As international tourism reaches record levels in 2024 with 790 million tourists generating USD 3.4 trillion in direct economic impact, the sector stands at a critical juncture. FITUR 2025, the International Tourism Trade Fair organized by IFEMA MADRID from January 22 to 26, is set to address the industry’s pressing challenges while championing sustainable growth, inclusive practices, and responsible tourism.
A Global Platform for Tourism Excellence
FITUR has established itself as a premier global tourism event, bringing together over 250,000 attendees and 9,000 companies from 152 countries during its last edition. This year, the event reaffirms its commitment to fostering responsible tourism practices that create lasting value for people and the planet. By placing sustainability at the heart of its program, FITUR aims to inspire professionals to adopt innovative strategies that enhance tourism’s economic and social contributions while protecting natural and cultural heritage.
FITURNEXT Observatory: Promoting Global Best Practices
One of FITUR’s flagship initiatives, the FITURNEXT Observatory, has become a hub for identifying and promoting best practices in tourism. This year, the observatory focused on the 2025 Challenge: exploring how tourism can contribute to sustainable food management. After evaluating nearly 300 global proposals, three initiatives emerged as winners:
- Sustainable Gastronomic Routes of Extremadura (Spain): This initiative combines culinary tourism with sustainable practices, offering visitors the chance to explore the region’s rich gastronomic heritage while supporting local producers and reducing food waste.
- Hurtigruten Cruises (Norway): A pioneer in sustainable tourism, Hurtigruten integrates eco-friendly practices, such as sourcing local, sustainable food for onboard dining and reducing environmental footprints across its operations.
- Too Good To Go (Denmark): Leveraging technology, this app connects consumers with restaurants and shops to rescue surplus food, preventing waste while fostering community engagement.
These projects exemplify how tourism can lead the way in promoting responsible consumption and fostering innovation that benefits both people and the planet.
FITUR 4all: Championing Inclusive Tourism
For the second consecutive year, FITUR 4all will shine a spotlight on inclusive tourism, ensuring that destinations and services are accessible to everyone. This initiative recognizes the importance of making tourism experiences available to people with accessibility needs, enabling broader participation and inclusivity within the sector.
As part of its commitment to accessibility, FITUR 4all will also debut the Guide to Best Practices in Accessibility in 2025. This groundbreaking guide will serve as a resource for tourism professionals to implement and promote accessible practices, setting a benchmark for the global industry.
Tourism as a Catalyst for Economic and Social Growth
FITUR 2025 underscores the broader economic and social significance of tourism, which extends beyond direct revenue generation. The sector plays a vital role in:
- Employment Creation: Tourism supports millions of jobs worldwide, offering opportunities across various skill levels.
- Cultural Preservation: By showcasing local traditions, arts, and heritage, tourism helps preserve cultural diversity and fosters a sense of pride within communities.
- Infrastructure Development: Investments in transportation, accommodations, and public services driven by tourism benefit both travelers and local residents.
- Global Cooperation: Tourism creates spaces for cultural exchange and understanding, contributing to peace and international collaboration.
Orgullosos. Somos Turismo – Celebrating Tourism’s Positive Impact
Under the theme “Orgullosos. Somos Turismo” (Proud. We Are Tourism), FITUR 2025 encourages participants to celebrate their role in an industry that generates economic opportunities, enriches societies, and fosters global connections. This year’s slogan emphasizes the collective responsibility of tourism professionals to lead by example, inspiring a transformative shift towards a more sustainable and inclusive future.
