The global tourism calendar starts in Madrid from 20 to 24 January 2027, when the industry gathers for a week of destination showcases and supplier meetings. The event takes place at Ifema - Parque Ferial Juan Carlos I and expands its footprint with two additional halls.
Practical information for Fitur 2027 at IFEMA
Fitur 2027 runs from 20 to 24 January at Ifema - Parque Ferial Juan Carlos I in Madrid. The fair combines trade days with public access and manages professional accreditation and passes through the IFEMA registration system. Key onsite services and access to zones such as Expo Zone and Liveconnect are detailed on the organiser’s site.
Specialised areas present at Fitur 2027
The programme includes dedicated areas that segment the market and simplify prospecting. Notable sections are Fitur Cruises, Fitur LGBT+, Fitur Lingua, Fitur Know How & Export, Fitur Screen, Fitur Sports, Fitur Talent, Fitur TechY, Fitur Woman, Fitur Experience and Fitur 4all. The Knowledge Hub returns as a content platform focused on competitiveness and sustainability.
Puerto Rico participates as Partner Country for 2027 with a lineup of activities aimed at raising the destination’s profile in strategic European markets.
Key figures for Fitur 2027
Organisers present significant attendance metrics. For 2027 the references include 155,000 trade participants, 10,000 exhibitors and delegations from 161 countries, reflecting the event’s global reach.
How to prospect effectively at Fitur 2027
Actionable steps to convert presence into pipeline:
- Pre-event mapping. Match target accounts with exhibitor lists and thematic areas to prioritise stands to visit.
- Short structured meetings. Use 15–20 minute slots with a clear next action, whether a demo, proposal or follow-up meeting.
- Tailored value proposition. Adapt your message to cruise operators, language tourism providers, sports events or tech buyers depending on the Fitur area you target.
- Digital-ready collateral. Bring concise PDFs and short demo links to share on the spot; use Liveconnect to maintain contact with remote stakeholders.
- Immediate follow-up. Schedule outreach within the week after the fair while leads are still active.
Visibility and commercial moments
Fitur combines the exhibition with awards and recognitions such as Best Stand and Sustainable Stand awards, which create additional visibility opportunities for exhibitors. These activities can be used strategically to drive footfall to specific stands.
Closing note and official link
Plan visits by area and lock meetings in advance to maximise time on the ground. Practical details, accreditation and the full programme are available on the official site http://www.ifema.es/en/fitur. Align your objectives with the Fitur Areas to target the niches that most closely match your offer.
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