FITUR 2027 runs 20-24 January at IFEMA Madrid. Spain's flagship fair and the most efficient European route to Latin American buyers.
Cover image: IFEMA Madrid, the exhibition centre that hosts FITUR — photo by Luis García (Zaqarbal), CC BY-SA 3.0, via Wikimedia Commons.
FITUR 2027 runs from 20 to 24 January 2027 at IFEMA Madrid. It is Spain's flagship international tourism fair and one of the largest in Europe, opening the trade year alongside SATTE in Delhi and the ASEAN Tourism Forum in Singapore.
The Latin American advantage
FITUR's distinguishing feature is its Ibero-American weight. Latin American tourism boards, operators and hotel groups attend in numbers not matched at any other European show, and the shared language makes the commercial conversation materially easier.
For a buyer building Latin American programmes without crossing the Atlantic, FITUR is the single most efficient week of the year. It is also where Spanish and Portuguese outbound operators — substantial markets in their own right — do their contracting.
Trade days, then public days
FITUR runs trade-only access first, then opens to the public for the final days. The two halves demand different staffing: commercial people for the trade days, brand-and-brochure staff for the consumer days.
Exhibitors who staff both identically tend to find their senior people tied up answering consumer holiday questions while buyers wait.
Positioning in the January crush
January is the most congested month in the calendar. FITUR (20–24) overlaps SATTE in New Delhi (19–21) and the ASEAN Tourism Forum in Singapore (18–22). Suppliers covering Europe, India and ASEAN cannot do all three and should decide by source market well in advance.
Practical notes
- IFEMA sits near Madrid-Barajas airport and is on the metro; airport-side hotels are often more practical than the city centre.
- Late January in Madrid is cold but dry.
- Five days is long by trade-show standards — most trade business concludes in the first two or three.
The segmented shows within FITUR
FITUR has progressively added specialist sections that run as identifiable shows inside the fair — covering areas such as LGBTQ+ travel, screen tourism, sports tourism, health and wellness, and technology. For a niche operator, these concentrate the relevant buyers far more efficiently than the main halls.
Check which verticals are running before you book, because the specialist sections often have their own programmes and appointment systems.
What Spanish buyers want
Spanish outbound has grown steadily and skews toward Latin America, the Caribbean, Morocco and increasingly Asia. Buyers ask early about Spanish-language ground services and guiding, which is a genuine constraint for many long-haul destinations. Suppliers who can evidence Spanish-speaking capability on the ground have a material advantage in these conversations.
Frequently asked questions
When is FITUR 2027?
20-24 January 2027 at IFEMA Madrid, Spain.
Is FITUR a trade or public show?
Both. FITUR runs trade-only days first, then opens to the general public for the final days.
Why do Latin American operators attend FITUR?
FITUR carries the strongest Ibero-American representation of any European fair, and the shared language makes it the most efficient European venue for Latin American trade contact.
Part of our 2026–2027 travel trade show calendar — 124 shows, marts and roadshows worldwide.
