Fitur stands as one of the globe’s premiere showcases, where every country, autonomous community, province, and city presents its finest offerings to attract visitors of every kind while opening doors for business meetings and results presentations. A new visitor record was set just ahead of this year’s edition; Spain welcomed 84 million tourists in 2023, with hotel overnight stays reaching historic highs. Madrid’s Ifema exhibition center remains the hub where industry players converge each year. And when we say it all, we mean it—from regional presidents who found time to mingle with opposition members, like Emiliano García-Page, to prominent industry figures such as Gabriel Escarrer and the Matutes brothers. Even Ecuador’s president, Daniel Noboa, attended despite turmoil back home. The fair’s edition also offered several extravagances, including a zip line on the fairground courtyard, a Vincci Hotels pop-up providing stay experiences in a simulated hotel room, and an invitation to visit the Holy Land amid regional tensions. [EP]
Among the 806 exhibitors across nine Ifema pavilions designed to draw curious visitors, journalists, and regional leaders alike, Andalusia’s presence clearly stood out for its potential. The autonomous community chose to refresh its tourist image, highlighting Andalusia’s rich cultural heritage beyond the well-known sun and beach draw. The region has long benefited from coastal tourism, yet its campaign emphasized a broader cultural appeal that resonates with younger audiences and international visitors. [EP]
Andalusia also seized the moment to project a modern, open identity to the world. At Fitur 2024, Ifema’s pavilion—approximately 6,500 square meters in size—hosted a significant representation from the eight provinces of the community. While the region refines its tourism narrative, Madrid leaned into flamenco and castanets as a distinctive cultural claim. Inside the venue, a flamenco show was scheduled for Wednesday, presented by the Community of Madrid, one of the nation’s most prominent cultural influencers and a candidate for the title World Capital of Flamenco. [EP]
The fair drew more than 150,000 industry professionals from Wednesday through Sunday. Projections suggest the event will inject up to 430 million euros into the regional economy, with roughly 100,000 attendees expected over the weekend. Overall estimates indicate participation from 8,500 people across all autonomous communities, numerous companies, and more than 152 countries, including 90 with official international representation. [EP]
New experiences
Fitur continues to seek fresh experiences, and this year introduced a Puerto Rico–themed attraction: the ToroVerde Adventure Park zip line capable of reaching speeds up to 152 kilometers per hour. The initiative marked its first appearance at the fair. Within the central facilities, the daring could freefall from a 10-meter-high rope spanning the veranda—at no cost, unlike dining options, which carry costs. Some restaurant menus can run up to 25 euros, and a meal from a food truck is typically around 20 euros. [EP]
Vincci Hotels also offered fair participants a first-time overnight stay inside a dedicated hotel room on site. The concept mirrors the Vincci Capitol exterior, with the neon-laden Gran Vía facade serving as a backdrop. Inside, most elements of a real hotel are recreated for an immersive experience. [EP]
Other notable Fitur 2024 experiences included a virtual sail on one of the America’s Cup boats expected to compete in Barcelona this year. The Barcelona Provincial Council projects that more than 1.5 billion people from 190 countries will follow the event. In addition to sailing, Barcelona showcased wellness and wine tourism as a preview of the World Year of Gastronomy Regions, which Catalonia will host in 2025. [EP]
Regional conflicts
Even amid conflict, Fitur welcomes travel advisors from places facing insecurity. This year, Ecuador appeared as a guest country, with the Ministry of Tourism aiming to restore confidence in international markets and travelers after a period of violence and political unrest. [EP]
Despite the Middle East tensions, Palestine chose to promote visits to the Holy Land, while Israel also participated in the edition. Ukraine and Russia, involved in another major regional dispute, did not participate in Fitur 2024 this year. [EP]
Massification has reached Fitur
Overcrowding and the impacts of tourism on local communities have been among the major concerns discussed ahead of Fitur 2024. The fair itself faced strains, with journalists and speakers waiting in long lines at the opening. Security checks and the verification of accreditations created bottlenecks for entrants, and some meetings scheduled for Fitur 2024 were postponed due to overcrowding on Spain’s coast. [EP]
Inside the venue, midday crowds persisted, and lines for the on-site menus could stretch to 45 minutes, with burger options around 25 euros. Sustainability was a clear throughline, as Ifema introduced color-coded waste bins and biodegradable cutlery to reduce plastic use, along with a push toward car and equipment leasing for the event. [EP]
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