FITURNEXT 2027 Challenge: How tourism can contribute to the preservation and promotion of cultural identity

FITUR, the International Tourism Trade Fair organized by IFEMA MADRID, announces the eighth edition of its FITURNEXT Sustainability Observatory, an initiative aimed at promoting sustainable and regenerative tourism that responds to the challenges of an industry experiencing sustained growth.

What It Is
- Organizer: FITUR, International Tourism Trade Fair (IFEMA Madrid).
- Focus: The 8th edition of the FITURNEXT Sustainability Observatory.
- Challenge Theme: “How can tourism contribute to the preservation and promotion of cultural identity?”
- Application Deadline: August 31, 2026.
- Awards Ceremony: FITUR 2027, January 20–24, 2027.

Why It Matters
Addresses risks like cultural homogenization and gentrification.

Promotes tourism as a structural engine that:
- Retains local population.
- Empowers communities.
- Keeps economic and social benefits within territories.

Aligns with UN Sustainable Development Goals:
- SDG 11.4: Protect heritage and cities.
- SDG 8.9: Local economic development through sustainable tourism.
- SDG 8: Decent work and economic growth.
- SDG 10: Reduce inequalities.

Categories for Recognition
1. Revitalisation & Regeneration of Heritage
- Heritage as a living, dynamic element, not just a museum piece.

2. Community-led Identity Tourism Initiatives
- Governance models that empower locals beyond token participation.

3. Creation of Identity-based Tourism Products
- Authentic narratives, avoiding cultural appropriation, highlighting genuine local experiences.

Benefits for Winners
- Visibility at FITUR 2027 and beyond.
- Media coverage and networking within the FITURNEXT community.
- Opportunity to inspire other destinations with replicable models.

This challenge is essentially about making tourism a guardian of culture rather than a threat to it.