FITUR 2024: Growth Is in the Cross Hairs
The 44th edition of the International Tourism Trade Fair, FITUR, set to take place in Madrid from January 24 to 28, is a testament to the robust growth observed in the global tourism industry in recent months. Organized by IFEMA MADRID, the event not only underscores the sector's expansion but also establishes the groundwork for its consolidation throughout 2024.
As the inaugural event in the international tourism fair calendar, FITUR solidifies its leadership position with widespread support from both public and private entities within the tourism industry value chain. Projections indicate record-breaking figures across various dimensions, boasting a participation of 9,000 companies, representatives from 152 countries, and 806 exhibitors presenting their offerings across nine halls— one more than in 2023.
Anticipated attendance is also remarkable, with an estimated 150,000 professional visitors expected between Wednesday and Friday, complemented by 100,000 general public attendees over the weekend. These impressive numbers are poised to inject a substantial economic boost into Madrid, with an estimated €430 million in revenue set to directly impact sectors such as transportation, hotels, restaurants, commerce, leisure, and culture.
FITUR maintains its steadfast business orientation, dedicating three days exclusively to professionals and extending its reach to the general public over the weekend. Among the noteworthy features of the 2024 edition is the special participation of Ecuador as the Fitur Partner Country, showcasing a significant presence at the fair. Additionally, Sustainability emerges as a key theme, permeating the entire tourism offer and the various sections of the fair. This underscores FITUR's commitment to being a crucial platform for knowledge sharing, innovation, and a driving force for promoting a more sustainable tourism model.
The growth of FITUR in 2024 is evident, marked by the expansion of the exhibition space to nine halls, one more than the previous edition. The direct participation of exhibitors with stands sees a notable increase to 806, reflecting a 7% rise compared to the previous year. International participation also sees significant growth, with 152 countries represented, including 96 official destination representations.
All areas of FITUR experience growth in both exhibition space and exhibitor numbers. In addition to sustainability, innovation takes center stage, with the tourism technology companies in Hall 8, grouped under the Travel Technology umbrella, witnessing a 23% increase to nearly one hundred.
FITUR 2024 mirrors the latest forecasts from the World Tourism Organization (UNWTO) as of November 2023, projecting a recovery to almost 90% of pre-pandemic levels in international tourism. Revenues could potentially reach 1.4 trillion dollars by 2023, according to the official presentation of FITUR 2024 held at IFEMA MADRID, attended by numerous institutional and tourism industry representatives.
