As Fitur approaches, one of the most significant events for tourism in Madrid, the city is gearing up to showcase its vibrant culture and attractions. Scheduled from January 22 to 26, the event will host over 250,000 attendees from 156 countries, making it a prime opportunity for Madrid to shine on the international stage.
This year, the Madrid pavilion will focus on three key themes: Formula 1, the city’s nightlife and daytime vibrancy, and sustainability. Upon entering, visitors will be greeted by a striking Formula 1 car, promoting the upcoming Grand Prix of Spain set to take place in Madrid in 2026. Almudena Maíllo, the city's Tourism Delegate, emphasized the immense international exposure the event will bring, potentially reaching up to 1.5 billion viewers.
The pavilion will also feature representations of iconic squares like Callao, where engaging activities will encourage visitors to linger and explore. The design draws inspiration from the region's characteristic colors and materials, incorporating the warm reds of Mudejar brick, the yellows and beiges of limestone, and the lush greens of natural vegetation, all enveloped in fabric cubes reminiscent of Madrid's stunning sunsets.
Visitors will experience 'Madrid by Day' through historical and cultural displays, while 'Madrid by Night' will highlight the city’s modern and avant-garde aspects. The exhibition space includes a 150-seat auditorium made from recycled cardboard, a café inspired by traditional taverns, and meeting rooms designed to reflect hotel lobby aesthetics.
Sustainability remains a cornerstone of this year’s Madrid stand. Designed with environmental respect, the pavilion showcases the city’s commitment to climate care. The structures are 100% reusable, the wood sourced from sustainable forests, and the use of PVC-free materials ensures a lower environmental impact. Energy-efficient LED lighting, biodegradable cardboard furniture, and the preservation of native vegetation further underline Madrid's dedication to responsible tourism.
With such dynamic offerings and a focus on sustainability, Madrid is poised to attract travelers and showcase its rich cultural tapestry at Fitur 2026.