At the beginning of 2026, Latvia participated in one of the world’s most important tourism exhibitions – FITUR, which is traditionally held in the Spanish capital of Madrid, at the IFEMA MADRID exhibition centre.
Participation in the ambitious Feria Internacional de Turismo (FITUR) exhibition is a targeted event for strengthening Latvia’s international recognition, establishing new contacts and promoting the growth of tourism exports. The goal is to acquire and develop at least 100 new business contacts and reach approximately 200,000 potential travellers, creating the basis for new partnerships and joint projects in international markets.
The opening of FITUR traditionally takes place at the highest level, and the 2026 exhibition was officially opened by the King and Queen of Spain, which further highlighted the status of the event and its focus on the tourism industry as a driving force of the economy.
Scaling up
This year, FITUR was held for the 46th time and once again confirmed that it is an international industry platform. The exhibition was attended by more than 10,000 companies from 161 countries (including 111 countries with official representation), and the total attendance exceeded 255,000, including approximately 155,000 professionals on exhibition days and around 100,000 weekend visitors. FITUR organisers point to the economic contribution of the exhibition to Madrid, amounting to approx. 505 million euros, which reflects the impact of the event on the city’s business environment.
Latvia represents
The Latvian stand at the FITUR exhibition is hosted by airBaltic, Balticvision, Baltic Travel Group, Enter Gauja National Park, EXIT RĪGA, Vidzeme.com and VisitKurzeme, jointly presenting Latvia’s destinations, services and accessibility to an international audience. During the exhibition, the Latvian stand was also visited by the Latvian Ambassador to Spain, Jānis Zlamets, indicating the importance of tourism exports and interest in what Latvia has to offer.
A forum for the future
FITUR has proven itself as an industry “heavyweight” with traditions and accumulated experience. The exhibitions in Madrid have been held since 1981, and every year they bring together decision-makers from the global tourism industry. This atmosphere ensures that the trust, partnerships and concrete deals fostered during the event later translate into visitor and revenue flows. That’s why Latvia must continue to take part in FITUR and similar international events, making a targeted investment in tourism exports, country recognition and long-term cooperation networks.
Published: 26.03.2026
