The First International Summit on Communication and Tourism, held during FITUR 2026 in Madrid

The first International Summit on Communication and Tourism, organized by FITUR and Agencia EFE and held as part of FITUR 2026, took place on Friday with the ambition of becoming “one of the major global milestones as a source of knowledge for professionals in communication and tourism”.

Purpose & Vision
- Organized by IFEMA Madrid and Agencia EFE, the summit aims to be a global milestone and a source of knowledge for communication and tourism professionals.
- Focus: exploring how communication shapes tourism in times of uncertainty, disinformation, and evolving traveler expectations.

Key Themes & Panels
- Tourism Communication in Times of Uncertainty: Emphasized country branding and the importance of professional training to build credibility and trust.
- Living from Tourism or Surviving Tourism: Addressed tourism-phobia and the need for communication strategies that respect local communities and cultural heritage.
- Misinformation & Fake News in Tourism: Examined how disinformation damages destination reputations, with calls for rigorous fact-checking and honesty in campaigns.
- Future of Tourism Communication: Highlighted storytelling, authenticity, and emotional resonance as drivers of traveler decision-making.

Closing Insights
- Natalia Bayona (UN Tourism) stressed tourism must be “more human” and a source of hope, resilience, and social cohesion.
- The summit underscored that tourism communication is not just about promotion—it’s about values, authenticity, and connection.

This inaugural summit sets the stage for a new paradigm in tourism communication, blending professional rigor with emotional storytelling to strengthen trust and sustainability in the sector .