FITUR International Tourism Fair 2027 – Madrid, Spain

What to expect

FITUR International Tourism Fair is one of the world’s leading meeting points for the tourism industry, bringing together destinations, tourism authorities, hotels, airlines, tour operators, travel agencies, technology companies, tourism professionals and travellers at IFEMA MADRID. The event serves both inbound and outbound tourism markets and combines a large international exhibition with professional conferences, specialist areas, business meetings and destination promotion.

The upcoming edition is being expanded to eleven exhibition halls, making it one of the largest editions in the fair’s history. Puerto Rico has been confirmed as the Partner Country, adding a strong destination-focused programme and international tourism promotion presence.

Global tourism marketplace

FITUR provides an environment where destinations and tourism businesses can present products, establish partnerships, meet buyers and identify new markets. Its international character makes it particularly useful for tourism boards, hospitality companies, travel companies and technology providers seeking international exposure.

Professional and public experience

The event has a professional focus during its opening days, while the final part of the fair opens to the general public. This creates two complementary experiences: a business-oriented environment for industry professionals and a destination-focused tourism festival for travellers.

Specialised tourism sectors

FITUR has increasingly developed specialist areas covering accessible tourism, cruises, experiential tourism, LGBTQ+ tourism, language tourism, sports tourism, technology, talent, women in tourism, film and tourism, sustainability and tourism business internationalisation.

Event dates

FITUR International Tourism Fair 2027 will take place from 20 to 24 January 2027 at IFEMA MADRID in Madrid, Spain.

• Professional days: 20–22 January 2027
• Professional and general public: 23 January 2027
• Professional and general public: 24 January 2027
• Professional opening hours: 10:00–19:00
• Saturday opening hours: 10:00–20:00
• Sunday opening hours: 10:00–18:00
• Venue: IFEMA MADRID
• Address: Avenida del Partenón 5, 28042 Madrid, Spain
• Partner Country: Puerto Rico

The official FITUR schedule confirms the professional and public access structure and lists the eleven pavilions being used for the fair.

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Venue & exhibition site

FITUR takes place at IFEMA MADRID, Madrid’s major international exhibition and convention complex. The venue is located at Avenida del Partenón 5 in the city’s Campo de las Naciones area, with direct connections to Madrid’s transport network and major road routes.

The exhibition centre provides extensive indoor exhibition space, conference facilities, meeting areas, restaurants, visitor services and transport connections. FITUR itself occupies a substantial part of the complex, allowing different geographical markets and specialist tourism sectors to operate within dedicated areas.

The official FITUR information describes more than 69,000 square metres of exhibition space and positions the venue as a major platform for the international tourism industry.

For the upcoming edition, FITUR will expand its footprint by two additional halls compared with the previous edition. The fair will occupy eleven halls, creating additional capacity for destinations, tourism companies and specialist areas.

Full event programme

The complete detailed 2027 activity programme is still being released progressively by FITUR. The official schedule page currently states that the activities programme will become available through the event website, so individual conference titles, speakers and exact session details should be checked closer to the fair.

The confirmed programme framework includes several major components:

• International destination exhibitions
• Tourism business meetings
• Conferences and professional forums
• Knowledge Hub activities
• Travel Technology
• FITUR Experience
• FITUR Cruises
• FITUR LGTB+
• FITUR Lingua
• FITUR Know-How & Export
• FITUR Screen
• FITUR Sports
• FITUR Talent
• FITUR TechY
• FITUR Woman
• FITUR 4all
• FITURNEXT sustainability activities
• Destination presentations
• Product presentations
• Networking and commercial meetings

The combination of exhibition areas and professional content makes FITUR more than a conventional destination showcase. It is designed as a business, knowledge and networking platform for the tourism ecosystem.

Key speakers & keynote speakers

A complete 2027 keynote-speaker list has not yet been published by the official FITUR programme. Therefore, visitors should not rely on unofficial speaker lists until IFEMA MADRID releases the confirmed programme.

The event is expected to feature tourism executives, destination representatives, technology specialists, public-sector leaders, sustainability experts and professionals working across hospitality, travel distribution and tourism innovation.

The Knowledge Hub is particularly important for professional content. The previous edition’s Knowledge Hub included multiple auditoriums, conference programmes, more than 200 sessions and over 250 high-level speakers, demonstrating the scale of the professional content FITUR can provide.

FITUR’s specialist areas also bring together experts around specific themes, including tourism technology, human capital, experiential travel, accessibility, sustainability, sports and destination development.

Conference sessions & tracks

The conference programme is built around the major changes affecting tourism and destination competitiveness.

Knowledge Hub

The Knowledge Hub is designed as a central space for strategic tourism knowledge, professional debate, technology, innovation and industry trends. FITUR has confirmed that the Knowledge Hub will return as part of the upcoming edition.

FITUR Experience

This specialist section focuses on experiential tourism and examines how destinations, operators and companies can develop experiences that respond to changing traveller expectations. Its professional content looks at product development, distribution, demand and the value of experiences in tourism.

FITUR TechY

FITUR TechY focuses on technology, business, destinations and tourism sustainability. It is particularly relevant to companies examining digital transformation and new technological tools for tourism operations.

FITUR Talent

FITUR Talent concentrates on human capital, training, professional development and recruitment. Its themes include talent management, digital skills, workplace development and the changing requirements of tourism businesses.

FITUR 4all

FITUR 4all addresses accessible and inclusive tourism, helping destinations and tourism businesses consider accessibility in services, products and visitor experiences.

FITURNEXT

FITURNEXT focuses on sustainable tourism practices and identifies initiatives capable of producing positive impacts in destinations and communities. Its upcoming challenge focuses on tourism and the preservation and promotion of cultural identity.

Session times & schedule

The official opening schedule has been published, but the detailed conference timetable is still being developed. Professional visitors should therefore distinguish between the published fair opening hours and the individual times of conferences, presentations and specialist sessions.

The main access schedule is:

• Professional access: 10:00–19:00
• Professional and public access on Saturday: 10:00–20:00
• Professional and public access on Sunday: 10:00–18:00

The official activity calendar will provide the detailed session-by-session schedule when released.

Because FITUR contains numerous specialist programmes, visitors should plan their day around the sessions and exhibitors they most want to visit rather than attempting to cover every area.

Ticket types & registration

FITUR has separate access arrangements for professional visitors and the general public.

Professional registration

Trade visitors can register through the official FITUR platform to obtain the appropriate professional accreditation. Professional access is designed for tourism companies, destinations, travel professionals, tourism organisations, media and other industry participants.

General public admission

The final part of the event is open to the general public, allowing travellers to visit destination stands, discover tourism products and participate in public-facing activities.

Pricing

The official FITUR 2027 website has not yet published a confirmed public admission price for the upcoming edition. A verified current 2027 price should therefore be checked through the official ticketing system before purchase.

For reference, previous FITUR exhibitor documentation listed invitation-related rates of approximately $6, $12 and $22 before applicable VAT, depending on invitation type. These were exhibitor invitation rates rather than standard public admission prices, so they should not be treated as the official 2027 visitor ticket price.

Registration deadlines

No final 2027 visitor-registration deadline has been published in the official FITUR information currently available.

Professional visitors should register through the official FITUR platform as soon as registration opens, particularly if they need professional accreditation, access to business networking tools or time to arrange meetings with exhibitors.

Exhibitors have separate participation and administrative deadlines, which can differ according to stand requirements, documentation and participation services. Visitors should rely on the official registration platform for the applicable requirements rather than using deadlines from previous editions.

Exhibitor list & major companies

FITUR brings together destinations, tourism companies, official tourism organisations, tour operators and other industry entities. The complete 2027 exhibitor directory is being developed through the official FITUR exhibitor catalogue and LiveConnect platform.

The fair’s exhibition structure includes:

• National and regional tourism boards
• Hotels and accommodation companies
• Tour operators
• Travel agencies
• Destination management organisations
• Airlines and transport companies
• Cruise companies
• Technology providers
• Tourism consultants
• Tourism investment and business organisations
• Specialist tourism operators
• Public-sector tourism organisations

Puerto Rico is the confirmed Partner Country, giving the destination a particularly prominent position within the international exhibition.

Rather than publishing an unverified list of 2027 exhibitors, visitors should use the official exhibitor catalogue and interactive map as participating companies are confirmed.

Exhibition halls & floor plan

FITUR 2027 is planned across eleven exhibition halls. The official schedule currently identifies:

• Hall 1
• Hall 2
• Hall 3
• Hall 4
• Hall 5
• Hall 6
• Hall 7
• Hall 8
• Hall 9
• Hall 10
• Hall 12

The exact distribution of exhibitors and specialist sections should be checked through the official exhibitor map when it is fully available.

The exhibition is organised geographically and thematically, with areas representing Europe, the Americas, Africa, Asia-Pacific, the Middle East and Spain, alongside tourism companies and Travel Technology.

Specialist areas are integrated throughout the exhibition footprint, making the official map particularly useful for visitors with limited time.

Networking & business meetings

Business networking is one of FITUR’s central functions. During the professional part of the event, tourism companies and destinations can meet buyers, travel professionals, partners, suppliers and representatives from international markets.

The fair is designed to support strategic commercial agreements and business development. Professional visitors can use the exhibition to identify potential suppliers, explore destinations, develop distribution relationships and discuss partnerships.

Business opportunities

Meetings can involve tourism boards, hotels, airlines, tour operators, technology companies, destination management organisations and other tourism suppliers.

LiveConnect

FITUR’s digital ecosystem also supports professional interaction, allowing registered participants to access event information and connect with other participants.

International connections

The scale of international participation makes FITUR particularly valuable for companies seeking cross-border partnerships and new source markets.

Industry sectors & highlights

FITUR covers a broad range of tourism sectors, with increasing emphasis on specialist markets.

Destinations

National, regional and local destinations use FITUR to promote attractions, tourism products, investment opportunities and new visitor experiences.

Hospitality

Hotels and accommodation providers can present new properties, services and destination partnerships.

Travel technology

Technology is a major focus, covering digitalisation, data, artificial intelligence, online distribution and tools supporting tourism businesses.

Cruise tourism

FITUR Cruises focuses on cruise tourism and sustainable blue tourism, connecting the cruise sector with destinations and tourism businesses.

Experiential tourism

FITUR Experience explores the growing importance of activities and experiences in traveller decision-making.

Accessible tourism

FITUR 4all promotes accessible and inclusive destinations and services.

Sports tourism

FITUR Sports connects tourism with sporting activities, destinations and experiences.

Film tourism

FITUR Screen explores connections between audiovisual production and destinations, helping locations use film and television as tourism promotion tools.

Language tourism

FITUR Lingua brings together professionals working in language-related travel and tourism.

Talent and women in tourism

FITUR Talent addresses workforce development, while FITUR Woman highlights the role and contribution of women in the tourism industry.

Event rules & visitor information

FITUR has different access arrangements depending on whether a visitor is attending as a professional or as a member of the general public. The opening professional period is intended for industry visitors, while the final public-access period provides a more consumer-oriented experience.

Visitors should carry their required accreditation or ticket and follow the access instructions supplied by IFEMA MADRID.

Professional access

Business visitors should register under the appropriate professional category and ensure that their registration information is accurate.

Children

Previous official exhibitor documentation specified restrictions on children under 18 during professional-only days. Visitors travelling with children should check the current official visitor rules before attending because access conditions can be updated.

Photography and recording

Visitors should respect exhibitor instructions regarding photography, filming, demonstrations and confidential business discussions.

Sustainability

FITUR encourages visitors and exhibitors to consider sustainable travel, public transport and responsible participation while attending the fair.

How to get there

IFEMA MADRID is located at Avenida del Partenón 5, in the Campo de las Naciones area of Madrid. The venue is well connected with Madrid’s public transport network and major road routes.

For international visitors, Madrid-Barajas Adolfo Suárez Airport is particularly convenient because the exhibition centre is located close to the airport.

Visitors arriving by car can access the venue from several major road routes, including the M-11 and M-40, with dedicated IFEMA access points.

Public transport & parking

Public transport is generally one of the most convenient ways to reach IFEMA MADRID.

Metro

Madrid Metro provides access to the exhibition centre, with Line 8 serving the Feria de Madrid area. This is especially useful for visitors travelling from central Madrid or connecting from other parts of the city.

Road access

IFEMA can be reached from the M-11 and M-40, with several designated entrances. The official FITUR access page lists North, East, South and West access routes.

Parking

IFEMA MADRID provides parking facilities around the exhibition centre. Because FITUR attracts a very large number of visitors, drivers should allow additional time for traffic and parking during busy periods.

The official venue recommends public transport as a practical option for sustainable participation and to reduce congestion around the exhibition centre.

Accommodation areas

Madrid has a wide range of accommodation options suitable for FITUR visitors, from business hotels near the exhibition centre to properties in central districts.

Campo de las Naciones

This is one of the most convenient areas for visitors who want to stay close to IFEMA MADRID. Hotels around the exhibition centre can reduce commuting time and are particularly useful for exhibitors and professionals attending multiple sessions.

Barajas

The airport area provides another practical option, particularly for international travellers with early or late flights.

Salamanca

Salamanca offers an upscale urban environment with restaurants, shopping and strong transport connections toward the exhibition centre.

Central Madrid

Areas around Gran Vía, Sol, Retiro and Atocha offer extensive hotel choices and easy access to Madrid’s attractions. They are suitable for visitors who want to combine the fair with sightseeing and business activities elsewhere in the city.

Visitors should book accommodation early because large international trade fairs can increase demand for hotels across Madrid.

Previous year’s highlights

The previous edition demonstrated FITUR’s continuing international scale. It attracted more than 255,000 visitors and more than 10,000 companies from 161 countries, with 111 countries represented officially. The event also generated an estimated €505 million in economic impact for Madrid, equivalent to approximately $548 million using a rounded conversion for listing purposes.

Professional participation remained particularly strong, with more than 155,000 professional visitors, while general-public attendance reached approximately 100,000 travellers. International participation also recorded significant growth.

The previous edition also expanded FITUR’s specialist content. FITUR 4all, FITUR Cruises, FITUR Experience, FITUR Lingua, FITUR LGTB+, FITUR Screen, FITUR Sports, FITUR Talent, FITUR TechY, FITUR Woman and FITUR Know-How & Export all contributed to the increasingly specialised character of the fair.

The Knowledge Hub was another major development, with eight auditoriums, ten conference programmes, more than 200 sessions and more than 250 high-level speakers.

These results provide a strong indication of the international business and visitor environment expected for the upcoming edition.

Official registration & tickets

The official FITUR website is the safest source for registration, tickets, exhibitor information, activity schedules and visitor updates.

Official FITUR website (https://www.ifema.es/en/fitur)

The official FAQ confirms that visitors can use the FITUR exhibitor catalogue and LiveConnect platform to explore participating companies, while the exhibitor map becomes available as the event information is finalised.

For registration and ticket information, visitors should use the official FITUR platform rather than third-party ticket sellers. The official FITUR contact email supplied for general enquiries is fitur@ifema.es.

The 2027 visitor ticket price has not yet been officially published in the available FITUR information. Consequently, no unverified price should be presented as the confirmed admission cost; previous exhibitor invitation prices are not equivalent to general-public ticket prices.