FITUR and the Spanish Federation of Associations of Spanish Schools for Foreigners (FEDELE) announce the sixth edition of FITUR Lingua, a programme dedicated to language tourism that will run from 21 to 26 January at IFEMA MADRID. The event aims to demonstrate how language learning shapes travel experiences and generates cultural, educational and economic value in destinations.
The section focuses on language as a driver of tourism development and will gather institutional representatives, international experts and language education professionals. The conference, scheduled for 22 January in Hall 10, will explore how language acts as a multiplier effect across multiple areas of the tourism industry.
Language as a Tourism Multiplier
Under the slogan “Language as a tourism multiplier effect”, FITUR Lingua will highlight the influence of language on tourism products, services and visitor engagement. Organisers present the conference as a space for debate, professional networking and knowledge exchange, with a programme structured into thematic areas that address key aspects of language tourism.
The first segment examines the emerging profile of language tourists and the motivations shaping their destination choices for language learning. This analysis includes current trends in cultural immersion, educational mobility and the growing demand for authentic experiences that connect learning with place. The focus reflects the sector’s efforts to adapt to changing traveller expectations.
Programme Structure and Themes
The second thematic block will explore new educational and tourism experiences designed to enhance destination quality. These proposals combine language, culture and territory, emphasising the importance of integrated offerings that link classroom learning with local heritage and community engagement.
A third section will analyse international collaboration and educational projects that support language learning as a tool for mobility and exchange. Organisers highlight these initiatives as essential for strengthening the wider tourism ecosystem and reinforcing the role of language in cross-border partnerships. The day will conclude with a round table examining strategic opportunities and challenges for the industry, including the role of cities in the global promotion of language tourism.
Networking sessions will take place between panel discussions, offering space for educational centres, agencies, institutions and tourism professionals to connect. These meetings are designed to stimulate new collaborations, share ongoing projects and promote alliances that reinforce the growth of language tourism.
A Consolidated Platform for Language Tourism
FITUR Lingua has consolidated its position as a key platform since its creation in 2021. Organisers describe the 2026 edition as an essential forum for advancing the role of language in global tourism agendas. The programme reinforces links between the educational, cultural and tourism sectors, and showcases how language learning contributes to destination identity, competitiveness and long-term development.
