FITUR 2026 Welcomes Record African Participation, Innovation, and Business Opportunities

For the global tourism industry, Madrid is once again the centre of attention as it hosts the 46th edition of the International Tourism Fair (FITUR) from 21 to 25 January 2026. Organised by IFEMA MADRID, this premier event continues to solidify its role as the world’s leading tourism platform, with a strong emphasis on expanding international ties and driving transformation through knowledge and innovation—dynamics that offer crucial new potential for Africa’s travel sector.

FITUR 2026 sees the event scale new heights: nine exhibition halls, more than 10,000 companies representing 161 countries, and 967 main exhibitors all converge for a week of business and collaboration. Notably, the fair boasts an 11% increase in international participation compared to the previous year, with official delegations from 111 countries. The surge in representation from Africa and Asia-Pacific is especially remarkable, with African participation up by 34%. Eighteen new nations are joining the ranks, including Zanzibar, Abu Dhabi, and Dubai, alongside regions from Germany and the United Kingdom, underscoring the increasingly global reach of the event.

This surge reflects the broader momentum in international tourism. According to UN Tourism, between January and September 2025, over 1.1 billion international travellers were recorded worldwide—surpassing pre-pandemic figures and pointing to robust demand for new destinations and experiences. For African operators, this signals not just renewed confidence but the chance to build strategic alliances and learn from a rapidly evolving global market.

At the heart of FITUR 2026 is the new Knowledge Hub in Hall 12, designed as a strategic centre for tourism insight and debate. The hub features eight auditoriums, ten conference programmes, more than 200 sessions, and over 250 high-level speakers. Key highlights include FITUR Experience, which explores the fast-growing experiential tourism segment, and the inaugural International Summit on Communication and Tourism, offering expert analysis on the evolving landscape of sector communication. Technology is also at the forefront, with the Travel Technology Area doubling in size and assembling more than 190 innovation leaders—an essential draw for African businesses seeking to keep pace with the latest digital trends and solutions.

Economic expectations for FITUR remain high. Organisers project over 150,000 industry professionals and close to 100,000 public visitors during the weekend, with the fair generating an estimated €487 million for Madrid’s economy in its previous edition. This underscores FITUR’s dual role as a commercial powerhouse and a public festival, offering a packed weekend programme of activities, workshops, and immersive experiences for visitors and professionals alike.

This year, Mexico steps into the spotlight as FITUR’s Partner Country. With its tourism sector expanding by 13.9% in the first nine months of 2025, Mexico’s presence reflects a drive to secure its position among the world’s top five most visited destinations. For African players, Mexico’s example offers strategic insights into destination branding, sector resilience, and international collaboration.

Another defining feature this year is FITUR’s focus on sustainability, accessibility, and sectoral integration. The fair’s eleven specialised sections—ranging from cruises and sports to LGTB+, language, talent, and women in tourism—showcase the diversity of the industry and encourage cross-sector partnerships. New infrastructure improvements, including a fast-track entrance for professionals and enhanced Metro Line 8 services, make the fair more accessible than ever before.

For Africa’s tourism professionals, FITUR 2026 is not just a marketplace but a window into the future of the global industry—a space to explore new trends, forge international partnerships, and unlock opportunities that will shape regional business strategies for years to come. With African participation at a record high, the continent’s providers have a unique platform to showcase their destinations, products, and ideas to a truly global audience.