FITUR is one of the world's leading tourism trade fairs, held each January at IFEMA Madrid. The 2026 edition runs 21-25 January 2026, with the first three days reserved for trade professionals and the final weekend open to the public. Organised by IFEMA Madrid, FITUR gathers participants from thousands of companies across the full tourism value chain and draws well over 200,000 visitors, with Mexico as the 2026 Partner Country.
FITUR is a destinations fair, and its stands are among the most expressive at any trade show. National and regional tourism boards build large, architecturally ambitious pavilions that express a destination's identity, with presentation stages, meeting lounges, hospitality and cultural programming. The brief is immersive brand environment rather than product display, which rewards builders who can deliver bespoke architecture, staging, AV and catering to a high standard across a large footprint.
FITUR fills the IFEMA Madrid halls, organised largely by world region, so a stand sits within its geographic pavilion and hall placement shapes both footfall and context. The mixed trade-and-public format means stands must perform for B2B meetings early in the week and heavy public footfall at the weekend. Given the scale of the destination pavilions and IFEMA's technical rules, exhibitors lock design and placement well in advance.
For companies and destinations exhibiting at FITUR, a builder with Madrid and IFEMA experience is a real advantage: large hospitality-led pavilions carry extensive services and sign-off, and local knowledge of the venue's logistics, catering and approved-contractor rules reduces risk during the opening fair of the global tourism calendar.