The new edition of the International Tourism Fair, better known as Fitur, is warming up for a big reveal. The Ifema Madrid exhibition center is set to open its doors on January 24 to host the largest tourism showcase yet. The event runs over five days and welcomes professionals, industry companies, and the general public who can explore destinations over the weekend.
The fair this year spans more than 240,000 square meters across nine pavilions, gathering over 9,000 companies and 150,000 professionals from 145 countries. Ecuador will participate as a partner and guest country, aiming to deepen commercial ties with the Spanish market.
Balearic Islands will again hold a prominent spot at Fitur, reflecting its strong influence in both national and international tourism. The island will present a full schedule of activities designed to strengthen its status as a year round destination with a wide product range and first class facilities. In this edition, the Balearic stand will mirror the 2023 design inspired by the ocean posidonia, a display widely recognized for sustainable practices. The focus remains on sustainable and accessible tourism at the core of Fitur 2024.
Amid efforts to meet current challenges, the 44th edition will feature speakers sharing good practices and strategies to promote respectful tourism and a growing sustainable economy. Marga Prohens, president of the Balearic Islands, will emphasize a strong commitment to sustainability and argue that a competitive tourism model can coexist with the preservation of island beauty and natural resources.
The fair will also showcase the eMallorca Experience, aimed at accelerating growth under the banner Promoting Ecological, Economic and Social Growth. It will highlight projects and services that position the Balearic Islands as a globally sustainable and circular destination through the efficient use of clean energy, smart mobility, and circular economy. The Balearic Islands Tourism Strategy Agency will host the presentation of this 2024 edition, marking a milestone in its organization.
The Balearic Government will benefit from Fitur 2024 through its push for innovation and the use of artificial intelligence in tourism on the islands. The aim is to transform the Balearic Islands into a cutting edge destination and reinforce its status as a world leader in tourism. This effort is presented as part of a plan to modernize the sector and boost competitiveness across all markets.
Support to the sector
Forecasts for 2024 point to another banner year for arrivals on the Balearic Islands, with the government tackling a major task: showing that regional management and service delivery can curb overcrowding while preserving a sustainable, strong model with broad appeal. The Balearic president has expressed commitment to backing local businesses and pushing back against negative messages about tourism. Prohens has underscored the government’s intent to unlock the growth potential of island enterprises.
The administration is drafting a new tourism law, built in consultation with all parties and designed to be less intrusive than the previous framework. A new law will be unveiled later in the year. Prohens notes that elements that limited business freedom in the past will not be part of the new plan. The intent is to make it easier for private enterprises to operate while protecting public interests.
In the first six months in office, the government has moved on hotel renovations and modernization, updating the layout of buildings and tourist facilities. The belief is that quality goes hand in hand with progress, and that improvements will help drive business reform and benefit the sector and the Balearic economy alike. Prohens also stresses tourism as a main economic driver for Spain and the Balearic Islands, reaffirming the pledge to raise quality and expand activities across the sector to strengthen the region as a leading global tourism hub.
All these efforts come as the Balearic administration navigates a crowded market, seeking to keep the balance between growth and sustainability while maintaining an attractive proposition for travelers and investors alike. The message is clear: smarter planning, cleaner energy, and a stronger business environment can elevate the islands without sacrificing their unique beauty and natural resources.