In January 2025, Madrid was transformed into a true world capital of tourism thanks to FITUR, an unmissable event that broke all records. With more than 255,000 visitors, including 155,000 professionals, 9,500 companies and 156 countries represented, this 45ᵉ edition made history, consolidating FITUR’s strategic role for the tourism industry.
Pavilion 3 in the colours of Latin America
Pavilion 3, devoted to Latin America, was one of the most captivating areas of the show. Right from the start, the Mexican stand, with its giant screen showing spectacular landscapes, lucha libre shows and mariachi performances, was a real hit with visitors. Each Mexican state had its own space, packed with immersive activities, and the announcement of Mexico as an Associate Country of FITUR 2026 generated a great deal of excitement.
Brazil, this year’s Associate Country, impressed with its showcase of flagship destinations such as the Lençóis Maranhenses, Paraná and the Route of Emotions. The announcement of the ambitious Puy du Fou theme park project in Maricá also made an impression, illustrating Brazil’s commitment to bold tourism initiatives.
Our article: Brazil unveils its 2025 Promotion Campaign at FITUR
Guatemala: A land of authentic stories
Guatemala shone with the launch of the new season of “Solo en tus historias”, an invitation to discover a country where every corner tells a unique story. The stand, decorated with giant barriletes (traditional kites), was a captivating showcase for Guatemalan authenticity. The Director of INGUAT, Harris Whitbeck, and the Dominican Republic’s Minister of Economy, Gabriela García, took the opportunity to seal joint tourism projects, strengthening regional collaboration.
Argentina: A strong presence
Argentina took centre stage with a stand featuring must-see destinations such as Buenos Aires, Patagonia and Iguazú Falls. Minister Daniel Scioli reaffirmed the importance of international cooperation in strengthening Argentine tourism, while presenting new and exciting offers that celebrate the country’s cultural and natural wealth.
Chile, a global tourist epicentre
With a delegation led by Verónica Pardo, Under-Secretary for Tourism, Chile positioned itself as a key player at this year’s event. The country presented an ambitious international agenda for 2025, highlighting emblematic destinations such as Patagonia and Atacama, while underlining its commitment to sustainable tourism and innovation.
Costa Rica: A successful participation
Costa Rica brought its participation in FITUR to a successful conclusion, highlighting its efforts towards sustainability and the protection of biodiversity. The delegation drew attention to its unique eco-tourism offerings and its initiatives to promote environmentally-friendly tourism.
High points and key collaborations
Peru captivated with an inauguration on the theme of the Inti Raymi, while Colombia transported visitors into the magical world of Gabriel García Márquez, paying tribute to his masterpiece One Hundred Years of Solitude.
The Dominican Republic, for its part, won the prize for best stand, thanks to its spectacular design and warm welcome.
Santa Marta, in Colombia, celebrated its 500th anniversary with a new visual identity highlighting its historical and natural heritage. Panama presented an innovative offer designed to strengthen its presence in international markets, while the Caminos Andinos platform, launched by Bolivia, Peru, Ecuador and Colombia, highlighted itineraries connecting the riches of the Andes.
FITURTechY and CIMET: Innovation and dialogue at the heart of discussions
FITUR 2025 was not just a showcase for destinations: it was also a laboratory for technological innovation. FITURTechY explored the latest advances in artificial intelligence and sustainability in tourism, while the Ibero-American Conference of Tourism Ministers and Entrepreneurs (CIMET 2025) brought together 13 ministers from Latin America to boost tourism investment from Spain.
Record success for an unforgettable edition
With impressive figures and a palpable buzz, FITUR 2025 celebrated international collaboration, innovation and cultural diversity. Every stand, every discussion and every moment of entertainment contributed to making this edition a strategic crossroads for global tourism.
The 2026 edition, with Mexico as Associate Country, is already shaping up to be a not-to-be-missed event!
Photos: Fitur | Visit Latin America
