FITUR 2026 is expected to bring together stakeholders from across the globe to discuss, learn, and share knowledge about the key trends impacting the tourism industry. This year, FITUR expands its technological dimension with the Knowledge Hub, which will act as the central point for digital innovation in tourism. By hosting the Travel Technology area—featuring over 100 companies from 20 countries—FITUR is reinforcing Spain’s position as a leader in tourism innovation and digital transformation.
Located in Hall 12, the Knowledge Hub will gather key players in the travel technology space, including prominent companies such as Amadeus, Travelgate, BeonX, Duetto, Ratehawk, and Mirai. This space will host hundreds of sessions focused on travel technology, with experts sharing best practices and experiences that are reshaping the way the industry operates. The area has grown by more than 35% compared to the previous year, underscoring the increasing importance of technology in the tourism sector.
The Role of Technology in the Evolution of Tourism
As technology continues to disrupt industries globally, the tourism sector is no exception. The introduction of the Knowledge Hub at FITUR 2026 is a strategic response to the growing role that technology plays in transforming travel experiences. From enhancing customer service through AI to improving sustainability practices with data-driven solutions, technology is at the forefront of reshaping the way tourists interact with destinations.
The inclusion of FITUR TechY, organized in collaboration with the Spanish Hotel Technology Institute (ITH), further highlights the commitment to integrating cutting-edge innovations into Spain’s tourism infrastructure. FITUR TechY will provide a platform for industry professionals to explore new tools and strategies aimed at improving operational efficiency, boosting customer engagement, and ensuring that destinations remain competitive in an increasingly digital world.
For example, technologies such as artificial intelligence and the Internet of Things (IoT) are already being utilized to enhance personalized travel experiences, streamline booking processes, and offer more sustainable travel options. With the world becoming more interconnected, travelers now expect their experiences to be seamless, efficient, and increasingly customized. FITUR 2026, with its focus on technology, will provide insights into how the tourism industry can meet these demands.
A Gathering of Global Experts and Professionals
FITUR 2026’s Knowledge Hub is expected to be a hotspot for networking and collaboration. Over the three professional days—Wednesday, January 21; Thursday, January 22; and Friday, January 23—global experts from various fields will gather to exchange ideas and strategies that will define the future of the tourism industry. The Knowledge Hub’s goal is not just to showcase technology but also to facilitate collaboration among key industry players, such as destination managers, tour operators, travel agencies, and technology providers.
Spain’s tourism sector will benefit from the dissemination of cutting-edge knowledge, as professionals will be exposed to new strategies and tools that can be implemented to boost their businesses. This will enhance the overall competitiveness of Spain as a global tourism destination, positioning the country at the forefront of tourism innovation.
With more than 100 companies from 20 countries participating, the Knowledge Hub will foster an international exchange of ideas and solutions that could shape the next era of tourism in Spain. It is a crucial step in ensuring that Spain’s tourism industry remains resilient and adaptive to future challenges, especially in the face of evolving consumer preferences and the growing emphasis on sustainability.
FITUR’s Expanded Offerings and Broader Impact on Spain’s Tourism
FITUR 2026 will occupy a total of nine halls at IFEMA MADRID, with each hall representing a different aspect of the global tourism industry. In addition to the Knowledge Hub, FITUR will host other areas focused on sports tourism (FITUR Sports), talent (FITUR Talent), and sustainability (FITURNEXT Observatory), among others. These diverse offerings highlight the multifaceted nature of tourism and the various opportunities for growth within the sector.
Hall 12, where the Knowledge Hub will be located, is strategically positioned to enhance the flow of visitors between the different halls of the trade fair. A newly created aisle linking Halls 4 and 12 will allow for smoother navigation, making it easier for professionals to access the key areas dedicated to tourism innovation.
The fair’s expanded focus on technology, sustainability, and sports tourism reflects the broader trends shaping the global tourism market. As travelers increasingly seek more immersive, sustainable, and tailored experiences, FITUR 2026 is set to address these shifts by providing a platform for dialogue and the development of new solutions.
A Bright Future for Spain’s Tourism Sector
FITUR 2026 promises to be a game-changer for Spain’s tourism industry. By enhancing its technological offerings and creating a space for knowledge exchange, FITUR is reaffirming its commitment to driving innovation and sustainability in tourism. The event will not only showcase Spain’s leadership in the tourism sector but also provide professionals with the tools they need to navigate the challenges and opportunities of the future.
As the tourism industry continues to evolve, FITUR 2026 will serve as a critical meeting point for those looking to shape the future of global travel. With its focus on innovation, technology, and sustainability, the trade fair will ensure that Spain remains at the cutting edge of tourism development for years to come.
Sources: Ministry of Industry, Trade, and Tourism of Spain, IFEMA MADRID
Tags: IFEMA MADRID, tourism sector, Spanish Hotel Technology Institute (ITH), FITUR 2026
