FITUR Madrid 2025, the largest tourism fair for Spanish-speaking countries, has started and Czechia is there. The event attracts around a quarter of a million visitors each year, both professionals and the public. This year's 46th edition takes place from 21 to 25 January 2026 and fills nine halls of the IFEMA Madrid exhibition centre. More than 10,000 companies from 161 countries participate in the fair, with 111 countries having an official national stand on site. The partner country is Mexico.
There is also a Czech stand where representatives of the CzechTourism agency together with its partners present the local regions to professionals and the general public in order to further increase the interest of Spaniards in our country.
„FITUR Madrid is one of the key trade fairs where decisions are made about where Spaniards will travel in the coming seasons. For Czechia, it is a crucial space where we can show that we offer much more than just Prague – strong regions, top gastronomy, culture and active experiences throughout the year,“ says Director of the Czech Tourist Authority – CzechTourism František Reismüller.
Strategic platform for business and media
FITUR Madrid has long been one of the most important tourism fairs in Europe. It offers direct contact with key partners, tour operators, airlines and the media and opens up space for new business opportunities. The fair traditionally combines a professional and a public part, with the first three days belonging to professionals and the weekend to the general public.
This year's programme is complemented by 11 thematic sections that respond to current trends and challenges in the industry, such as FITUR LGBT+, FITUR Woman, FITUR Tech, FITUR Sports, FITUR Experiences or FITUR Know-How & Export.
Czech stand – strong line-up of partners and regions
Czechia is presenting itself at FITUR 2026 on a 121m² stand in the Europe Pavilion. Together with CzechTourism, the incoming travel agencies ISALEX, Mucha Praga, DZK Travel, Jerome Incoming, La Bohéme Tours, Turístico y Torres de Praga, as well as the airline Smartwings and the airline broker Air Consulting are participating in the fair. There are also domestic regions, namely Moravian-Silesian Region, Southern Bohemia, Eastern Bohemia and Prague, whose representatives present visitors and experts with specific tips for travelling off the main tourist routes.
Visitor attention is also drawn to Pilsner Urquell: The Original Beer Experience. Last year, the exposition won a prestigious award, the Oscar in the field of tourism. It was the winner of the World's Leading Beer Tour Visitor Experience 2025 and Europe’s Leading Beer Tour Visitor Experience 2025 categories in the World Travel Awards. It is presenting its state-of-the-art multimedia centre at the fair. The accompanying programme is provided by The Rückl Glassworks, which offers visitors the opportunity to try their hand at traditional glass cutting, as well as in the visitor centre of the glassworks in Nizbor.
Czechia introduces new communication concept #VisitCzechia
At the international tourism fair FITUR Madrid 2026, the CzechTourism agency is also presenting a new communication concept for the #VisitCzechia brand. The central motif of the international campaign is the concept „feel free“, which captures the genius loci of the Czech Republic. It represents the unique feeling of freedom, authenticity, timelessness and well-being that the country offers visitors. The diverse offer, easy accessibility, tolerant and safe environment – these are the unique elements of the destination Czechia.
„The campaign builds on the rich cultural heritage, experiential gastronomy, opportunities for active pursuits in a diverse iaand soothing nature and traditional spa. Its aim is to inspire travellers to discover regions off the main tourist routes and to present Czechia as an easily accessible destination with a diverse range of cultural, sporting and relaxing activities,“ describes František Reismüller.
Age, gastronomy and regions as a strong magnet for Spaniards
„The year 2026 offers several strong incentives for local travelers to visit Czechia. The calendar combines important anniversaries, new tourist products and extraordinary cultural and gastronomic experiences. A major event is the publication of the first ever MICHELIN Guide to Czechia, which for the first time focuses on the entire country and gives space to regional cuisines and local products. Gastronomy is one of the main motivations of Spanish tourists and visiting award-winning restaurants is one of the most attractive attractions for them," says Director of the CzechTourism Foreign Representation in Spain Markéta Lehečková.
A strong cultural dimension is complemented by important anniversaries in the regions – Znojmo celebrates 800 years since the founding of the town, Moravian Karst marks 70 years of nature conservation, Zlín is preparing an exhibition to celebrate the 150th anniversary of the birth of Tomáš Bat'a, Plzeň is celebrating 100 years of Hurvínek, and the Hradec Králové Region will offer a historical reconstruction of the 1866 battle.
CzechTourism is also celebrating 25 years of Foreign representation in Spain and 20 years of representation in Latin America.
Spain as a stable market with an appetite to discover Czechia
Spain is one of the long-standing stable and strong markets. In 2024, 270,600 Spanish tourists headed to domestic mass accommodation, spending 771,230 nights in the country and staying an average of 3.85 days. In the first three quarters of 2025, 200,732 Spaniards arrived in Czechia and the number of overnight stays reached 569,843, with the average length of stay remaining stable at 3.84 days. The most frequent destination is Prague, where they also spend the most nights. However, the Olomouc Region, Highlands Region and now also Karlovar Region record the longest stays. The trend also confirms the growing interest in regions outside the main tourist routes.
Spaniards love food and like to try new dishes, which is why they often seek gastro experiences here too. They are one of the peoples who travel for culture, attend concerts, like opera, ballet or even black theatre. Promotion focusing on local UNESCO sites, castles or chateaus helps to increase their interest in the country. In recent years, before and during their stay in Czechia, they are interested in our nature and possibilities of active tourism, preferring especially hiking or cycling.
CzechTourism has long been working on strengthening the image of Czechia in Spain, for example through strategic media campaigns, cooperation with online content creators and presentations of Czech regions at specialised events. Within the framework of FITUR Madrid, key negotiations are regularly held with major tour operators and travel agencies, which have the potential to bring thousands more visitors from the country to Czechia.
„FITUR Madrid is one of the key trade fairs where decisions are made about where Spaniards will travel in the coming seasons. For Czechia, it is a crucial space where we can show that we offer much more than just Prague – strong regions, top gastronomy, culture and active experiences throughout the year,“ says Director of the Czech Tourist Authority – CzechTourism František Reismüller.
Strategic platform for business and media
FITUR Madrid has long been one of the most important tourism fairs in Europe. It offers direct contact with key partners, tour operators, airlines and the media and opens up space for new business opportunities. The fair traditionally combines a professional and a public part, with the first three days belonging to professionals and the weekend to the general public.
This year's programme is complemented by 11 thematic sections that respond to current trends and challenges in the industry, such as FITUR LGBT+, FITUR Woman, FITUR Tech, FITUR Sports, FITUR Experiences or FITUR Know-How & Export.
Czech stand – strong line-up of partners and regions
Czechia is presenting itself at FITUR 2026 on a 121m² stand in the Europe Pavilion. Together with CzechTourism, the incoming travel agencies ISALEX, Mucha Praga, DZK Travel, Jerome Incoming, La Bohéme Tours, Turístico y Torres de Praga, as well as the airline Smartwings and the airline broker Air Consulting are participating in the fair. There are also domestic regions, namely Moravian-Silesian Region, Southern Bohemia, Eastern Bohemia and Prague, whose representatives present visitors and experts with specific tips for travelling off the main tourist routes.
Visitor attention is also drawn to Pilsner Urquell: The Original Beer Experience. Last year, the exposition won a prestigious award, the Oscar in the field of tourism. It was the winner of the World's Leading Beer Tour Visitor Experience 2025 and Europe’s Leading Beer Tour Visitor Experience 2025 categories in the World Travel Awards. It is presenting its state-of-the-art multimedia centre at the fair. The accompanying programme is provided by The Rückl Glassworks, which offers visitors the opportunity to try their hand at traditional glass cutting, as well as in the visitor centre of the glassworks in Nizbor.
Czechia introduces new communication concept #VisitCzechia
At the international tourism fair FITUR Madrid 2026, the CzechTourism agency is also presenting a new communication concept for the #VisitCzechia brand. The central motif of the international campaign is the concept „feel free“, which captures the genius loci of the Czech Republic. It represents the unique feeling of freedom, authenticity, timelessness and well-being that the country offers visitors. The diverse offer, easy accessibility, tolerant and safe environment – these are the unique elements of the destination Czechia.
„The campaign builds on the rich cultural heritage, experiential gastronomy, opportunities for active pursuits in a diverse iaand soothing nature and traditional spa. Its aim is to inspire travellers to discover regions off the main tourist routes and to present Czechia as an easily accessible destination with a diverse range of cultural, sporting and relaxing activities,“ describes František Reismüller.
Age, gastronomy and regions as a strong magnet for Spaniards
„The year 2026 offers several strong incentives for local travelers to visit Czechia. The calendar combines important anniversaries, new tourist products and extraordinary cultural and gastronomic experiences. A major event is the publication of the first ever MICHELIN Guide to Czechia, which for the first time focuses on the entire country and gives space to regional cuisines and local products. Gastronomy is one of the main motivations of Spanish tourists and visiting award-winning restaurants is one of the most attractive attractions for them," says Director of the CzechTourism Foreign Representation in Spain Markéta Lehečková.
A strong cultural dimension is complemented by important anniversaries in the regions – Znojmo celebrates 800 years since the founding of the town, Moravian Karst marks 70 years of nature conservation, Zlín is preparing an exhibition to celebrate the 150th anniversary of the birth of Tomáš Bat'a, Plzeň is celebrating 100 years of Hurvínek, and the Hradec Králové Region will offer a historical reconstruction of the 1866 battle.
CzechTourism is also celebrating 25 years of Foreign representation in Spain and 20 years of representation in Latin America.
Spain as a stable market with an appetite to discover Czechia
Spain is one of the long-standing stable and strong markets. In 2024, 270,600 Spanish tourists headed to domestic mass accommodation, spending 771,230 nights in the country and staying an average of 3.85 days. In the first three quarters of 2025, 200,732 Spaniards arrived in Czechia and the number of overnight stays reached 569,843, with the average length of stay remaining stable at 3.84 days. The most frequent destination is Prague, where they also spend the most nights. However, the Olomouc Region, Highlands Region and now also Karlovar Region record the longest stays. The trend also confirms the growing interest in regions outside the main tourist routes.
Spaniards love food and like to try new dishes, which is why they often seek gastro experiences here too. They are one of the peoples who travel for culture, attend concerts, like opera, ballet or even black theatre. Promotion focusing on local UNESCO sites, castles or chateaus helps to increase their interest in the country. In recent years, before and during their stay in Czechia, they are interested in our nature and possibilities of active tourism, preferring especially hiking or cycling.
CzechTourism has long been working on strengthening the image of Czechia in Spain, for example through strategic media campaigns, cooperation with online content creators and presentations of Czech regions at specialised events. Within the framework of FITUR Madrid, key negotiations are regularly held with major tour operators and travel agencies, which have the potential to bring thousands more visitors from the country to Czechia.
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