This week, Madrid has once again become the beating heart of the global tourism industry.

The 46th edition of the International Tourism Trade Fair (FITUR 2026) has closed its doors, and the general sentiment transcends the business deals sealed within the IFEMA halls: this year, tourism has decided to look in the mirror with newfound maturity. With Mexico displaying its color and tradition as the Partner Country, and figures exceeding 260,000 attendees, the fair leaves us with a clear lesson: the future of travel must be human and personal.

A Paradigm Shift: From Quantity to Conscience

When FITUR was born in the 80s, success was measured exclusively in growth and numbers. Today, nearly half a century later, we have understood that being a tourism powerhouse does not depend solely on the volume of visitors, but on the quality of the footprint we leave on the destinations.

At Door To Door Travel, we deeply share the reflection that has marked these days: the true engine of our industry is neither the planes nor the luxury hotels, but the human factor. It is the people who welcome you with a smile, the guides who safeguard history, and the artisans who keep traditions and culinary heritage alive and evolving. Without them, there is no destination; there are only stage sets.

Andalusia: Tradition and Avant-Garde

Our land, Andalusia, has shone once again on this global stage, demonstrating why it remains a world reference. The Andalusian proposal at FITUR 2026 has managed to balance its immense cultural legacy with a vision that seeks modernity and sustainability.

Iconic destinations such as our beloved Alhambra in Granada or the Mosque-Cathedral of Córdoba face the challenge of overcrowding. Therefore, the conversation has focused on combating seasonality and creating experiences that value authenticity throughout every month of the year. Sustainability is no longer an aesthetic option; it is the only way to ensure that future generations can continue to marvel at the beauty of southern Europe.

Figures of Success and a Look to the Future

The balance of FITUR 2026 confirms the excellent health of the sector:

• Economic Impact: The fair has left more than 505 million euros in Madrid.
• Global Participation: More than 10,000 companies from 161 countries were present.
• Attendance: More than 255,000 visitors were recorded, with a notable 12% increase in international presence.

These data reinforce a favorable context in which Spain reached the historic figure of over 97 million international tourists in 2025. However, beyond the numbers, we are left with the diversity shown in spaces such as FITUR Woman, FITUR Cruises, or FITUR TechY, which demonstrate that tourism is a transversal sector capable of driving culture, technology, and equality.

Next Stop: 2027

We say goodbye to a historic edition, thanking Mexico for its spectacular display, and already looking towards the horizon of 2027, where Puerto Rico will take the baton as Partner Country.

Door To Door Travel returns home with a suitcase full of ideas, renewed alliances, and, above all, a firm commitment to continue building unique, exclusive, human, and responsible journeys.

Because the most important journey is the one that cares for our planet, its cultures, and the travelers who inhabit it.