This Wednesday marks the opening of Fitur in Madrid, with expectations that the 44th International Tourism Fair will set new records. Ifema Madrid will host 150,000 industry professionals from Wednesday through Sunday, in a showcase that is set to draw a large audience. The event will be inaugurated by King Felipe VI and Queen Letizia. It is projected to inject about 430 million euros into the Madrid economy through fair-related activity, and over the weekend the fair is anticipated to attract around 100,000 visitors.
Fitur 2024 brings together 8,500 participants from every autonomous region, a wide range of companies, and more than 152 countries. Around 90 nations will be officially represented, while 806 exhibitors will fill nine pavilions, one pavilion more than last year. Andalusia will occupy the largest space, with about 6,500 square meters dedicated to its presence.
The royal couple will tour multiple pavilions at the fair, accompanied by various government officials. Jordi Hereu, the Minister of Industry and Tourism, is among the attendees. As this edition features Ecuador as the partner country, King Felipe VI will host Ecuadorian President Daniel Noboa. Despite recent instability in Ecuador, authorities hope the visit will not impact tourism. The World Tourism Organization, in collaboration with the Latin American Investment Bank, will present the Ecuador Investment Guide at the event. A similar guide for Morocco will also be unveiled.
Fitur 2024 recovers pre-pandemic attendance figures to celebrate the strengthening of world tourism
This year’s turnout returns to pre-pandemic levels, underscoring renewed confidence in travel. The tourism sector has rebounded strongly, with tourism GDP reaching a historic high of 186 billion euros last year and expectations to surpass 200 billion euros for the first time this year. Savings reached 66 billion euros between January and September last year, representing a 22 percent increase compared with the same period the year before.
News in print
In this edition, travel agencies, tour operators, and employers will highlight new developments for 2024. Beyond sustainable development, the fair will spotlight digital transformation and innovation at its core. The program will also address shifts in the sector, including the future of cruise tourism and the rise of Mice tourism, which focuses on business travel. Efforts will be made to connect the tourism and film industries, advance LGBT+ inclusion, and enhance talent management within organizations.
The standout feature this year is the launch of Fitur 4all, an initiative to promote accessible tourism and spotlight regional and corporate accessibility initiatives. Fitur Sports also stands out, arguing that sports tourism can drive sustainable travel. Turespaña plans to arrange more than 1,000 meetings between industry representatives and 31 consultants from the institute at the fair. This edition aims to reinforce tourism’s role as a catalyst for cultural exchange and economic resilience.