The 44th edition of the International Tourism Trade Fair (FITUR) has closed its three-day professional segment, surpassing its initial attendance forecast with more than 153,000 visitors, marking a triumphant moment for the tourism sector. This year’s event, held at the IFEMA MADRID Fairgrounds, has not only exceeded the expected number of 150,000 professionals but also shows a robust 12% increase compared to the 2022 figures.
FITUR 2024’s success signifies a total recovery of the tourism industry, a sector that has faced unprecedented challenges in recent years. The fair’s impressive attendance is anticipated to generate approximately 430 million euros in revenue for Madrid’s economy, highlighting the event’s substantial economic impact.
This year’s fair received significant institutional backing, with official visits from dignitaries across five continents. Following an official inauguration by Their Majesties the King and Queen of Spain, FITUR welcomed notable figures such as Daniel Noboa, President of Ecuador – this year’s Partner Country. The event also saw visits from Spain’s Prime Minister Pedro Sánchez, Albanian Prime Minister Edi Rama, representatives from the World Tourism Organization, the Ibero-American Secretary-General, and over ten regional presidents from Spain. In total, the 44th edition of FITUR counted nearly 400 authorities, including Secretaries of State, Tourism Councilors, ambassadors, business delegates, mayors, and other political and institutional representatives.
The media and social media coverage of FITUR 2024 reflects the fair’s growth and influence. Approximately 23,000 news articles were published in national and international media, with FITUR accrediting about 6,800 journalists (10% of them international from 53 countries). On social media, FITUR experienced a surge in followers across platforms like Facebook, LinkedIn, and Instagram, totaling over 307,883 followers. The event generated around 3.5 million impressions and 50,000 interactions from over 520 posts, becoming a trending topic on Twitter during the professional days and reaching the third position in Spain’s trends.
FITUR’s website also saw significant traffic, with 680,000 visits during the event, indicating high engagement and interest from the global community.
The fair will continue over the weekend, opening its doors to the public. This segment is expected to attract an additional 100,000 visitors, offering a chance to explore 9 pavilions representing 152 countries and 96 official participations. Visitors can enjoy a diverse array of activities, including a zip line installed by Puerto Rico in the central avenue of IFEMA MADRID, a FITUR Cruises gymkhana, padel exhibitions, musical performances, regional dances, gastronomic tastings, craft workshops, contests, and more.
FITUR 2024’s record-breaking attendance and diverse activities not only underscore the resilience and recovery of the tourism sector but also position Madrid as a leading destination for international travel and business events.
