Spain, Unknown – January 13, 2026 — Madrid’s IFEMA exhibition centre has introduced Hall 12 as a dedicated Knowledge Hub, positioning FITUR 2026 as a vital platform for advancing tourism through focused innovation and expertise sharing. This development, set for the event running from 21 to 25 January 2026, promises to enhance collaboration among global professionals and elevate the sector’s competitiveness.
The 46th edition of FITUR, the International Tourism Fair, will span nine halls at IFEMA Madrid, with Hall 12 serving as the central point for exchanging insights on digitalisation, emerging trends, and practical advancements. Connected directly to Hall 4 and accessible via the South Entrance, the hub creates smoother pathways for the thousands of expected visitors, fostering an environment where ideas flow as freely as attendees. Professional days on 21, 22 and 23 January will feature hundreds of sessions, drawing experts to discuss strategies that drive sustainable growth and efficiency in tourism operations worldwide.
At the heart of Hall 12 lies a dynamic cluster of specialised zones, including FITUR TechY, Know-How & Export, Talent, Sports, FITURNEXT Observatory, and the expanded Travel Technology area, which has seen participation rise by more than 35 per cent. Leading firms such as Amadeus, Travelgate, BeonX, Duetto, Ratehawk and Mirai will showcase their contributions, enabling tourism businesses to integrate cutting-edge tools for better decision-making and customer experiences. This setup not only consolidates forward-looking content but also strengthens networks between technology providers, startups and established operators, paving the way for practical applications that benefit destinations and travellers alike.
María Valcarce, Director of FITUR, highlighted the hub’s significance, stating: “Following a 2025 edition that surpassed all expectations with record attendance, FITUR 2026—with Mexico as Partner Country—marks a bold progression. It solidifies our global influence, activates international business ties, and champions knowledge-sharing for a vibrant, sustainable tourism future.” Her comments underscore how the Knowledge Hub builds on recent successes, responding to the sector’s upward trajectory, with international arrivals already climbing five per cent year-on-year to reach 1.1 billion by September, according to UN Tourism data.
The strategic layout of FITUR 2026 reflects meticulous planning to maximise impact. Hall 3 will spotlight offerings from the Americas, Hall 4 will centre Europe and FITUR Cruises, while Halls 5, 7 and 9 host Spain alongside FITUR LGBT+. Hall 6 focuses on the Middle East and Africa, Hall 8 on Asia-Pacific and select global entities, and Hall 10 incorporates FITUR 4all, FITUR Lingua, FITUR Screen and FITUR Woman. This comprehensive arrangement ensures every facet of the tourism value chain—from destinations and accommodations to transport and services—receives dedicated attention, all amplified by the innovative pulse of Hall 12.
For tourism professionals, the Knowledge Hub offers tangible opportunities to address key challenges through collaborative forums. Sessions will explore revenue optimisation, data analytics and smart destination management, equipping participants with actionable knowledge to enhance operations. The hub’s design, with its new circulation aisle linking Halls 4 and 12, optimises movement across the expansive site at Av. del Partenón 5 in Barajas, Madrid, renowned for its modern facilities and seamless connections to the international airport and city centre.
This initiative arrives at an opportune moment, as the global tourism market gains momentum. By concentrating high-impact discussions in one accessible space, FITUR 2026 empowers exhibitors and visitors to forge partnerships that propel positive change. Mexico’s role as Partner Country adds further excitement, promising enriched exchanges that energise business relations and cultural ties.
Industry observers anticipate the Knowledge Hub will set a benchmark for future events, inspiring similar hubs elsewhere and reinforcing Madrid’s stature as a nexus for tourism progress. With direct entrances and interconnected pavilions, the fair prioritises convenience, allowing delegates to dive deeper into sessions without logistical hurdles. Early registrations signal strong interest, with exhibitors eager to leverage the hub’s ecosystem for growth.
As opening ceremonies commence on 22 January, FITUR 2026 stands ready to deliver a standout experience. The Knowledge Hub in Hall 12 not only expands physical space but also broadens horizons, uniting diverse voices to shape a more resilient and innovative tourism landscape. This forward-thinking addition promises lasting benefits, from streamlined professional interactions to breakthroughs that enhance travel for generations ahead.
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Image Credit: Photo by jakubzerdzicki on Unsplash
