FITUR Experience: new section dedicated to experiential tourism in the Knowledge Hub at FITUR 2026

The International Tourism Trade Fair opens the new section in collaboration with Viator to highlight the growth of experiential tourism as a driver of global innovation.

What is FITUR Experience?
- A brand-new section at the International Tourism Trade Fair (FITUR 2026) in Madrid, running 21–25 January 2026.
- Dedicated to experiential tourism, highlighting how travelers increasingly seek authentic, personalized, and emotionally meaningful experiences rather than just destinations.

Location & Timing
- Hosted in the Knowledge Hub, FITUR’s innovation-focused space.
- Officially opens on Thursday, 22 January 2026.
- Weekend (24–25 January): Open to the general public, transforming FITUR into a tourism festival with activities and the 16th Travellers’ Meet-up (Quedada de Viajeros) organized by Minube.

Why Experiential Tourism?
- Driven by:
- Digital platforms enabling easy access to unique experiences.
- Sustainability and interest in local culture.
- Rising demand for premium, personalized travel.
- Seen as a key driver of innovation and competitiveness for both emerging and established destinations.

Professional Program
- Organized in collaboration with Viator (Tripadvisor’s travel experiences marketplace).
- Includes:
- Global market analysis (size, traveler expectations, booking trends).
- Case studies on personalization, sustainability, and premium experiences.
- Sessions on distribution channels, product visibility, and conversion strategies.
- Focus on Spain’s trends: gastronomic, cultural, and adventure tourism.

Impact
- Helps destinations and operators diversify tourism offerings.
- Supports local economies, cultural heritage conservation, and sustainable development.
- Provides opportunities for small entrepreneurs to showcase innovative products.

✨ In essence, FITUR Experience is positioning experiential tourism as the future of travel, giving both professionals and travelers a platform to explore how experiences are reshaping the industry.