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Schedule and activities

Dates and opening times

FITUR is an event organised by IFEMA MADRID spanning five days and welcomes both trade visitors from the tourism industry interested in the latest industry trends, and the general public who come for first-hand information about the destinations on show. For the first three days the trade fair is open exclusively to trade visitors, and at the weekend also to the general public.

Connection core 1-3, Connection core 2-4, Connection core 3-5, Connection core 4-6, Connection core 5-7, Connection core 6-8, Connection core 7-9, Connection core 8-10, Hall 1, Hall 3, Hall 4, Hall 5, Hall 6, Hall 7, Hall 8, Hall 9, Hall 10

Activities programme

As the date approaches, we will provide information about the different activities that will take place during the fair.

In the meantime, you can check out the activities of the previous edition.

Previous edition activities

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• FITUR 2021 opens: Largest tourism trade fair in Spain is back

SPAIN'S – and one of the world's – biggest international tourism trade fairs has just opened in Madrid, five months later than usual and amid great expectations due to being the first edition since before the pandemic struck and seen as key to getting the planet's population travelling again.

High hopes are pinned on FITUR 2021 after more than a year of the global holiday industry's being virtually devoid of activity, but vaccines are being cited as key to its recovery.

Only today, the European Union announced it would reopen its borders in summer to travellers from third countries who had been fully vaccinated against Covid-19.

King Felipe VI and his wife, Queen Letizia, cut the red tape on FITUR today (Wednesday) at Madrid's IFEMA exhibition complex, but in the interests of limiting person-to-person contact, only visited the macro-pavilion housing the different micro-pavilions for each of Spain's autonomously-governed regions, and the one occupied by Spanish companies.

Accompanying the monarchs were Madrid's regional president Isabel Díáz Ayuso (PP), mayor of Madrid José Luis Martínez Almeida (PP), deputy mayoress Begoña Villacís (Ciudadanos), and Spain's minister for tourism and industry, Reyes Maroto (PSOE).

Despite the media's keenness to report on it, the Royal couple avoided visiting the pavilion for Morocco, in light of a diplomatic disagreement between two countries who are old friends – personal friends, in the case of the latter's King Mohammed VI and HRH Felipe's father, King Juan Carlos I – linked to divided loyalties over the disputed nation of Western Sahara and which has been thrust into the spotlight with over 8,000 sub-Saharan African migrants making their way into the Spanish city of Ceuta by climbing the fence from Moroccan territory.

Only one representative was sent from Georgia, the country sponsored by FITUR for 2021 – every year, the fair sponsors a different emerging tourism nation – who joined the King, Queen and politicians in the walk-around.

Different this year: More space and less contact

This year's FITUR has already shown itself to be vastly different from the 2020 edition, held at the normal time of year – late January and early February – before Covid had reached Europe other than in the form of a few isolated cases.

Now, the fair has much wider aisles between stands, persons manning the stalls standing farther apart, no handshakes or other physical contact, and no personal searches at the entrance.

Running until Sunday inclusive, FITUR will showcase countries and parts of countries from all five inhabited continents, businesses and holiday destinations from 55 nations, and 37 official representatives, along with professionals of another 79 nationalities who will be taking part via the new digital platform FITUR LIVEConnect.

Country stands passed en route during the monarchs' tour included Panamá, which is showcasing its handicrafts, its history and its natural environment; Portugal, which is flying huge yellow balloons with each representing one of its most iconic regions; México, and Egypt.

Spain's different regions are displaying either what they do best, or what they would rather promote instead: The Canary Islands has modelled its stand on its huge pre-Lent Carnival, La Rioja on its wine, and Galicia on the Camino de Santiago pilgrims' route which is celebrating its 'Xacobeo Year' in 2021 and, for the first time, stretched out to encompass part of 2022 – all of these being fairly typical features of their territory anyway – whilst other, established 'sun, sea and sand' destinations are pushing their local cuisine, nature, outdoor sports and similar non-season-sensitive attractions.

Spain 'among world's most competitive' tourism industry players

FITUR 2021 is focusing on rebooting an industry which is strategic to the world economy and, in some countries, the mainstay of their national economies – particularly Spain itself, which has been confirmed by the World Economic Forum as being 'one of the world's most competitive' players in the tourism sector.

According to the WEF, tourism accounted for around 13% of both employment and the GDP in Spain in 2019.

Reyes Maroto says staycations have already shown signs of recovery, and did so last year during periods when Covid contagion fell sufficiently to allow it.

She explains the aim for 2021 is to recover staycation tourism 'in full' and foreign tourism to about 50% of levels seen in 2019, which had been the latest in a string of record years for Spain.

She stressed that all forecasts were necessarily 'cautious', since 2021 would be 'a difficult year for people all over the world to move around'.

“We want to generate trust in the international and national tourism industries, whilst combating the pandemic through availing ourselves of safe-travel mechanisms,” Sra Maroto said.

She admitted that the decision to run FITUR this year had been 'a tough one'.

Concerning the idea floated by the European Union, of offering a free PCR test to all incoming tourists, Sra Maroto said this would be 'very hard in terms of cost' – for Spain in particular, given that, if it reaches its target of 50% of foreign visitor numbers from 2019, it would expect to see in region of 45 million holidaymakers.

This would suppose a cost equivalent to providing a free PCR for every single permanent resident in Spain.

Sra Ayuso announced a raft of measures aimed at stimulating the industry again, including a 'Tourist Token', or a voucher offering discounts of up to a total of €600, for any holidaymaker travelling to the Greater Madrid region from elsewhere in Spain.    

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International Tourism Fair FITUR | 19-23 JAN 2022 | IFEMA, Madrid

Fitur is the global meeting point for tourism professionals and the leading trade fair for inbound and outbound markets in Latin America.

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Spain's Fitur 2023 international travel fair in Madrid showcases tourism recovery

Fitur 2023 · the travel fair, claimed to be one of the three most important in the world, returns to pre-pandemic figures with the presence of 131 countries and 8,500 exhibitors.

Pilar Martínez

Wednesday, 18 January 2023, 12:11

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The International Tourism Fair (Fitur), which will be inaugurated today Wednesday, 18 January, by the King and Queen of Spain, is regaining its strength.

Last year the wave of the Omicron variant of the coronanirus impacted on the sector and the fair but this year the figures speak for themselves. In this 43rd International Tourism Fair, which runs until the 22 January, 131 countries will take part, with 8,500 exhibitors. The event, which is expected to have an economic impact in Madrid of more than 400 million euros, also boasts of "being the only fair to be held continuously, even in the midst of the health crisis".

All of Spain's regions will be present at the Ifema exhibition centre, with Andalucía having the largest exhibition space. The organisers have explained that Guatemala is participating this year as a partner country of Fitur 2023 and that there will be 755 stand holders, 32 per cent more than in 2022, spread over eight pavilions. The interest in this event has boosted the visitor forecast, which is expected to exceed 120,000 professionals.

International presence

At the event's presentation ceremony, attended by the director general of Turespaña, Miguel Sanz; the director of Fitur, María Valcarde and the Guatemalan ambassador to Spain, Mónica Bolaños, the president of Iberia and of the Fitur organising committee, Javier Sánchez-Prieto, described the figures as "excellent" and said that they "reflect the strength of national and international tourism and the efforts of the entire tourism value chain".

This year's fair is highlighted by a significant increase in its international presence. This year there are 163 per cent more companies from the Asia Pacific region and 60 per cent more from the Middle East. Europe has also increased its exhibition area by 32 per cent and global business participation has grown by 25 per cent.

Fitur has outstanding spaces for innovation, digital transformation and technology, sustainable development, accessibility, cruises or congresses and specific areas to promote the LGBT customer segment and sports tourism.

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‘Too much tourism’ on agenda at Madrid tourism fair

World tourism is going from strength to strength, but as the industry gathers for International Tourism Fair (FITUR) in Madrid, one of its largest fairs, the negative impact of its success on local residents is in the spotlight.

Chronic overcrowding in cities like Venice and Barcelona is sparking an angry backlash from locals, who complain that a surge in visitors is making life intolerable.

Locals complain that home-sharing sites like Airbnb are driving up rents in picturesque city centres, forcing locals out, and they voice concerns over the environmental impact of cruise liners .

‘If there are too many people, if people don’t want to come, if those who live here are upset and spend their days protesting, that affects us all. It is not sustainable,’ said Angel Diaz,  the head of Barcelona-based tourist firm Advanced Leisure Services .

The issue is a central focus at the FITUR international tourism fair, which got under way Wednesday in Madrid with 10,000 exhibitors and an expected 250,000 visitors.

On the programme at the five-day event are several conferences dedicated to combatting overtourism and developing responsible, sustainable alternatives.

The fair showcases a group of villages in Portugal that stage cultural events outside of the peak tourist season to avoid saturation in the summer.

‘Tourism brings great benefits. But the (local) community also has to receive those benefits,’ Gloria Guevera , the head of the World Travel & Tourism Council (WTTC) , which represents the private tourism sector globally.

She cited examples of pro-active approaches to overtourism such as Croatia’s walled medieval town of Dubrovnik , which staggers arrival times for cruise ships.

Another is Amsterdam’s smartphone app that allows tourists to check on queue lengths at the city’s popular museums in real time so they can plan to avoid crowds.

FITUR has set up an ‘observatory’ of sustainable tourism to highlight such examples.

‘Without a doubt, there is a change. We have never talked so much about too much tourism,’ said Claudio Milano , an anthropologist and lecturer at Barcelona’s Ostelea School of Tourism .

Surging tourist numbers

The number of international tourist arrivals rose by six percent last year to hit a record 1.4 billion, according to an estimate published Monday by the World Tourism Organisation (WTO) .

The WTO had forecast in 2010 that international tourist arrivals would not hit the 1.4 billion mark until 2020 – but on Monday it said that stronger economic growth, more affordable air travel and easier visa regimes around the world had boosted the market.

ALSO READ: Spain’s tourism growth slows as rivals recover

The Madrid-based UN body may now revise upwards its forecast of 1.8 billion international tourist arrivals in 2030, WTO secretary-general Zurab Pololikashvili said Monday.

Mayors from Spanish seaside resorts which have become symbols of mass tourism such as Benidorm  – famous for its stretch of beachfront high-rises – will gather at a roundtable on Thursday to discuss responsible tourism and ways to avoid overburdening locals.

For now, those opposed to tourism remain a minority, according to a study by the WTO.

More than half the residents of eight European cities, including Amsterdam , Berlin and Barcelona , would like to see an increase in the number of visitors to their cities, the study found.

Tourism accounts for 10.4% of global GDP, and for 313 million jobs or one in 10 of all jobs on the planet, according to the WTTC.

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Spanish Fairs: How to Celebrate Like Locals

By Author Paulina

Posted on Published: November 3, 2022  - Last updated: December 13, 2022

It’s a dream of many Spain lovers to assist to a typical Spanish feria (fair)! There are only a few places where you can get so close to the essence of Spanish culture: lust for life, great food, spirited music, passionate dance, etc.

All this might seem a bit overwhelming at first sight, but in the end, you’ll fall in love with Spanish fairs!

For those who come from above the Pyrenees, I summarized a few hints on how to feel quickly comfortable at your first Spanish feria, despite being a guiri (foreigner) .

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1. It’s all about the dress

For the full feria experience, you essentially need a flamenco  dress! Since prices for a nice flamenco dress start from 100 € upwards, you can consider to buy one second-hand.

But since flamenco fashion changes from one year to another, I decided to rather rent one. There are so many fancy designs, why should I go to every feria with the same dress?

The only thing I was concerned about was how the heck I should mingle with a polka-dotted bright red dress without everybody staring at me as if I’d be a pink elephant.

But after a few chupitos (shots), you lose all your shyness! All the girls on the ferias try to stand out, so the motto for picking a dress is the brighter, the better!

Even if many designs and color mixtures seem a bit too daring to Non-Latinos, the flamenco dress is all about being showy and flamboyant. And yes, you actually can mix polka dots with fringes!

For the accessories you should follow the thumb rule: the more, the better! 

Ferias are about the passion of life and you should be prepared to transmit yours!

2. Get the Spanish attitude!

Spanish women love to dress up, especially when it comes to the feria ! Many of them get their flamenco dress made to order.

If you don’t want to stay in their shadow, you should better take care of every detail of your look. Spanish chicas (girls) and c hicos (boys) usually wear their best clothes to attend the fair.

Take the necessary time to get make-up resistant to the stresses and strains of a long day and hot temperatures.

A flamenco make-up normally highlights only eyes or lips. You usually gather your hair in a bun and decorate it with a big flower on top or just below the ear. 

You might want to combine your dress with a complementary fan and you’ll better choose shoes to dance all day (and night) long. Alpargatas (canvas shoes) are always a good choice!  

Not many flamencos wear a handbag: just take the bare essentials and kindly ask your partner if he’d carry something for you.

Last but not least, the most important accessory for an unforgettable feria day is your self-confidence! Be prepared to be the centre of attention and enjoy it!

Related: Things to do in Andalusia for 1st timers

3. Be prepared to dance!

There is no way to escape the vibrant rhythms of a feria and you will be invited to dance!

Even if most music being played is Latino pop music, you should also be prepared to dance a sevillana which is a traditional folk dance of Seville and its region but danced at ferias and festivals all over Spain. Customs vary from one town to another.

Whereas sevillanas are being played almost everywhere at Seville’s April Fair, Ferias in Jerez or in Malaga are also open to Spanish oldies, disco pop classics or latin pop. 

Each s evillana song consists of 4 parts with a different dance each. Its music is very lighthearted and should not be mistaken as flamenco .

Although the rhythm seems tricky at the beginning, the steps are really easy to catch. I suggest watching some Youtube dancing tutorials and practicing the steps at home. It’s really easy to do!

A little tip : dance with a Spanish friend. She will make you feel comfortable and confident. Many cities also offer very cheap dancing lessons in the months before the beginning of the fair.

The rest is mostly about pretending to know what you are doing!

4. Make sure your friends are dressed up too!

The more, the merrier! It’s much more fun to go to the feria with a group of friends. If you go dressed up altogether, you’ll automatically feel more confident in your flamenco dress.

The Spanish usually visit ferias in big groups of more than 10 people or with their entire families.  

If you’re attending the feria with your boyfriend, there’s no way that he’s going in shorts and flips-flops! Not even when it’s 35°C outside!

The strictness of dress codes often depends on the city where the feria is taking place. Whereas in Malaga, a casual dress code is fine, in Seville, a formal suits is often standard. As a general rule, men usually wear an elegant polo shirt or a white shirt.

If he’s open-minded, he can also opt for the full Spanish cenachero costume including a sombrero cordobes (Cordovan hat), fajin (sash) and alpargatas (espadrilles).

5. Don’t start singing flamenco! Not even when you’re drunk!

Nothing is more embarrassing than a bunch of guiris  pretending to sing flamenco on the feria !

Flamenco is a multifaceted and intricate art embracing dancing, singing, instruments, and body percussion. It’s very complex and you shouldn’t presume to master this art unless you had some singing or music lessons.

By simulating mastery of this centuries-old art, you’ll only denigrate it and attack contempt and censure from the Spanish. You better just leave it to the professionals.

In spite of the party mood, a feria is not a carnival or a drinking contest! It rather is a demonstration of the pride in Spanish culture and tradition. You should therefore adapt your behavior accordingly!

Thy typical dance that is danced at festivals are sevillanas , which are very different from flamenco .

Read also: Best Spanish festivals

6. When & where to assist a Spanish Feria

The feria season normally starts in April and ends in September. The Feria de Abril (April fair) in Seville makes the grand season opening. Other ferias worth visiting are the Feria de Malaga  (August) and Feria de Cordoba (May). 

Ferias don’t have fixed dates but change every year according to public and religious holidays. In order to miss none, check the local calendars of the cities you plan to visit on your vacation or make a short call to their tourist office.

If your stay in a bigger Andalusian city doesn’t coincide with its feria , don’t despair! Many surrounding smaller villages celebrate their feria during the summer months.

Just go to the local bars and ask if a feria is taking place nearby. I leave you with the link of a homepage listing many Spanish fiestas: Portal Fiestas  and Spain.info .

There are 2 moments at every fair: the feria de día (day’s fair) and feria de noche (night’s fair). The best moment of the day to go to a feria  is during late afternoon when temperatures have cooled down.

During the day’s fair, Spanish families walk their horses in beautifully decorated carriages.

The night fair starts around 8 pm when the recinto ferial (fairground) is illuminated by 1000 and 1 lights. The later you stay, the more the feria becomes a drunken jolliness!

Most ferias take place in fair enclosures outside the city centers. Public transportation or feria shuttles are the best options to get there without damage.

7. Every Feria is different!

Ferias differ a lot from one city to another! It’s important to know that the feria you are assisting is always the best of entire Spain!

The locals have a very special pride in their feria and can get very emotional about it!

See below the difference between the Feria de Malaga and the Feria de Abril in Seville (some of the most famous Spanish fairs)

Whereas most Andalusian ferias have the same characteristics in common ( flamencao dresses, casetas , horse carriages…), ferias outside Andalusia may vary a lot.

Costumes may also vary from town to town. In Madrid, ladies go dressed as a chulapa (not a flamenca! ) and men go as chulapo  to the traditional festivities of San Isidro or Verbena de la Paloma .

Also, the music style is quite different from the Andalusian fairs.

In the north of Spain, Catalonia and Valencian Community ferias are often associated with other local customs: San Fermines in Pamplona, Los Castellers in Catalonia or Fallas in Valencia.

8. Feria de Abril & Feria de Malaga – The Difference

There’s always been a rivalry between Seville and Malaga. Both cities are very different and gorgeous in their own sense. I don’t even think that you can compare them.

And so are their ferias . But please, never tell a Sevillano that you prefer the Feria de Malaga , and never tell a Malagueno that you had more fun at the Feria de Abril ! It’s an absolute no go!

When in Seville for example, never compare the Feria de Abril with the Feria de Malaga ! An old rivalry links both cities that are cocksure to have the best feria in Spain!

The Feria de Abril is famous for its restrictive and chic character. You only have access to a caseta (stand) with a personal invitation. A formal dress code is a must in Seville!

In Malaga, you have free access to most casetas and you don’t need to follow a specific dress code. That is also why I recommend touristss unless they have Seville’s “Who’s-Who” address book, to rather visit the ferias of Malaga, Jerez or Cordoba .

These ferias are much more relaxed about dress codes, and restrictiveness to casetas and have more affordable prices than Seville’s April Fair.

Another difference between the April Fair of Seville and the Feria de Malaga are men’s costumes. In Seville, the gentlemen usually go very formal with a jacket and tie or in the traje campero (country suit) in case they attend on a horseback.

In Malaga, the traditional traje de cenachero becomes more and more popular. The costume can be seen on Malaga’s most emblematic statue at the marina: El Cenachero .

He usually wears a sash, esparto shoes, and a hat to protect him from the sun.

Food and drinks also vary from one city to another.

In Seville, the most popular drink is r ebujito (a cocktail invented in Andalusia that mixes sherry and soft drinks, typically white lemonade or lemon-lime soda), but in Malaga, Cartojal (a sweet Muscatel wine) is the king of the party!

Both have one thing in common: they don’t seem not very strong and are sickly sweet, but they hit when you least expect it!

If you don’t soak it all up from time to time with some paella or fried Spanish calamari , you’ll have t he hangover of your life the other day! Trust me!

These “Guiri” Bloggers also wrote about their experience at Spanish Fairs:

Sunshine and Siestas:  The Do’s and Dont’s of Feria de Abril of Seville Anh de Vietnam: How to Rock Your First Flamenco Outfit Spanish Sabores: Feria de Abril: Why it’s Not for Me!

There are plenty of exciting  feria experiences to be lived, so don’t lose any time: grab your flamenco dress, put a flower in your hair, and dance all night long! Spain is full of ferias  waiting for you! 

Are you a guiri and you’ve recently visited a feria ? I am looking forward to hearing your stories about Spanish fairs!

Hola, I’m Paulina! Together with my team, we are passionate about Southern Spain. Here we share all you need to know for great times in Southern Spain with the best places to visit, stay and, of course, the best food to eat.

Let’s dive in and explore Southern Spain’s outdoors, food and culture con pasión!

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