The International Tourism Fair (FITUR) in Madrid, taking place from January 21 to 25, has recorded a significant rise in African participation this year, with stand space from the continent increasing by 34 percent.
According to tourismupdate, this growth comes as FITUR 2026 brings together more than 10 000 companies from 161 countries with international participation up 11% overall. Africa is among the strongest growth regions at the show.
FITUR’s buyer profile includes tour operators, travel agencies, tailor-made travel companies, digital platforms and institutional buyers.
READ: Africa: Zimbabwe tourism takes marketing efforts to FITUR in Spain
Sánchez said these buyers are increasingly drawn to products that deliver value, authenticity and a strong sense of differentiation. “Of course, safaris remain a major attraction with growing emphasis on experiential travel, nature, adventure and community-based offerings. Sun-and-beach products also perform exceptionally well, especially those in long-established destinations such as Cape Verde, Mauritius, Seychelles and now with the debut of Zanzibar, particularly when they form part of a broader, more integrated proposition.”
Unlike trade shows dedicated solely to African tourism, he said FITUR offers a global, cross-sector environment where African tourism boards and suppliers can reach new source markets, engage with buyers seeking product diversification and build longer-term strategic partnerships.
“FITUR combines business, international visibility, institutional presence and strong media coverage,” Sánchez said. “A key part of its value is the leadership and expertise of the Spanish tourism industry with a full value chain and main players at the fair.”
