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The Fitur 2025 international tourism fair in Madrid has begun and the Region of Valencia is using the stage to present its strategic vision and prospects for the coming years. With an expanded main stand and the participation of over 300 companies, the region is presenting itself as a strong player in global tourism.
A new appearance at Fitur 2025
The Comunitat Valenciana's stand has been completely redesigned and impresses with an area of 2,645 square metres, spread over two „islands“. With an investment volume of 2.17 million euros - almost twice as much as last year - the region is focussing on modern technologies and a memorable design. A curved screen that displays content on both sides, orange blossom scented nebulisers and decorative orange trees create a multi-sensory experience.
This stand, which will also be used at ITB Berlin in March 2025, reflects the region's ambition to combine innovation and tradition in a coherent presentation.
Seven brands and a clear focus
Under the slogan „Mediterranean Attitude“, Fitur 2025 brings together seven tourism brands, including the cities of Valencia, Alicante, Benidorm and Elx as well as the provincial administrations of Castellón, Valencia and Alicante. Together, they present the region's wide range of options, from urban experiences to nature retreats. A total of 317 companies - an increase of 27 % compared to the previous year - offer a wide range of services and products that emphasise the region's attractiveness.
A new tourism guide for 2025
To coincide with the trade fair, the region has published a comprehensive tourism guide that informs visitors about the diversity of the Comunidad Valenciana. The guide not only presents sights and cultural highlights, but also sustainable travel options and lesser-known places. It is therefore aimed at travellers looking for a conscious and authentic experience.
Important events and partnerships
A highlight of the trade fair is the presentation of the previous year's tourism figures and the forecasts for 2025 by Turisme Comunitat Valenciana. The region also uses the trade fair for strategic meetings, including with the airlines Jet2 and Vueling, in order to further expand international connections.
In addition to the main stand, Valencia will be present in specialised Fitur areas such as Fitur Screen, Fitur LGBT+ and Fitur Sports. Over 250 activities invite visitors to get to know the region better, including tastings, demonstrations and interactive workshops.
A strong start to a new year
After a record year in tourism, the Region of Valencia is starting 2025 with great ambitions, and its participation in Fitur 2025 emphasises the importance of strategic partnerships, innovation and a clear profile for continued success. With its presence at the trade fair and the new tourism guide, the region shows that it is not only focussing on tradition, but is also open to new trends and challenges.