Africa is set to make a bold statement at the 2026 edition of FITUR, the International Tourism Trade Fair scheduled for January in Madrid, Spain, with organisers anticipating a significant surge in African participation and visibility at one of the world’s leading tourism showcases.
Organisers have confirmed that Africa’s footprint at FITUR 2026 is expected to grow by more than 30 per cent in stand space compared to the previous edition, reflecting rising interest among African destinations and tourism stakeholders in the European and global travel market. To accommodate this expansion, the African exhibition area will be located in Hall 6 of IFEMA Madrid, which it will share with exhibitors from the Middle East, positioning Africa within a high-traffic and strategically important zone of the fair.
A strong lineup of African countries has confirmed official participation, underlining the continent’s collective drive to promote tourism, investment opportunities and destination diversity. Countries with official representation at FITUR 2026 include Morocco, Tunisia, Senegal, Mauritania, Tanzania, Uganda, Kenya, Guinea, the Democratic Republic of Congo, Gabon, Namibia, Cape Verde, Mauritius, Algeria, The Gambia, Seychelles and Sierra Leone.
Several destinations will be making notable debuts at the fair. Zanzibar will participate for the first time through the Zanzibar Commission for Tourism, marking a significant step in the archipelago’s international destination marketing efforts. São Tomé and Príncipe, Benin and Angola are also confirmed as first-time exhibitors, signalling growing confidence among emerging African destinations to engage directly with the global travel trade. Algeria will be returning to FITUR after a two-year absence, while Uganda’s presence will be strengthened not only by the Uganda Tourism Board but also by the Uganda Sustainable Tour Operators Association, highlighting a focus on responsible and sustainable tourism.
Kenya’s participation will be led by the Kenya Association of Tour Operators, reinforcing the private sector’s role in driving Africa’s tourism promotion, while Tanzania’s involvement further underscores East Africa’s continued prominence on the international tourism stage.
A major highlight of Africa’s participation at FITUR 2026 is the first-ever presence of the African Travel and Tourism Association (ATTA) at the fair. ATTA’s debut is expected to provide a stronger continental voice, facilitate pan-African networking, and enhance collaboration between African tourism businesses and international buyers.
Beyond official country pavilions, individual exhibitors from across the continent will add further depth to Africa’s showcase. These include tourism stakeholders from Rwanda, Ethiopia, South Africa, Zambia, Guinea-Bissau, Côte d’Ivoire, Botswana, Malawi and Madagascar, offering a broad cross-section of Africa’s tourism products, from heritage and culture to wildlife, adventure and luxury travel.
Meanwhile, Zimbabwe and Equatorial Guinea are reported to be in the final stages of confirming their participation, which could further expand Africa’s presence at the 2026 fair.
With increased floor space, new market entrants and the growing involvement of both public and private sector stakeholders, Africa’s participation at FITUR 2026 is shaping up to be one of the most diverse and impactful in the fair’s history. The expanded presence not only reflects renewed global interest in African destinations but also signals the continent’s strategic intent to position tourism as a key driver of economic growth, cultural exchange and sustainable development on the world stage.
