FITUR 2026 will mark a major milestone for transatlantic tourism. The International Tourism Trade Fair will take place in Madrid from January 21 to 25. The United States will feature one of its strongest participations in the event’s history.
Organisers expect FITUR 2026 to highlight growing tourism cooperation between Spain and the United States. Both countries continue to benefit from strong visitor demand and expanding air connectivity. Tourism leaders now view this relationship as a long-term growth engine.
Spain aims to attract more high-spending American travelers. US tourism businesses seek deeper access to Europe’s leading destination. FITUR 2026 provides the ideal platform for both goals.
US Visitor Numbers Continue to Surge in Spain
Tourism data confirms the strength of US demand for Spain. In 2024, Spain welcomed 4.3 million visitors from the United States. These travelers contributed more than 9 billion euros to the Spanish economy.
This spending represented a growth of over seven percent from the previous year. The United States now ranks among Spain’s most valuable tourism markets. American travelers tend to stay longer and spend more per trip.
The growth trend continued throughout 2025. During the first nine months, Spain recorded more than 3.4 million US visitors. This figure reflected a further increase compared to the previous year.
Spanish Travel to the United States Also Rises
Travel flows remain strong in both directions. Spanish tourism to the United States has also increased steadily. By the end of 2024, around 900,000 Spaniards visited the United States.
Travel demand continued rising in 2025. By August, outbound Spanish travel to the US had already exceeded 611,000 visitors. This growth highlights mutual interest and balanced tourism exchange.
Both markets benefit from cultural curiosity, business travel, and leisure tourism. FITUR 2026 will focus heavily on supporting this two-way growth.
Air Connectivity Strengthens Transatlantic Travel
Air connectivity plays a vital role in tourism expansion. Between October 2025 and March 2026, airlines scheduled more than 1.3 million direct seats between Spain and the United States.
This capacity represents an increase of over eight percent. Airlines will operate more than 5,000 direct flights during the same period. Flight frequencies will rise by approximately 13 percent.
Improved connectivity makes travel more accessible and flexible. Travelers gain more route options and departure times. These improvements support both leisure and business tourism growth.
Strong US Industry Presence at FITUR 2026
FITUR 2026 will showcase a wide range of US tourism organisations. Destination marketing groups from several US states and cities will participate. Their presence reflects strong confidence in the Spanish market.
More than 40 US companies will attend the event. Major hotel brands, resort operators, and travel service providers will engage with Spanish partners. Their participation signals sustained interest in transatlantic expansion.
Technology companies will also play a key role. Digital platforms supporting hotel management, booking systems, and revenue tools will present new solutions. This focus reflects the growing importance of digital transformation in tourism.
FITUR Supports Strategic Tourism Collaboration
FITUR has long served as a meeting point for global tourism stakeholders. The event connects destinations, airlines, hotels, and technology providers. FITUR 2026 will continue this tradition with a strong international focus.
The presence of a partner country from Latin America will add further collaboration opportunities. This dynamic creates bridges between Europe, North America, and emerging markets.
For Spain and the United States, FITUR offers a space to develop long-term strategies. Businesses can explore partnerships, joint marketing campaigns, and new travel products.
American Travelers Remain Highly Valuable to Spain
American tourists play a key role in Spain’s tourism strategy. They often seek cultural experiences, gastronomy, and premium services. Many travel beyond traditional hotspots and explore multiple regions.
This behavior supports regional tourism development. It also aligns with Spain’s goals for sustainable and diversified tourism growth.
Spanish destinations continue adapting their offerings to American preferences. Improved air links and tailored experiences support this effort.
Looking Ahead to Future Growth Opportunities
FITUR 2026 arrives at a pivotal moment for global tourism. Travel demand continues to recover strongly after recent disruptions. Spain and the United States stand well-positioned to benefit.
Airlines plan further route expansions. Tourism businesses continue investing in innovation and service quality. Digital tools now enhance every stage of the travel journey.
FITUR will help convert these trends into concrete results. New agreements and partnerships will shape tourism growth for years ahead.
A Strategic Win for Both Nations
The strong US presence at FITUR 2026 highlights the importance of the transatlantic tourism relationship. Both countries gain economic value, cultural exchange, and business opportunities.
Travelers benefit from better connectivity, wider choices, and improved experiences. Tourism businesses gain access to high-demand markets and reliable partners.
As FITUR 2026 approaches, expectations continue to rise. The event promises to strengthen cooperation and drive sustainable growth across the Atlantic.
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