Italy takes center stage at the most influential global tourism fair
Rome/Madrid, January 21, 2026 – Italy returns to the international tourism scene with ENIT’s participation in FITUR, one of the most important and influential events in the sector globally, scheduled in Madrid until January 25.
The event brings together international operators, destinations, major groups, and investors, focusing on the major issues redefining global tourism: environmental and social sustainability, seasonal adjustment, quality of offerings, and the involvement of local communities. A strategic context in which Italy presents itself with strong concrete results and a long-term vision.
Key markets and sustainable growth
International markets play a key role in the development of Italian tourism. The United States and Spain remain among the main emitting and investing countries, capable of generating economic value and at the same time stimulating the growing competitiveness of the national tourism system.
The Italian strategy focuses on three pillars: environmental sustainability, positive social impact, and rebalancing tourism flows throughout the year. An approach that is already producing measurable results, as certified by World Travel & Tourism Council (WTTC) data.
In 2025, Italian tourism recorded a 7.9% reduction in low-carbon energy consumption compared to total consumption in the sector, exceeding the global average of 6%. Female employment is also growing, with 1.34 million jobs in the direct and indirect supply chains, up from 2019. Direct female employment reaches 48.6%, higher than the European average of 47.8%, while the share of high-paid employment rises to 17.1%. Youth unemployment is also falling, with 134 thousand young people directly employed in the sector.
The institutions, “Concrete results and future vision”
«We ended 2025 with excellent results – comments Ivana Jelinic, CEO of ENIT –. Tourism has made a decisive contribution to employment and economic growth in the country. FITUR is the ideal stage to tell the story of the evolution of the Italian offering, increasingly oriented towards sustainability and the valorization of the territories».
Tourism Minister Daniela Santanchè agrees: «2025 ended with extraordinary results, especially in terms of female and youth employment and sustainability. A path that makes Italy increasingly attractive to strategic markets like Spain and the United States. FITUR represents a unique opportunity to showcase the progress achieved and promote responsible and inclusive tourism».
Spain, a strategic market for Italy
The presence at FITUR takes on a particular value in relation to the Spanish market. In 2025, airport arrivals from Spain to Italy reached 1.4 million, a 5.2% growth compared to the previous year. Bookings for the first quarter of 2026 already indicate 250,000 arrivals, equal to 7.1% of the total for the period.
Spanish tourism is characterized by a diverse demand: 29% travel in pairs, 25% individually and 27% in groups. The length of stay varies mainly between 4 and 7 nights (50%), while 40% opt for short breaks of up to three nights. In the first nine months of 2025, tourism spending by Spanish visitors to Italy reached €2.4 billion, with Lazio, Lombardy, and Tuscany among the most popular destinations.
The new face of Italy at FITUR 2026
ENIT also presents its 2026 innovations in Madrid: a new stand inspired by round arches, conceived as windows into Italian beauty; a gourmet area enriched by the collaboration with Il Tortellante, a therapeutic laboratory in Modena dedicated to young people and adults with autism spectrum disorders; spaces dedicated to healthy eating, show cooking, and immersive experiences that reinforce the message of social responsibility and the quality of Italy’s offerings.
Northern Europe, Increasing attention
In parallel, ENIT is also strengthening its presence in Northern Europe, with its recent participation in VAKANTIEBEURS in Utrecht. Provisional data for 2025 indicate approximately 830,000 airport arrivals from the Netherlands to Italy, confirming a stable and growing interest in Italian destinations.
ENIT’s presence in FITUR Madrid confirms a structural change of pace in Italian tourism promotion. No longer just iconic numbers and destinations, but a narrative grounded in sustainability, inclusion, and quality of work. This is Italy’s true competitive lever in mature markets: transforming tourism into an evolved economic and social ecosystem, capable of generating value over time and not just attendance.