Amid National Mourning

The international travel industry has converged on the Spanish capital for FITUR 2026, the 46th edition of the world’s premier tourism trade fair. Running from Jan. 21–25, the event arrives at a somber moment for the host nation, as Spain grapples with the aftermath of a tragic rail accident in Adamuz that left more than 40 dead and 100 injured.

Despite the national grief, the halls of IFEMA Madrid are bustling. Organizers expect a quarter-million visitors and 10,000 companies representing 161 countries, signaling a robust era of growth for the global travel sector.

A Growing Global Footprint

This year’s fair marks a significant expansion, featuring 967 main exhibitors across nine pavilions. The international reach of the event continues to widen with the addition of 18 new participating countries, primarily from Africa and the Asia-Pacific regions. According to UN Tourism data, these regions led global growth in 2025 with 10% and 8% increases in arrivals, respectively.

Notable new destinations joining the exhibition floor include:

• Middle East: Abu Dhabi and Dubai.

• Africa: Zanzibar.

• Europe: Expanded regional representations from Germany and the United Kingdom.

“These figures reaffirm FITUR’s role as the benchmark meeting point for the global tourism market,” said José Vicente de los Mozos, Chairman of the Executive Committee of IFEMA MADRID. He noted that the event projects Spain’s capacity to lead trends and drive the "tourism of the future."

Mexico Takes Center Stage

Mexico serves as the official Partner Country for 2026, launching an aggressive promotional campaign as it aims to become the world’s fifth most-visited nation. The North American country reported a 13.9% surge in tourism through the third quarter of 2025.

UN Tourism Secretary-General Sheika Alnuwais highlighted the sector's overall resilience, noting that global travel exceeded 1.1 billion trips through September of last year. "The 5% increase in arrivals during 2025 reflects the solidity of a sector called to generate employment and drive innovation," Alnuwais said.

Focus on Innovation and "Experience"

A major highlight of the 2026 edition is the Knowledge Pavilion in Pavilion 12. Serving as a strategic hub, it features eight auditoriums and over 200 sessions led by 250 industry experts.

Key new features include:

• FITUR Experience: A section dedicated to the transformative shift toward experiential travel.

• International Summit on Communication and Tourism: A forum addressing the challenges of media verification and news in the travel industry.

• Travel Technology: An area that has doubled in size this year, hosting 190 companies focused on the digital transformation of the industry value chain.

Economic Impact and Public Access

FITUR is more than a trade show; it is a major economic engine for Madrid. Last year’s edition generated an estimated 487 million euros ($528 million USD) for the local economy.

While the first three days focus on B2B professional networking, the fair opens to the general public over the weekend. Attendees can explore specialized sections ranging from FITUR Cruises and FITUR Sports to FITUR LGTB+ and the Sustainability Observatory (FITURNEXT).

Must-see attractions for the public include a replica of the recently opened Grand Egyptian Museum in Cairo and interactive workshops organized by global destinations.