It’s Time for Fitur, Madrid’s Annual International Tourism Fair!


Today kicks off the annual International Tourism Trade Fair in Madrid, a city which has transformed itself especially in the last five years into a premier capital of world tourism, after  recent editions were marked by the pandemic and the restrictions placed on travel. This year’s Fitur motto is “Citizens of the World. We Are tourism”, and its focus is on a healthy and sustainable future.


What Exactly Is Fitur?

Held every March, this is one of the world’s premier annual international trade fairs for tourism professionals is particularly those of the Spanish-speaking world, and is also open to the general public– of which it attracts more than 30,000. Meaning if you’re in Madrid from today through Sunday, for 12 euros you can come see for yourself the latest of what many of the world’s destinations, airlines (including, of course, Iberia!), cruise lines, tour operators, and other tourism businesses have to offer.

Held at the enormous IFEMA trade fairgrounds – 20 minutes by road and roughly an hour by metro from central Madrid – the fair is organised around hundreds of stands and nearby rooms, displaying multimedia information as well as offering various presentations, demonstrations, workshops, contests (with a variety of exciting prizes), performances, and other activities. It’s open to professionals only for the first three days, then to everyone on Saturday and Sunday. General-public admission is 12 euros and for professionals it’s 20€ for one day or 40€ for the duration of the fair.

There’s also plenty of diversity and appeal for specialised segments of travel including Fitur Cruises, Fitur LGBT+, Fitur Lingua (focussed on the Spanish language), Fitur Sports, Fitur Woman, FiturTechy, Fitur Screen (film/television-related tourism – such as recently Game of Thrones and Black Mirror), and Fitur MICE (meetings and incentives travel), and Fitur Talent (focussed on professional training).


Benefits of Attending for Professionals

– Expand your circle of valuable contacts.

– Initiate projects and close deals.

– Obtain the best personalised business offers.

– Learn about the latest trends in the tourism market.

– And of course enjoy Madrid and its surrounding community!


For Both Professionals & the Public, A Great Variety of Destinations

To start out with each year Fitur has a different “country partner” which receives special attention, and this year it’s Guatemala – under the slogan “Amazing and Unstoppable” – with an especially elaborate programme of information and events to convey the richness of its culture, history, nature, beaches, and cuisine. In particular, Guatemala proudly promotes its status as the heart of the Mundo Maya, including archaeological sites (such as Tikal) of what was once the Americas’ most advanced civilisation, dating back to before the third millennium BCE, and today’s vibrant culture of the ancient Mayans’ descendants. In addition, short distances between its most compelling destinations mean that visitors can take in several of them on one trip, and it all adds up to an experience which is indeed amazing and always exceeds expectations.

The United States of America is also well represented here in all its immensity and diversity, including major destinations such as Boston, Chicago, Los Angeles, Miami/Miami Beach, New York City, San Francisco, and Washington DC.

Another travellers’ favourite is Mexico, from the cosmopolitan streets of Mexico City to its alluring Pacific and Caribbean beaches – not to mention so many astonishing pre-Columbian archaeological sites, from Teotihuacán down to the Yucatan Peninsula, with its own extraordinary Mayan sites.

Then of course there are various other up-and-coming destinations throughout América Latina  such as Colombia, which is a nature-lover’s dream thanks to its rich and diverse ecosystems, but also attracts history buffs with the impressive likes of UNESCO World Heritage Cartagena, java hounds to its ”Coffee Triangle”, and cosmopolitans to vibrant capital Bogotá.

On this side of the pond, there’s plenty to ponder at Fitur from European tourism powerhouses  such as Austria, Croatia, France, Germany, Ireland, Italy, Portugal, the United Kingdom, and of course our very own Spain. Exciting cities, picture-postcard small towns, lovely beaches, thrilling mountains, and gorgeous countryside – you want it, you’ve got it.

And on the south shore of the Mediterranean, let’s not forget our neighbour to the south, Morocco, as well as Egypt farther to the east – exotic, friendly, and also packed with marvelous  culture, history, nature, and cuisine.

Iberia serves all of the above destinations, so if you possibly can, come to Fitur, check out what each has to offer, and then go home and book an affordable flight to your first dream vacation of 2023!