All eyes were on Madrid last week as it hosted Fitur 2026, the International Tourism Fair. Inaugurated by King Felipe VI and Queen Letizia, the event connected the world of tourism from 21 to 25 January, receiving more than 250,000 attendees.
This year’s edition was marked by the tragic accident between two trains in Adamuz (Córdoba) that killed 45 people. Several stands decided not to open during the official mourning period for the victims, and around the fair black bunting could be seen as a tribute to the dead and those affected by the accident.
In its 46th edition, Fitur is consolidating its position as the travel sector’s major meeting point with the participation of 10,000 companies, 161 countries and 967 exhibitors, making it a key event for setting trends in global tourism.
Under the slogan ‘Where travel begins’, the fair reinforced its leadership with a clear commitment to innovation, sustainability and knowledge. At the Knowledge Pavilion, which has become the technological heart of Fitur, more than 200 sessions and 250 international experts focused on artificial intelligence, digitalisation, destination governance and new experiences for travellers.
Mexico, guest country at Fitur 2026
Mexicowas the partner country at Fitur 2026, with a special display of its cultural, gastronomic and tourist wealth, and a strategy aimed at attracting European travellers with sustainability and affordable luxury.
The exhibition ‘Suave patria’ (Gentle homeland), which promoted Mexican traditions and popular art, took visitors on a tour of a carefully selected selection of popular art from different regions of the country. It was complemented by a photographic installation of theingredients and traditional cooks who sustain the Mexican culinary legacy.
Next year, the guest nation will be Puerto Rico. This will allow the country to consolidate its tourism growth, after closing 2025 with more than 6.8 million arrivals at Luis Muñoz Marín International Airport, an increase of 3 per cent compared to 2024, according to data from Discover Puerto Rico. In the capital, San Juan, the sector generates more than €3.4 billion and around 87,700 jobs.
This year, the Caribbean country organised activities based on Latin rhythms and its traditional drink: the coquito. They focused on the importance of urbanmusic and creative industries as drivers of economic development and tourism.
Sustainability at Fitur
Sustainability was once again one of the central themes. Fitur promoted a more responsible event model by measuring its carbon footprint, reducing plastics and the leading role of the Fitur Next Observatory, which this year focused on the efficient management of water as one of the great challenges facing tourism.
The fair also showcased 11 themed sections, including Fitur Cruises, Fitur LGTB+, Fitur Sports, Fitur TechY and Fitur Talent, which reflect the diversification of the sector and the evolution of new traveller profiles.
Over the weekend, the tourism fair opened its doors to the general public with activities, immersive experiences and cultural proposals that turned it into a true travel festival.
Video editor • Juan Isidro Montero Garcia