Italy is using one of the world’s biggest tourism stages – FITUR 2026 – to highlight not just its destinations, but a broader strategy built around sustainability, social inclusion and high-value international markets.
ENIT, Italy’s national tourism board, is in Madrid this week for FITUR 2026, the influential global tourism fair running from 21 to 25 January, with a renewed focus on environmental responsibility, employment growth and a redesigned Italian pavilion.
International markets remain central to Italy’s tourism ambitions, with the United States and Spain emerging as the most important investors and visitor sources. Both markets deliver strong revenue but also demand increasingly high standards in terms of quality, sustainability and visitor experience.
According to ENIT, Italy’s growth strategy is already delivering results. Data monitored by the World Travel and Tourism Council shows that low-carbon energy consumption in Italian tourism has fallen by 7.9%, outperforming the global average. At the same time, employment figures continue to improve, particularly for women and young people.
Female employment in tourism now stands at 1.34 million jobs, up from 1.28 million in 2019, with women representing 48.6%of direct employment, slightly above the European average. Youth employment is also rising, with 134,000 young people working directly in the sector.
“We closed 2025 with excellent results. We are satisfied with the contribution made to the country’s entire economic system, providing a strong boost to employment and the economy,” said ENIT CEO Ivana Jelinic. “FITUR is the ideal stage to show the evolution of our tourism portfolio, centred on sustainability and the rediscovery of our territories.”
Tourism Minister Daniela Santanché echoed that message, pointing to Italy’s strong international performance. “2025 closed with extraordinary results for Italian tourism, with a strong increase in female and youth employment, and the best European average for sustainability. Thanks to our commitment, we are attracting more and more tourists, particularly from Spain and the United States.”
Spain is Italy’s most valuable tourism market
Spain remains one of Italy’s most valuable tourism markets. In 2025, around 1.4 million Spanish travellers arrived by air, a 5.2% increase on the previous year. Bookings for early 2026 are already strong, with 250,000 arrivals confirmed for the first quarter alone.
Spanish tourists spent €2.4 billion in Italy in the first nine months of 2025. The most popular destinations were Lazio, Lombardy and Tuscany, with Rome and Milan continuing to lead but strong interest also in cultural and regional experiences.
FITUR is also being used to promote a more human side of Italian tourism. The restyled Italia stand features round arches designed as visual “windows” onto the country, alongside a new collaboration with Il Tortellante, a Modena-based organisation that offers professional training and employment to people on the autism spectrum through fresh pasta making.
The project brings live cooking shows and a gourmet space into the pavilion, linking Italy’s food heritage with social responsibility. ENIT describes it as a tangible example of how tourism can generate inclusive economic impact.
14 destinations highlighted at FITUR 2026
Italy’s pavilion hosts 14 destinations, including 11 regions and the cities of Genoa and Naples, as well as San Marino. A packed programme of business meetings, public events and culinary demonstrations is designed to present Italy as both a traditional and forward-looking destination.
Alongside FITUR 2026, ENIT is expanding its presence across Northern Europe, following recent participation in the Vakantiebeurs fair in Utrecht. The Netherlands remains another strong growth market, with around 830,000 Dutch arrivals recorded in 2025.
