The Canary Islands are making waves at the 45th edition of the International Tourism Fair (Fitur) in Madrid, showcasing their impressive tourism potential backed by nearly 18 million visitors in 2024, a record-breaking achievement.
This week, the Canary Islands' stand in Pavilion 9 of Ifema has become a hub for over a thousand local tourism agents, who are engaging in discussions with international tourism managers to ensure that the upcoming years continue to witness strong visitor numbers.
Fitur, one of the most significant tourism fairs globally, is welcoming representatives from 156 countries until Sunday, with an expected attendance of around 250,000 people. The fair was inaugurated by Spain's King Felipe VI and Queen Letizia, alongside ministers and local government officials, setting a tone of optimism in the tourism sector.
The industry is currently experiencing a surge in international tourist arrivals, spending, and business results, while also navigating challenges related to sustainable growth and the regulation of tourist accommodations. This year, Fitur has attracted 9,500 companies, 500 more than last year, with 884 exhibitors spread across nine pavilions.
Organizers anticipate that over 150,000 professionals will attend during the first three days, with more than 100,000 expected when the fair opens to the public. The economic impact of this influx is projected to be around 445 million euros, benefiting sectors such as mobility, hospitality, dining, culture, and entertainment.
Brazil has been announced as the partner country for Fitur 2025, following Mexico's withdrawal due to diplomatic tensions. The fair is also introducing new segments such as Fitur Cruises, Fitur Screen, Fitur Sports, and Fitur Techy, which will explore the intersections of tourism with cruising, cinema, sports, technology, and sustainability.
Among these initiatives is the Sustainability Observatory, Fiturnext, which will focus on how tourism can contribute to sustainable food management.