Madrid, the home of world tourism

The 46th edition of FITUR will be officially inaugurated on the morning of the second professional day, Thursday 22 January, once again cementing its position as the leading global tourism platform for the entire value chain of the industry.

More than 10,000 companies — from destinations and public administrations to transport, accommodation, intermediaries, technology, innovation and specialised services — will be in attendance.

One of the major new features this year is the opening of the Knowledge Pavilion, showcasing tourism’s commitment to innovation. Open during the professional days — Wednesday 21, Thursday 22 and Friday 23 January — it will become the epicentre for debate on the trends shaping the future of an industry that is increasingly responsible and technology-driven. This space will host forums, conferences and high-profile professional meetings from the most current and relevant sections: FITUR TechY, FITUR Know-How & Export, FITUR Sports, FITUR Talent and the FITURNEXT Observatory, all of which play a decisive role in diversifying the tourism offering.

FITUR Woman

This is a space that promotes the visibility and leadership of women in the tourism industry. Organised in collaboration with Women Leading Tourism (WLT) and supported by the Puerto Rico Tourism Company, the section will focus on investment and economic empowerment as key drivers of inclusive and sustainable growth in the sector, as well as the role of tourism as an engine of social and economic transformation.

Sustainability for the planet, people and the industry

The FITURNEXT programme will be complemented by the awards ceremony for the winning initiatives of the 2026 Challenge, along with talks and round-table discussions highlighting the opportunities and services within the tourism industry to help improve water efficiency.

The event will feature recognised tourism professionals who promote an efficient and responsible industry in relation to water management.

Sports tourism

The fourth edition of FITUR Sports, the section dedicated to boosting sports tourism in collaboration with SPAIN IS SPORT – AFYDAD, will deliver a professional programme aimed at addressing the economic and sector-wide challenges of sport-related tourism. The content will explore destination management, technological transformation and the diversification of sport-related experiences.

The programme will be structured around outdoor sport, competitive sport, sporting events and Sports Business Travel — an area being introduced this year as one of the fastest-growing segments.

FITUR Lingua

This section, specialising in language tourism, will be an essential space to strengthen the role of language on the global tourism agenda and to open up new avenues of cooperation between the education, cultural and tourism spheres. Organised in collaboration with FEDELE (the Spanish Federation of Schools of Spanish as a Foreign Language).

Under the slogan Language as a multiplier effect for tourism, it will explore the impact of language across different areas of the tourism sector. The session will take place on Thursday 22 January and will bring together institutional representatives, international experts and language-teaching professionals in a programme of presentations, debates and themed showcases.

FITUR TechY

This section is dedicated to tourism innovation and technology, in collaboration with the Hotel Technological Institute (ITH).

Under the slogan From Robot to Ally, the FITUR TechY days will be held during FITUR’s professional days, from Wednesday 21 to Friday 23 January. This is a strategic space where hundreds of sessions will take place to present proposals, share experiences and spread best practice shaping trends in the tourism industry, bringing together the latest technological offering available to companies, destinations and sector professionals.

FITUR Screen

Organised by FITUR in collaboration with the Spain Film Commission, it will centre on the Spain Film Commission Experiences Programme and will incorporate, for the first time, the award for Best Screen Tourism Experience.

Now in its eighth edition, this section is dedicated to screen tourism. Its aim is to bring the relationship between the audiovisual industry and the tourism sector closer, highlighting that on-screen content has become a strategic resource for the international promotion of destinations.

Open to the public

Over the weekend — Saturday 24 and Sunday 25 January — FITUR becomes the great celebration of tourism and opens its doors to the general public, connecting destinations and companies with the end traveller.

With these strategic lines, FITUR 2026 is gearing up for a major edition that will once again place Madrid at the centre of world tourism, reaffirming its role as a leading platform for business, knowledge and innovation in the sector.