Madrid Hosts FITUR 2026 Tourism Trade Fair with Mexico Focus

Last updated on February 4, 2026

Madrid, Spain (Tourism Reporter) — The 46th edition of FITUR, the International Tourism Trade Fair, kicked off January 21 at IFEMA Madrid, uniting more than 10,000 companies and representatives from over 160 countries in what organizers describe as the sector’s premier global business platform. With an 11% surge in international participation over previous years, the five-day event (January 21–25, 2026) spotlights Mexico as the official Partner Country, marking a historic showcase of the nation’s cultural depth, natural diversity, gastronomic richness, and booming tourism momentum.

Mexico’s designation as Partner Country — announced in 2025 and formalized through a collaboration between IFEMA Madrid, Mexico’s Secretariat of Tourism (SECTUR), and CREA — places the country front and center with its largest-ever stand and most comprehensive display to date. The immersive, interactive pavilion highlights all 32 Mexican states, from iconic UNESCO World Heritage sites and celebrations like Día de los Muertos to emerging destinations, Magical Towns, and sustainable offerings. Beyond the fairgrounds, Mexico’s presence extends into Madrid’s streets and iconic venues, creating a city-wide immersion in Mexicanness.

The partnership arrives at a pivotal moment for Mexico’s tourism sector, which recorded 13.9% growth from January to September 2025, positioning the country to solidify its place among the world’s top five most-visited destinations. FITUR 2026 provides a strategic launchpad to attract investors, professionals, media, and travelers while reinforcing ties between Spain and Latin America.

Josefina Rodríguez Zamora, Secretary of Tourism of the Government of Mexico, emphasized the milestone’s significance:

“The distinction as a Partner Country at FITUR 2026 represents a unique opportunity to project the country under the principle of shared prosperity… Being FITUR 2026 Partner Country represents a strategic opportunity to position Mexico as a global tourism powerhouse, highlight its cultural, natural, and gastronomic wealth, as well as present new routes and emerging destinations to sector professionals, investors, international media, and travelers.”

José Vicente de los Mozos, Chairman of the Executive Committee of IFEMA Madrid, highlighted the collaborative spirit:

“We are honored to welcome Mexico as the Partner Country, a nation that sets an example in sustainable tourism, community support, innovation, and cultural richness.”

Quirino Ordaz, Mexico’s Ambassador to Spain, added:

“Mexico being FITUR 2026 Partner Country is a historic milestone that projects its presence not only in Spain but worldwide.”

The event’s broader agenda underscores tourism’s role in sustainable recovery and innovation. FITUR 2026 features expanded sections on technology, accessibility, regenerative practices, and knowledge hubs addressing climate-resilient growth across the value chain. Professional days (January 21–23) focus on B2B networking, while the public weekend (January 24–25) opens the fair to general visitors with interactive experiences and destination inspiration.

Organizers report 967 main exhibitors and strong attendance from key markets, with Mexico’s participation reinforcing transatlantic connections — particularly as the U.S. remains a top source for both nations. UN Tourism Secretary-General Sheika Alnuwais joined inaugural ceremonies, underscoring the fair’s influence in shaping global agendas.

As FITUR 2026 unfolds, the spotlight on Mexico not only celebrates one destination’s vibrancy but signals deeper industry trends: collaboration across borders, diversification beyond traditional hotspots, and a commitment to inclusive, sustainable growth. With record international turnout and high-level participation, the fair reaffirms Madrid’s status as a pivotal hub for the future of travel.

Tourism Reporter will provide ongoing coverage from IFEMA Madrid throughout the event. For live updates, follow #FITUR2026.