Who can attend FITUR 2027?

FITUR 2027 is primarily for accredited professionals during weekdays, including tour operators, travel agencies, and public sector representatives linked to tourism. It is open to the general public only during the weekend.

Who is the partner country for FITUR 2027?

Puerto Rico is the partner country for FITUR 2027, positioning itself as a destination with a strong emotional connection to travelers.

What services are available for exhibitors?

Exhibitors can access a range of services including stand design and assembly, graphic decoration, furniture, IT and connectivity with advanced Wi-Fi, audiovisuals, rigging, forklifts, hostesses, catering, cleaning, and logistics. The Expo Zone platform helps manage these services and overall participation.

When and where will FITUR 2027 be held?

FITUR 2027 will be held from January 20 to 24, 2027, at IFEMA MADRID.

What is the focus of the FITURNEXT 2027 Challenge?

The FITURNEXT 2027 Challenge focuses on tourism and the preservation of cultural identity. The 2026 challenge addressed tourism's role in efficient and sustainable water management.

What are the costs for professional passes?

A 1-day professional pass costs 30€ at regular price, 15€ with an early bird promotion until December 31st, and 40€ at the box office. A permanent professional pass costs 60€ at regular price, 30€ with the early bird promotion, and 80€ at the box office.

Where will FITUR 2027 take place?

FITUR 2027 will take place at IFEMA MADRID – Recinto Ferial, Av. Partenón 5, 28042 Madrid.

What are the dates for FITUR 2027?

FITUR 2027 will be held from January 20 to 24, 2027.

What are the opening hours for professionals at FITUR 2027?

Professional access to FITUR 2027 is from January 20 to January 22, from 10:00 to 19:00.

What are the opening hours for the general public at FITUR 2027?

The general public can access FITUR 2027 on January 23 from 10:00 to 20:00 and on January 24 from 10:00 to 18:00.

What types of professionals and entities attend or exhibit at FITUR?

FITUR brings together tourism companies, destinations, tour operators, official bodies, travel agencies, tourism industry professionals, and public sector representatives. Exhibitors include public and private sector entities, tourism managers, and company managers in the tourism industry.

What are the prices for professional passes for FITUR 2027?

With the early bird promotion until December 31st, a 1-day professional pass costs 30€ and a permanent professional pass costs 60€. At the box office, these passes will cost 40€ and 80€ respectively.

Trade show · Jan 20 to Jan 24, 2027

FITUR 2027

IFEMA MADRID, Madrid, Spain

Tickets & registration

About FITUR

The structure of FITUR 2027 caters to both industry professionals and the general public, with specific schedules throughout its five-day run. The first three days, from January 20 to 22, 2027, are exclusively for trade visitors, operating from 10:00 to 19:00. The weekend, January 23 and 24, will be open to both professionals and the general public, with hours from 10:00 to 20:00 on January 23 and 10:00 to 18:00 on January 24. This dual access allows for dedicated business interactions during weekdays and broader public engagement over the weekend. ^[2]^[11]

Participating in FITUR offers multiple strategic advantages for businesses. It provides a unique opportunity for networking among tourism professionals, facilitating the generation of new opportunities for market expansion and internationalization. The event is a platform for knowledge exchange, enabling participants to showcase new products and stay informed about the latest industry trends. Furthermore, it serves to boost brand positioning and leverage media impact within the tourism sector. ^[5]

The event targets a diverse professional audience, including tour operators, travel agencies, and professionals across all facets of the tourism industry, as well as public sector representatives linked to tourism. Exhibitors comprise entities from both the public and private sectors, tourism managers from various governmental levels, and executives from tourism industry companies. FITUR also offers comprehensive services for personalized stand design and encourages maximizing the exhibition experience through its Liveconnect platform. ^[2]^[5]

Key facts

Dates: Jan 20 to Jan 24, 2027
Venue: IFEMA MADRID
Address: Av. Partenón 5
Postal code: 28042
Location: Madrid, Spain
Organizer: IFEMA MADRID
Website: www.ifema.es/en/fitur

Open the venue in Google Maps

What to expect in 2027

Fitur 4all
Fitur Cruises
Fitur Experience
Fitur LGBT+
Fitur Lingua
Fitur Know How & Export
Fitur Screen
Fitur Sports
Fitur Talent
Fitur TechY
Fitur Woman
Travel Distribution

Who attends

The attendee profile for FITUR includes tour operators, travel agencies, professionals from all aspects of the tourism industry, and public sector representatives connected to tourism. Exhibitors encompass both public and private sector entities, tourism managers from state, regional, and local authorities, and managers of companies within the tourism industry. The event aims to provide networking opportunities for these professionals. ^[5]^[4]

Why it matters

Attending FITUR offers significant benefits, including a unique opportunity to connect with a specialized audience and discover the latest trends in the tourism sector. It serves as a meeting point for tourism professionals, fostering networking and generating new market expansion and internationalization opportunities. Participants can exchange knowledge by presenting new products and learning about current industry trends. The event also helps strengthen brand positioning and leverage media impact. Furthermore, FITUR provides avenues to grow networks with new suppliers and customers, strengthen commercial relationships, access personalized offers, and stay updated on market trends through its conferences and seminars. ^[5]^[4]

WON's point of view

WON's take

The sustained growth and international participation at FITUR, even across different editions, underscore the continued strategic importance of physical trade fairs for market entry and relationship building in the travel and hospitality sector.
With a strong focus on professional development and technology in areas like FITUR Talent, the event signals a critical industry pivot towards human capital and digital transformation. Leaders should consider how their organizations are investing in these areas to remain competitive.
The emphasis on 'experiential tourism' within FITUR Experience highlights a fundamental shift in consumer demand. This suggests a need for operators to innovate beyond traditional offerings, focusing on immersive and localized experiences, and adapting distribution strategies accordingly.

Questions to ask

How can travel and hospitality companies leverage AI-driven insights from events like FITUR to personalize guest experiences and optimize operational efficiency, moving beyond basic digital transformation to true AI integration?
Given the event's role in facilitating global market entry and networking, what specific strategies can organizations adopt to convert event-generated leads and partnerships into sustained international growth and resilient supply chains?
With the spotlight on talent and technology, what proactive measures should leaders implement to attract, train, and retain a workforce capable of navigating the evolving technological landscape and delivering exceptional, experience-led tourism services?

Meet WON during FITUR week Get a free CX teardown before FITUR

Organizer & leadership

Organized by IFEMA MADRID.

Tickets & pricing

Check the official registration page for current ticket prices.

Check current prices with the organizer

By the numbers

+10 K
Exhibitors (previous edition) source: 155 K
Trade Participants (previous edition) source: 100 K
General Public (previous edition) source: 161
Countries (previous edition) source: €505 million
Economic impact (FITUR 2026) source: more than 255,000
Attendees (FITUR 2026) source: More than 69,000 m2
Exhibition space (FITUR 2027) source: 3.4 million euros
Investment in WIFI network source

From X and LinkedIn

From the show

FITUR @fitur_madrid
May 12, 2026
FITUR looks to the future. Following a 2026 edition marked by growth and innovation, #FITUR2027 sets its sights on a new chapter to continue driving global tourism. From January 20 to 24, 2027, @IFEMA MADRID will once again bring together those shaping the future of tourism.
View post
UG DIPLOMAT @UGDiplomat
Jan 22, 2026
Uganda Pitches Tourism, Trade and Investment to Global Market at FITUR Madrid Expo https://t.co/SOSZk6J4iu @UgandaMFA #Fitur #FITUR2026
View post
Uganda Media Centre @UgandaMediaCent
Jan 22, 2026
Uganda Embassy in Paris participates in the FITUR Madrid 2026. FiTUR (Feria Internacional de Turismo) is among the most influential tourism exhibitions globally and serves as Spain’s flagship tourism event | #ExploreUG https://t.co/J916Fnmn95
View post
eTurboNews | Trends | Travel News @eTurboNews
Jan 21, 2026
eTN: FITUR 2026 Opens in Madrid as Global Tourism Rebounds: FITUR 2026 opens in rainy Madrid packed with travel leaders, major destination shifts, WTTC leadership news and… https://t.co/ttULCvp1Fg | breaking news | #FITUR2026 #TravelNews #GlobalTourism #MadridTravel #WTTC
View post
eTurboNews | Trends | Travel News @eTurboNews
Jan 21, 2026
eTN: Seychelles Tourism Kicks Off 2026 With Strong Presence at FITUR In Madrid: The Tourism Department has commenced the new year with renewed vigour at the International Tourism Trade… https://t.co/tjiF4qVSHW | breaking news | #Seychelles #Tourism #FITUR2026 #Travel #Madrid
View post
Oman Observer Business @Oman_biz
Jan 18, 2026
Oman will participate in the FITUR 2026 International Tourism Fair in Madrid to expand global outreach and strengthen sustainable tourism partnerships. #Oman #Tourism #FITUR2026 #Travel #Sustainability #Madrid #Economy https://t.co/lT31Tna8GQ
View post

Nov 3 to Nov 5, 2026
WTM London
ExCeL London · London, United Kingdom
Trade show3 side events
Nov 17 to Nov 19, 2026
The Phocuswright Conference
The Diplomat Beach Resort Hollywood by Hilton · Hollywood, FL
Conference1 side event
Mar 16 to Mar 18, 2027
ITB Berlin
Messe Berlin (Berlin ExpoCenter City) · Berlin, Germany
Trade show
May 3 to May 6, 2027
Arabian Travel Market
Dubai World Trade Centre · Dubai, United Arab Emirates
Trade show
May 24 to May 26, 2027
Phocuswright Europe
London, United Kingdom
Conference

FAQ

Who can attend FITUR 2027?: FITUR 2027 is primarily for accredited professionals during weekdays, including tour operators, travel agencies, and public sector representatives linked to tourism. It is open to the general public only during the weekend.Source · Source
Who is the partner country for FITUR 2027?: Puerto Rico is the partner country for FITUR 2027, positioning itself as a destination with a strong emotional connection to travelers.Source
What services are available for exhibitors?: Exhibitors can access a range of services including stand design and assembly, graphic decoration, furniture, IT and connectivity with advanced Wi-Fi, audiovisuals, rigging, forklifts, hostesses, catering, cleaning, and logistics. The Expo Zone platform helps manage these services and overall participation.Source · Source
When and where will FITUR 2027 be held?: FITUR 2027 will be held from January 20 to 24, 2027, at IFEMA MADRID.Source · Source
What is the focus of the FITURNEXT 2027 Challenge?: The FITURNEXT 2027 Challenge focuses on tourism and the preservation of cultural identity. The 2026 challenge addressed tourism's role in efficient and sustainable water management.Source · Source
What are the costs for professional passes?: A 1-day professional pass costs 30€ at regular price, 15€ with an early bird promotion until December 31st, and 40€ at the box office. A permanent professional pass costs 60€ at regular price, 30€ with the early bird promotion, and 80€ at the box office.Source
Where will FITUR 2027 take place?: FITUR 2027 will take place at IFEMA MADRID – Recinto Ferial, Av. Partenón 5, 28042 Madrid.Source · Source
What are the dates for FITUR 2027?: FITUR 2027 will be held from January 20 to 24, 2027.Source
What are the opening hours for professionals at FITUR 2027?: Professional access to FITUR 2027 is from January 20 to January 22, from 10:00 to 19:00.Source
What are the opening hours for the general public at FITUR 2027?: The general public can access FITUR 2027 on January 23 from 10:00 to 20:00 and on January 24 from 10:00 to 18:00.Source
What types of professionals and entities attend or exhibit at FITUR?: FITUR brings together tourism companies, destinations, tour operators, official bodies, travel agencies, tourism industry professionals, and public sector representatives. Exhibitors include public and private sector entities, tourism managers, and company managers in the tourism industry.Source · Source
What are the prices for professional passes for FITUR 2027?: With the early bird promotion until December 31st, a 1-day professional pass costs 30€ and a permanent professional pass costs 60€. At the box office, these passes will cost 40€ and 80€ respectively.Source