In Spain, January is synonymous with Fitur in the tourism sector. This grand exhibition at IFEMA Madrid once again gathers industry professionals to set the tone for the year ahead. It’s not just a fair—it’s a true barometer, showing where the travel and hospitality industry is heading. In 2026, from January 21 to 25, the 46th edition will take place, and this time, vibrant Mexico will be the partner country.
The event is expected to break attendance records, as the previous edition attracted a quarter of a million visitors, including over 155,000 professionals from 156 countries. The key business days are January 21 to 23. From Wednesday to Friday, deals are made and new partnerships are born. Traditionally, the weekend is open to the public, eager to discover new travel horizons.
As in recent years, the main topics for discussion remain sustainability, innovation, and total digitalization. However, this year the focus is shifting. The real standout of the program is set to be the concept of ‘flex living’. Special attention will be given to the new Pavilion 12, ambitiously dubbed the ‘Pavilion of Knowledge’ by organizers. This space, connected to Pavilion 4, will become a hub for everyone seeking answers to what’s next. Artificial intelligence, process automation, new regulations, and payment systems will all be discussed here nonstop.
It’s no surprise that AvaiBook by idealista will be showcasing its stand (12C03) in this very pavilion. The company will present its software solution for managing tourist accommodations, fully tailored for the realities of short- and mid-term rentals. Visitors will get a live demonstration of how technology can help streamline workflows and ensure compliance with constantly evolving regulations.
So why is everyone talking about ‘flex living’? Because it’s no longer just a buzzword—it’s become an unavoidable necessity. Today’s traveler, whether tourist or temporary tenant, no longer fits within the rigid boundaries of a ‘one-week vacation’. People mix work and leisure, relocate for corporate assignments, and seek accommodation for several months. The traditional rental model is struggling to cope with these new demands. This accelerating trend will be explored in depth at the 11th VITUR SUMMIT. The presentation, hosted by Carlos Pérez-Lanzac, is scheduled for the morning of Thursday, January 22, in the Lola Flores hall. The event promises to be a highlight for everyone involved in the rental industry.
In practice, shifting to flexible rentals brings significant changes to operations. Stays become longer, reducing the frequency of check-ins and check-outs, yet requiring greater management efficiency. Hybrid guest profiles are emerging, demanding more sophisticated contracts, flexible payment systems, and automated communications. Manual management is no longer sufficient. For those planning to scale their business in 2026, experts offer several practical tips. Automate everything possible—from guest messaging to task scheduling. Establish clear payment policies, including prepayments, security deposits, and automatic charges. Centralizing sales channels through a channel manager and PMS will help prevent overbookings. Digitalizing document flow, from contracts to guest registrations, frees up time for truly important tasks.
RUSSPAIN reminds readers that Fitur (Feria Internacional de Turismo) is one of the world’s largest international tourism exhibitions. Since 1981, it has taken place annually at the IFEMA exhibition center in Madrid. The event serves as a global meeting point for tourism professionals and stands as the leading trade fair for both inbound and outbound Latin American markets. Each year, the exhibition attracts hundreds of thousands of visitors and thousands of companies from around the globe.
