The International Tourism Trade Fair (FITUR), organized by IFEMA MADRID, returns for its 45th edition from January 22 to 26, 2025, promising to be a transformative platform for tourism professionals. This globally recognized event is poised to address the industry’s evolving challenges by placing sustainability and inclusivity at the core of its agenda. Tourism has shown remarkable growth, with 790 million international tourists recorded in the first seven months of 2024, generating a global economic impact of $3.4 trillion. FITUR aims to harness this momentum to promote responsible practices and encourage collaboration across the industry.
Madrid, Photo Credits: pho.tography.org
Sustainability is the hallmark of this year’s FITUR, exemplified through projects like the FITURNEXT Observatory. This initiative identifies global best practices that align tourism with sustainability goals, focusing on how the industry can contribute to sustainable food management. Among the 2025 FITURNEXT Challenge winners are the Sustainable Gastronomic Routes of Extremadura, Hurtigruten Cruises, and Too Good To Go, all of which illustrate innovative solutions to mitigate food waste and enhance the gastronomic experience in a responsible manner. These initiatives represent the potential for tourism to create replicable models that positively impact local economies and environments.
Another standout initiative, FITUR 4all, underscores the fair’s dedication to inclusivity. For the second consecutive year, this project emphasizes accessible tourism, providing resources and recognition to destinations and services that cater to individuals with diverse accessibility needs. In a groundbreaking effort, the inaugural Guide to Best Practices in Accessibility will debut in 2025, setting a benchmark for inclusive tourism worldwide. This initiative reflects the fair’s commitment to ensuring tourism is not only sustainable but also equitable and available to all.
FITUR also strives to inspire pride and responsibility among its participants, recognizing the industry’s significant contributions to economic and social development. From job creation and cultural preservation to investments in infrastructure and sustainable development models, tourism operates as a powerful driver of progress. It fosters cultural exchange, global cooperation, and understanding, reminding professionals of their pivotal role in shaping a sector that goes beyond commerce to make a lasting impact on the planet and its people.
Under the rallying slogan Orgullosos. Somos turismo (“Proud. We Are Tourism”), FITUR 2025 calls on its attendees to embrace a collective commitment to more responsible and impactful tourism. The event represents a convergence of knowledge, innovation, and shared purpose, affirming that the future of tourism lies in practices that respect both the environment and the diverse communities it serves.
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