March 2, 2021

Fitur 2020 closes with 5% more registered professionals and 255,000 visitors, new record

Another fact that Ifema has highlighted in a statement has been that the economic impact produced in Madrid reaches about 333 million euros. For this year, which coincides with its 40th anniversary, professional participation has increased by 5.16% to 150,011 participants and has received 6.4% more from international visitors from 140 countries.

In global terms, the national presence has represented 44% of Fitur’s participation quota compared to the international one, by 56%. According to the continents, the Asia-Pacific share has been positioned first (+ 21.5%), followed by Africa (+ 19.5%). Pavilions for Europe (+ 5.3%) and America (+ 3.3%) have also grown.

“The final assessment is very positive,” said the CEO of Ifema, Eduardo López-Puertas, who believes that Fitur is also “one of the great international tourism events” and “the business center where all countries come to prepare the tourist seasons throughout the year. “

López-Puertas has pointed out that the objective of this fair is “to position tourism in the world orbit” and that private companies can close contracts with wholesale companies. The 2020 edition, for the director, has turned this fair into a “much more consolidated Fitur” where he has highlighted the theme of sustainability and tourism of the future.

For the director of Ifema, the tourism of the future aims to be “more inclusive” and “generate more jobs”, so that one of every ten positions in this sector is reduced to one of nine by 2030. “Fitur no It has a roof, we will continue working day to day so that in the 2021 edition we will upload the records obtained this year, “he said.

“Fitur has no roof, we will continue to work every day so that in the 2021 edition we upload the records obtained this year,” the director of Ifema has promised.


As a novelty, Fitur 2020 has increased its area by 3.3, percent so that it has occupied 69,697.5 square meters net of exposure and 10 Ifema pavilions. As Fitur partner country, in this edition there has been a deployment made of South Korea with the brand ‘Imagine your Korea’, coinciding with the 70th anniversary of the diplomatic relations between Korea and Spain.

In this regard, some 25 organizations, including the Korean government, major local governments, travel agencies and airlines have been present at the Korean stand to promote Korean tourism with the slogan ‘Convergence of tradition and modernity’.

In addition, the section ‘Fitur Talent’ and the professional meeting platform ‘Meet Africa’ have been released in Fitur 2020. The second has served to learn about Africa’s tourism offer and commercial alliances, a position that has been shared in the ‘ XI Investour Forum ‘held within the framework of Fitur.

To guide the business and enhance content and spaces for B2B meetings, in Fitur 2020 the ‘Fitur B2B Match’ and ‘Fitur Mice’ programs have taken place while offering specialized content, knowledge and trends forums and highlighting innovation and transformation digital have organized the sections ‘Fiturtechy’, ‘Fitur know how & export’, ‘Fitur Screen’, ‘Fitur festivals’, ‘Fitur Gay (LGBT +)’ and ‘Fitur Health’.

Sustainability has also been the protagonist in this edition, so the ‘Fiturnext’ Observatory offered a program focused on how tourism can contribute to local economic development completed with the ‘Fiturnext 2020 Report’ where more than 250 initiatives with positive effects are analyzed social and environmental level in terms of sustainability and with a high potential to be replicated. To this is added that Fitur and the Institute for Responsible Tourism (ITR) have awarded for the first time the ‘Sustainable Stand’ Prize.


The Royal House has supported Fitur with the celebration of its 40th anniversary with a dinner at the Palacio de Cibeles where the King of Spain, Felipe VI, presided and where Tourism Ministers from all over the world attended.

Another show of support from the Royal House was the visit of the Queen of Spain, Letizia, to the inauguration of the new edition of this event. Other personalities have attended during the celebration of Fitur as the President of the Government, Pedro Sánchez, as well as ministers, governors and ambassadors from around the world, presidents and tourism advisors of all the autonomous communities and mayors of towns and cities.

In relation to the press, the fair has accredited 7,625 journalists from 61 countries. In addition, in social networks, Fitur has achieved in this edition reach the figure of 217,000 followers on all its platforms and has been a trending topic on Twitter with the hashtag # FITUR2020 on the day of the inauguration where more than 17,000 accounts tweeted about the fair.


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