

Fitur, the 45th edition reflects the positive balance of the industry
The 45th edition reflects the positive balance of the industry, and reaffirms FITUR's leadership as the world's leading trade fair in terms of participants and attendees.
Brazil participates as a Partner Country in an edition that continues to grow: 9,500 participating companies from 156 countries and 884 exhibitors.
IFEMA MADRID, the International Tourism Trade Fair, brings together the global tourism market for its 45th edition, which from January 22 to 26 will showcase the outstanding performance of the tourism industry during the past year of 2024 and the good expectations for 2025.
This Monday, January 13, the official presentation of the fair took place at the Exhibition Center with a wide institutional and sector representation: 9,500 participating companies, 156 countries and 884 exhibitors that will display their offer in 9 pavilions, highlighting the 101 countries with official representation. It is estimated that the flow of attendance will exceed 150,000 professionals from Wednesday to Friday and about 100,000 general public during the weekend.
This large flow of participants and attendees is expected to have an economic impact for Madrid of 445 million in revenue, with a growth of 10% in general terms and 19% in internationality, incorporating the addition of eleven countries from Africa and Asia.
It is worth noting the increase in the Travel Technology area, which brings together technological trends in tourism reservation management, and which in the 45th edition exceeds one hundred companies from around the world, representing a sustained growth of 6% over previous years.

Among the new features of 2025 is the participation of Brazil as a Partner Country, which will make a major display at the Fair to showcase its diverse range of tourism products and services and continue to promote the global positioning of the destination in a context of growth that, according to official data from the Brazilian Ministry of Tourism and Embratur, 2024 will have been a year of steady growth of 6% compared to previous years.
Embratur, 2024 has been the best in history for the country's international tourism, which reached a record 6,657,377 foreign tourists in the year, up 12.6% over the previous year.
José Vicente de los Mozos, Chairman of the Executive Committee of IFEMA MADRID, stated that “the figures for FITUR 2025 speak of its consolidation as the great global event for the tourism industry. After a 2024 of records in all parameters, the Fair is once again defined by its growth, showing not only what a great event it is, but also its importance as a letter of presentation for the Spain Brand and the Madrid Brand, as well as the potential of our country as a leading, undoubtedly leading, but also emitting market.
For his part, Marco Sansavini, President of Iberia and of the FITUR Organizing Committee, emphasized that “FITUR is an important event for our country.
FITUR, emphasized that “FITUR will once again demonstrate that it is getting stronger and stronger.
In 2025 we are incorporating 12 new countries, which gives our fair an even more global reach. New participants from key markets will be present: for example, Kenya from Africa or Vietnam from Asia. And we will also have some new partners from the European continent, such as Austria, among others. This growth of the fair is not the result of chance, but of the efforts of the entire Spanish tourism sector, which demonstrates day after day its dynamism and its capacity to innovate, to adapt... which allows it to maintain its international leadership”.

The Ambassador of Brazil, Orlando Leite Ribeiro, stated that “Brazil considers tourism as an activity that combines innovation, innovation, innovation and innovation.
Tourism is an activity that combines technological innovation, sustainability and the country's cultural and natural wealth. The purpose is to highlight how the nation is leading the way in the integration between green economy and tourism, reaffirming its commitment to the preservation of the planet and this is above all what we want to show the world.
Under these premises, tourism becomes an ally in the conservation of forests. The country aspires to consolidate itself as a world reference in sustainable tourism, and the protection of its biodiversity, especially in view of the COP30 in Belém”.
Almudena Maíllo del Valle, head of the Tourism Delegate Area of the Madrid City Council, said “FITUR will make Madrid the world capital of tourism, the perfect showcase for the unique experiences that have made Madrid the second most attractive urban destination in the world according to Euromonitor. This fair is an opportunity to show the best of Madrid to the world and continue to build the city's reputation and image as a global destination.
For his part, Mariano de Paco, Deputy Minister of Culture, Tourism and Sport of the Community of Madrid, stressed that “the Community of Madrid has consolidated the tourism sector as one of the world's leading destinations in 2024 generating 8.6% of its GDP in 2024, more than 25,000 million euros, according to Exceltur.
These figures reflect Madrid's decisive commitment to tourism, and FITUR is key as a benchmark event for innovation, for the responsible development of tourism and for the visibility it provides to consolidated and emerging destinations.
Finally, the Secretary of State for Tourism, Rosario Sanchez, highlighted that “if 40 years ago Spain was at the forefront of tourism promotion with the creation of Turespaña -and precisely this year we will celebrate this anniversary-; today, Spain is once again demonstrating its ability to lead a new transformation of the sector.

The triad of the future of tourism: business, knowledge and sustainability.
Faced with the prospect of reaching 790 million international tourists, with a direct global economic impact of nearly 3.4 trillion USD in the first months of 2024, according to UNO Tourism. FITUR 2025 is aligned with the global challenge of the sector and reinforces its commitment to boosting business, disseminating knowledge and best practices , promoting responsible tourism inviting its professionals to strengthen its role as a fundamental economic and social sector.
In this new edition, FITUR announces the renewal of its 10 sections, promoting sustainability and business by connecting the tourism industry with other sectors that generate new traveler niches.
This is the case of FITUR Cruises, developed with CRUCEROADICTO, which will showcase the commitment of cruisers to environmental sustainability the protection of destinations and the positive impact on their communities; of FITUR LGTB+, a segment that encompasses more than 10% of tourists worldwide will showcase diversity and inclusion; FITUR Lingua, the space that addresses the opportunities of language tourism and its work in decentralization and deconcentration. developed in conjunction with FEDELE; FITUR Screen, which returns with the help of the SPAIN FILM COMISSION and will connect the film industry with the tourism industry; and FITUR Sports, which is organized in collaboration with AFYDAD and will show how sports tourism is a driver of sustainable tourism.

Also noteworthy are FITUR Techy, created in conjunction with ITH, which will address how AI is revolutionizing travel management; FITUR Talent, which is presented as a monograph on the challenges in talent and the challenges in the travel industry.
FITUR Woman, sponsored by Extremadura and organized in collaboration with WOMEN LEADING TOURISM, which will focus on the challenges in talent, education and training, FITUR Know How, Export, the space created with SEGITTUR in collaboration with ICEX for Spanish tourism companies to showcase their potential and services; and the second edition of FITUR 4all, which, with the sponsorship of Mallorca, will promote the development of accessible tourism and highlight initiatives by destinations and companies in this area through the II FITUR 4all Awards and the first Guide to Good Practices, all of which will be held by the hand of FITUR, the Spanish tourism industry association, all in conjunction with IMPULSA IGUALDAD.
In addition to these ten sections, FITUR's Sustainability Observatory, FITURNEXT in alliance with Aqualia, will address how tourism can contribute to sustainable food management. In this area, it should be noted that, following the roadmap initiated in 2023, IFEMA MADRID will once again measure the carbon footprint of FITUR's carbon footprint in scopes 1 and 2 as a sign of its commitment to promoting events with a low environmental impact.
As a novelty, this 2025 it will measure for the first time the impact in scope 3, which measures the indirect emissions produced as a result of the holding of FITUR.
Also noteworthy is Puerto Rico's sponsorship of FITUR's free WiFi network and the new virtual plan tool that FITUR is making available to visitors to improve their experience during their visit to FITUR.
Finally, for the first time, FITUR has teamed up with Holafly, Europe's leading eSIM company, to offer visitors 24 hours of eSIM free of charge during the days of the fair, providing them with a high quality and 100% secure connection by scanning a QR. With more than 8 million users and over 48,000 reviews, it is the highest rated eSIM in the world.
Weekend at FITUR
During the weekend, Saturday, January 25 and Sunday, January 26, FITUR opens its doors to the ultimate traveler, who will have the unique opportunity to embark on a global journey without leaving the nine halls of IFEMA MADRID through a vibrant agenda of interactive activities organized by exhibitors without leaving the nine halls of IFEMA MADRID through a vibrant agenda of interactive activities organized by exhibitors, including live musicals, gastronomic tastings, accessibility awareness days, craft workshops and competitions. In addition, they will be able to access direct information on the extensive tourism offerings of the destinations, from faraway paradises to local gems.
