The U.S. will have one of its strongest-ever representations at FITUR 2026.
MADRID, Dec. 20, 2025 — FITUR 2026, set to take place from 21 to 25 January at IFEMA MADRID, will highlight the U.S. market’s growing importance for Spain and enhance business opportunities between the two countries. The U.S. is once again expanding its presence at the International Tourism Trade Fair, reflecting the dynamism of bilateral tourism flows and its companies’ rising interest in solidifying global alliances.
MADRID, España, Dec. 19, 2025 — The U.S. will boast one of its most prominent presences to date at FITUR 2026. This will include key official representations such as Visit USA Spain, Visit Florida, Visit Lauderdale, Explore Louisiana, and Visit Orlando, plus the attendance of over 40 companies—including major hotel groups like Hilton, Wyndham Hotels & Resorts, and All-Inclusive by Marriott Bonvoy. It will also gather travel technology leaders including Cloudbeds, ESCALABEDS, and RateHawk, spotlighting the industry’s advanced digitalization.
According to Turespaña, 4.3 million U.S. tourists visited Spain in 2024—an 11.2% increase. This figure represented 4.6% of total international visitors and generated €9,014 million in spending (7.1% of the total). In the first nine months of 2025, the U.S. market maintained its momentum with over 3.4 million visitors, a 3.1% year-on-year rise per the Office for National Statistics (INE). Conversely, around 900,000 Spaniards traveled to the U.S. in 2024; by August 2025, that number had already exceeded 611,000—a 2.4% increase, per the Spanish Confederation of Travel Agencies and the United States National Travel and Tourism Office.
Air connectivity is strengthening this bilateral link: between October 2025 and March 2026, nearly 1.3 million seats are scheduled for direct flights between the two countries (+8.6%), with over 5,000 operations and a 13% increase in frequencies (OAG data).
FITUR will also feature a strong presence from Mexico—the 2026 Partner Country and the U.S.’s second-largest market—reinforcing the fair as a strategic platform for connections between both nations and the global market. In this context, U.S. tourists represent a key opportunity for Spain due to their high average spending and positive impact on the destination.
Media Inquiries:
Helena Valera (International Press, Tel.: 629 64 42 08)
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The upcoming FITUR edition—held at IFEMA Madrid’s exhibition center—has established itself as a leading benchmark in the tourism sector, with participation from 156 countries and over 250,000 attendees (including professionals and visitors).
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SOURCE IFEMA Madrid