Features 2021 is presented this year as the great strategic bet of the government Spanish for the recovery of tourism and it will be the first fair in hybrid format of the international circuit of major events in the sector which will also serve as a framework to present the long-awaited Green Digital Certificate, which will help tourist mobility this summer throughout Europe.
Organized by Ifema Madrid, from May 19 to 23, the fair will bring together more than 5,000 participants from five continents, with presence of all autonomous communities, companies and destinations in 55 countries, and 37 official representations, to which is added in this edition the participation of professionals of 79 nationalities in its new digital platform Fitur LIVEConnect.
“This Fitur will be a very special Fitur, because it represents a turning point for the reactivation of the tourism sector at such a momentous time in which we are dealing with the tourist season,” he explained at the presentation of the event this Thursday in Madrid, the Minister of Industry, Commerce and Tourism, Reyes Maroto, who trusted that the fair will contribute to raising Spain as a safe destination for both national and international tourists.
The minister, who stated that “Spain deserves to open up to the world”, He highlighted four major elements to be reinforced at this fair: safe mobility, sustainability, digitization, and the tourism product. At this point, the minister announced that on Friday 21 the Green Digital Certificate will be presented at the fair, which is expected to come into force from June, with the presence of the Prime Minister, Pedro Sanchez, and the Minister of Health, Carolina Darias.
Fitur, which has 44,000 net square meters of exhibition and 7 pavilions, foresees an attendance of some 50,000 national and international professionals, from Wednesday to Friday, and another 50,000 people are expected, in the public days of the weekend.
The Community of Madrid will have a special presence as a destination Partner Fitur 2021, whose participation in the fair will be focused on promoting the capital as a preferred destination for international tourism under the new brand, Greater Madrid.
Among the technological innovations of this year also stand out the thematic sections of Fitur Lingua, Fitur Woman and the space Fitur Travel Tecnology.
Under the motto ‘Special Recovery Tourism’ The edition focuses on the reactivation of a strategic sector for the Spanish economy.This edition aims to mark a turning point to relaunch tourism at a global level, contribute to reinforcing business tourism, as well as boost the image Madrid and Spain as great prescribers and safe tourism destinations.
Precisely, Fitur will be the first experience of safe international mobility after many months of restrictions, an extraordinary measure to which the Government has contributed, considering assistance to Fitur as an ‘essential trip’ facilitating the presence of international exhibitors and visitors in the Spanish capital. In addition, the fair has been recognized as an Event of Exceptional Public Interest, included in the General State Budgets for 2021.
“The world is watching us, we cannot fail. Our country has to regain its position and prestige and lead it worldwide. Fitur will mean a turning point, its celebration will be a shock and a fundamental lever for the recovery of the tourist activity “, affirmed the president of the executive committee of Ifema Madrid, José Vicente de los Mozos.
An opinion shared by Javier Sánchez Prieto, executive president of Iberia and of the Organizing Committee of Fitur, who “ensures that the tourism industry has a responsibility to generate wealth Y job for the economy, be the backbone of many other sectors and also contribute incalculable value to the well-being and development of cities “.
This year the fair, which will be inaugurated by the Kings of Spain next Wednesday, it contemplates all the necessary measures to order the flow of attendees and their mobility; establish capacity controls, safety distances, the elimination of direct contact through digital registration, and the incorporation of the latest technologies for health security and the counting of attendees, and especially for the renewal of air in pavilions.
For professional days an additional measure is added, which is the requirement of proof Covid negative, in addition to the mandatory PCR tests at source and rapid tests on site.
The Community of Madrid will be the FITUR 2021 Partner tourist destination in this edition, which means a great opportunity and an excellent opportunity to once again position the Madrid region as a world benchmark and a preferred tourist destination for international travelers.
Fitur will allow to know the new tourist model of the Community of Madrid in a changing context, increasingly competitive. This tourism model will be aimed at maintaining the competitiveness and leadership of the Madrid region, contributing to a sustainable and digitized tourism activity.
“We want to reposition the Madrid region as an international power and make all its possibilities known. It is an excellent showcase to publicize the Community’s tourism model aimed at maintaining the competitiveness and leadership of the region,” said the Vice-Minister of Culture and Tourism of the Community of Madrid, Daniel Martinez.
Among some of the novelties, on Thursday, May 20 at 12 noon on the main stage of the region’s stand, it will present the new brand and a new concept of the international tourist region, Greater Madrid, as well as the new tourism product Destination Weddings.
The most technological Fitur
This edition of the fair launches its community LIVEConnect, an advanced technological platform that is presented as a complement to face-to-face participation. Operative from May 5 to June 4, FITUR LIVEConnect, which works with a powerful search engine and recommendations by artificial intelligence, offers the opportunity to generate commercial networking and reinforce interaction with the international tourism community, beyond the dates to celebrate Fitur and face-to-face participation in Madrid.
Fitur continues for another year in its commitment to spaces and monographic sessions: Mice Features, Health Features, Screen Features, Festivals Features, Talent Features, LGBT Features, TechY Features, Know How and Export Features. Together with them this year, Fitur Lingua, Fitur Woman and Fitur Travel Technology will be premiered.
Fitur will also host the XII Tourism Investment and Business Forum in Africa, Investour, and will also hold the XXIV Ibero-American Conference of Tourism Ministers and Entrepreneurs, CINNAMON.
There will be no shortage of awards and honours to the most sustainable stand, the 22nd edition of the FITUR-Jorge Vila Fradera Tribune Award, the 26th edition of the AireLibre Tourism Contest, ‘The Chatbots Tourism Awards 2021’ and the ‘AMT Smart Destinations Awards.
Like every year, on Saturday and Sunday, May 22 and 23, Fitur will open its doors to the public, which in this way will have the opportunity to discover the proposals offered by destinations and regions around the world.
Eddie is an Australian news reporter with over 9 years in the industry and has published on Forbes and tech crunch.