Fitur 2025
The 45th edition of Fitur, one of the most prominent tourism trade fairs globally, kicks off this Wednesday, January 22, in Madrid.
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🏨 FITUR 2025
With record-breaking participation from 9,500 companies representing 156 countries and a 10% overall growth in exhibitors, Fitur cements its position as a global hub for the tourism industry. The event is expected to attract over 150,000 professionals during the first three days and an additional 100,000 visitors over the weekend.
A thriving tourism sector
Fitur 2025 takes place during a time of unprecedented success for the tourism sector in Spain. In 2024, the country welcomed 94 million international tourists, generating €126 billion in spending—a 10% and 16% increase compared to the previous year, respectively. Notably, higher spending per visitor reflects a shift toward higher-quality tourism. This surge has also bolstered the hotel industry, with a notable 10% increase in four- and five-star accommodations compared to 2019.
However, the rapid growth raises questions about sustainability, mass tourism, and the regulation of holiday rentals, particularly in overburdened destinations like the Spanish islands and major coastal cities.
Brazil as partner country
This year, Brazil takes center stage as Fitur’s partner country, leveraging this prestigious platform to attract investments. A standout initiative is a €2.5 billion Spanish-backed project in Maricá, Rio de Janeiro, spearheaded by Cetya and Abacus groups. Brazil’s ambassador to Spain highlighted the mutual benefits of this collaboration, humorously noting the linguistic bridge of "Portuñol" between the two nations.
Innovation and new features at Fitur 2025
Fitur 2025 introduces several exciting additions to its diverse offerings:
Fitur Cruises: A dedicated space for the cruise industry.
Fitur Screen: Connecting the film and tourism industries.
Fitur Sports: Focusing on sports tourism.
Fitur Techy: Exploring the balance between technology, artificial intelligence, and sustainability.
In addition, the FiturNext Sustainability Observatory will address how tourism can contribute to sustainable food management. Other key events include the Ibero-American Conference of Tourism Ministers and Business Leaders (CIMET), which brings together authorities from 14 countries.
Challenges ahead
As the tourism sector transitions from a period of exponential growth to a more stabilized pace, the focus is shifting to sustainable practices and managing overcrowded destinations. Issues such as housing affordability for locals and unregulated tourist services remain critical challenges.
What to Expect at Fitur 2025
The official Fitur 2025 website reveals several innovative highlights:
Smart Tourism Destinations: Showcasing advanced technologies to enhance traveler experiences.
Green Travel Solutions: Emphasizing eco-friendly travel options.
Cultural Heritage Projects: Promoting sustainable preservation of cultural landmarks.
Cutting-Edge Travel Tech: Presenting the latest advancements in AI and digital tools for the travel industry.