The Councillor’s Office for Tourism at Sitges City Council will be participating in the 46^th edition of the International Tourism Trade Fair (FITUR), taking place in Madrid from 21 to 25 January. This first event in the Office’s tourism marketing action plan for the year will be an opportunity to strengthen Sitges’s reputation as a sustainable, innovative and accessible destination in its main source markets.

Sitges will share a stand with the Barcelona Provincial Council, Turisme de Barcelona and the Catalan Tourism Agency. The exhibition space will be structured around six main themes: architecture, exhibitions, classical music, cuisine, bicycle tourism and slow tourism/well-being, all of which are aligned with the destination’s options and values.

The Councillor’s Office will focus on exploring new potential partnerships within the framework of its annual action plan, learning about new developments in the sector and identifying trends and future opportunities. During the event, it will meet with representatives of the Spanish Tourism Offices (OETs) in priority markets such as Germany, the United States, France and the United Kingdom, as well as with companies and institutions that provide specialised services, with a particular focus on accessible tourism, innovation and sustainability.

“Participating in FITUR is a key part of Sitges’s strategy as we head into the new year and seek to raise the destination’s profile in strategic markets,” says the city councillor for tourism. “These meetings will open the door to partnerships that will contribute to the destination’s medium- and long-term strategic projects, while also strengthening our national and international marketing efforts.”

During the trade fair, Sitges will also receive its new Smart Tourism Destination (DTI) certification, after completing the renewal process in 2025. This certification recognises the destination’s commitment to a tourism management model based on governance, innovation, technology, sustainability and accessibility. Meanwhile, the Sitges delegation, led by Mayor Aurora Carbonell, will attend various professional talks and presentations addressing major developments and challenges in the tourism sector. The agenda also includes meetings with national and international partner institutions to strengthen cooperation in promoting the Sitges destination and implementing a balanced, high-quality tourism model.

FITUR will bring together over 150,000 sector professionals and nearly 100,000 members of the general public, with 156 countries represented and over 9,500 companies participating as exhibitors. The trade fair has established itself as the leading international business platform for the tourism sector and as a forum for sharing insights, innovation and best practices.