FITUR 2026 reinforces its global agenda for sustainable tourism

The International Tourism Fair, which is taking place from 21 to 25 at IFEMA MADRID, will be the strategic framework to promote a more resilient tourism that aligns innovation, competitiveness and sustainability.

Strategic Framework
- Dates: 21–25 January 2026, IFEMA Madrid.
- Partner Country: Mexico.
- Positioned as a benchmark event for innovation, competitiveness, and sustainability in global tourism.
- Responds to UN Tourism data showing a 5% rise in international arrivals in early 2025 and global tourism expenditure projected at USD 2.1 trillion.

Sustainability Initiatives
Knowledge Hub (21–23 January, professional days):
- Focus on integrating economic competitiveness with responsible resource management.
- Promotes community well‑being and sustainable strategies.

GENAQ Atmospheric Water Generators:
- First‑time use at FITUR to supply water.
- Eight fountains installed, reducing single‑use plastic bottles and carbon footprint.

Sustainable Stand Award:
- Recognizes exhibitors adopting eco‑friendly practices in stand design, construction, and operation.
- Criteria: recyclable materials, energy efficiency, waste management, accessibility.

FITURNEXT Sustainability Observatory:
- 2026 Challenge: efficient and responsible water management.
- Winners: Fundación Visit València (Spain), Barceló Regen (Spain), Plastic Cup (Hungary).

Sectoral Specialization
- Dedicated sections: FITUR 4all, FITUR Cruises, FITUR Lingua, FITUR LGTB+, FITUR Screen, FITUR Talent, FITUR Sports, FITUR Woman.
- Broadens inclusivity, accessibility, and decentralization of tourism offerings.

Environmental Commitment
- Comprehensive carbon footprint measurement (Scope 1, 2, and 3 emissions).
- Data will guide continuous improvement for future trade fairs.

Impact
- FITUR 2026 consolidates its role as a catalyst for global tourism transformation, fostering resilience, inclusivity, and alignment with international sustainability challenges.