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The International Tourism Trade Fair has once again confirmed its role as a key driver of Madrid's economy, generating an economic impact of €505 million and reaffirming its strong convening power with more than 255.000 attendees.
MADRID, Jan. 29, 2026 /PRNewswire/ -- The International Tourism Trade Fair (FITUR), organised by IFEMA MADRID, has closed with a positive outcome, once again demonstrating its strong convening power after welcoming just over 255,000 visitors across its five-day program.
Attendance during the professional days remained in line with the previous edition at 155,000 visitors, supported by a 12% increase in international attendance, broadly matching the 11% growth in international exhibitors. Weekend public attendance was also consolidated at around 100,000 travellers.
These results consolidate FITUR's outstanding participation figures, with more than 10,000 companies from 161 countries, including 111 countries with official representation, and 967 main exhibitors. The economic impact of FITUR 2026 on Madrid reached €505 million, while supporting the maintenance of 3,753 jobs, confirming the fair's position as one of the region's most significant international events of the year and a key contributor to economic and tourism activity.
FITUR thus opens 2026 by confirming the strong momentum of the global tourism sector. This favourable context is reflected in 2025 figures, a year in which, according to UN Tourism, international tourist arrivals worldwide exceeded 1.5 billion, while Spain welcomed 97 million international tourists, according to data from the Ministry of Industry and Tourism.
The 46th edition opened on Wednesday 21 January with a minute of silence, reflecting the tourism sector's solidarity with the victims of recent railway accidents. The gesture was echoed during the official opening on Thursday 22 January, when Their Majesties the King and Queen of Spain signed the book of condolences at the Andalucía stand.
Institutional backing and sector confidence
FITUR 2026's institutional relevance was underscored by the official inauguration presided over by Their Majesties the King and Queen of Spain, as well as more than 70 institutional visits by regional presidents, ministers and deputy ministers of tourism from around the world, alongside senior tourism authorities. These visits highlighted FITUR's strategic role as a global forum for dialogue, cooperation and international projection for the tourism sector.
FITUR: a commitment to knowledge and a more future-focused offer
The strong attendance translated into intense activity across the nine exhibition halls, where destinations, companies and institutions from around the world showcased new products, strategies and projects. During the professional days, the Knowledge Hub emerged as one of the fair's central pillars, featuring eight auditoriums, ten conference programs, more than 200 sessions and over 250 speakers.
In parallel, FITUR's specialized sections enriched and diversified the fair's overall offering. FITUR 4all advanced the agenda for accessible and inclusive tourism; FITUR Cruises strengthened the profile of sustainable blue tourism; and the launch of FITUR Experience, together with FITUR Lingua and FITUR LGTB+, energized segments with strong growth potential. Meanwhile, FITUR Screen, Sports, Talent and TechY promoted the intersection of tourism with culture, sport, talent and technology; FITUR Woman highlighted female leadership in tourism; and FITUR Know-How & Export showcased the international expertise of Spanish companies.
With this outcome, and a strong and wide-ranging showcase by Mexico as Partner Country, FITUR 2026 has reaffirmed its global leadership in terms of participation and visitor numbers, its relevance for professionals in generating business opportunities and partnerships, and its contribution to strengthening tourism as an economic and social driver, as well as to the development of a more diverse, competitive and future-focused tourism offer.
IFEMA MADRID is already working on FITUR 2027, which will take place from 20 to 24 January, with Puerto Rico as Partner Country.
Photo gallery HERE
About FITUR
FITUR, the International Tourism Trade Fair, is one of the leading global events in the tourism industry and has been held in Madrid since 1981. Each year, it brings together industry professionals, companies, destinations, and international organizations to showcase trends, innovations, and business opportunities. Organized by IFEMA MADRID, FITUR has established itself as a global benchmark for driving and promoting tourism.
Alejandra Elorza
FITUR Press Officer
Tel.: +34 629 64 49 68
aelorza@ifema.es
Helena Valera
International Press
Tel.: +34 629 64 42 08
evalera@ifema.es
Lucas Farioli
International Press
Tel.: +34 678 64 92 12
lfarioli@ifema.es
The International Tourism Trade Fair has once again confirmed its role as a key driver of Madrid's economy, generating an economic impact of €505 million and reaffirming its strong convening power with more than 255.000 attendees.
MADRID, Jan. 29, 2026 /PRNewswire/ -- The International Tourism Trade Fair (FITUR), organised by IFEMA MADRID, has closed with a positive outcome, once again demonstrating its strong convening power after welcoming just over 255,000 visitors across its five-day program.
Attendance during the professional days remained in line with the previous edition at 155,000 visitors, supported by a 12% increase in international attendance, broadly matching the 11% growth in international exhibitors. Weekend public attendance was also consolidated at around 100,000 travellers.
These results consolidate FITUR's outstanding participation figures, with more than 10,000 companies from 161 countries, including 111 countries with official representation, and 967 main exhibitors. The economic impact of FITUR 2026 on Madrid reached €505 million, while supporting the maintenance of 3,753 jobs, confirming the fair's position as one of the region's most significant international events of the year and a key contributor to economic and tourism activity.
FITUR thus opens 2026 by confirming the strong momentum of the global tourism sector. This favourable context is reflected in 2025 figures, a year in which, according to UN Tourism, international tourist arrivals worldwide exceeded 1.5 billion, while Spain welcomed 97 million international tourists, according to data from the Ministry of Industry and Tourism.
The 46th edition opened on Wednesday 21 January with a minute of silence, reflecting the tourism sector's solidarity with the victims of recent railway accidents. The gesture was echoed during the official opening on Thursday 22 January, when Their Majesties the King and Queen of Spain signed the book of condolences at the Andalucía stand.
Institutional backing and sector confidence
FITUR 2026's institutional relevance was underscored by the official inauguration presided over by Their Majesties the King and Queen of Spain, as well as more than 70 institutional visits by regional presidents, ministers and deputy ministers of tourism from around the world, alongside senior tourism authorities. These visits highlighted FITUR's strategic role as a global forum for dialogue, cooperation and international projection for the tourism sector.
FITUR: a commitment to knowledge and a more future-focused offer
The strong attendance translated into intense activity across the nine exhibition halls, where destinations, companies and institutions from around the world showcased new products, strategies and projects. During the professional days, the Knowledge Hub emerged as one of the fair's central pillars, featuring eight auditoriums, ten conference programs, more than 200 sessions and over 250 speakers.
In parallel, FITUR's specialized sections enriched and diversified the fair's overall offering. FITUR 4all advanced the agenda for accessible and inclusive tourism; FITUR Cruises strengthened the profile of sustainable blue tourism; and the launch of FITUR Experience, together with FITUR Lingua and FITUR LGTB+, energized segments with strong growth potential. Meanwhile, FITUR Screen, Sports, Talent and TechY promoted the intersection of tourism with culture, sport, talent and technology; FITUR Woman highlighted female leadership in tourism; and FITUR Know-How & Export showcased the international expertise of Spanish companies.
With this outcome, and a strong and wide-ranging showcase by Mexico as Partner Country, FITUR 2026 has reaffirmed its global leadership in terms of participation and visitor numbers, its relevance for professionals in generating business opportunities and partnerships, and its contribution to strengthening tourism as an economic and social driver, as well as to the development of a more diverse, competitive and future-focused tourism offer.
IFEMA MADRID is already working on FITUR 2027, which will take place from 20 to 24 January, with Puerto Rico as Partner Country.
Photo gallery HERE
About FITUR
FITUR, the International Tourism Trade Fair, is one of the leading global events in the tourism industry and has been held in Madrid since 1981. Each year, it brings together industry professionals, companies, destinations, and international organizations to showcase trends, innovations, and business opportunities. Organized by IFEMA MADRID, FITUR has established itself as a global benchmark for driving and promoting tourism.
Alejandra Elorza
FITUR Press Officer
Tel.: +34 629 64 49 68
aelorza@ifema.es
Helena Valera
International Press
Tel.: +34 629 64 42 08
evalera@ifema.es
Lucas Farioli
International Press
Tel.: +34 678 64 92 12
lfarioli@ifema.es
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
FITUR 2026 reinforces its leadership as a driver of global tourism
YOUR BRAND, YOUR AWARD
CELEBRATING, CHAMPIONING, COMMEMORATING
THE BEST OF YOUR BRAND
KUALA LUMPUR, Malaysia, Jan. 29, 2026 /PRNewswire/ -- As we stand at the threshold of a new year, The BrandLaureate proudly presents The BrandLaureate Brand of The Year Awards 2025–2026, a celebration that marks not only excellence achieved, but also the promise of what lies ahead.
For The BrandLaureate, each new year signifies more than the turning of a calendar; it marks a renewed affirmation of brand purpose and achievement. As a moment of celebration, championing, and commemoration, 2026 honours brands and leaders who have carved their own distinct paths with clarity, resilience, and conviction. Guided by the theme "Your Brand, Your Award — Celebrating, Championing, Commemorating the Best of Your Brand," this year's recognition reflects branding's continuing journey; one that applauds bold vision, purposeful action, and the enduring influence of brands that not only succeed, but stand as benchmarks of excellence within their industries, communities, and beyond.
The evening also marked the official soft launch of the book "I Am the Brand" by Prof. Dr. KK Johan, The Honorable President Emeritus, Founder and The World President of The BrandLaureate. Anchored by the powerful assertion, "If you are not a brand, you are nobody. Be seen, be heard, be remembered," the book distils decades of thought leadership and lived experience in personal and organisational success. I Am the Brand goes beyond conventional notions of branding, revealing how every individual possesses the power to consciously craft, live, and project a distinctive brand identity. Through compelling insights, real-life examples, and practical strategies, Prof. Dr. KK Johan demonstrates that branding is not confined to products, corporations, or celebrities, but is a fundamental force shaping leadership, influence, and lasting impact.
In conjunction with the Year of the Horse, The BrandLaureate Brand of the Year 2025–2026 showcased an artistic presentation by Malaysia's contemporary artist Lim Ah Cheng. His featured artwork, "Born to Lead the Wild《天生领袖》", captures leadership as instinctive rather than imposed — defined by rhythm, direction, and forward momentum. Through abstract expressionism, bold brushstrokes, and layered pigments, the piece conveys raw energy, untamed freedom, and leadership drawn from inner strength. "Born to Lead the Wild《天生领袖》" was showcased alongside other distinguished works throughout the evening, reinforcing the spirit of leadership, courage, and purposeful movement that defines the Brand of the Year.
"Tonight marks the beginning of a new chapter for The BrandLaureate. As we step into 2026, the future belongs to brands that are tough, bold, and loyal; brands that lead with purpose and move forward with clarity and conviction."
said The Honorable President Emeritus Prof. Dr. KK Johan, World President of The BrandLaureate.
Throughout the distinguished evening, The BrandLaureate Brand of the Year Awards 2025–2026 honoured exceptional brands and leaders for their demonstrated excellence, resilience, and lasting impact. The prestigious accolades celebrated organisations and individuals who have transformed vision into sustained success and ambition into enduring value. This year's recipients of The BrandLaureate Brand ICON Leadership Award include His Majesty Sovereign Emperor Kutai Mulawarman, His Majesty Great King Prof. Dr. M.S.P.A Iansyah Rechza. F.W, B.Soc.Sc., M.Res., Ph.D. in the category of Nation Building Icon; Lee Dong-Gook, a South Korean Professional Football player in the category of Sports Icon; Lim Ah Cheng, a Contemporary Painter Artist in the category of Grand Master Icon - Art & Culture and Stormy Wellington, in the category of Business Icon. Meanwhile, recipients of The BrandLaureate Brand Leadership Award comprise Go Do Won, South Korean writer; Shin Nal Sae, distinguished musical artist; Amanda Imani, contemporary singer; Captain Denil Choong Lin Loong, Founder and Film Director of Dream Film Sdn Bhd and thought leader and Johnnie Green, Global Network Marketing Leader.
The BrandLaureate BestBrands category recognised large organisations that have demonstrated outstanding brand strength, operational excellence, and market leadership. The recipients include Cotovia Clinic, Gambit Group, Generali Life Insurance Malaysia, Hospital Universiti Malaysia Sabah, Kuching Specialist Hospital, KOP Mantap Berhad, Melaka International Trade Centre, Pheim Asset Management Sdn Bhd, Universiti Poly-Tech Malaysia, Putra Specialist Hospital, and Universiti Tun Hussein Onn Malaysia each reflecting a commitment to quality, credibility, and long-term brand value within their industries.
The BrandLaureate DigiTech BestBrands Awards honoured technology-driven organisations that are shaping the future through innovation, digital transformation, and intelligent solutions. The recipients are BDO Technology Solutions Sdn Bhd, HeiTech Padu Berhad, Jorvix Sdn Bhd, PMCare Sdn Bhd and CDC International Sdn Bhd were recognised for leveraging technology as a strategic enabler, driving efficiency, connectivity, and progress across sectors.
In The BrandLaureate Fast Moving, Growing & Sustainable BestBrands Awards, awards were conferred upon organisations that have demonstrated agility, growth momentum, and sustainability in an evolving business landscape. This year's recipients include Benta Wawasan Sdn Bhd, IIUM Schools Sdn Bhd (International Islamic School Malaysia), Morningreen Sdn Bhd (Monkeys Canopy), Aikbee Timber Sdn Bhd (Pearl Point Shopping Mall) and Village Park Restaurant recognised for their ability to scale responsibly while maintaining clarity of purpose and operational integrity.
During the celebration, The World Brands Foundation (TWBF) announced the soft launch of a strategic collaboration with Dream Film Sdn Bhd, marking the beginning of a pioneering film project centred on The BrandLaureate. The initiative aims to translate the essence of branding excellence into cinematic storytelling, bringing brand legacy, leadership, and purpose to life through film. To formalise the collaboration, a Memorandum of Understanding (MoU) was signed between General Manager of The BrandLaureate, Ms. Hilary Ng, representing The World Brands Foundation, and Captain Denil Choong, Founder and Film Director of Dream Film Sdn Bhd, signifying the convergence of branding excellence and creative storytelling and paving the way for impactful, purpose-driven narratives that elevate brands through vision and film.
Guided by the ethos of the The Brand of the Year distinction, each recipient honoured this evening stands as a testament to what it means to build a brand with vision, consistency, and purpose. Together, they reflect the evolving standards of excellence, where leadership is intentional, growth is sustainable, and brands are built not merely to succeed, but to endure.
For the full list of winners and award categories, click here:
https://drive.google.com/drive/folders/1tIIACMpKQ6sfhsp4lxUHzRxcCK47jnq2
As we welcome 2026, The BrandLaureate extends its sincere hopes and best wishes to companies across all industries. We hope this new year brings renewed momentum, stronger partnerships, sustainable growth, and opportunities for reinvention. We believe that every organisation, regardless of size or sector, carries the potential to shape the future through purposeful branding and principled leadership.
For latest news on The BrandLaureate Awards, visit www.thebrandlaureate.com or our social media - Instagram | Facebook | YouTube | LinkedIn | TikTok | Spotify | Whatsapp Channel for updates and all of the evening's major highlight moments.
If you have a successful story to tell or wish to explore opportunities with us, please connect with us at pr@thebrandlaureate.com.
About The World Brands Foundation (TWBF)
The World Brands Foundation (formerly known as the Asia Pacific Brands Foundation) is a non-profit branding foundation dedicated to promoting the importance of branding on a global scale. Established in 2005, the Foundation is led by World President Honorable President Emeritus Professor Dr. KKJohan, alongside a Board of Governors comprising esteemed industry captains and brand icons.
TWBF champions its mission to educate, elevate, and advocate the value of branding, firmly believing that "the brand is the business, and the business is the brand." This encapsulates the Foundation's philosophy on the critical role branding plays in today's highly competitive business environment.
In 2006, TWBF launched The BrandLaureate BestBrands Awards—a prestigious mark of brand excellence that honours outstanding brands across various industries. These award-winning brands are recognized for their strategic brilliance, innovation, and exemplary brand leadership. Following its success, TWBF curated a series of specialized awards, including: The BrandLaureate SMEs BestBrands Awards, The BrandLaureate Brand ICON Leadership Awards, The BrandLaureate World Halal BestBrands Awards, The BrandLaureate DigiTech BestBrands Awards and several others over the years.
To date, over 3,000 brands and more than 500 international brand personalities—including statesmen, Nobel Laureates, corporate leaders, academicians, celebrities, and athletes—have been honoured through The BrandLaureate.
TWBF's global footprint began expanding in 2017 with the BrandLaureate Special Edition Awards in Ho Chi Minh City, Vietnam, followed by events in Singapore and Hanoi in 2018, and Singapore and Shenzhen, China in 2019. Strengthening its international presence further, 11 country presidents were appointed to represent Australia, Brunei, China, India, Japan, Malaysia, Philippines, Singapore, South Korea, Thailand, and Vietnam.
In line with its vision to establish a stronger global presence, Singapore was officially named the headquarters of TWBF and The BrandLaureate. The BrandLaureate International Pte Ltd was registered in September 2024, and the inaugural BrandLaureate Brand of the Year Awards Singapore was held on February 25, 2025.
Today, The BrandLaureate BestBrands Awards stands as a beacon of inspiration, motivating brands and individuals to lead with purpose, integrity, and vision. In addition to its awards, TWBF runs corporate education programs including Certification in Brand Management and Brand Leadership to further empower professionals.
With the world's first Brand Gallery featuring over 400 international brand personalities, TWBF continues to push boundaries, serving as a dynamic global force in branding, and inspiring brands to achieve excellence and distinction on the world stage.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
The BrandLaureate Celebrates Brand of The Year Award 2025-2026, Stepping into 2026 with Pride & Purpose
