This expansion will also translate into placement in a high-traction area for professional visitors. Africa’s presence is set to be structured in Hall 6, a zone with significant traffic that traditionally facilitates engagement with delegations and companies from other regions. At the same time, FITUR’s evolution for 2026—with additional spaces linked to knowledge, innovation and technology—further increases the value of participating with well-structured messages and proposals that align with the industry’s dominant trends: sustainability, digital transformation, talent development and market diversification.
The list of countries confirming their participation reflects both geographic and product diversity, reinforcing the narrative of Africa as a “continent of experiences” rather than a single, monolithic category. It includes destinations already well-established in the international tourism imagination, such as Morocco and Tunisia in the north, alongside a wide range of West, Central, East and island destinations bringing distinctive value propositions in biodiversity, heritage, music, gastronomy, community-based tourism, adventure and niche hospitality. Among those referenced are Senegal, Mauritania, Tanzania, Uganda, Kenya, Guinea, the Democratic Republic of the Congo, Gabon, Namibia, Cabo Verde, Mauritius, Algeria, The Gambia, Seychelles and Sierra Leone, broadening the continent’s capacity to address different demand segments and to present more contemporary narratives of identity and tourism development.
The 2026 edition is also shaping up as an inflection point for several destinations aiming to take a qualitative leap in their international marketing. New African exhibitors are expected to debut, and Zanzibar is set to participate for the first time with its own dedicated stand—an initiative aligned with its efforts to strengthen brand visibility, connectivity and direct commercialisation. This will be complemented by the return of countries resuming participation after a period of absence, following a repositioning and commercial reactivation logic that uses FITUR as both showcase and negotiation platform.
Another notable factor is the sector and association dimension. The participation of the African Travel and Tourism Association (ATTA) at FITUR for the first time points to stronger pan-African coordination, with the objective of facilitating B2B networking, building bridges between African operators and international buyers, and reinforcing standards of competitiveness, destination storytelling and business cooperation. This type of presence helps Africa present itself not only as a collection of countries, but also as a bloc capable of driving alliances and cross-cutting projects.
Beyond institutional stands, Africa’s representation will be complemented by a broad range of private-sector exhibitors that add commercial depth and specialisation. Operators and companies from across the continent are expected to attend with portfolios focused on nature-based experiences, cultural circuits, luxury travel, adventure and immersive programmes linked to local communities. This diversity expands the product mix, improves responsiveness to professional buyers and reinforces the message that Africa is ready to compete on value—not only on volume.
The expansion of Africa’s presence at FITUR 2026 is a clear sign of ambition and growing strategic maturity. The fair offers an environment where promotion becomes negotiation, visibility turns into partnerships and destination narratives are tested against the evolving expectations of travellers and trade stakeholders alike. For Africa, being more present—and better positioned—in Madrid means opening more doors to investment, strengthening commercial and cultural connectivity with Europe, and consolidating an international profile that matches the continent’s real tourism potential.
