Its theme is Tourism Is Back. This is an excellent opportunity for the Madrid Region to position itself once again as a world leader and preferred tourist destination for international travellers. Being FITUR’s Partner destination opens up a wide field for major joint advertising and promotion initiatives at this major tourism industry event.
From May 19 - 23, IFEMA MADRID will again bring the international tourism industry together at this important meeting that aims to relaunch the global tourism industry and be the first major international safe mobility experience. On this unique occasion, the Madrid Region wants to engage even more actively with FITUR to show the world the Region’s leadership as an economic driver, with its competitive industry and business community, where freedom and legal certainty are features of the legislative and political context.
Over the past year, Madrid’s tourism sector has been hit by the pandemic. But it has been an outstanding example of solidarity, collaboration and how to adapt to changing social and economic circumstances. So, at this year’s FITUR, the Madrid government wants to salute the Region’s effort with a stand designed as a participatory space for Madrid’s different destinations, products, and tourism businesses.
FITUR is also an excellent showcase for the Madrid Region’s new tourism model in a changing and increasingly competitive environment. This new tourism model aims to maintain the Madrid Region’s competitiveness and leadership with a strategy that can respond to the sector’s needs and contribute to a sustainable and digitalised tourism business in an environment that keeps everyone safe.
The Madrid Region is aware that competitiveness in this new context requires innovative products to attract different niche markets that can help the sector quickly recover and a new international brand image.
To achieve this, during FITUR, the Region will present its new brand image and new concept as an international tourism region: Greater Madrid. The event will be on May 20 at noon on the Madrid Region stand’s main stage. With this new name, international tourists will be able to grasp the idea of what the Madrid Region is clearly and that its hospitable geographical context has a surprising and extensive wealth of heritage and high-quality tourist resources to satisfy even the most demanding tourists.
Another innovation presented during the Fair will be the new tourist product, Destination Weddings, to promote the Madrid region as the ideal destination for unique and unforgettable experiences.