Calling all travel businesses, tourism professionals, and travelers all over the world! The countdown is on for FITUR 2025, the International Tourism Trade Fair that’s bringing the world of travel together in Madrid from January 22–26, 2025. This year’s edition promises to be bigger and better, with 9,500 companies from 156 countries and 884 main exhibitors coming to showcase the latest in travel trends, technology, and sustainability.
Brazil Takes the Spotlight
Brazil is stepping up as the Partner Country for FITUR 2025, highlighting its incredible mix of culture, nature, and sustainability. From the Amazon rainforest to bustling cities, Brazil’s tourism sector is proving that eco-friendly travel can go hand-in-hand with unforgettable experiences. As Brazil Ambassador to Spain Orlando Leite Ribeiro explains, “Tourism becomes an ally in forest conservation. The country aspires to consolidate itself as a world reference in sustainable tourism, valuing the protection of its biodiversity, especially in view of the COP30 in Belém.”
A Growing Global Gathering
FITUR is pulling in the crowds this year, with 150,000 industry professionals expected to attend during the week and 100,000 visitors over the weekend. That’s not just great news for tourism—it’s a huge boost for Madrid, with the event expected to generate €445 million for local businesses, from hotels to restaurants and cultural venues.
The global reach of FITUR continues to grow, with 101 countries officially represented this year, five more than last year. “The figures for FITUR 2025 confirm its consolidation as the great global event of the tourism industry,” says José Vicente de los Mozos, Chairman of IFEMA MADRID’s Executive Committee. “This fair not only shows its significant reach but also highlights our country’s potential as a leading inbound and outbound tourism market.”
Tech and Travel Take Center Stage
Technology is shaking up the travel industry, and FITUR’s Travel Technology area is the place to see it in action. Over 100 companies are showcasing the latest innovations, from AI-powered tools to smart connectivity solutions that are changing the way we plan and experience trips.
Marco Sansavini, President of Iberia and FITUR’s Organizing Committee, highlighted the event’s global expansion: “This 2025 we are adding 12 new countries, which gives our fair an even more global scope. New participants from key markets like Kenya from Africa or Vietnam from Asia will be present. This growth of the fair is no coincidence, but the result of the entire Spanish tourism sector’s efforts.”
María Valcarce, directora de la Feria Internacional del Turismo; Almudena Maíllo del Valle, titular del Área Delegada de Turismo del Ayuntamiento de Madrid; Marco Sansavini, presidente de Iberia y del Comité Organizador de FITUR; José Vicente de los Mozos, presidente del Comité Ejecutivo de IFEMA MADRID; Rosario Sánchez, Secretaria de Estado de Turismo del Ministerio de Industria y Turismo del Gobierno de España; Orlando Leite Ribeiro, Embajador de Brasil en España; Mariano de Paco, Consejero de Cultura, Turismo y Deporte de la Comunidad de Madrid.
Focusing on Sustainability and Special Interests
This year’s FITUR is packed with features for every corner of the tourism world. Here are some highlights:
FITUR Techy: Dive into how AI and tech are reshaping travel.
FITUR 4all: Check out the push for more accessible tourism.
FITUR LGTB+: A celebration of diversity and inclusion in travel.
FITUR Cruises: Discover how the cruise industry is going green.
FITUR Woman: A space for empowering women in tourism.
FITUR Talent: Tackling workforce and training challenges in the sector.
FITUR Lingua: Addressing the opportunities of language tourism
FITUR Screen: Connecting the film industry with tourism
FITUR Sports: How sports tourism drives sustainable tourism
FITUR Know How & Export: Showcasing the potential and services of Spanish tourism companies
And for the eco-conscious, the FITURNEXT Sustainability Observatory is back, this time focusing on how tourism can lead the way in sustainable food practices. FITUR itself is walking the talk, measuring and reducing its carbon footprint, including indirect emissions for the first time. Almudena Maíllo del Valle, Head of Madrid City Council’s Tourism Department, highlights the city’s role in FITUR: “This fair is an opportunity to show the world the best of Madrid and Madrid the best of the world, and to continue building the city’s reputation as a global destination.”
Visitors who cannot come to Madrid can also attend the event online through FITUR's Live Connect. Through their online platform, participants can maximize the following opportunities:
Get to know the participating companies, their offer and the activities of the event
Connect with the audience, and schedule high-value meetings with exhibitors
Access content and do networking before and after the event
Weekend Fun for Travelers
FITUR isn’t just for industry pros—it’s for everyone who loves to travel. On January 25 and 26, the fair opens to the public, offering interactive experiences that let visitors explore the world without leaving Madrid. Expect live music, food tastings, craft workshops, and even travel contests. It’s the perfect way to plan your next adventure while soaking up the buzz of global culture.
Why FITUR Matters
As tourism bounces back stronger than ever, FITUR remains the go-to event for connecting, learning, and shaping the industry’s future. “Today, Spain is once again demonstrating its capacity to lead a new transformation of the sector,” says Rosario Sánchez, Spain’s Secretary of State for Tourism.
Whether you’re a travel professional, a business looking for partnerships, or a traveler ready to explore new horizons, FITUR 2025 is where it all happens. Don’t miss it!
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