FITUR 2027
January 20 to 24, at Ifema Madrid
FITUR 2026 FIGURES
FITUR 2027: Everything you need to know to succeed at the great tourism fair
FITUR 2027 already has a confirmed date for its next edition and will once again place Madrid at the center of international tourism business. From January 20 to 24, 2027, IFEMA Madrid will bring together destinations, companies, institutions, and professionals from the sector in an event that will grow to eleven pavilions with Puerto Rico as a Partner Country. If you are thinking of participating as an exhibitor or want to prepare your presence at the great tourism fair, this post will help you arrive with a clear strategy.
Key information about FITUR 2027
- Full name: International Tourism Fair (FITUR).
- Date: January 20 to 24, 2027.
- Location: IFEMA Madrid, Spain.
- Edition: 47th edition.
- Organizer: IFEMA Madrid.
- Target audience: tourism sector professionals from January 20 to 22 and professionals along with the general public during the weekend.
- FITUR 2027 Partner Country: Puerto Rico.
- Main themes: competitiveness, sustainability, innovation, digitalization, accessibility, experience tourism, blue tourism, diversity, talent, and international destination promotion.
Data that supports FITUR's success
If we look at the real results of the last edition held, FITUR 2026 once again demonstrated its international convening power:
- More than 255,000 visitors during its five days.
- 155,000 professional visitors and nearly 100,000 general public attendees.
- More than 10,000 companies from 161 countries.
- 967 main exhibitors and 111 countries with official representation.
- 9 pavilions at IFEMA Madrid with intense commercial, institutional, and congress activity.
- More than 200 sessions and more than 250 speakers in the Knowledge Pavilion.
- 505 million euros of estimated economic impact in Madrid.
These data confirm FITUR’s value as a platform for generating business, strengthening brand presence, and connecting with buyers, destinations, and tourism institutions of global reach.
What can we expect from FITUR 2027?
Puerto Rico will be the Partner Country of FITUR 2027, a strategic opportunity to strengthen the destination’s international visibility and open new commercial conversations between the Caribbean, Europe, and the main outbound and inbound tourism markets worldwide.
The fair will grow to occupy eleven pavilions at IFEMA Madrid, two more than in the previous edition, and will maintain a clear commitment to specialization with areas that reflect the trends transforming the sector:
- FITUR TechY: technological innovation, digitalization, artificial intelligence, and solutions for the tourism value chain.
- FITUR Know-How & Export: internationalization of tourism companies and knowledge transfer.
- FITUR LGTB+: inclusive tourism, diversity, and proposals for international travelers.
- FITUR Talent: attraction, training, and development of tourism talent.
- FITUR Screen: connection between destinations, audiovisual industry, and film tourism.
- FITUR 4ALL: accessibility and inclusion as levers for tourism competitiveness.
- FITUR Cruises: sustainable blue tourism and new opportunities in cruises.
- FITUR Experience: experience tourism as a growth vertical.
- FITUR Sports, FITUR Lingua, and FITUR Woman: specialization in sports tourism, language tourism, and female leadership in the sector.
Why should you participate in FITUR 2027?
1. Direct contact with thousands of professionals:
FITUR brings together travel agencies, tour operators, tourism offices, public managers, technology companies, hotel chains, destinations, and professionals from the entire tourism industry. Participating as an exhibitor allows for generating valuable meetings in a specialized and business-oriented environment.
2. Innovation and future trends:
Sustainability, digitalization, artificial intelligence, accessibility, and smart destination management will continue to drive the conversation. FITUR 2027 will also reinforce the Knowledge Pavilion as a space to discover solutions, best practices, and new tourism models.
3. International brand positioning:
Being present at a leading fair like FITUR helps strengthen brand authority among buyers, institutions, media, and professional visitors from multiple markets. A well-designed stand turns that visibility into a memorable and commercially useful experience.
4. Effective networking and business generation:
During the professional days, from January 20 to 22, the fair concentrates presentations, B2B meetings, thematic forums, and commercial agendas. Preparing meetings in advance and designing a space conducive to conversation can make a difference in capturing opportunities.
5. Inspiration and learning:
FITUR combines commercial exhibition with conferences, specialized sessions, and monographic areas. For tourism brands, it is an opportunity to understand how the market is evolving and adapt their offering to new expectations from travelers, destinations, and partners.
How to prepare your participation in FITUR 2027
– Book your space as soon as possible: The participation application is done online from the official FITUR website. Exhibitors from the previous edition had a priority deadline until June 5, 2026, so it is advisable to check availability and conditions as soon as possible. You can do so at this link
– Plan assembly and services with lead time: IFEMA indicates assembly from January 13 to 19, 2027, and applies last-minute surcharges starting from January 6. Contracting services and assembly rights in advance helps avoid extra costs and logistical problems.
– Design an impactful and functional stand: At a fair with eleven pavilions, the stand must attract, organize visitor flow, and facilitate meetings. At Servis, we help you create spaces that convey brand, build trust, and convert visits into opportunities.
– Prepare a pre-marketing strategy: Communicate your participation, schedule meetings, activate campaigns with clients and partners, and define clear messages for each visitor profile.
– Train and motivate your team: The stand staff must know objectives, commercial discourse, meeting agenda, and lead generation dynamics.
– Integrate sustainability criteria: IFEMA works with 100% certified renewable energy, waste management, and carpet recycling in common areas, so it is advisable to align the design and assembly of the stand with these good practices.
What you can't miss at FITUR 2027
- Puerto Rico as Partner Country, with a prominent presence to boost its international tourism promotion.
- Eleven pavilions at IFEMA Madrid, two more than in the previous edition.
- Second edition of the Knowledge Pavilion, focused on competitiveness, sustainability, innovation, and best practices.
- Specialized areas such as FITUR TechY, FITUR 4ALL, FITUR Cruises, FITUR Experience, FITUR LGTB+, FITUR Talent, FITUR Screen, FITUR Sports, FITUR Lingua, and FITUR Woman.
- Professional days from January 20 to 22, ideal for meetings, networking, and business generation.
- Opening to the general public on January 23 and 24, an opportunity to bring destinations and experiences closer to the end traveler.
Conclusion: FITUR 2027, the tourism sector event you can't miss
Participating in FITUR 2027 means betting on visibility, innovation, and the international growth of your tourism brand. From January 20 to 24, IFEMA Madrid will bring together professionals, destinations, and institutions in an expanded edition that promises new business opportunities.
At Servis, we specialize in designing and building stands that help you stand out at professional fairs. We create spaces designed to attract visitors, communicate value, and maximize every commercial opportunity.
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