Published on
December 20, 2025
As sustainability becomes a central pillar of global tourism development, FITUR is strengthening its position as a leading platform driving responsible change across the industry. With Mexico confirmed as Partner Country, the International Tourism Trade Fair will once again unite the worldwide tourism market at IFEMA MADRID from 21 to 25 January 2026, serving as a key meeting point for business growth, institutional dialogue and the exchange of ideas at a decisive moment for the sector.
Recent figures from UN Tourism highlight the momentum behind global travel. International tourist arrivals rose by 5 percent during the first half of 2025, while worldwide tourism spending is projected to reach USD 2.1 trillion. Beyond signalling robust recovery and growth, these numbers also reinforce the need for tourism to evolve towards models that are more efficient, resilient and capable of delivering long-term social and environmental value.
In response, FITUR 2026 is placing an even stronger emphasis on knowledge and innovation through its Knowledge Hub, open during the professionals-only days from Wednesday 21 to Friday 23 January. This dedicated space will explore strategies that balance economic performance with responsible resource management and community well-being, encouraging practical and strategic approaches that redefine how tourism is planned, managed and delivered.
Innovation and sustainability at the core of FITUR 2026
Under the theme “Where travel begins”, FITUR invites the global tourism community to view sustainability not as a constraint, but as a competitive advantage that strengthens destinations and the industry as a whole. For its 46th edition, the Trade Fair will introduce atmospheric water generation technology for the first time, using GENAQ systems to supply part of the event’s water needs. This initiative will significantly reduce reliance on single-use plastic bottles. Eight water fountains will be installed across the venue, cutting emissions linked to bottled water transport and distribution while drawing on a renewable, locally available resource: air humidity.
Environmental responsibility is also encouraged among exhibitors through the Sustainable Stand Award, which recognises organisations that embed sustainability into the design, construction and daily operation of their stands. Criteria include the use of recyclable materials, energy efficiency, effective waste management and accessibility, reinforcing the idea that sustainability can be integrated at every level of event participation.
Beyond encouraging responsible behaviour, FITUR continues to act as a global showcase for high-impact sustainable solutions. This role is led by the FITURNEXT Sustainability Observatory, which identifies and promotes initiatives that can be replicated in destinations worldwide. For 2026, the FITURNEXT Challenge focuses on efficient and responsible water management, a critical issue for many tourism regions. After reviewing more than 250 projects, the jury selected three winning initiatives: Fundación Visit València and Barceló Regen from Spain, and Plastic Cup from Hungary.
FITUR’s expanding range of specialised sections further supports a more diverse and balanced tourism ecosystem. Areas such as FITUR 4all, FITUR Cruises, FITUR Lingua, FITUR LGTB+, FITUR Screen, FITUR Talent, FITUR Sports and FITUR Woman help broaden the industry’s offer while promoting inclusion, accessibility and geographical and seasonal decentralisation. This specialised structure enhances the Trade Fair’s reach and reinforces its contribution to more sustainable tourism development.
Looking ahead, FITUR 2026 will advance its environmental strategy through the comprehensive measurement of its carbon footprint, covering both direct emissions under Scopes 1 and 2 and indirect emissions under Scope 3. This detailed analysis will support the transition towards a more responsible event model and provide essential data to guide continuous improvement in future editions.
With this upcoming edition, FITUR reinforces its role as a catalyst for the transformations shaping the future of global tourism. It continues to position itself as a space where destinations, institutions, companies and professionals come together to gain insight, build partnerships and develop strategies that support a more resilient, inclusive and sustainable tourism industry aligned with global challenges.
