FITUR 2026 set to deepen tourism cooperation between China and Spain

International

Strong momentum for bilateral tourism exchange

The 2026 FITUR International Tourism Fair, to be held from 21 to 25 January 2026 at Madrid’s IFEMA exhibition centre, is expected to further strengthen cooperation between the tourism industries of China and Spain. The event takes place against a backdrop of growing travel demand and significantly improved air connectivity between the two countries.

Rising visitor numbers in both directions

According to the Spanish National Tourist Board’s Beijing office, 163,856 Chinese tourists visited Spain in the first quarter of 2025, representing a 26.12% increase compared with the same period in 2019. In the opposite direction, data from the Chinese Embassy in Madrid shows that around 157,000 Spanish travellers visited China in 2024, underlining the reciprocal growth of travel flows.

China’s prominent role at FITUR 2026

China will hold a prominent position at FITUR 2026. The China National Tourism Administration, together with the tourism authorities of the Macao and Hong Kong Special Administrative Regions, will participate officially. Major airlines such as Cathay Pacific, tourism bureaus from Shanghai and Beijing, and leading travel technology companies including Shiji Group and Xiwang are also set to attend.

Expanding air connectivity supports growth

China’s strong presence at the fair coincides with a notable expansion of air links. China Southern Airlines has recently launched a Madrid–Guangzhou route, while the number of direct weekly flights between China and Spain is expected to reach a record 61 during the 2025–2026 winter season.

Spending power and outlook for 2025

According to Spain’s National Tourism Secretariat, the Chinese market will continue to provide strong momentum for Spain’s tourism sector in 2025. Chinese tourist expenditure in Spain is forecast to reach €1.417 billion, a 1.4% year-on-year increase driven largely by high-spending visitor segments.

Positive growth outlook through 2026

Looking ahead, Spanish tourism authorities expect China’s overall travel demand to maintain solid growth. By 2026, China’s domestic tourism source market is projected to grow by 6%, while international outbound travel is expected to increase by 9% to 10%.