The 45th edition of the International Tourism Trade Fair (Fitur), organised by IFEMA Madrid, will bring together the global tourism market from January 22 to 26.

 

The industry gathered around FITUR will seek to emphasise 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, said a statement.

 

Fitur once again opens the international tourism trade fair calendar of the year, 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 a press conference on Monday at IFEMA Madrid: 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.

 

A key global meeting for tourism

 

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

 

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 11 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 Saturday, January 25, and Sunday, January 26.

 

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.

 

The future of tourism: Business, knowledge, and sustainability

With 790 million international tourists generating a direct global economic impact of approximately $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 has 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 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 decentralisation and de-seasonalisation 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,  organised 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 revolutionising travel management; Fitur Talent, which presents a focus on the challenges of talent, training, and development; Fitur Woman, sponsored by Extremadura and organised 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 organised 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. – TradeArabia News Service