The decision to inaugurate the fair on September 27 was no coincidence: it coincided with World Tourism Day, underscoring the symbolic importance of the event. For this edition, Portugal was named Guest Country of Honor, strengthening ties between Europe and Latin America through new routes, cultural exchanges, and prospects for tourism cooperation.
During his inaugural address, President Javier Milei laid out an ambitious vision to transform Argentina’s tourism sector through a program of structural reforms. He stressed the urgent need for labor and tax reforms to make hiring easier and businesses “profitable,” while defending the elimination of what he described as “the litigation industry that drives businesses into bankruptcy to benefit a few opportunists.” He further emphasized that his administration has already begun a “macroeconomic reordering,” aiming to move Argentina away from a “path of recurring devaluations,” making it clear that uncontrolled money printing, coercive regulations, or forced interventions will not be part of his tourism activation strategy.
At another point in his speech, Milei spoke of the sector’s potential as a driver of national growth. He declared that “Argentina could have a tourism sector 20 times larger” if its offerings improve and stable conditions for investment are created. He reaffirmed that the goal is not to force Argentines to vacation domestically but to ensure that the country’s tourism offer is so attractive that they choose it willingly. He also called on authorities, business leaders, and journalists to “never ease up” in the shared task of fiscal discipline, tax reduction, and the establishment of a lean regulatory framework, convinced that these pillars are essential for Argentina to regain competitiveness and thrive on the international stage.
The fair’s international scope was further highlighted by the presence of Shaikha Nasser Al Nowais, who, as Secretary-General elect of the World Tourism Organization, presented her roadmap for the industry. “My goal is to create positive examples of tourism,” she stated, outlining five key commitments: fostering sustainable, inclusive, and smart tourism; investing in infrastructure; and promoting public-private partnerships to ensure balanced growth for destinations both large and small. She also praised the dynamism of Argentina’s tourism sector and expressed her enthusiasm for supporting Latin America as it expands its global presence.
FIT 2025 goes far beyond traditional exhibitions, incorporating a strong innovation component. Highlights include “FIT Nacional,” which promotes domestic tourism across Argentina’s provinces; “FIT Outdoor,” focused on nature and adventure travel; “FIT Food,” blending gastronomy and experiential tourism; “FIT Tech,” showcasing digital and technological solutions; and the FEMTUR forum, which will bring together women leaders in tourism. In addition, international business rounds scheduled for September 29 and 30 are designed to foster strategic alliances and commercial agreements between Latin America and other regions.
A key milestone of this edition is its structural growth: the fair has expanded its exhibition space by 6 % compared to last year and brings together more than 1,700 exhibitors from over 50 countries, alongside all 24 Argentine provinces. Its explicit goal is to surpass 135,000 visitors, consolidating FIT as the epicenter of the Latin American tourism industry. Beyond being a showcase, FIT 2025 aims to turn opportunities into real, measurable tourism activity by facilitating new air routes, improved connectivity, and sustainable travel packages through partnerships between governments, operators, and private companies.
This event serves as a decisive showcase for Argentina, which seeks to position itself as a world-class destination. The fact that the President personally inaugurated the fair sends a strong signal of political commitment to tourism as an engine of economic development. The global context reinforces the fair’s relevance: the United Nations World Tourism Organization has reported that so far in 2025, international tourist flows have already surpassed previous records, cementing the sector’s recovery after years of challenges. At the same time, growing traveler numbers, more diverse source markets, and increasing demand for authentic and sustainable experiences create fertile ground for initiatives like FIT to reach new heights.
In the coming days, TSTT will continue to provide real-time coverage of news, partnerships, product launches, and key statements emerging from FIT 2025. Our commitment is to deliver comprehensive, accurate, and timely reporting—from the opening ceremony through to the closing moments—so that audiences can fully grasp the pulse of Latin American tourism in rapid expansion. This FIT 2025 edition is far more than a traditional fair: it drives an ambitious agenda where innovation, intercultural dialogue, sustainable development, and global connectivity converge. The record visitor numbers, the presidential presence, the leadership of Shaikha Nasser Al Nowais, and the strong commitment of exhibitors position FIT 2025 as a platform poised to redefine regional tourism with a truly global perspective. TSTT will be there from start to finish, bearing witness and reporting on every milestone.
