Fitur 2024, the International Tourism Fair held in Madrid, marked its 44th edition from January 24 to 28 at Ifema Madrid. Organizers highlighted the event as a clear sign of the global travel industry’s resurgence following the COVID-19 pause, showcasing a robust recovery trajectory across continents and markets in Canada, the United States, and beyond.
Forecasts pointed to substantial foot traffic: about 150,000 travel professionals were expected to attend midweek, mirroring the high levels seen in 2020, while around 100,000 members of the general public were anticipated to visit over the weekend. The event was designed to maximize engagement by offering a balanced mix of business sessions, product showcases, and experiential activities that appeal to both trade buyers and leisure travelers alike.
Participants at Fitur 2024 totaled 8,500, with representation from all autonomous communities in Spain, a broad lineup of companies and destination marketing organizations from 152 countries, and 90 international partners with official delegations. A record 806 exhibitors showcased offerings across nine pavilions, one more than in the previous edition in 2023. This scale underscored the event’s role as a premier gathering for tourism professionals seeking partnerships, insights, and exposure to new markets.
Leading the event, a representative of Ifema Madrid emphasized the growth and consolidation of the tourism sector worldwide, noting that Fitur ranks first in participation and visitor numbers among trade fairs. The theme of revival was evident in the discussions and showcases, with exhibitors highlighting new routes, product diversification, and sustainable travel initiatives that are increasingly important to travelers in North America and across the Atlantic.
Beyond business opportunities, the fair was expected to have a measurable impact on Madrid’s economy, with estimates suggesting a multi-million euro boost that touches transportation, hospitality, dining, shopping, entertainment, and culture. The fair environment provided a platform for cities, regions, and destinations to present compelling narratives and experiences to a global audience, including Canadian and American travel trade professionals and media looking for fresh ideas and credible, on-the-ground information.
As part of Fitur 2024, Ecuador served as the Partner Country, presenting a destination rich in geographical and cultural diversity along with strong air connectivity to Spain. Its pavilion featured immersive showcases that highlighted the country’s scenery, heritage, and sustainable tourism approaches, inviting visitors to explore the Andean regions, Amazonian landscapes, and vibrant cultural traditions. The campaign strategy emphasized accessible itineraries, responsible travel, and authentic encounters with local communities.
In parallel, Ecuador underscored a note of reassurance for travelers planning to visit in the near term, despite regional security concerns that have affected perceptions in some media circles. The country’s messaging focused on safe travel planning, official advisories, and the continuous availability of direct and connection flights that facilitate easy access for international tourists from Canada and the United States. The aim was to maintain confidence and encourage travelers to keep their plans intact, reinforcing the broader message that tourism can be a driver of economic resilience and cultural exchange.