This year’s edition reinforces the strategic role of tourism as a driver of employment, entrepreneurship and leadership for women worldwide. It will examine how investing in skills, access to resources and institutional support can accelerate equality and competitiveness across the industry. By placing “investment and economic empowerment in tourism” at the forefront, FITUR Woman aims to showcase how these levers contribute to sustainable growth and social transformation.
On Wednesday 21 January in Hall 10, institutional, business and academic representatives will explore the conditions required to build a more equitable tourism industry. The thematic axis “Empowerment as a priority in global development: the role of investment and economic empowerment in tourism” will address how education, training and resource accessibility are essential for strengthening women’s leadership.
The Puerto Rico Tourism Company, together with its destination brand Descubre Puerto Rico, joins FITUR Woman as an example of a destination advancing women’s participation in tourism. As stated, “With our presence in the section we want to reflect the commitment at public policy level to achieve tourism that creates real opportunities for women and contributes to a more inclusive development. From a social, economic and professional sustainability perspective, we believe in a tourism industry capable of promoting female talent and generating a positive impact on our environment”.
Programme preview and recognition of industry initiatives
The FITUR Woman programme will deliver a full day of discussions structured into thematic blocks and will include the section’s awards ceremony, recognising the most inspiring initiatives advancing gender equality. The international conference Investment, Climate Action and Women’s Empowerment: Global Road Map 2030 will open the agenda.
The first block, “Tourism as an engine of empowerment”, will address financial inclusion, access to education and technical, digital and business training – elements that enhance employability and female entrepreneurship. It will also explore work-life balance policies and initiatives promoting greater representation of women in leadership positions.
The second block, “Challenges and barriers. How the industry can accelerate the agenda”, will examine persistent obstacles including job insecurity, the gender pay gap and limited female presence in decision-making roles. Discussions will also assess how crises and global transformations impact women’s employment and participation.
The third block, “How to optimise impact. Solutions and benefits of economic empowerment”, will highlight best practices demonstrating how women’s leadership strengthens tourism competitiveness and sustainability. Experts will showcase the importance of investing in training, innovation and technology to close existing skills gaps.
FITUR Woman continues to consolidate its role as an essential space within the International Tourism Trade Fair, organised by IFEMA MADRID. By maintaining its commitment to equality, leadership and sector-wide progress, the 2026 edition underscores how “investment and economic empowerment in tourism” can shape a more resilient and inclusive global tourism ecosystem.
