The fourth edition of FITUR Sports, the section dedicated to promoting sports tourism organised by IFEMA MADRID in collaboration with SPAIN IS SPORT – AFYDAD, are developing a professional programme aimed at addressing the economic and sectoral challenges of sports-related tourism, with content that delves into destination management, technological transformation and the diversification of experiences linked to sport.
FITUR Sports 2026 comes at a time when sports tourism is undergoing a profound evolution driven by the growing demand for sporting experiences in nature and sporting events, in a context where European funds and private investment have made it possible to improve tourism-sports infrastructures, consolidating them as a strategic driver for tourism competitiveness. In this scenario of accelerated change, in which knowledge, innovation and the ability to anticipate trends have become decisive factors for the development of the industry, the hosting of FITUR Sports in the new Knowledge Hub, from 21 to 23 January, takes on strategic significance for business and the promotion of B2B between sports tourism professionals.
The FITUR Sports programme will focus its content on outdoor sport, competitive sport, sporting events and Sports Business Travel, which has been incorporated as one of the fastest growing areas. The sessions will address topics such as the return on investment in sports infrastructures; the application of AI and data analysis in destination management; the evolution of racket sports; the sustainability of large facilities and new communication formats with sports audiences.
It will also explore the role of blue sports tourism and the growing importance of water sports for coastal destinations; the expansion of active tourism in the mountains, and the need for balanced management of sports activities in protected natural areas. International trends will also be discussed, with a special focus on the development of sports and adventure tourism in emerging territories in Latin America such as Mexico, Colombia and Chile, where sport has become an engine for economic development, visibility and territorial cohesion.
Commitment to B2B and strategic location in the Knowledge Hub
In the Knowledge Hub, a new space in Hall 12 designed and focused on innovation and the dissemination of tourism know-how, FITUR Sports will be promoting B2B meetings and highly specialised networking, bringing together agencies and tour operators, destinations that organise sporting events, as well as brands, media and content creators linked to sport. This space will foster dialogue between all key players in the sports ecosystem, including the growing demand for training camps, the rise of amateur tournaments, emerging opportunities for sports facilities and the specialisation of Sports Business Travel.
FITUR Sports has the support of leading public and private entities, such as the Spanish High Council of Sport (CSD), Turespaña, CEOE, ADESP, federations, professional associations and leading sponsors. With this backing, the conference will provide a complete overview of the most relevant topics of the moment – from public funding models for events to new hybrid and experiential formats – offering a strategic vision of the economic, social and international projection potential of sports tourism.
All of this makes FITUR Sports an essential meeting point for those working in the development, management and innovation of a rapidly expanding segment.
