FITUR: the essential international tourism fair for the sector

FITUR, the International Tourism Trade Fair of Madrid, has established itself as a global benchmark in the sector, bringing together professionals, companies and destinations from all over the world every year. FITUR operates as a strategic space for networking, innovation and business opportunities, where key relationships that shape the future of international tourism are forged. In this article, we tell you about its history, its impact on the sector and our participation in recent editions:

The history of FITUR: 40 years connecting global tourism

In 1981, at the Palacio de Cristal in Madrid’s Casa de Campo, FITUR, the International Tourism Trade Fair, was born with the aim of becoming a “global meeting point for tourism professionals”. The presence of King Juan Carlos I as Honorary President marked, from the very beginning, the institutional support and relevance of the event. Its first edition brought together 1,500 exhibitors, 37 countries and 3,000 professional visitors. In just six years, these figures doubled, reaching 3,000 exhibitors and 100 countries represented.



Over the decades, FITUR has evolved in line with social, economic and technological changes. In 1992, coinciding with the Barcelona Olympic Games and the Seville World Expo, the fair moved to the newly inaugurated Juan Carlos I Trade Fair Centre, consolidating its position as the main showcase for tourism in Spain. In the years that followed, specialised areas were incorporated such as FITUR Know How, FITUR Congresos, FITUR Salud, FITUR Green, FITUR Tech, FITUR Gay LGBT and FITUR Shopping, each one focused on different strategic segments of the tourism industry, ranging from innovation and sustainability to incentive travel and conventions.

FITUR has also shown a strong commitment to international solidarity. Throughout its history, it has responded to global tragedies and crises, such as the 1998 attacks in Africa, Hurricane Mitch in 1999 or the earthquake in Haiti in 2010, demonstrating the role of tourism as a force for connection and support between countries. Today, the fair continues to lead the international market, consolidating itself as a key reference point for professionals and an unparalleled platform for visibility and networking, especially for Ibero-American markets.

The importance of FITUR for the tourism sector

FITUR has established itself as a key space for innovation and networking within the tourism sector. Beyond serving as a showcase for destinations, companies and services, it allows participants to:

• - Establish strategic relationships between tour operators, agencies and professionals.


• - Launch new experiences and products that generate media and commercial impact.


• - Drive innovation and sustainability within the sector by adopting trends and technological solutions.


• - Position companies and hotel chains in front of competitors and potential clients.

Each edition becomes a laboratory of creativity and trends, where brands can showcase their ability to adapt and surprise—something that at Vincci Hoteles we have successfully leveraged in recent years.

Vincci Hoteles at FITUR 2024 and 2025: innovation and unique experiences

During FITUR 2024, Vincci Hoteles surprised visitors with our innovative “Hotel Vincci Suite” concept, a stand that allowed, for the first time in history, the unique experience of sleeping at the International Tourism Trade Fair.

This project transformed the stand into a genuine temporary hotel, featuring rest areas, dining spaces, meeting rooms and a fully equipped suite where an exclusive group of guests was able to spend the night enjoying a truly immersive experience. The exterior recreated the iconic façade of Vincci Capitol 4*, complete with its distinctive colourful neon sign overlooking Madrid’s Gran Vía.



The concept was recognised with several awards: the AEVEA Awards 2025 for Best Trade Fair Presence, the Eventoplus Gold Award, the Eficacia Awards 2024, silver at BEA World and gold at the FIP Awards. In addition, the project involved collaboration with creative and communication agencies such as Sr. Goldwind, EXPERIENTIA, The Apartment Strategic Communication and M3 Estrategia, further consolidating Vincci Hoteles as a benchmark for innovation and creativity in the tourism sector.

AEVEA Awards 2025

At FITUR 2025, Vincci Hoteles took the experience one step further with a sensory approach through “Vincci E-Motion”, a living stand designed as a multisensory journey that invited attendees to explore the five senses: sight, hearing, smell, taste and touch. Each moment of the day offered a different experience: sunrise at Vincci Selección La Plantación del Sur 5* in Tenerife, midday at Vincci Capitol 4* in Madrid and sunset at Vincci Ponte de Ferro 4* in Porto.



The stand featured:

• - Vincci&Taste corner: unique flavours from each destination.


• - Vincci&Touch corner: textures that evoke the essence of Vincci Hoteles.


• - Vincci&Sound corner: sounds that transport guests to memorable experiences.


• - Vincci&Scent corner: fragrances that capture the essence of each hotel.


• - Vincci&Sight corner: immersive projections that complete the sensory experience.

The Vincci Sensory Lounge allowed visitors to disconnect from the hustle and bustle of the fair, while the Vincci Sunset Vibes offered a magical end to the day, inspired by Porto’s sunsets. The proposal also incorporated sustainable materials and low environmental impact technological solutions, reinforcing our chain’s commitment to sustainability.

Conclusion

FITUR continues to consolidate its position as the great meeting point for international tourism and as the stage where the trends that will shape the future of the sector are anticipated. In this context, at Vincci Hoteles we will continue to focus on innovation, creativity and experience as the strategic pillars of our presence at the fair. The chain will once again be present at FITUR 2026, which will be held at IFEMA Madrid from 21 to 25 January, reaffirming our commitment to the development of tourism and to the creation of proposals that connect authentically with professionals and travellers.

"Come. Be surprised. Discover more than 40 four- and five-star hotels where every experience is unique. Open your eyes. Look around. Enjoy the most privileged locations. See. Touch. Feel a design and a style that can be appreciated in every detail. Rest. Relax. Let yourself be cared for by a service where you are at the centre. Dream. Smile. Live. You are in a Vincci"

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