🇪🇸 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 own or manage a hotel
Meet tour operators, sell experiences, increase direct bookings.
Overview
Hoteliers — from boutique riads to international chains — attend tourism fairs to grow tour-operator distribution, discover new source markets, and learn how to sell experiences (not just rooms).
Why it matters
A single contract with a major operator at FITUR, IFTM or WTM can fill low-season weeks for an entire year. Hotels that sell experiences, not commodity rooms, get 20–40% higher ADR.
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View detailsMain opportunities
- →Sign new contracts with European tour operators and OTAs.
- →Differentiate with curated experiences: cultural routes, gastronomy, wellness.
- →Adopt tourism apps, audio guides and local recommendations to enrich the guest stay.
- →Find MICE buyers for low-season weekday occupancy.
- →Discover sustainable certifications that European clients increasingly require.
How to prepare
- 1.Bring updated rate sheets (BAR + tour-operator) and a fact sheet in EN/ES/FR.
- 2.Prepare 3 sellable experience packages (e.g., 2N + cooking class, 3N + medina tour).
- 3.Take 30 high-quality photos: rooms, food, public areas, surroundings.
- 4.Identify which fair maps to each source market: WTM = UK, IFTM = France, FITUR = Spain/Latam, MOTTEX = MENA.
- 5.Book hotel near the fair venue — meetings start at 8:30am.
Practical tips
- • Always have a tablet ready to take live bookings or contract signatures.
- • Offer a small physical sample of the destination (argan, olive oil, saffron).
- • Do not undercut your direct rates — protect your channel mix.
Related guides
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 contact exhibitors before the fair
Cold-walking up to a busy booth on day 2 is the worst way to start a relationship. Pre-booked meetings have a 5–10x higher success rate.
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.
How small businesses can benefit from fairs without a stand
A stand at FITUR or WTM costs €5,000–50,000+. A visitor pass costs €30–80. With smart preparation, a single visitor can outperform a small stand.
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