The 45^th edition of the International Tourism Trade Fair (FITUR) in Madrid has unveiled significant developments that are set to shape the future of global travel. This year highlights include Barcelona’s strategic rebranding, a surge in luxury travel offerings and the promotion of innovative events like the Tourism Innovation Summit.

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Barcelona’s Strategic Rebranding

Barcelona has introduced its new tourism slogan, “This is Barcelona,” signalling a shift from mass tourism to a focus on quality, culture and premium experiences. This rebranding aims to attract discerning travellers interested in the city’s rich art, museums, gastronomy and cultural heritage. The initiative reflects a broader strategy to position Barcelona as a destination for high-value tourists seeking meaningful and authentic experiences.

Expansion of Luxury Travel Offerings

The luxury travel segment has seen notable growth at FITUR 2025. Renfe announced new proposals for its Luxury Tourist Trains, including the Transcantábrico Gran Lujo, Tren Al Ándalus, Costa Verde Express and Expreso de La Robla. These trains will traverse various routes across Spain, offering travellers an unparalleled experience that combines stunning landscapes, culture, gastronomy and comfort. Renfe plans to increase its offering by nearly a hundred additional seats, totalling 3,470 seats across 82 luxury trains.

Promotion of the Tourism Innovation Summit

FITUR 2025 also highlighted the upcoming Tourism Innovation Summit (TIS), scheduled for October 22 to 24 in Seville. Recognised as a premier event for innovation in the travel and tourism sector, TIS 2025 will focus on themes such as the adaptation of tourism to the latest innovations and technologies, the application of Artificial Intelligence (AI) in tourism planning and the importance of cultivating sustainability and social strategies. The summit aims to reimagine tourism to adapt to new realities and redefine the roadmap from an ethical, innovative and sustainable perspective.

Spain’s Tourism Resurgence

Spain’s tourism sector is experiencing a significant resurgence, with the country reaching a milestone of over 100 million international visitors in 2025. This growth underscores Spain’s position as a leading global tourism destination and highlights the industry’s resilience and adaptability in the face of recent challenges.

FITUR 2025 has showcased a dynamic shift in the tourism landscape, emphasising quality over quantity, embracing innovation and promoting sustainable practices. These developments are set to redefine travel experiences and position destinations like Barcelona and Spain at the forefront of global tourism.