travel audience fitur 2019
28/01/2019 Events

Ecological and Digital Footprints – Fitur 2019

The year is still fresh, but the tradeshow season has already started. The Fitur kicked off the year, and we asked our Head of Destinations Marzena Pallazzo for a few insights from Spain‘s leading tourism fair.

Marzena, tell us a little bit about FITUR?
Madrid hosts this international Tourism Trade Fair every year, and it brings together tourism professionals from all over the world. The focus is on inbound and outbound ibero American markets, and every destination that wants to attract latin visitors is exhibiting and showcasing its best features.


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How was travel audience involved?
Together with our colleagues from Amadeus for Destinations, we participated in FiturtechY; and we obviously met with a lot of clients.

Tell us more about Fiturtech?
Fiturtech consists of four simultaneous conferences in a dedicated area of the fair, where the professionals of the tourism sector come together to discuss developments and trends. The four stages are centred on the topics of business, destination management, sustainability and future trends.

And we were invested in the destination management I assume?

Indeed – our Global Sales Director Sandro was on stage on the first day, talking about Smart Destinations and he showed a few cases on how we have already helped destinations.


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It was great to see the various ways travel start-ups, established players and agencies are shaping destinations.

This was also good to see, when Alex, our Head of travel audience and Amadeus for Destinations, got to talk about  the connection of innovation and sustainable tourism.


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You cannot have one without the other, and all panel members agreed that digital footprints will help in creating better strategies to reduce our ecological footprints.

So what happened outside of the Fiturtech?
Well, outside of the entire fair, the strike of Madrid’s taxi drivers did have an impact on everybody entering the fair, but luckily that topic stayed outside the fair.

Inside the fair, eight halls were packed with booths from destinations, airlines, and hotels and all of us walked at least 10 kilometers; at least that’s what it felt like.

What are some of the changes in the offerings of the industry?
We are seeing a huge rise in travelers who want to go beyond the familiar, travel further, longer and more deeply than ever before. We are seeing travelers looking for new off-the-beaten-track ideas, real local experiences, soft adventure and ‘instaworthy’ sightseeing.

Oh yeah – and the king opened the Fitur and visited various booths; so seeing royalty was also a highlight for me.

So the classic question at the end of every event recap – are you going to go next time?
Of course. There is no way around attending Fitur. It was a great start for the year and I am looking forward  to the ITB in only a few weeks.