FITUR 2025: Highlighting tourism’s transformative role
When it opens its doors next week (Jan. 22 to Jan 26, 2025) in Madrid, the 45th edition of FITUR will highlight the tourism industry’s positive outlook and reaffirm the event’s leadership role as one of the world’s premier trade fairs
Organized by IFEMA MADRID, FITUR 2025 once again brings together the global tourism industry each year, with a focus on sustainability and innovation in its themed sections as well as showcasing the offerings from destinations and companies.
The 2025 event has broad institutional and sectoral representation, withl 9,500 participating companies, 156 countries, and 884 main exhibitors showcasing their offerings across nine pavilions, including 101 countries with official representation.
The strong response from the sector at FITUR 2025 is expected to be reflected in attendance figures, with an estimated 150,000 professionals attending from Jan. 22 to Jan. 24 and around 100,000 general public visitors on Jan. 25 and Jan. 26.
Officials indicate that the significant turnout is projected to generate an economic impact of €445 million for Madrid, positively influencing sectors such as transportation, hospitality, catering, culture, and entertainment.
A meeting place for the world
Following a strong, post-pandemic recovery in 2024, FITUR 2025 has shown significant growth with the number of main exhibitors with stands reaching 884, representing a 10% overall increase and a 19% rise in international participants.
This international focus, central to the objectives of the International Tourism Trade Fair, is also reflected in the 101 official country representations — five more than the previous edition — and the inclusion of eleven new countries in 2025, primarily from Africa and Asia.
Reflecting the growing impact of technology and innovation in the tourism sector, the Travel Technology area has expanded, featuring over 100 companies from around the world in its 45th edition, marking a sustained 6% growth.
With these impressive figures, FITUR continues to focus on business, dedicating three exclusive days to professionals from January 22 to 24, while also reaching travellers during the weekend, opening its doors to the general public on Sat., Jan. 25, and Sun., Jan. 26.
As for unique features of FITUR 2025, Brazil’s participation as Partner Country stands out, showcasing its diverse tourism offerings and continuing to boost its global positioning as a destination. According to Embratur, by October 2024, Brazil had received 13% more international travellers compared to the same period in 2023.
What’s the future hold?
With 790 million international tourists generating a direct global economic impact of approximately US$3.4 trillion in early 2024 (according to UNWTO), FITUR 2025 aligns with the sector’s global challenges and reinforces its commitment to driving business, sharing knowledge and best practices, and promoting responsible tourism. The event invites professionals to champion the sector’s critical economic and social role.
In 2025, FITUR announced the renewal of its 10 sections, promoting sustainability and business by connecting the tourism industry with other sectors that generate new traveller niches.
This is certainly the case of FITUR Cruises, (developed with CRUCEROADICTO), which will showcase the cruise industry’s commitment to environmental sustainability, destination protection, and the positive impact on local communities; FITUR LGTB+, a segment that represents more than 10% of global tourists, which will highlight diversity and inclusion; FITUR Lingua, a space that addresses the opportunities of language tourism and its role in the decentralization and de-seasonalization of tourism, developed with FEDELE; FITUR Screen, returning in collaboration with SPAIN FILM COMMISSION, which will connect the film industry with tourism; and FITUR Sports, organized in collaboration with AFYDAD, which will show how sports tourism drives sustainable tourism.
Also of note are FITUR Techy, created with ITH, which will address how AI is revolutionizing travel management; FITUR Talent, which presents a focus on the challenges of talent, training, and development; FITUR Woman FITUR Woman, sponsored by Extremadura and organized in collaboration with WOMEN LEADING TOURISM, aiming to promote female leadership; FITUR Know How & Export, a space created with SEGITTUR in collaboration with ICEX for Spanish tourism companies to showcase their potential and services, and the second edition of FITUR 4all, sponsored by Mallorca, which will promote the development of accessible tourism and highlight initiatives from destinations and companies in this area through the II FITUR 4all Awards and the first Guide to Best Practices, all supported by IMPULSA IGUALDAD.
Additionally, the Sustainability Observatory, FITURNEXT, in collaboration with Aqualia, will explore how tourism can contribute to sustainable food management. Continuing its 2023 roadmap, IFEMA MADRID will measure FITUR’s carbon footprint (scopes 1 and 2) as part of its commitment to sustainability and low-impact events. For the first time in 2025, scope 3 emissions — indirect emissions resulting from FITUR’s activities — will also be measured.
Finally, for the first time, FITUR partners with Holafly, the leading eSIM company in Europe, to offer visitors 24 hours of free eSIM during the fair days, providing them with high-quality and 100% secure connectivity by scanning a QR code. With over 8 million users and more than 48,000 reviews, it is the highest-rated eSIM in the world.
Tapping into traveller trends
During the weekend, on Sat., Jan. 25 and Sun., Jan. 26, FITUR opens its doors to the general public, offering a unique opportunity to embark on a global journey without leaving the nine pavilions of IFEMA MADRID.
Visitors will be able to experience a vibrant schedule of interactive activities organized by exhibitors, including live music performances, gastronomic tastings, accessibility awareness sessions, craft workshops, and contests.
Additionally, they will have access to direct information about the extensive tourism offerings of various destinations, from distant paradises to local treasures.
Caption for Top Photo
From left to right: María Valcarce, Director of FITUR; Almudena Maíllo del Valle, Head of the Madrid City Council’s Tourism Delegation; Daniel Martínez, Executive Vice President of IFEMA MADRID; Marco Sansavini, President of Iberia and Chairman of the FITUR Organizing Committee; José Vicente de los Mozos, Chairman of the Executive Committee of IFEMA MADRID; Rosario Sánchez, Secretary of State for Tourism; Orlando Leite Ribeiro, Ambassador of Brazil; Mariano de Paco, Deputy Minister of Culture, Tourism, and Sports of the Community of Madrid; and Arancha Priede, General Director of Trade Fairs and Congresses at IFEMA MADRID.
Caption for Middle Photo
From left to right: María Valcarce, Director of FITUR; Orlando Leite Ribeiro, Ambassador of Brazil; Rosario Sánchez, Secretary of State for Tourism; Marco Sansavini, President of Iberia and Chairman of the FITUR Organizing Committee; José Vicente de los Mozos, Chairman of the Executive Committee of IFEMA MADRID; Mariano de Paco, Deputy Minister of Culture, Tourism, and Sports of the Community of Madrid; and Almudena Maíllo del Valle, Head of the Madrid City Council’s Tourism Delegation.
