The pandemic reshaped multiple sectors, and Spain’s tourism sector felt the impact first. At the dawn of 2020, travel restrictions slowed movement, and by late 2022 the conversation shifted to a gradual return to normalcy. In Madrid, anticipation built for the 43rd edition of the international fair Fitur, scheduled from January 18 to 22. Officials framed 2022 as a turning point for tourism, underscoring higher, seasonally adjusted spending, better-quality visitors, and more stable travel patterns. The message was clear: recovery was underway, with international arrivals reaching roughly 86% of pre-pandemic levels and spending near 94%. Fitur was portrayed as a milestone event signaling Spain’s tourism entering a phase of normalization, according to leadership from Turespaña. (Citation: Fitur Organizing Committee)
Optimism carried into 2023, with forecasts suggesting tourism spending would surpass 2019 levels and Spain attracting strong interest on platforms such as TripAdvisor in the early months of the year. Officials argued that direct comparisons with 2019 were less meaningful, highlighting the progress achieved by 2022 and the momentum expected in 2023. Data from the National Institute of Statistics and other sources indicated a surge in tourist inflows, with a notable rise in international visitors during the spring and summer compared with the same period before the pandemic. (Citation: National Institute of Statistics)
Among the trends for 2023 was a revival of long-distance travel, especially from Asia after China reopened its borders. Growth was also anticipated from markets such as Korea and Japan, along with a broader return to normal travel from other regions. Leadership stressed that commitments to reconnect with Spain in 2022 carried forward into 2023, with hopeful prospects for continued growth in inbound tourism. (Citation: Fitur Organizing Committee)
Experts did not foresee major disruptions from new coronavirus variants. The chair of the Fitur Organizing Committee and the chair of Iberia noted that while new strains could arise, current measures were designed to keep travel safe without derailing recovery. The overall expectation was that tourism would keep flourishing under appropriate health protocols and coordinated action with authorities. Fitur’s ability to operate uninterrupted through every year of the pandemic was cited as a sign of resilience, with searches and visits remaining stable thanks to careful management of health and security procedures at airports and in provinces. (Citation: Iberia and Fitur Organizing Committee)
Current figures for the event reflected strong organizational performance in recent years. The fair, guided by its director, was positioned to match the space seen in the record year of 2020, with a robust exhibitor presence spanning thousands of square meters, participants from dozens of countries, and a substantial roster of exhibitors. Projections pointed to an attendance of about 120,000 professionals and between 80,000 and 90,000 members of the general public during weekend hours when access opens to all visitors. The overall impact on Madrid’s economy was expected to be substantial, with an estimated boost of hundreds of millions of euros across accommodation, transport, retail, dining, and entertainment during the five days of the event. (Citation: Fitur Organizing Committee)
National leaders underscored tourism priorities, highlighting sun-and-beach destinations and the steady growth of blue tourism. The forum underscored the importance of recognizing Spain’s early leadership in tourism and maintaining strong international links to support long-haul travel flows. The overarching message framed tourism as a national priority, with ongoing investment in infrastructure, marketing, and international partnerships to sustain growth in the coming years, even as the sector navigates evolving health and economic conditions. (Citation: National Tourism Authorities)
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