This week, Madrid will once again become the epicenter of global tourism as it hosts the International Tourism Trade Fair FITUR 2026, organized by IFEMA MADRID, taking place from January 21st to 25th. In its 46th edition, FITUR solidifies its position as one of the world’s leading tourism platforms, with a special focus on knowledge, innovation, experiential tourism, and sustainable development – themes that closely resonate with Vidzeme’s tourism offer.

At this significant international event, the Vidzeme Tourism Association will represent the region at the Investment and Development Agency of Latvia (LIAA) national stand, introducing four new tourism products designed with sustainable, nature-based, and experience-oriented travel in mind:

• Flavors of the Vidzeme Coast – a combination of local culinary heritage and seaside experiences;
• Birdwatching in Vidzeme – nature tourism highlighting the region’s biodiversity;
• The Land of Bānītis – a blend of cultural history and active tourism experiences;
• Green Railways – eco-friendly travel routes for active recreation. 

These four products directly align with the main thematic lines of FITUR 2026 – experiential tourism, knowledge transfer, digitalization, and sustainability. FITUR’s new Knowledge Hub and the experience-based FITUR Experience format emphasize the same direction in which Vidzeme is already purposefully developing its tourism offer: high-quality, authentic, and responsible travel experiences.

FITUR 2026 will bring together more than 10,000 companies from 161 countries, including 18 new participating nations, particularly from Africa and the Asia-Pacific region. More than 250,000 professionals and travelers are expected to attend, confirming its importance as a strategic platform for building new partnerships and international cooperation.

Participation in the FITUR exhibition is implemented with co-financing from European Union funds within the framework of project No. 1.2.3.6/2/24/A/004 “Vidzeme Tourism Association”.