🇪🇸 Spain
FITUR Madrid
One of the world's leading international tourism trade fairs.
21–25 January 2026 (FITUR 2027: 20–24 January 2027)
Madrid · IFEMA Madrid
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I represent a city or destination
Promote your destination, attract operators, secure investment.
Overview
Cities, regions and tourism boards use fairs to position themselves against competing destinations. Small cities can punch above their weight by focusing on specific niches (gastronomy, MICE, sustainable, film tourism) instead of competing with capitals on volume.
Why it matters
FITUR alone hosts 800+ official destinations. Without a clear angle, your stand becomes invisible. The cities that win are those that bring data, packaged products and a story — not generic posters.
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Main opportunities
- →Sign route partnerships with airlines and tour operators.
- →Attract film, MICE and sport tourism through specialized halls.
- →Apply for European or national smart-destination grants (TIS Seville).
- →Partner with diaspora associations to grow shoulder-season travel.
- →Showcase digital tools: city app, audio guides, interactive maps, local commerce platform.
How to prepare
- 1.Prepare a 60-second destination film + a printed 4-page strategic deck.
- 2.Bring 3 packaged itineraries operators can resell immediately.
- 3.Train booth staff on B2B meeting etiquette — not just public relations.
- 4.Coordinate with national pavilion early — costs drop and visibility rises.
- 5.Invite 5 key journalists/influencers to your stand at fixed times.
Practical tips
- • Small destinations: share a stand with 2–3 neighbors — split costs, multiply attention.
- • Always have water + chairs — buyers stay longer.
- • Post a daily LinkedIn update from the fair to show momentum back home.
Related guides
How cities can use tourism fairs to promote themselves
Most city stands look identical: posters, brochures, a screen. The cities that win bring product, data and relationships — not just decoration.
How to prepare before visiting a tourism fair
The 4 weeks before a fair determine 80% of your results. Most attendees waste this time. Use it deliberately.
How to present your tourism business in 30 seconds
A clear 30-second pitch is your most valuable fair asset. It must answer: who you are, what you do, who you do it for, and what makes you different. Nothing else.
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