In a context of unprecedented air connectivity, China will take advantage of the FITUR show to enhance its tourism positioning.
MADRID, December 20, 2025 /PRNewswire/ — The FITUR 2026 International Tourism Fair, to be held from January 21 to 25, 2026 at the IFEMA Madrid Exhibition Center, will further strengthen the in-depth cooperation between the Chinese and Spanish tourism sectors. According to data from the Beijing office of the Spanish National Tourism Board, Chinese tourist arrivals in Spain reached 163,856 in the first quarter of 2025, an increase of 26.12% compared to the same period of 2019. Separate statistics from the Chinese Embassy in Madrid indicate that around 157,000 Spanish travelers visited China in 2024.
China will occupy a strategic position at FITUR 2026, with the official participation of the China National Tourism Administration and tourism authorities of the special administrative regions of Macau and Hong Kong. Airlines such as Cathay Pacific, local tourism bureaus from Shanghai and Beijing, as well as leading tourism technology companies such as Shiji Group and Xiwang, will also join the event. China’s prominence at this year’s show coincides with improved air connectivity: China Southern Airlines recently launched a Madrid-Guangzhou route, with direct weekly flights expected to reach a record 61 during the 2025-2026 winter season.
A report from the Spanish National Tourism Secretariat indicates that by 2025, the country’s tourism sector will benefit from a strong tailwind from the Chinese market. After a spending recovery in 2024, China’s outbound travel demand continues to gain momentum. In the meantime, Spain’s position as a tourism brand has been further consolidated, securing its place among the most popular tourist destinations. Meanwhile, the latest data indicates that Chinese tourist spending in Spain will reach 1.417 billion euros in 2025, an increase of 1.4% compared to 2024. This trend demonstrates Spain’s growing appeal to Chinese visitors, especially among segments with high purchasing power.
Regarding China’s overall tourism demand, the Spanish National Tourism Administration notes that both domestic and international source markets are experiencing sustained growth in travel spending. By 2026, with the lifting of travel restrictions, recovery of consumption and improved air connectivity, China’s domestic source market is expected to grow by 6%, while the international source market is expected to grow by 9-10%.
Media Contact:
Hélène Valéra
International press
Such. : 629 64 42 08
evalera@ifema.es
Alexandra Elorza
Chief Press
Such. : 629 64 49 68
aelorza@ifema.es
A new edition of FITUR, the International Tourism Fair organized at the IFEMA exhibition center in Madrid, which has established itself as one of the references in the tourism sector with the presence of 156 countries and an attendance of more than 250,000 people, professionals and visitors included.
Show original content:SOURCE IFEMA Madrid
