More than 1.5 billion travelers moved around the world last year, reaching not only pre-pandemic data but a historical milestone, according to the World Tourism Organization (UNWTO). With these figures on the table, the 45th edition of the International Tourism Fair (Fitur) arrives in Madrid, the largest in the sector globally, ahead of London or Berlin, two heavyweights. And it does so with good expectations, as its organizers not only expect to reach last year's numbers but exceed them. To achieve this, it is expected that 150,000 professionals will attend the Ifema fairground from today until Friday and over 100,000 general public during the weekend.
Regarding participants, 9,500 companies, 884 main exhibitors, and 156 countries will come together, with 101 having official representations, five more than in the previous edition. Additionally, 11 will attend for the first time, mainly from Africa or Asia, such as Kenya or Vietnam, although the addition of a European country like Austria stands out. All of them will showcase their offerings in nine of the capital's pavilions.
The figures for Fitur 2025 speak of its "consolidation as the great global event of the tourism industry," in the words of José Vicente de los Mozos, president of the Executive Committee of Ifema, "showing not only its great attendance but also its importance as a presentation of the Spain Brand and the Madrid Brand, as well as the potential of our country as an undoubtedly leading receiving market, but also as an emitter." During the first 11 months of 2024 (awaiting the full-year data), our country broke its own record, with over 88.5 million international visitors, the highest amount ever recorded in that period. This is according to the National Institute of Statistics (INE), whose latest report also reviews the spending by these tourists (over 120 billion euros, a 16.7% increase from the previous year) and their main issuing countries (United Kingdom, France, and Germany).
Madrid, the second urban destination on the planet
Madrid also boasts its numbers, as tourism is one of the main economic drivers of the region, generating 8.6% of its GDP, over 25 billion euros, according to Exceltur, an association representing the different sector agents nationally. In this sense, Mariano de Paco, Deputy Minister of Culture, Tourism, and Sports of the community, believes that Fitur is "key as a reference event for innovation and responsible tourism development and for the visibility it provides to consolidated and emerging destinations." This is why Madrid is the second most attractive urban destination in the world, according to the latest report from the leading consultancy Euromonitor, second only to Paris. A total of 10.2 million visitors from January to November 2024 endorsed this favorable position. To reaffirm it, the region will occupy a space of 1,848 square meters distributed over two floors, highlighting the warm and welcoming sky of Madrid, as well as its squares as meeting points between modernity and tradition. Not to mention a simulator that will be a replica of a Formula 1 car to promote the new Spanish F1 Grand Prix arriving in 2026, whose layout can be seen.
As every year, the fair features a partner country that makes a significant display during these days. This time, the chosen one is Brazil, which also celebrates the figures reached in 2024, the best in its history in terms of international tourism, with over 6.6 million foreign visitors, a 12.6% increase from 2023. Thus, its presence at Fitur (pavilion 3) seeks to reaffirm its leadership in integrating "green economy" and tourism, committing to the preservation of the planet, according to the ambassador of the Latin American country in Spain, Orlando Leite Ribeiro. "The country aspires to establish itself as a global reference in sustainable tourism, valuing the protection of its biodiversity," he adds. Therefore, the Fitur stand presents the different Brazilian destinations, from Rio de Janeiro to Foz de Iguaçu, Salvador, Pantanal, or Manaus. Additionally, there will be musical performances, virtual reality diving, flight simulations, local cooking shows, and caipirinha masterclasses.
Also, as every year, Fitur renews 10 specific sections that connect the tourism industry with a specific market niche. This is the case of Fitur Cruises, specialized in the cruise universe, which presents Cruceroadicto, a project that shows its commitment to sustainability, destination protection, and positive impact on communities. Fitur LGTB+, a segment that encompasses more than 10% of tourists worldwide, will showcase aspects related to diversity and inclusion, while Fitur Lingua will address language tourism opportunities and seasonality. Following are Fitur Screen, connecting the film industry with travel, Fitur Sports for sports tourism enthusiasts, and Fitur Techy, exploring how Artificial Intelligence (AI) is revolutionizing travel management worldwide. There are more sections, such as Fitur Talent, focusing on talent challenges, training, and employee development in the sector, or Fitur Woman, aiming to contribute to female leadership. Spanish tourism companies can showcase their potential and services in Fitur Know How & Export. Finally, Fitur 4all promotes accessibility development, showcasing initiatives supporting equality in this field.
Tastings, raffles, and live music
At Fitur, attendees make contacts, choose their next vacation spot, discover new destinations, but also dance salsa, merengue, capoeira, taste chocolate or artisanal cheeses, sample wines, ciders, oils, and tequilas, participate in a mask painting workshop, ceramic necklace making, or even yoga, enter raffles to win a free trip, explore the space in 3D, try a flight simulator, chat with a mariachi, a shaman, or a tribal dancer, sail the seas on a virtual cruise... The list of activities available throughout the pavilions is extensive. Just check the daily agenda of the different exhibitors and visit the stand where your favorite proposal takes place.
Spain once again is the epicenter of Fitur, with the largest exhibition space occupying three pavilions, highlighting the presence of Turespaña, celebrating its 40th anniversary with the aim of strengthening its commitment to sustainability and innovation. To achieve this, they will organize three presentations related to Spain's leadership in responsible tourism, the entity's tourism intelligence system, and the preservation and promotion of national cultural heritage. Every region is represented, from La Rioja to the Basque Country, Asturias, Galicia, Murcia, Catalonia, Melilla, the Canary Islands, Ceuta, or Aragon, showcasing their history, nature, and heritage evolution over time. Castilla y León will present itself as a cinematic scenario through a 909 m2 agora shaped like a "gift wrapped in movie frames," offering the world the "heritage, culture, and nature packages" the community holds. With the motto "From Castilla-La Mancha to the sky," this region breaks with its traditional image in pavilion 7 with an immersive tunnel dedicated to archaeological parks, as well as spaces promoting the region's major attractions and differentiating elements as an inland destination.
Extraordinary Extremadura: a destination for the world is the slogan that the community will display in a sustainable 980.5 m2 stand in pavilion 7. It will showcase its outstanding aspects in culture, nature, historical heritage, rural life, gastronomy, and sports. From its inland beaches (the region with the most Blue Flags in this category) to the three UNESCO World Heritage Sites (Mérida, Cáceres, and the Guadalupe Monastery), its exceptional gastronomy (with acorn-fed Iberian ham as a flagship), or the Monfragüe National Park. There will be historical reenactments, dialogues discussing pilgrimage routes or the region's identity stamps, an open space to showcase all these proposals. There will also be a corner with an immersive screen where visitors can experience birdwatching through nests and stargazing, as well as a gastronomic tasting area. Both major cities and small towns like Alcollarín, 20 minutes from Trujillo in Cáceres, will be present to showcase activities around their new reservoir.
Huelva, a total destination
Andalusia occupies a whole pavilion, number 5, covering 7,200 m2 under the campaign Surrender to the Andalusian crush. There, the eight provincial councils and more than 20 municipalities will present their proposals. From Cadiz to Almeria, Granada, Marbella, and Huelva, a city that will showcase "a comprehensive tourist offer encompassing the city's attractions under the theme of heritage," according to its mayor, Pilar Miranda. In this way, it presents itself as the "total destination," leveraging not only classics like sun, beach, and gastronomy but also "its history and culture to offer unique experiences throughout the year." Among them, highlighting the enhancement of archaeological heritage to showcase to the world the hidden treasures that confirm it as the oldest city in the West. All this will be seen at Fitur through presentations such as the Huelva Route, the origin of the West, the Natural Area of Marismas del Odiel, the British Legacy Fair, the Magna Mariana (a historic celebration that will bring together all the crowned virgins of the province), Holy Week 2025, the Gañafote Cup, the centenary of the King's Tennis Cup, the Colombino Carnival, and flamenco and jazz festivals.
Torremolinos, visionary destination
Places like Torremolinos come to the fair with slogans like The Origin of Paradise as being a visionary destination at a time when tourism has become the best ally for urban regeneration, enhancing the transversality of a place that breathes culture and freedom. Thus, at the fair, it will showcase all its offerings related to cultural, leisure, and artistic spaces (its street art murals are already a reference), events (from the Canela Party festival to Summer Jazz or the Latino Fest Torremolinos), sports competitions (such as the International Half Marathon), integration into the environment (with examples of relaxation architecture like the La Nogalera Complex or the Pez Espada Hotel), gastronomic proposals (with different routes available throughout the year and gourmet markets like Sabor a Málaga)... The municipality also wants to highlight its role as a pioneer destination in the inclusion and promotion of LGBT+ diversity, so it will be present in both the Andalusian pavilion (5) and in pavilion 9 with FITUR LGTB+. From both, it seeks to highlight the municipality's commitment to equality and its trajectory as a reference in inclusive tourism with celebrations like Pride Torremolinos.
The squares of Valencia
The Valencian Community will not miss the appointment with a 2,600 m2 stand inspired by the concept of local squares, an open place where the most important moments of the region are celebrated, and a slogan, Mediterranean Attitude, that aims to project the identity and values that define Castellón, Alicante, and Valencia. The province of Valencia, on its part, will participate with 33 municipalities and six mancomunidades, presenting an ambitious proposal of cultural, gastronomic, and technological activities. They will offer more than 40 professional presentations, 21 gastronomy showcookings with local recipes like the Gandía fideuà, the coques de dacsa, and the traditional paella; folkloric activities and children's workshops during the weekend, as well as specialized spaces in sports tourism, LGBT+ and cinematographic tourism, through Film Valencia, a driving force for the audiovisual industry.
The return to Europe
The growth of international presence in this edition is one of the highlights of the fair, with 19% more than last year. Divided by continents, it is possible to travel the world jumping from Europe to America or Africa. The former is spread across pavilion 4, where it is possible to learn about the novelties of destinations such as Ireland, the Netherlands, Italy, Hungary, the Czech Republic, Germany, Andorra, Croatia, Malta, Norway, Finland, Poland, the Republic of San Marino, or Portugal. For example, the latter is one of the countries with a significant presence, with information not only as a global destination (where more than 120 participating companies will be present under the slogan Portugal is art) but also about its seven tourist regions: Porto and the North, Central Portugal, Lisbon, Alentejo, Algarve, Madeira, and the Azores. The stand will offer tastings of local products and dances, as well as presentations of routes (wine, art, gastronomy...), sports events, hotels, and localities.
America, a desired destination
America (pavilion 3) is among the most visited destinations at Fitur, with countless attractions for the public such as workshops, dances, tastings, talks, meetings, and even concerts. This is what visitors from the United States, Canada, or Colombia will find, discovering routes and activities inspired by the life and work of Nobel Prize winner Gabriel García Márquez. The Dominican Republic will do the same with its main destinations through a 3D design that integrates interactive experiences. Ecuador, Uruguay, Guatemala, Costa Rica, Jamaica, Panama, Puerto Rico, and Argentina will also not miss the event, with novelties such as Argentina's new 100% electric ship China Zorrilla. Chile will present its Craft Route, which seeks to enhance the work done by the country's female artisans. Peru will stage the Inti Raymi festival, in addition to offering typical dances, pom-pom workshops for children, showcooking, and tastings of pisco, chocolate, and coffee. Another Latin American country that will be present is Mexico, with representatives from different states like Guerrero (which will showcase the benefits of its Sun Triangle), Guanajuato, Veracruz, Yucatán, or the capital itself, Mexico City.
From Asia to Africa
The presence of Asia (pavilion 6) at the fair has been growing in recent years, with destinations like Oman or Vietnam participating for the first time to showcase their ancestral culture and leisure possibilities. Others like Jordan, Nepal, Malaysia, India, Japan, Maldives, Thailand, or the Philippines return loaded with experiences such as traditional shows, tastings, and even a prestigious bartender show in the case of the latter country. Africa also adds new participants like Kenya, which will not only promote its safaris but also its paradisiacal beaches and ancestral customs. Tanzania, Morocco, Tunisia, Egypt, Guinea Bissau, Namibia, Senegal, and South Africa will also showcase their attractions. There will also be representatives from Oceania to highlight enclaves in Australia and New Zealand.