It’s that time of year when the world of tourism brings out its best to captivate both industry professionals and travellers in search of their next destinations. FITUR 2025, the International Tourism Trade Fair, opens its doors on 22 January and promises to be more spectacular than ever.
This event has established itself as an essential event for cities and countries wishing to position themselves as attractive destinations, not only for tourists, but also for investors and professionals seeking opportunities in the sector. This year, FITUR will bring together more than 9,500 companies from 156 countries, with 884 exhibitors displaying all their creativity and innovative proposals.
The big protagonist of this edition is Brazil, the 2025 Partner Country, which promises to surprise with a vibrant and culturally rich display. This year, more than 150,000 industry professionals and over 100,000 visitors from the general public are expected to attend, all eager to discover new tourism partnerships and experiences.
Technology more present than ever
One of the novelties of this 2025 will be the presentation within FiturTechy of ‘The Thousand and One Journeys’ with a theme inspired by the tales and legends of ‘The Thousand and One Nights’. Under this umbrella, current issues such as the technological revolution with AI in the travel sector and other innovations in travel management will be discussed.
This year there will be more than one hundred participating companies, which represents a 6% increase over the previous year and a clear indicator of the importance of this section. FITUR will offer content focused on development, digitalisation, innovation, technology and sustainability. It will cover everything from how to take advantage of Big Data to smart destinations.
Trend-setting campaigns
Some of the stands are preparing to make an impact with their new products, as is the case of PromPerú which, seeking to attract professionals from the sector and tourists, has taken the opportunity to launch a far-reaching campaign to promote the country.
Barajas and El Prat airports, Atocha and Sants stations, the corridors of Sol metro station and in the metro stations of the central area and Barrio de Salamanca in Madrid.
As we can see, the participants at FITUR will spare no effort to capture the attention of both the professionals attending the event and potential tourists, but you don’t have to go abroad to enjoy FITUR, as you can also enjoy the exhibitors from the different Spanish regions who will be telling us all about the new products they are preparing for 2025.
One example is Asturias, which is celebrating 40 years of its Natural Paradise campaign and will take advantage of these days to present all the commemorative events that will take place. In addition, visitors to FITUR will be able to enjoy the 3D spot that was projected on the Callao screens last December to celebrate the recognition of Cider as Intangible Heritage of Humanity. What promises to be a truly immersive experience.
Far from losing steam with the passage of time, FITUR is not just a trade fair, it is the place where leisure and business converge to create the future of global tourism and, for another year, it is expected to break attendance records. Are you going to miss it?
