Comunidad Valenciana Stand Draws Record Crowds at FITUR 2026
More than 206,000 visits and strong public engagement confirm the destination’s pulling power.
The Comunidad Valenciana stand once again recorded a large turnout during the FITUR 2026 weekend, attracting more than 100,000 visitors between Saturday and Sunday and closing the fair with an overall total of 206,796 visits. These figures were obtained through the stand’s own smart measurement system, Mediterráneo Conectado.
The Regional Minister for Industry, Tourism, Innovation and Trade, Marián Cano, described the results as “a resounding success in terms of participation and impact, both during the professional days, which set a record with 7,000 business meetings, up 34.6 percent on the previous year and nearly 110,000 visits, and during the weekend open to the general public.” She added that “the Comunidad Valenciana was one of the main attractions of FITUR 2026.”
On Saturday alone, the more than 3,200 square metre stand welcomed 50,223 visitors, while Sunday saw 49,267 members of the general public. On both days, the average age of visitors was 37, with a balanced gender distribution.
Over the full course of FITUR 2026, held from 21 to 25 January, the Comunidad Valenciana stand recorded 206,796 visits, including repeat visits, of which 120,847 were classified as unique visitors. According to the data analysed, the stand generated a total of 2,749,325 emotional responses. “Joy” was the emotion most strongly associated with the Valencian brand, while “optimism” was the most recurring overall emotion throughout the fair.
Cano pointed out that “considering that IFEMA received around 255,000 visitors this year, the figures confirm that almost 47 percent of attendees entered, interacted with and spent time at the Comunidad Valenciana stand, clearly demonstrating the appeal of our proposal.”
She also highlighted the strong performance of the digital tools introduced this year, such as the Mediterráneo Conectado platform, which attracted 3,761 registered users, enabled 680 matchmaking actions and resulted in 145 meetings. Gamification initiatives and immersive experiences also saw high participation levels, with 776 users taking part in the Mediterranean Passport, 2,939 AI Photo experiences generated, peaking on Saturday, and 10,751 unique visitors monitored in the immersive corridor.
“These figures confirm that the Comunidad Valenciana stand not only attracted visitors, but also succeeded in engaging them, moving them emotionally and building a lasting connection with the destination,” Cano said.
Finally, the Regional Minister stressed that “our participation in the fair has been a success and a further step forward in our commitment to sustainable, innovative, smart and high-quality tourism.” She also thanked the entire tourism sector, destination brands, municipalities, companies, associations, the media and technical staff, who “gave their very best to show the very best of the Comunidad Valenciana to the world.”
