Fitur's impact transcends IFEMA's pavilions. The fair has been a significant economic boost for the city of Madrid, with an estimated impact of more than 450 million euros. Hotels, restaurants, transport and stores have seen their activity increase thanks to the massive influx of visitors.
In addition, the Festitur program, designed to promote nightlife during the fair, has boosted more than 200,000 nights out in the city, generating an additional economic impact of 14.2 million euros. This shows that, beyond being a professional event, Fitur is also a key driver for hospitality and entertainment in the Spanish capital.
From the institutional point of view, the fair has brought together more than 600 government representatives, including tourism ministers, ambassadors and high-ranking officials from different countries. The presence of these authorities underscores the relevance of Fitur as a platform for tourism diplomacy, international collaboration and strategic decision-making for the sector.
Fitur is not only a business space, but also a forum for innovation and debate on the future of tourism. This year, the key themes have revolved around sustainability, digitalization and artificial intelligence applied to the sector. Technology companies and tourism destinations have presented innovative solutions to improve the traveler experience, reduce the carbon footprint and optimize tourism management through Big Data and artificial intelligence tools.
Another prominent trend has been the rise of experiential tourism and travel personalization. The demand for authentic experiences continues to grow, driving the development of tourism products focused on wellness, gastronomy and connection with local communities. Destinations have opted to offer unique experiences, tailored to the interests of travelers and with a strong sustainability component.
Accessibility has also been a priority. The industry is moving toward more inclusive tourism, with adapted infrastructures and travel proposals designed for people with reduced mobility or other special needs. This not only responds to a social demand, but also represents a business opportunity for tour operators seeking to attract an increasingly broad market segment.
Artificial intelligence and digitalization have taken center stage in the Fitur 2025 presentations. Intelligent chatbots, personalized recommendation systems and augmented reality experiences are revolutionizing the way travelers plan and enjoy their trips. Technology companies have shown advances in virtual assistants capable of offering real-time information on destinations, activities and tourism services.
On the other hand, the use of Big Data in tourism planning has enabled destinations to improve visitor flow management, optimize resources and minimize environmental impact. The combination of these technologies is redefining the sector and leading the way towards a more fluid travel experience tailored to the needs of each user.
Fitur's impact has also been reflected in media coverage. More than 7,700 journalists from 59 countries followed the fair, generating thousands of articles, reports and mentions in the media and social networks. This visibility reinforces the positioning of the participating destinations and companies, giving them an unparalleled platform for global projection.
