How to make the most of FITUR: events and networking beyond the exhibition grounds

Every January, Madrid becomes the global epicentre of tourism with the celebration of FITUR. Thousands of industry professionals gather at IFEMA with a shared goal: to generate business, strengthen relationships and identify growth opportunities. However, the true potential of FITUR is not always found solely inside the exhibition halls.

As the fair has grown, so too has the need to create calmer, more personalised and strategic spaces where conversations can flow with greater depth. This is where parallel events—those organised outside the exhibition venue—have become a key tool for many companies.

Beyond the stand: what companies attending FITUR are really looking for

Taking part in FITUR requires a significant investment of time, resources and planning. Attending companies know that, in such a crowded environment, capturing the genuine attention of clients, partners or institutions is not always easy. Brief encounters between meetings, the noise of the venue and packed schedules often limit the quality of many conversations.

For this reason, more and more organisations see FITUR not only as a showcase, but also as an opportunity to host their own events. Private meetings, brand presentations, corporate cocktails or exclusive dinners make it possible to take relationships initiated at the fair to a more human and effective setting.

The rise of networking events outside IFEMA

Events organised alongside FITUR follow a clear logic: creating unique moments that strengthen business relationships. These are not mass events, but carefully designed experiences for a specific audience.

During the days of the fair, Madrid fills up with:

• strategic meetings with international clients
• executive gatherings
• presentations of new tourism projects
• institutional events and private receptions

These events do not compete with FITUR; they complement it. In fact, many business decisions are finalised in these more relaxed environments, where time and attention are not fragmented.

Which types of events work best during FITUR

The key to success lies in adapting the format to the objective. During a fair like FITUR, the events that work best are those that combine professional content with an enjoyable experience in the city.

Corporate dinners in unique venues, for example, provide an ideal setting to strengthen existing relationships. End-of-day cocktails make it possible to bring together contacts from different countries in a relaxed atmosphere. Private destination or product presentations aimed at specialised press or strategic buyers are also common.

In every case, the common denominator is the same: exclusivity, a prime location and professional organisation that allows the host to focus on what truly matters.

Strategic advantages of hosting an event during FITUR

Taking advantage of FITUR to organise your own event offers several benefits. The first is the concentration of your target audience in the city. During those days, Madrid hosts exactly the people many companies want to reach.

The second advantage is agenda optimisation. FITUR attendees are already mentally predisposed to networking and decision-making. A well-designed event is perceived as an opportunity, not an interruption.

In addition, organising an event during the fair strengthens brand image. It conveys solidity, organisational capability and a proactive attitude within the industry—qualities that are especially valued in such a competitive environment.

Madrid as the ideal setting for corporate events

One of FITUR’s greatest added values is the city that hosts it. Madrid offers a unique combination of infrastructure, gastronomy, culture and top-tier event venues.

From historic buildings in the city centre to luxury hotels and contemporary spaces, the city makes it possible to design events fully aligned with each brand’s identity. Excellent connectivity, a wide hotel offering and a cosmopolitan atmosphere ensure that attendees can enjoy the event without logistical complications.

Choosing the right venue not only shapes the guest experience, but also directly influences the lasting impression they take away.

The importance of choosing the right venue

During FITUR, time is money. Travel needs to be efficient, and the environment must encourage guests to stay. That is why venue selection is a strategic factor.

A good event space during the fair should meet several requirements: accessibility, flexibility, an image consistent with the host brand, and an atmosphere that encourages conversation. The difference between a decent event and a memorable one often lies in these details.

Having specialised advice helps avoid common mistakes and ensures that the event achieves its main goal: creating valuable connections.

Planning ahead: the key to success

FITUR-related events cannot be improvised. High demand for venues during these dates makes early planning essential. Clearly defining the event’s objective, the guest profile and the type of experience you want to offer is the first step.

Professional planning makes it possible to coordinate all elements: venue, catering, timing, invitations and logistics. In this way, the event integrates naturally into the fair’s agenda and becomes the perfect complement to a presence at IFEMA.

FITUR as an opportunity to stand out

In an environment where every company is competing for visibility, parallel events are a powerful differentiation tool. It is no longer just about being at FITUR, but about how that presence is experienced and leveraged.

Brands that understand this dynamic achieve stronger relationships, deeper conversations and a higher return on their investment in the fair. In many cases, the most decisive meetings do not take place between exhibition halls, but around a well-chosen table in the right setting.