Valencian Region Unveils Smart, Data-Driven Stand at FITUR 2026

Turisme Comunitat Valenciana will attend FITUR 2026 with a smart stand powered by digitalisation and real-time data, reinforcing its positioning as a technological, innovative and sustainable tourism destination. This was announced by the Regional Minister for Industry, Tourism, Innovation and Trade, Marián Cano, during the presentation of the Comunidad Valenciana’s stand at FITUR, the International Tourism Trade Fair which widely regarded as the first major tourism event of the year. The fair will hold its 46th edition from 21st to 25th January in Madrid.

The minister explained that the stand, located at the main entrance of Hall 7, will cover 3,285 square metres, 500 more than last year. It will be spread across two levels and designed to deliver an immersive experience for both industry professionals and general visitors.

One of the key new features this year is the integration of a proprietary digital platform that connects the physical space with the digital environment. Through smart wristbands and a dedicated web app, visitors, professionals and co-exhibitors will be able to interact in real time, access promotional content, arrange meetings and exchange contacts.

Screens throughout the pavilion will display live data and content, including real-time footfall, attendance and emotion rankings, live images from the Comunidad Valenciana, networking activity and a social wall featuring posts tagged with the hashtag #ActitudMediterránea. According to Cano, this monitoring system will make it possible to analyse visitor flows, dwell times and interaction levels, helping to optimise both space management and performance.

The stand will also feature a large-format Tourism Intelligence Screen, showcasing the current reality of the sector: who the Comunidad Valenciana is, how it is growing and where it is heading. Through a highly immersive visual experience, tourism Big Data is transformed into a clear, emotional and accessible narrative. “We are not just talking about numbers,” Cano said. “We are talking about jobs, growth, visitors who choose us, and a sector that is a key economic and social driver for the Comunidad Valenciana.”

Another new development announced for this edition of FITUR is the collaboration with leading furniture companies such as Andreu World, Point and Actiu, which have provided designer furniture for the stand. This partnership between tourism and industry turns the pavilion into a showcase for a sector internationally recognised for its innovation and design.

The pavilion will host all the tourism brands of the Comunidad Valenciana: Castellón, València Turisme, Costa Blanca, València, Alicante, Elche and Benidorm, as well as more than 350 co-exhibiting companies, further strengthening the professional and business-focused approach of the region’s participation at FITUR. The layout includes a large central square, three presentation rooms, a showcooking area, meeting spaces, and dedicated areas for press and live broadcasts.

In addition to the main stand, the Comunidad Valenciana will, for the first time, have its own space at FITUR Travel Technology, aimed at Valencian companies specialising in technological solutions for the tourism sector. The region will also maintain its presence at FITUR LGTBQ+, FITUR Sports and FITUR Screen, reinforcing the diversity and specialisation of its tourism offering.

More than just an exhibition space, the Comunidad Valenciana’s stand has been conceived as an experiential and interactive environment where technology and emotion converge. Access is via an immersive corridor that shields visitors from the noise of the fair and draws them into the Mediterranean essence through images, scents and native vegetation.

The design combines a Mediterranean aesthetic based on white tones, blue shutters and sand-coloured flooring, evoking the feeling of open windows overlooking the sea. Large screens and sensory elements showcase the landscapes, traditions, gastronomy and lifestyle that define the tourism identity of the Comunidad Valenciana, all under the banner of “Mediterranean Attitude”.

With this proposal, the Comunidad Valenciana reaffirms at FITUR 2026 its commitment to an intelligent, sustainable and competitive tourism model, placing people, innovation and quality at the heart of the tourism experience.

The design, construction, assembly and dismantling of the stand were awarded through a public tender to Absolute Experiencias de Comunicación S.L. The total cost of constructing the main stand amounts to €1,683,500, plus IVA. As in previous years, the stand will be adapted for reuse at other major trade fairs in 2026, including Madrid Fusión, ITB Berlin, World Travel Market in London and IBTM in Barcelona. This represents a cost optimisation compared to 2025, when the total budget stood at €1,800,000, plus VAT.