Figures from the first international tourism event of the year confirm a long-awaited trend: excursions are back as a normal part of travel experiences. The industry has shown a strong recovery and is nearing pre-pandemic health. FITUR remains the sole active meeting point in Europe during the pandemic era, and together with positive data from national and international tourism in recent months, it has supported notable growth. The fair, matching the record edition of 2020, welcomes 8,500 exhibitors from 131 countries, spanning 66,900 net square meters of exhibition space. Attendee projections are robust, with more than 120,000 professionals and about 90,000 general public visitors expected over the weekend. [Citation: FITUR]
These developments will also boost FITUR’s role in delivering a meaningful economic stimulus to Madrid, with estimated sectoral revenues surpassing €400 million across accommodation, transport, commerce, entertainment, and dining. [Citation: FITUR]
News and commitment to sustainable development
FITUR keeps advancing along its core areas, helping promote the diverse tourism sectors and shaping a comprehensive plan around its activities. This year introduces two notable innovations in addition to the established sections FITURTechy, FITUR LGBT+, FITUR Lingua, FITUR Talent, and FITUR Woman. The new FITUR SPORTS section focuses on a rapidly growing tourism segment. Sports tourism not only helps flatten seasonal peaks but also drives regional development beyond traditional destinations, elevates international profiles, and attracts visitors with higher-than-average spending. Organized in collaboration with the Spanish sports industry association Afydad, this space will demonstrate how sports tourism can power sustainable growth and serve as a bridge between destinations and businesses to highlight its potential. It will analyze socioeconomic challenges, share best practices, and create new job opportunities. [Citation: FITUR]
Additionally, FITUR CRUISES expands its reach to cover both B2B and B2C audiences, aiming to raise awareness of this travel offer among agencies and travelers alike. [Citation: FITUR]
Beyond these additions, FITUR Sustainability Observatory and FITUR Next will address how tourism can contribute to environmental regeneration through programs that revitalize travel and reward responsible practices. [Citation: FITUR]
Weekend at FITUR
On January 21 and 22, FITUR will open to the public, inviting visitors to explore eight pavilions and gather information from presentations about compelling destinations. The event will help travelers plan their next trip with guides to national and international options. Contests, prizes, musical performances, tastings, workshops, and cultural events are on the agenda. [Citation: FITUR]
Leading country Guatemala
Under the new brand “Guatemala. Amazing and unstoppable,” the FITUR 2023 Partner country will showcase its broad Central American offer, highlighting centuries of cultural and culinary richness. The stand will feature traditional textiles and vibrant colors as a reflection of Guatemalan culture and heritage. [Citation: FITUR]
Guatemala’s participation also pays tribute to its biodiversity and historic heritage, offering Guatemalan companies a key opportunity to connect with the Spanish and European tourism sectors and reach travelers through this important gateway. [Citation: FITUR]
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