Overview
- IFEMA Madrid will host the 46th Fitur from January 21–25 with participation from 161 countries, nearly 1,000 exhibitors and roughly 255,000 expected visitors.
- Mexico confirms a large national delegation of more than 1,000 representatives to showcase regions, Pueblos Mágicos and UNESCO sites, alongside cultural performances and B2B meetings.
- Officials highlight Mexico’s tourism momentum—88.1 million visitors in January–November 2025, up 13.8% year over year—as it seeks to capitalize on World Cup exposure.
- Organizers unveil new content including the Pabellón del Conocimiento with eight auditoriums and 200+ sessions, the Fitur Experience section, and a doubled Travel Technology area hosting 190+ firms.
- Ahead of the opening, heritage takes center stage with a Mexico–Spain panel on built assets in Madrid, while cities and regions roll out campaigns and deals such as Toledo and Cáceres marking 40 years as World Heritage, Murcia promoting major festivals, and Morelos planning gastronomic showcases and partnership signings.