FITUR 2026 opens in Madrid with more than 52,000 professional visitors on its first day, with 55% arriving from overseas, highlighting a strong rebound in global travel demand. The 46th edition of the International Tourism Fair records overall participation growth of 2.6% and brings together more than 10,000 companies from 161 countries.
The event runs until Sunday 25 January and remains open to tourism professionals until Friday 23 January before welcoming the general public at the weekend. Organisers also mark the opening with a minute’s silence in tribute to the victims of the recent railway accident in Adamuz.
International attendance drives the strong opening-day performance, reflecting broader recovery trends in worldwide travel. According to UN Tourism, global travel reached 1.523 billion travellers in 2025, a benchmark that reinforces the sector’s renewed confidence and investment appetite.
Across the fairgrounds, heavy footfall fills nine exhibition halls hosting professional meetings, presentations and networking events. FITUR Talent and FITUR Woman attract early interest, while industry-focused platforms including FITUR Screen, Lingua, TechY, Know-how & Export, Sports, Experience and FITURNEXT continue their programmes over the next two days.
To manage the influx, organisers introduce new access points, fast-track lanes and enhanced service on Madrid Metro’s Line 8, helping maintain smooth visitor flows during peak arrival times. Exhibitors and delegates report faster entry and easier movement between halls compared with previous editions.
International participation rises by 11% compared with last year, underlining the fair’s growing global pull. Mexico takes centre stage as Partner Country, showcasing the cultural, culinary and tourism diversity of its 32 states through a large national delegation and immersive displays aimed at trade buyers and media.
Among the major additions this year is the new Knowledge Hub, created as a strategic forum for sharing trends, insights and best practices across the tourism industry. The programme also features the first International Summit on Communication and Tourism, scheduled for Friday 23 January, which addresses current sector challenges ranging from destination branding to digital engagement.
The FITUR Experience area focuses on experiential tourism, offering interactive proposals designed to appeal both to professionals during the week and to consumers over the weekend. These hands-on zones aim to bridge the gap between travel trade innovation and visitor inspiration, encouraging deeper engagement with emerging travel formats.
From Saturday, themed sections including 4All, Cruises and LGTB+ open to the public, giving travellers a chance to explore destinations, travel products and cultural programming from around the world. Organisers expect strong consumer turnout as pent-up demand continues to fuel interest in long-haul and experience-led travel.
The strong international turnout on opening day reinforces FITUR’s role as one of Europe’s key early-year travel marketplaces, setting the tone for contracting activity and destination promotion throughout 2026. With sustained growth in overseas participation and expanding content programmes, the fair positions itself as both a commercial engine and a global showcase for tourism recovery.
