The fourth edition of FITUR SPORTS, held in Madrid from January 21 to 23 as part of the International Tourism Fair, has once again highlighted the growing importance of sports tourism and has established itself as a strategic meeting point for stakeholders operating at the intersection of sport, tourism, industry, and events at an international level.
INDESCAT facilitated access to FITUR Sports for 8 professionals from cluster member companies to connect with the future of sports tourism, including Agenda Esports, Nagi, CA Sports, and Llop Gestió Esportiva, among others. This was made possible thanks to the collaboration with SPAIN IS SPORT, co-organizer of FITUR Sports together with IFEMA.
As part of the new ‘Knowledge Pavilion’, the section adopted a professional and structured format to address the main current and future challenges and trends in sports tourism over three days. FITUR DEPORTES attracted destinations, companies, event organisers, federations and sector experts, who shared their insights to provide a comprehensive perspective and generate new business opportunities.
A prominent theme throughout the various sessions was sport's ability to attract high-value visitors, generate sustained economic impact, and contribute to a more balanced and sustainable tourism model. Sports tourism is therefore seen as a vital means of diversifying the tourism offering and promoting the de-seasonalisation of destinations.
The importance of public–private partnerships and sectoral ecosystems in promoting impactful projects was also emphasised. The fair served as a platform for sharing success stories, international experiences and positioning strategies. It also emphasised the need to align public policies, private investment and business innovation in order to establish competitive sports destinations on a global scale.
The debate also focused on sustainability and innovation. The digitisation of the sports tourism experience, measuring the impact of events, and responsible resource management were recurring themes throughout the three days.
FITUR Sports provided a valuable opportunity for professionals to expand their networks and identify new cooperation opportunities, thus consolidating its position as a pivotal platform for connecting the sports ecosystem with other strategic sectors. In this context, INDESCAT and SPAIN IS SPORT, the co-organisers of the section with IFEMA MADRID, provided eight cluster members with tickets to attend the fair and participate in the after-work event.
In short, FITUR Sports 2026 has confirmed its position as a leading sports tourism forum, offering valuable insights, knowledge and connections. At INDESCAT, we will continue to promote the active participation of the sports ecosystem in such initiatives, convinced that sports tourism is key to competitiveness, innovation and sustainable regional development.
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