The International Tourism Fair (FITUR) concludes its 45th edition with more than 250,000 attendees
The International Tourism Fair (FITUR), one of the most important tourism fairs in the world, was held in Spain from January 22 to 26, 2025.
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In this edition, the event exceeded its expectations by receiving more than 255,000 attendees, as well as more than 9,500 companies, and brought together 156 countries, highlighting 101 that participated with official representation. This influx has an economic impact in Madrid of 445 million euros.
For the first time, Brazil was the Partner Country, showing its tourist diversity and bringing together destinations from all its regions, airlines, operators and hotel chains committed to innovation and excellence.
Nerve centre for tourism
Throughout the five days of this festival of travel, colour, joy, music, fun, analysis and reflection, professionals from the tourism sector and visitors in general had the opportunity to tour the 884 stands that were set up, try samples of gastronomy, typical drinks, regional dances or purchase holiday packages.
Business forums were also held focused on social, community, competitive and innovative tourism.
Highlights at FITUR
It is worth noting that experts have emphasized how, through diversification and the integration of new technological tools, an inclusive and competitive tourism model is being promoted that predicts a more sustainable future for all, promoting different types of tourism such as romance, sports, film or language tourism. Attention was stressed to sustainable tourism, which is necessary to preserve the right to travel for future generations, ensuring that its access remains an accessible and enriching reality.
Recognitions and agreements
The city of Valladolid was awarded the Prize for “Most Inclusive Destination in Spain”.
The Dominican Republic stand was recognized with the Award for Best Stand at FITUR, showing, through technology, the beauty of this country.
Mexico presented the largest pavilion in America, with the presence of 21 states, highlighting its Magical Towns and native communities. In addition, 12 tourist destinations and 93 companies from the sector joined, consolidating a diverse and attractive offer.
The head of the Mexican Ministry of Tourism, Josefina Rodríguez Zamora, met with her Spanish counterpart, Jordi Hereu, to strengthen cooperation ties in tourism. They agreed on the importance of being host countries for the 2026 and 2030 World Cups, respectively. Rodríguez Zamora offered to exchange experiences to maximize the visibility that hosting the FIFA World Cup will provide.
2026 is expected to be a great year for tourism in Mexico, as the cities of Guadalajara, Monterrey and Mexico City will become the capitals of the biggest football festival and will be the guest country at FITUR next year.
For its part, the Ministry of Tourism of Mexico City through its head, Alejandra Frausto Guerrero, signed a collaboration agreement with Bogotá, Colombia, highlighting that “Bogotá is a sister city; We are united by our immense cultural wealth and the enormous tourist offer.”
Mexico City, a multifaceted destination
Jorge Guerrero Carrasco, general director of tourism services for Mexico City, acknowledged in an interview with Canal Allabor that the capital of the country offers tourism for all tastes; “If you travel for gastronomy, we have first-class restaurants; last year we had some Michelin Guide designations. As for culture, we are number 2 in the world with the greatest number of museums, with 188. In the sports field, we have the most impressive facilities; by the way, the Azteca Stadium will once again host the World Cup. We have Formula 1, polo, marathon. In shows and entertainment, there are great stagings; cinema with exhibits. We offer medical tourism for aesthetic interventions and, if you are a convention attendee, we have the best venues to hold a congress.”
“Big heart,” as the slogan of Mexico City says, “speaks more of the affection with which we receive people. That is why it has a big heart, because it accommodates all people from all nations, especially due to the inclusion of rights. It is a city of rights,” says director Guerrero Carrasco.
FITUR 2025 is consolidating itself as the strategic epicenter for creating alliances and showing the trends that will define the future of tourism. A unique opportunity to get to know the destinations you want to visit up close.