FITUR Madrid 2026: Julian Alps in the spotlight as a green destination for outdoor activities

In the penultimate week of January, from 20 to 25 January 2026, Madrid, the capital of Spain, hosted the 46th edition of the FITUR business trade fair (Feria Internacional de Turismo), one of the largest events in the global tourism industry and the leading European platform for the South American market. Alongside the Slovenian Tourist Board, the Julian Alps Association, of which the destination Bled is also a part, also took part in the fair.

© Turizem Bled

Hiking, boutique travel, and sustainability marked the business section of the trade fair

During the first three days of the fair, from 20 to 23 January, which are each year dedicated to trade visitors, there was strong interest in the Julian Alps, particularly in outdoor activities, with a special focus on hiking and well-maintained walking trails. In addition, visitors showed interest in cultural attractions and local gastronomy. Agents from Spain and Latin America who visited the stand organise trips for smaller, boutique groups, and were therefore also interested in the types of accommodation available in the Julian Alps as well as in the region’s lesser-known corners. Slovenia also received numerous compliments for its strong orientation towards sustainable tourism.

The Slovenian Ambassador to Spain, Tadej Rupel, also visited the Slovenian stand, where he was briefed on the new developments planned for the Julian Alps in 2026.

During the business part of the fair, a short presentation of Slovenia was held at the Slovenian stand for travel agents from Mexico, this year’s partner country of FITUR. This was followed by a brief presentation of the market profile of the Mexican market. Mexican travellers most often seek travel inspiration on social media, with gastronomy serving as the main source of inspiration for as many as 72% of trips. They are also particularly interested in the local characteristics of destinations.

© Turizem Bled

The Julian Alps gaining popularity as a holiday choice among Spaniards

During the second part of the FITUR fair, from 24 to 25 January, when it is open to the general public, the Julian Alps stand attracted large crowds. Visitors were particularly interested in outdoor activities, rural holidays, as well as visits to cultural attractions.

Most visitors associate the Julian Alps with tranquillity, green landscapes, and a pleasant escape from the summer heat.

Growing interest among Spanish tourists in Slovenia

The number of tourist arrivals from Spain to Slovenia increased to 115,015 in 2025, representing almost 20% growth compared to 2024, when 95,938 arrivals were recorded. During this year’s summer season, the reintroduction of a direct air connection between Ljubljana and Madrid with the Spanish airline Iberia is once again planned.

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A brief overview of the FITUR trade fair in Madrid and conclusions for 2026

FITUR Madrid is an important international event that brings together professionals from various fields related to tourism. It offers a unique opportunity for networking, presenting new projects, forming partnerships, and accessing the latest educational content. This year’s edition of the fair was once again marked by the key themes of sustainability, innovation, and digitalisation.

The richness and diversity of the overall trade fair offering were significantly enhanced by FITUR’s various thematic sections, ranging from FITUR 4all, which focuses on accessible and inclusive tourism, to FITUR Screen, Sports, Talent, and TechY, which linked tourism with culture, sport, talent discovery, and technology.

This year, the fair hosted more than 10,000 exhibitors from 161 countries, an increase compared to the previous year, and attracted over 255,000 visitors. Of these, 155,000 attended during the business days of the fair, with an additional 100,000 visitors over the weekend, when the event is also open to the general public. A 12% increase in international trade visitors was recorded this year, in line with an 11% growth in the number of international exhibitors.

© Turizem Bled

Alongside the Slovenian Tourist Board, the Slovenian stand featured 13 Slovenian organisations, companies, and agencies: Julian Alps Association, Ljubljana Tourism, Zavod za kulturne prireditve in turizem Celeia Celje, Sava Hotels & Resorts, LifeClass Hotels & Spa, the informal Association of Tourist Guides of Slovenia, and the travel agencies Kompas, Palma, Happy Tours, Van Gogh, Fabula, Ars Longa, and Ekorna.

The 46th edition of the fair began on Wednesday, 21 January, with a minute of silence, during which the tourism sector expressed solidarity with the victims of a serious railway accident in the Spanish province of Andalusia, in which two high-speed trains collided. At the official opening on Thursday, 22 January, the King Felipe VI and Queen Letizia also paid tribute by signing the book of condolences at the Andalusia exhibition area.