The Middle East continues to strengthen its influence on the global tourism landscape, and this was reflected at FITUR 2026. José Sánchez Rodríguez, International Manager at Fitur for Asia-Pacific, Middle East & Africa Travel Technology, shares insights into the exhibition’s record-breaking growth, the launch of Knowledge Hub, and the region’s rising strategic importance.
TT Bureau
Fitur 2026 proved to be a milestone year for one of the world’s leading travel trade exhibitions, recording 10 per cent growth compared to the previous edition and reinforcing its position as a global meeting point for tourism stakeholders. “This year has been really great, especially with the growth of Fitur,” José Sánchez Rodríguez, International Manager at Fitur for Asia-Pacific, Middle East & Africa Travel Technology. “Fitur 2026 has hit records, and international growth is mainly coming from Asia, the Middle East, and Africa.”
A major highlight this year was the introduction of Pavilion 12, dedicated entirely to travel technology. Known as the Knowledge Hub, the new space integrated travel-tech companies, conference programmes, and sector-focused initiatives under one roof, reflecting the industry’s accelerating shift toward digitalisation, AI, and innovation.
The Middle East’s presence at Fitur 2026 was particularly notable. Abu Dhabi participated in the show for the first time, marking an important step in strengthening ties between Spain and the Gulf region. Rodríguez highlighted the presence of the UN Secretary–General, who made her first public appearance in the new role during Fitur’s official press conference. Dubai’s return to the exhibition after the pandemic further reinforced the region’s visibility at the show. Alongside the UAE, several Middle Eastern and North African destinations showcased strong participation, including Egypt, Jordan, Iraq, Iran, Algeria, and Morocco. Egypt drew attention with a large pavilion featuring museum-style replicas from the upcoming Grand Egyptian Museum, while Morocco presented one of the exhibition’s largest stands at nearly 1,000 sqm. “For us, the sub-MENA region is a strategic area,” Rodríguez said. “Spain is one of the main destinations for Middle Eastern travellers, and we want to keep growing and improving our relationship with the region. Our goal is to bring more destinations and more companies from the Middle East to Fitur.” Looking ahead, Fitur has set ambitious expectations for continued growth, with discussions underway for new market participation in future editions.
