The 2026 edition places particular emphasis on how AI and automation are reshaping the sector
FITUR 2026, one of the world’s leading tourism trade fairs, is set to place travel technology at the centre of its programme, with organisers announcing a 50 per cent expansion of the event’s technology area. The fair, which runs from 21 to 25 January in Madrid, reflects the sector’s growing reliance on AI, digital tools and immersive technologies.
The Travel Technology segment will move to a newly created Knowledge Hub in Hall 12, a space designed to bring together industry professionals, innovators and educators. Organisers say the hub will act as the event’s “nerve centre”, offering demonstrations of AI applications, data-analytics platforms, smart mobility solutions and immersive experiences.
More than 150 companies from over 20 countries will take part, including exhibitors from Argentina, China, France, Germany, India, Italy, the UAE, the UK and the US. The wide international participation underscores the global shift towards digital transformation in tourism, driven by the need to improve customer experience, streamline operations and adopt more sustainable practices.
Established travel-tech providers will present new tools ranging from automated booking systems to data-driven decision platforms. FITUR will also dedicate space to start-ups, offering early-stage companies an opportunity to showcase emerging technologies and pitch new ideas to investors and industry leaders.
The 2026 edition places particular emphasis on how AI and automation are reshaping the sector. Industry executives point to the rapid uptake of AI systems that personalise itineraries, enhance customer interactions and optimise operations. Meanwhile, smart mobility platforms are helping destinations design more efficient and low-carbon transport systems.
Immersive technologies such as virtual and augmented reality are expected to play a prominent role at the fair. Destinations increasingly use VR and AR to offer interactive pre-travel experiences and to enrich on-site visits, allowing travellers to explore cultural sites and landscapes in new ways.
Organisers say the event will serve as a platform for networking and collaboration at a time when the tourism industry faces ongoing challenges, from sustainability pressures to rising demand for personalised digital services. The Knowledge Hub is expected to host discussions on emerging trends, regulatory developments and new models of public-private partnership.
Anticipation around the fair is growing as technology continues to reshape the sector at pace. FITUR’s expanded focus on digital innovation signals its intention to remain a global reference point for tourism leaders seeking insight into the future of travel.
