Fitur 2025 feedback and observations

Fitur 2025 Madrid, Spain ( https://www.ifema.es/en/fitur )

The 45th International Tourism Fair, Fitur, organized by IFEMA MADRID, reached nearly 255,000 visitors, with significant growth in its first three days, which welcomed 155,000 professionals.

These figures reflect the strong recovery of the global tourism industry in 2024. Furthermore, these FITUR figures anticipate that in 2025, both travellers and tourism spending will continue to grow, driven by strong demand.

Alongside these outstanding attendance figures, and with a total of nine halls, FITUR 2025 consolidates its leadership in participation, hosting more than 9,500 companies across 884 stands. This year, FITUR has brought together 156 countries from around the world.

Additionally, experts have emphasized how diversification, seasonality reduction, and the integration of new technological tools are driving an inclusive and competitive tourism model that ensures a more sustainable future for all.

Progress toward this sustainable tourism model is also essential to preserve the right to travel for future generations, ensuring that travel remains an accessible and enriching reality.

Event Overview:

ToolBox Consulting Ltd participated Fitur with one Finnish company. We organised and coordinated the sales calls to supplier’s stands. This way of working has usually good results. You also need to know the supplier’s product and background very well. They are very busy in the fair and can easily decline your meeting request.

The suppliers who are dealing with international companies, usually know English well. But it is a bonus if you can communicate in Spanish language.

Observations:

A growing interest towards Nordic Countries: to explore the unique landscapes, activities in the nature, culture, resilience and responsible travel.

Norway and Iceland are our competitors. Finland ( Lapland )is a winter destination, but there is a growing interest towards the Lakeland and Archipelago area.

Key words: safety, relax, nature, sustainability, local food, culture, sauna, lakes, cottages, Santa Claus.

There are a few long weekend holidays in Spain and especially the families tend to travel to the North during the winter break ( “ Puente “ in the beginning of December ). The number of charter flights to Lapland is growing year by year.

Fitur is also a global marketplace, with a great representation of Latin-American countries, Brazil being a sponsor country this year.

Accessibility: Flight connections from Spain to Finland are increasing in flight frequency and charter flights. Spanish market has grown by 11% between December 2024 and January 2025, compared to the same period last year, reflecting strong demand for Finland’s winter experiences. Spain ranks third in total share of European flights to Finland.