MADRID, 20 January 2025: The 45th edition of FITUR, the curtain raiser for the annual European travel mart calendar, takes place in Madrid from 22 to 26 January, with Brazil showcasing as the partner country.
The show organiser, IFEMA Madrid, estimates 9,500 travel and hospitality companies from 156 companies and 884 exhibitors will join the show.
Attendance projections suggest 150,000 professionals will gather at the show from Wednesday to Friday, with an additional 100,000 travel consumers visiting over the weekend. Overall, the show is estimated to generate an economic impact of EUR445 million for Madrid, positively affecting transportation, hotels, gastronomy, culture, and entertainment sectors. After a year of post-pandemic recovery in 2024, FITUR is again defined by growth — a 10% overall increase in attendance and a 19% rise in international representation. The global focus is evident in the 101 official country representations — five more than in the previous edition — and the addition of 11 new countries joining FITUR 2025, primarily from Africa and Asia.
The Travel Technology area has grown by 6%, showcasing global trends in tourism booking technologies and featuring over 100 companies worldwide.
Among the highlights for 2025 is Brazil’s participation as a Partner Country, with a significant presence to showcase its diverse tourism offerings and strengthen its global positioning. According to data from Brazil’s Ministry of Tourism and Embratur, 2024 was a record year for international tourism, with 6,657,377 foreign visitors, a 12.6% increase from the previous year.
