Puerto Rico has been named Associate Nation for FITUR 2027, securing a central function on the world’s main worldwide tourism truthful in Madrid. The announcement highlights the island’s file tourism progress, world ambitions and a daring technique to strengthen its presence in European markets.
FITUR Madrid as soon as once more confirmed its standing because the world’s most influential tourism market with a headline-making announcement: Puerto Rico will function Associate Nation for FITUR 2027, inserting the Caribbean vacation spot on the centre of the worldwide tourism dialog.
The designation was unveiled on the Puerto Rico stand by Daniel Martínez, Govt Vice President of IFEMA MADRID, alongside Jennifer González Colón, Governor of Puerto Rico. The announcement was attended by senior tourism leaders together with Willianette Robles Cancel, Govt Director of the Puerto Rico Tourism Firm, Jorge L. Pérez, CEO of Uncover Puerto Rico, Arancha Priede, and María Valcarce, Director of FITUR.
The settlement will see Puerto Rico take centre stage throughout the forty seventh version of FITUR, benefiting from unparalleled worldwide publicity and direct entry to world tourism decision-makers. The transfer follows a file 12 months for the vacation spot, with greater than 6.8 million arrivals in 2025 by Luis Muñoz Marín Worldwide Airport, a 3% year-on-year enhance.
In a context the place the US has historically had restricted visibility at FITUR, Puerto Rico’s appointment as Associate Nation stands out as a daring and strategically impartial transfer, reinforcing the island’s distinct positioning inside worldwide tourism markets—significantly Europe.
“Through the years, Puerto Rico has turned its presence at FITUR into a transparent and constant calling card,” mentioned Daniel Martínez. “It showcases cultural richness, innovation, sustainability and native expertise. FITUR, with Puerto Rico at its facet, continues to be the world’s nice tourism assembly level.”
Governor González Colón described the designation as “an unprecedented strategic alternative” to strengthen Puerto Rico’s presence in European markets, reinforce institutional partnerships and undertaking the island as a aggressive, forward-looking vacation spot.
FITUR 2026: A International Platform in Full Growth
Puerto Rico’s announcement comes amid a powerful version for FITUR, which continues to consolidate its place as a world tourism platform. The truthful recorded sturdy worldwide participation throughout all areas, with locations from Europe, Africa, the Americas, Asia and the Center East presenting new methods targeted on sustainability, innovation and diversification.
Specialised sections comparable to FITUR TechY, which marked its twentieth anniversary, underlined the sector’s rising deal with digital transformation, data-driven decision-making and sensible vacation spot administration. In the meantime, FITUR Sports activities highlighted the rising convergence between tourism and main sporting occasions as engines of year-round journey demand.
The truthful additionally strengthened its function as a gathering level between tourism and tradition. Excessive-profile recognitions—together with honours for Actual Madrid—demonstrated how sport, heritage and world model energy more and more intersect with vacation spot promotion.
Locations, Partnerships, and Sustainability in Focus
Throughout the exhibition halls, locations used FITUR as a launchpad for long-term methods and partnerships. From the extension of worldwide sponsorship agreements in sports activities tourism to robust sustainability messaging from island locations such because the Maldives, the truthful mirrored a sector targeted on resilience, environmental duty and experiential journey.
Latin American locations showcased culture-led narratives, whereas European areas emphasised gastronomy, nature and year-round tourism. Sustainability, neighborhood impression and innovation emerged as shared priorities throughout continents.
Trying Forward to FITUR 2027
With Puerto Rico confirmed as Associate Nation for 2027, FITUR has already set the tone for its future editions. The Caribbean vacation spot is predicted to play a central function in shaping the truthful’s narrative, bringing a mix of cultural vibrancy, sustainability ambition and transatlantic connectivity to Madrid.
As FITUR continues to evolve past a conventional commerce present right into a world tourism ecosystem, Puerto Rico’s elevation indicators not solely confidence within the vacation spot but in addition the truthful’s rising affect because the stage the place worldwide tourism methods are outlined.
Madrid will change into the Tourism Middle of the World after Friday
The final B2B day at FITUR Madrid will probably be Friday, which is able to embody a signing of an MOU between the Metropolis of Madrid and the World Journey and Tourism Council, so Madrid might be the host for WTTC and UN-Tourism, making it the tourism scorching spot of the world
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