FITUR 2026 projects an impact of €487 million and reinforces its global hegemony with Mexico as a strategic partner

 

IFEMA MADRID It will be held from January 21st to 25th. FITUR 2026, the leading platform for global tourism. With México As a Partner Country, the event brings together 967 main exhibitors and 161 countries to boost business and innovation in an industry that expects to receive more than 250.000 trade visitors and travelers.

 

Record figures and international expansion at the 46th edition

 

The next edition of FITUR It is consolidating its position as the epicenter of global tourism dialogue, reflecting the maturity of a rapidly expanding sector. The fair will occupy nine pavilions where various events will take place. 10.000 companies representedThe growth of 11% in international participation, with 111 countries with official representation, ten more than in the previous call.

 

According to data provided by the organization, key regions such as Africa y Pacific Asia They increased their display area by 34% and 22% respectively. This increase aligns with current trends. ONU TurismoThis places these regions at the forefront of global arrival growth. Additionally, 18 new destinations have been added, including Abu Dabi, Dubái, Zanzíbar and regions of Alemania y Reino Unido.

 

To José Vicente de los Mozos, Chairman of the Executive Committee of IFEMA MADRIDThe indicators "reaffirm the role of FITUR as the benchmark meeting point of the global tourism market," highlighting the capacity of España to "lead the attraction of travelers and generate trends."

 

Key indicators for FITUR 2026

 

Below, we break down the main economic and participation figures that will define this edition:

 

Concept	FITUR 2026 Figures
Business Participation	10.000 companies (967 main exhibitors)
International Reach	161 countries (111 with official representation)
Visitor Forecast	+250.000 (professionals and general public)
Economic Impact in Madrid	487 million euros (estimated)
International Growth	+11% global (+34% Africa, +22% Asia-Pacific)

 

 

Mexico: A strategic partner for climbing the global ladder

 

One of the main protagonists will be México, who acts as Partner Country in this edition. In a context of tourism growth of 13,9% during the first three quarters of 2025, according to data from SecturThe North American country seeks to move up from sixth to fifth place as the most visited nation in the world.

 

The Mexican delegation will carry out an unprecedented deployment. Miguel Aguiñiga Rodriguez, head of the Innovation Unit of the Secretaría de Turismo de MéxicoHe pointed out that "this delegation of more than 800 Mexicans is not just a record number; it is a reflection of the united soul of México, which reaches Madrid to show the world its immense wealth and its unparalleled tourism potential."

 

Innovation and knowledge: The new Pavilion 12

 

FITUR 2026 It aims to transform the traditional trade fair model into a forum for debate on the future of the sector. The major new development is the opening of the Pavilion of Knowledge (Hall 12), exclusively for professional sessions. This space will house:

• Travel Technology: Area that doubles its surface area with more than 190 leading companies in digitalization.
• FITUR Experience: New section focused on experiential tourism as a transformative engine.
• First International Summit on Communication and Tourism: A forum with experts in fact-checking and industry leaders.
• MICE Summit: A key meeting point for business and conference tourism.

 

Marco Sansavini, president of the Organizing Committee of FITUR e IberiaHe emphasized that the event is "the great global business platform for the tourism sector, the place where opportunities are generated, strategic ties are strengthened and the priorities of a key industry are defined."

 

Economic impact and institutional support

 

The fair not only boosts foreign trade, but also represents a vital economic engine for the region. Its impact is estimated at 487 millones de euros all with Madrid. Mariano de PacoThe Minister of Culture, Tourism and Sport has noted that tourism now accounts for 8,7% of the regional GDP, generating almost 10.000 billion euros in tax revenue.

 

From the municipal level, the councillor in charge of Tourism, Almudena Maíllo, has emphasized that the addition of the new pavilion "strengthens the leadership of Madrid as a center for trends, innovation, and destination intelligence." For her part, the Secretary of State for Tourism, Rosario Sánchez, has praised the fair as a showcase of the "management and innovation capacity" of the tourism sector of España towards a model of economic and social sustainability.

 

Key points and frequently asked questions about FITUR 2026

What are the main new features of this edition?
The opening of Pavilion of Knowledge (Pavilion 12), which centralizes training and technological activity, the new section FITUR Experience and the celebration of First International Summit on Communication and Tourism.

 

What is the role of international participation this year?
International presence grew by 11%, with 161 participating countries and the addition of 18 new destinations. Notable increases were seen in exhibition space in Africa (+34%) and Pacific Asia (+ 22%).

 

What role does Mexico play in the fair?
México participate as Partner Country with a record delegation of over 800 people. Its strategic objective is to climb from sixth to fifth place worldwide in tourist arrivals, taking advantage of sustained growth of 13,9%.