FITUR 2025 Highlights the Transformative Role of the Sector and Its Commitment to Sustainability and Innovation

Organized by IFEMA MADRID, the International Tourism Trade Fair (FITUR) brings together the global tourism market in its 45th edition, showcasing from January 22 to 26 the outstanding performance of the tourism industry in 2024 and the promising expectations for 2025. In this context of strength, the industry gathered around FITUR seeks to emphasize its pride in belonging to the sector, its transformative role, and its steadfast commitment to sustainability and innovation, aspects present not only in its themed sections but also in the offerings from destinations and companies.

FITUR once again opens the international tourism trade fair calendar, reaffirming its leadership as the number one event in terms of participants and attendees, with the support of all public and private stakeholders in the sector’s value chain. This is evidenced by the figures presented during today’s press conference at IFEMA MADRID, attended by a broad institutional and sectoral representation: 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 Wednesday to Friday and around 100,000 general public visitors over the weekend. This 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.

FITUR: A Key Global Meeting for Tourism

Following a clear recovery in 2024 post-pandemic, FITUR 2025 is characterized by growth. The number of main exhibitors with stands reaches 884, representing a 10% overall increase and a 19% rise in international participa

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 travelers during the weekend, opening its doors to the general public on Saturday, January 25, and Sunday, January 26.

Among the novelties of 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 travelers compared to the same period in 2023.

José Vicente de los Mozos, Executive Committee Chairman of IFEMA MADRID, stated that “the figures for FITUR 2025 confirm its consolidation as the great global event of the tourism industry. Following a record-breaking 2024 across all metrics, the Fair once again defines itself by its growth, showing not only its significant reach, but also its importance as a letter of presentation for the Spain Brand and the Madrid Brand, as well as highlighting our country’s potential as both an undeniably leading inbound market and an outbound one.

Meanwhile, Marco Sansavini, President of Iberia and the FITUR Organizing Committee, emphasized that “FITUR will once again prove its increasing strength. This 2025 we are addubg 12 new countries, which gives our fair an even more global scope. New participants from key markets will be present: for example, Kenya from Africa or Vietnam from Asia. We will also have some new partners from the European continent, such as Austria, among others. This growth of the fair is no coincidence, but the result of the entire Spanish tourism sector’s efforts, which demonstrates day after day its dynamism and its capacity to innovate, to adapt, which allows it to maintain its international leadership”.

Brazil’s Ambassador, Orlando Leite Ribeiro, stated that “Brazil considers tourism as an activity that combines technological innovation, sustainability and the country's cultural and natural wealth. The goal is to highlight how the nation leads the integration between green economy and tourism, reaffirming its commitment to preserving the planet and this is above all what we want to show the world. Under these premises, 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”.

Almudena Maíllo del Valle, Head of the Madrid City Council's Tourism Department stated, “FITUR will make Madrid the world capital of tourism, being the perfect showcase to showcase the unique experiences that have made Madrid the second most attractive urban destination in the world according to Euromonitor. 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 and image as a global destination”.

For his part, Mariano de Paco, Deputy Minister of Culture, Tourism and Sport of the Community of Madrid, highlighted that “the Community of Madrid has consolidated the tourism sector as one of its main economic engines by 2024, generating 8.6% of its GDP in 2024, more than 25 billion euros, according to Exceltur. These figures reflect Madrid's decisive commitment to tourism, and FITUR is key as a benchmark event for innovation, for the responsible development of tourism and for the visibility it gives to consolidated and emerging destinations”.

Finally, the Secretary of State for Tourism, Rosario Sánchez, underlined that “if 40 years ago Spain was at the forefront of tourism promotion with the creation of Turespaña -and precisely this year we will celebrate this anniversary-; today, Spain is once again demonstrating its capacity to lead a new transformation of the sector”.

 

The Future of Tourism: Business, Knowledge, and Sustainability 

With 790 million international tourists generating a direct global economic impact of approximately USD 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 this new edition, FITUR announces the renewal of its 10 sections, promoting sustainability and business by connecting the tourism industry with other sectors that generate new traveler niches. This is 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 notable 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.

Weekend at FITUR

During the weekend, on Saturday, January 25 and Sunday, January 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.