FITUR 2026 in Madrid: Spotlight on Liguria

From January 21st to the 26th, Madrid hosted FITUR 2026, the International Tourism Fair, now widely recognized as one of the most important events on the global tourism scene, since it offers a forum for comparison for tourism and the MICE sector globally. Italy also took part in this important event, of course, and this year chose to dedicate a stand entirely to Liguria.

In the Madrid context, Liguria has presented itself as a region rich in facets: a territory where the sea constantly dialogues with historic villages, where cuisine is deeply linked to culture and people, a place where there is never a shortage of new experiences to be had.
Regional Tourism Councilor Luca Lombardi commented on his participation to the event, emphasizing how «the goal is to strengthen relations, intercept new tourist flows, and portray Liguria as a profoundly Mediterranean destination, capable of speaking an international language». Genova's stand, hosted inside the ENIT space, attracted a large crowd, also welcoming the Spanish Royals.

The exhibition presented at FITUR also included the major monographic exhibition “Van Dyck the European”, dedicated to the Flemish painter Antoon Van Dyck, scheduled in Genoa from March 20 to July 19, 2026. An event that fits squarely into the story of Liguria as a cultural destination of excellence and reinforces Genoa's role as a historic crossroads of not only commercial but also artistic exchanges.  

During the conference “Viaggio nelle meraviglie di Genova", Councilor for Tourism and Territorial Marketing, Tiziana Beghin, highlighted the citiy's ability to integrate cultural assets and innovative projects. «This mission –as she says – reaffirms the effectiveness of the international strategic action launched with determination in June 2025 in New York. Today we are no longer a destination in the shadow of big capital, but an unmissable destination».

Edited by Anxhela Tota