The section, organised by FITUR together with Women Leading Tourism (WLT), is celebrating its fifth edition focused on boosting women’s sense of pride in belonging to the tourism sector.
Madrid, 17 December 2024 – The International Tourism Trade Fair, organised by IFEMA MADRID and taking place from 22 to 26 January, will be the setting for FITUR WOMAN, the space that provides visibility to the role of women in the tourism industry. Organised by FITUR and Women Leading Tourism (WLT), it is celebrating its fifth anniversary with the support of Extremadura and under the concept ‘Pride of Belonging’, which will be exploring the emotional bond of people with tourist destinations and their impact on the social well-being and sustainable development of countries, regions and local communities.
Alongside this, women’s leadership will be the central theme of FITUR WOMAN, which will bring together prominent leaders from the business and government spheres to highlight how women and their role in the management of companies and public bodies can elevate pride in tourism to a new level.
Maribel Rodríguez, president of Women Leading Tourism, stresses that “It’s time to intelligently manage, with the participation of all actors, safeguarding the sense of belonging of the resident population in tourist areas. We must avoid depersonalisation; authenticity is not only a key differentiating value for destinations, but also an opportunity for regions seeking to position themselves in the global market in a sustainable and competitive way. Promoting tourism in this way not only attracts visitors, but also generates a local sense of pride, preserves heritage and ensures the well-being of future generations.
Extremadura is presenting itself this year at FITUR Woman as an example of how to integrate female leadership into the development of tourism that preserves local identity and generates opportunities. A reference destination in terms of sustainability that promotes a tourism sector with a triple positive impact on the environment: social, environmental and economic. We support FITUR Woman as a space that inspires and gives visibility to the role of women as a driving force for change in the tourism sector.
FITUR Woman: programme preview
The FITUR WOMAN 2025 programme will include several key panels to explore Pride of Belonging from different perspectives.
‘Destination and Culture’ will analyse how tourist destinations can maintain their cultural authenticity. Experts will be addressing the DNA of local communities, strategies for involving the resident population and the importance of promoting and safeguarding the cultural identity of tourist destinations.
The ‘Tourism Industry’ panel will be looking at sustainable and inclusive tourism companies that foster a working environment that retains the best talent, offers opportunities for professional development and promotes a workplace that employees can feel proud of belonging to.
Among other key events and highlights, this space will feature high-level ministerial talks, special guest speakers and dedicated networking areas, as well as a platform for sharing experiences, discussing challenges and exploring new solutions for the future of the tourism sector.
With this new edition, FITUR WOMAN continues to give more visibility to women in the tourism industry and empower them, reinforcing the International Tourism Trade Fair’s commitment to continue building inclusive, sustainable and people-centred tourism.
