FITUR 2026 announces the 1st International Summit on Communication and Tourism

The International Tourism Trade Fair, which is holding its 46th edition from 21 to 25 January 2026 at IFEMA MADRID, announces the hosting of the 1st International Summit on Communication and Tourism.

Event Details
- Summit Date: Friday, 23 January 2026
- Venue: Knowledge Hub, IFEMA Madrid
- Occasion: Part of the 46th edition of FITUR (21–25 January 2026)
- Organizers: FITUR in collaboration with Agencia EFE, the world’s leading Spanish-language news agency.

Key Themes & Round Tables
1. Tourism Communication in Times of Uncertainty: The Value of the Country Brand
- Speakers: Jacqueline Mora (Dominican Republic), Miguel Sanz Castedo (TurEspaña), Marcelo Freixo (EMBRATUR).
- Focus: Strategies to strengthen destination reputation amid global instability.

2. Communicating in Tourism-Phobic Destinations
- Speakers: Carlos Abade (Turismo de Portugal), Felipe Edibray (Chihuahua, Mexico), Pere Joan Planas (Balearic Islands).
- Focus: Managing community relations and responsible communication in overcrowded destinations.

3. Fake News and Disinformation in Tourism
- Speakers: Jonathan Gómez Punzón (Malaga City Council), Nuria Cabrero (Lonely Planet Spain), Jorge Ocaña (EFE Verifica).
- Focus: The importance of verifying information and combating misinformation.

4. The Future of Tourism Communication
- Speakers: Enrique Martínez Marín (SEGITTUR), Yasmina Laraudogoitia (Booking.com Spain & Portugal), Miguel López-Quesada (DIRCOM).
- Focus: Emerging trends, digital innovation, and strategies to connect with future travelers.

Institutional Insight
- Shaikha Al Nowais, Secretary-General of UN Tourism, will deliver a keynote on global policies and strategies for sustainable tourism communication.

Significance
- Brings together international tourism leaders, media experts, and destination authorities.
- Addresses challenges like uncertainty, misinformation, and community resistance.
- Aims to build resilient, responsible, and innovative communication strategies for the tourism industry.

This summit positions FITUR not just as a trade fair, but as a global thought leader in tourism communication.