What FITUR does

FITUR (Feria Internacional de Turismo) is the leading international tourism trade fair, organized annually since its founding around 1980 by IFEMA MADRID, a state-affiliated exhibition institution. The 47th edition is scheduled for January 20-24, 2027 at the IFEMA MADRID venue in Spain, with Puerto Rico as the Partner Country. The event positions itself as the global meeting point for the tourism industry and operates as a B2B business platform spanning both receptive and emissive markets.

The product architecture is platform-plus-modules: the core five-day annual physical event is augmented by 14 specialized sub-brand verticals addressing distinct tourism niches (Fitur Cruises, Fitur LGBT+, Fitur Sports, Fitur TechY, Fitur Woman, Fitur 4all, Fitur Lingua, Fitur Know How & Export, Fitur Screen, Fitur Talent, Fitur Experience, FiturNext, Premios Fitur, and LiveConnect). The LiveConnect digital platform extends networking and engagement beyond the physical venue to virtual participants. FiturNext functions as an annual sustainability challenge initiative (2026: water management; 2027: cultural identity preservation). No proprietary AI/ML technology is disclosed; the technology stack is primarily event-management, ticketing, and content publishing.

The business model is event-driven and revenue comes from three streams: exhibition and sponsorship fees from exhibitors (over 10,000 companies from 161 countries), ticket sales and passes for trade professionals and general public (155K+ professionals and 100K+ weekend public visitors), and sponsorship/media partnerships including an official airline (Iberia) and rotating Partner Country arrangements. Pricing is not publicly disclosed and operating geographies are global via the IFEMA MADRID venue. The company employed 51 people as of the reported period, though event operations typically rely on additional temporary staff.

Name

FITUR

Legal name

FITUR - Feria Internacional de Turismo

Website

https://fitur.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

51–100 employees

Short description

FITUR is the leading international tourism trade fair, held annually at IFEMA MADRID since 1980, attracting over 10,000 exhibiting companies from 161 countries and serving as a global B2B networking and deal-making platform for tourism industry professionals.

Ownership category

akta.pro rank

Product category

Travel and Tourism Trade Fair

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

akta.pro secondary industries

Event Monetization & Sponsorship Tech (Virtual Booth Leads, Ads, Sponsored Sessions) (THAHAOAK), Pavilion & Country/Group Exhibit Build-Outs (THAHAHAD)

Keywords

• International tourism trade fair
• Travel industry events
• Tourism business networking
• Exhibition booth services
• Sustainable tourism initiatives

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Exhibition and Sponsorship Fees: Revenue generated from companies and destinations that pay to exhibit at Fitur, including booth space, sponsorships, and promotional packages. The event offers various participation levels including 'Quiero exponer' (I want to exhibit) packages.
2. Ticket Sales and Passes: Revenue from professional and general public passes to attend the trade fair, with differentiated pricing for trade visitors versus general public weekend access.
3. Sponsorship and Media Partnerships: Partnership revenue from official sponsors including airlines (Iberia as official airline), country partners (Puerto Rico as 2027 Partner Country), and media partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

FITUR (Feria Internacional de Turismo) is an annual international tourism trade fair held at IFEMA MADRID in Madrid, Spain, serving as the global meeting point for the tourism industry. The event provides exhibition booth space, sponsorships, and networking opportunities for tourism destinations, hotels, airlines, cruise lines, travel agencies, and tour operators from over 161 countries, attracting more than 10,000 exhibiting companies and 155,000+ tourism professionals annually. Complementary offerings include the LiveConnect digital networking platform, specialized sub-brand areas (Fitur Cruises, Fitur LGBT+, Fitur TechY, Fitur Woman, etc.), the FiturNext sustainability challenge initiative, and the Premios Fitur awards program.

Product overview

FITUR (Feria Internacional de Turismo) is a major international tourism trade fair organized by IFEMA MADRID. The core offering is the annual Fitur event itself — the leading international tourism fair for receptive and emissive markets worldwide. FITUR operates a platform-plus-modules architecture, combining the main event with multiple specialized sub-brand areas (Fitur 4all, Fitur Cruises, Fitur LGBT+, Fitur Lingua, Fitur Know How & Export, Fitur Screen, Fitur Sports, Fitur Talent, Fitur TechY, Fitur Woman, Fitur Experience) that address specific tourism sectors and themes. Additional offerings include LIVEConnect (digital platform), FiturNext (sustainable tourism initiative), Fitur awards program, and exhibitor/visitor services.

Differentiator

Problem solved

Functional benefit

Brands

• Fitur 4all: Area dedicated to accessible and inclusive tourism, bringing closer to all people with accessibility needs to tourist destinations and services.
• Fitur Cruises
• Fitur LGBT+
• Fitur Lingua
• Fitur Know How & Export
• Fitur Screen
• Fitur Sports
• Fitur Talent
• Fitur TechY
• Fitur Woman
• Fitur Experience
• FiturNext
• Premios Fitur
• LiveConnect

Products and services

• FITUR (Feria Internacional de Turismo) The main international tourism trade fair event held annually at IFEMA MADRID, serving as the key global meeting point for tourism professionals and the largest business platform in the sector. It brings together over 10,000 exhibiting companies from 161 countries, 155,000+ tourism professionals, and 100,000+ general public visitors.
• LiveConnect Digital platform enabling virtual participation and networking for FITUR attendees, extending the fair's reach beyond the physical venue. Provides digital connectivity and business networking capabilities for participants who cannot attend in person.
• FiturNext Annual sustainability challenge initiative in tourism promoting good practices and awareness about tourism's role in sustainability. Engages industry stakeholders around a specific sustainability theme each year.
• Premios FITUR (Awards Program) Annual awards program recognizing excellence across multiple categories including Mejor Stand (Best Stand), Stand Sostenible (Sustainable Stand), Turismo Activo (Active Tourism), Jorge Vila Fradera Award, and Fitur 4all. Recognition for creativity, design, sustainability, and innovation in tourism.

Quantifiable outcome

• Over 10,000 exhibiting companies participate
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• Puerto RicoflagshipGTM or Marketing Partner · 1 January 2027Puerto Rico is the Partner Country (Socio) for Fitur 2027. The Puerto Rico Tourism Company, led by Executive Director Willianette Robles, announced an intense agenda to elevate Puerto Rico's international projection as a reference destination for vacation and business tourism, highlighting the diversity of experiences and capacity to attract visitors from strategic markets like Spain and Europe.
• IberiacoreGTM or Marketing PartnerIberia serves as the Official Airline (Línea aérea oficial) for Fitur, providing travel facilitation and support for attendees traveling to the event in Madrid.
• UNWTO (World Tourism Organization)coreStrategic or Co-development PartnerFitur is committed to the UNWTO Global Code of Ethics for Tourism, a fundamental framework for responsible and sustainable tourism. The Code provides general principles to guide key stakeholders in tourism development.
• AqualiaminorStrategic or Co-development PartnerAqualia is a partner in the FiturNext initiative, collaborating on challenges related to sustainable tourism practices, particularly around water management.
• GuatemalaminorGTM or Marketing PartnerGuatemala was featured as a Partner Country (Socio País) in Fitur 2023, demonstrating Fitur's role in promoting Latin American tourism destinations.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• IMEX Frankfurt: IMEX Frankfurt is a major trade exhibition for the global meetings, events, and incentive travel industry. Overlaps with FITUR's MICE exhibitor segment and corporate travel buyer audience.
• Arabian Travel Market (ATM): ATM Dubai is a major travel and tourism trade show serving the Middle East market. Competes with FITUR for international exhibitors and destination marketing budgets, particularly for outbound and inbound tourism in EMEA.
• World Travel Market (WTM) London: WTM London is a leading international travel and tourism trade exhibition organized by RX. Direct competitor to FITUR for global exhibitor and trade buyer participation, with overlapping revenue model of booth sales, sponsorships, and registration passes.
• IBTM World: IBTM World is a leading global MICE (Meetings, Incentives, Conferences, Exhibitions) industry trade show. Comparable to FITUR's MICE-oriented content areas and shared exhibitor base of destinations, hotels, and DMCs.
• ITB Berlin: ITB Berlin is the world's largest tourism trade fair, held annually in Berlin. Direct competitor to FITUR, serving the same global travel industry exhibitor and buyer base with a similar booth + sponsorship + ticket model.

Emerging players

• ILTM (International Luxury Travel Market): ILTM is a portfolio of luxury tourism-focused B2B events. While smaller and more niche than FITUR, it competes for premium destination and hospitality exhibitor marketing budgets in the same calendar of global tourism trade events.

Regional players

• MITT Moscow: MITT is a major international travel and tourism exhibition focused on the Russian and CIS markets. Comparable event format to FITUR but primarily serves a different geographic catchment for inbound and outbound Russian-speaking travel.
• ITE Hong Kong / ITE & MICE: ITE Hong Kong is a leading international travel exhibition serving Asia-Pacific markets. Comparable trade fair format to FITUR but focused on the Asia outbound and inbound travel industry rather than the EMEA-located FITUR.

Broad incumbents

• Reed Travel Exhibitions (RX): RX (Reed Travel Exhibitions) is the world's largest organizer of travel and tourism trade exhibitions, producing WTM London, ATM, ILTM, and others. A direct competitor and broader incumbent in the same trade fair category as FITUR.
• IFEMA MADRID (parent for other fairs): IFEMA MADRID operates dozens of major trade fairs including Fitur, Fruit Attraction, SIMA, and FITUR itself as a flagship. As FITUR's parent operator, it provides venue infrastructure, shared services, and benchmarks for comparable event operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights6 records

Customer concentration

• Xx.com/fitur_madrid
• YouTubeyoutube.com/user/FeriaFitur
• Facebookfacebook.com/FITURMadrid
• LinkedInlinkedin.com/company/fitur-madrid
• Instagraminstagram.com/fiturmadrid

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FITUR