The 45th edition of the International Tourism Fair (FITUR) began this Wednesday, January 22, at the Ifema fairgrounds, consolidating itself as the most important tourism event in the world. This year, the fair brings together 156 countries and 9,500 companies in the sector, with an expected attendance of 250,000 visitors, of which 150,000 are professionals and 100,000 belong to the general public.

During the first days, access will be exclusive for professionals, opening its doors to the general public on Saturday, January 25 and Sunday, January 26. The price of tickets varies between 12 euros on the website and 16 euros at the box office, with free access for children under 8 years old.

Brazil, partner country of FITUR 2025

In this edition, Brazil is the official partner country, with an impressive stand where attendees can explore the diversity of its landscapes, traditions and culture. Among the highlighted activities are capoeira demonstrations and showcookings of traditional dishes.

Innovation and immersive experiences

FITUR 2025 is strongly committed to technology with spaces such as Fitur Tech, which presents innovative solutions for the tourism sector. Among the most striking attractions is a multi-sensory pool designed for hotels, which provides a complete relaxation experience.

Iberia surprises again with its virtual reality cabin, where attendees can experience piloting a plane. On the other hand, numerous countries, such as Peru, Lithuania and Jordan, have incorporated 3D glasses for virtual tours of their most emblematic destinations.

Spanish tourism at FITUR

Spain has a prominent presence with four pavilions dedicated to the national tourism offer. Aragon offers climbing walls, the Valencian Community offers virtual reality experiences, while Madrid invites you to taste its traditional Madrid stew and Castilla-La Mancha organizes wine tastings.

Diversity and culture

LGBTQI+ tourism also has an important place, with drag queen shows and parades that reflect diversity and inclusion. Japan, for its part, offers cultural experiences such as photo sessions with regional costumes and demonstrations of Kūdō, a Japanese martial art.

Tribute to the areas affected by DANA

FITUR 2025 pays tribute to the areas affected by the DANA that hit Valencia in October 2024 with the mural “Invencibles”, a work created by the artist Imanol Cilla Intxaurraga during the five days of the fair.

With an offer of activities that ranges from gastronomy to interactive experiences, FITUR 2025 consolidates itself as a key platform for the promotion and development of tourism on a global level.