FITUR 2026 is here, the International Tourism Fair in Madrid, an event that year after year transcends the traditional concept of a sector-specific event to establish itself as one of the major global stages where countries define how they want to be perceived.
For a few days, Madrid once again becomes the meeting point for destinations, institutions, companies and professionals who understand that tourism is much more than an industry: it is a powerful tool for reputation, influence and international positioning.
Country branding experts put to the test
This year’s edition of FITUR is marked by a challenging global context, in which countries compete not only to attract visitors, but also to construct a coherent, credible and distinctive narrative. The fair thus serves as a space where country brand experts put ourselves to the test and present our ideas to increasingly informed and demanding international audiences.
FITUR 2026 focuses on the evolution of tourism towards more responsible, innovative and experience-centred models. Sustainability, which for years has been an aspirational value, is becoming a structural element of destinations’ discourse. Countries can no longer limit themselves to proclaiming their environmental or social commitment: they must demonstrate it with aligned policies, projects and messages that reinforce their international credibility. In this sense, sustainability is becoming a key reputational asset within country brand strategy.
Innovation and technology at the heart of the conversation
Innovation and technology also play a central role in this edition. Advanced use of data, artificial intelligence, personalised communication and measurement of reputational impact are increasingly being integrated into tourism promotion strategies. FITUR 2026 reflects how countries are committed to getting to know their audiences better, anticipating behaviours and adapting their messages to highly diverse cultural and media contexts. In this scenario, the country brand is no longer a static concept but a dynamic and constantly evolving construct.
But if there is one thing that characterises FITUR, it is its ability to show that destinations are no longer differentiated solely by their tourist offerings, but by the stories they tell. Culture, heritage, gastronomy, creativity, talent and lifestyle are woven into emotional narratives that seek to forge lasting bonds with visitors. At FITUR 2026, experience takes centre stage as the narrative focus, reinforcing the idea that travelling is also a way of connecting with a country’s values and identity.
Opportunity for agencies
For media and advertising agencies specialising in country branding, FITUR is a strategic environment of the highest order. It is not just a matter of observing trends, but of analysing how countries position themselves, what messages they prioritise and what channels they use to amplify their international presence. The fair offers a privileged insight into the competitive ecosystem and allows opportunities to be identified for building more solid, differentiated discourses that are aligned with reputation and attraction objectives.
Furthermore, FITUR is a key venue for dialogue with leading institutional decision-makers and strategic partners. It brings together tourism promotion agencies, international communications managers and economic players who understand the value of territorial branding. For agencies, this direct contact is essential for designing comprehensive strategies that connect media, creativity and data with a long-term vision.
Creativity: a source of inspiration for communication
The creative dimension of the event also makes FITUR a constant source of inspiration. Stands, activations, immersive experiences and campaigns allow us to evaluate which proposals generate real impact and which ones go unnoticed. This critical observation is essential for continuing to evolve strategies in an environment saturated with messages and stimuli.
In short, FITUR 2026 once again demonstrates that a country brand cannot be improvised or limited to a one-off campaign. It is built with consistency, strategy and rigorous media planning that allows the right message to be amplified at the right time. For specialised advertising agencies, the fair is an opportunity to reaffirm their role as strategic partners in the international promotion of countries.
FITUR 2026 marks a new chapter in the way countries present themselves to the world, aware that their image, their narrative and their ability to connect emotionally are now more decisive than ever.