Visit Maldives Corporation, (VMC) showcases Maldives at the first travel exhibition of the year, FITUR 2026, held from 21 January to 25 January, in Madrid, Spain. 

With global recognition as one of the world’s leading tourism fairs, FITUR provides an optimal environment for networking, industry engagement, and business development, attracting over 50,000 trade participants and exhibitors. The fair serves as a key meeting point for tourism professionals and a platform for both inbound and outbound international markets. In addition, it offers access to the sector’s largest business platforms, featuring expert-led forums and presentations on emerging trends, sustainability, and digital transformation in tourism.

Alongside 25 co-exhibitors, the Maldives will be showcased in a stand designed around the destination’s evolving identity highlighting its natural beauty, luxury offerings, romantic experiences, and rich cultural heritage. The stand features destination visuals and experiences on a prominent LED screen.

Highlighting the destination's versatility, the Maldives stand will serve as a vital touchpoint for travel trade, featuring dedicated segments for travel experiences including romantic getaways, wellness retreats, family holidays, and adventure tourism, while also spotlighting seasonal themes such as Summer Escapes, Winter Escapes, and Sustainable Tourism. Attendees can expect a hands-on look at Maldivian culture and traditions, with different interactive activities. 

To enhance visitor engagement, Visit Maldives will distribute promotional materials and host a raffle giveaway, allowing valuable market insights and a better understanding of travel trends and consumer preferences in Spain and Southern Europe. 

Throughout the fair, Visit Maldives will conduct one-on-one business meetings with tour operators, travel agents, airlines, media, and industry stakeholders. The stand will also serve as a platform for industry partners to showcase their latest developments and offerings, supporting greater B2B engagement and facilitating discussions on potential collaborations, including joint marketing initiatives with tour operators and online travel agencies.

Visitor arrivals from Spain and Southern Europe continue to show positive growth. Arrivals from Spain reached 39,014 in 2024, increasing to 55,489 by the end of 2025, while arrivals from Southern Europe grew from 190,331 in 2024 to 223،871 by the end of 2025, highlighting the region’s growing importance as a key source market.

Participation in the event assists in strengthening the Maldives brand presence and maintaining visibility in Spain and Europe as well as establishing strong connections with the travel agents from leading markets in the region.