-
The Trade Show also registers a record in business participation, with 9,605 businesses, 3.4% more; and raises the economic impact on Madrid to 210 million euros
-
Destinations from all over the world, tour operators, travel agencies, hotels, transport companies, service and technology businesses generated intense trading activity at the Show
Madrid – The International Tourism Fair, FITUR, organised by IFEMA from 20 to 24 January at Feria de Madrid, has generated a profusion of business, collaboration agreements and new clients for all its exhibitors. Destinations from every country, autonomous regions and territories from all over Spain, tour operators, travel agencies, hotels, transport companies and all types of tourism-related service and technology businesses showcased their products and services to hundreds of thousands of potential clients and held thousands of work meetings, which resulted in a strong intensification of their sales and a powerful spur to their trading activity.
Furthermore, important meetings and encounters were staged as part of the Trade Show, such as the 1st meeting of the Pacific Alliance in 2016 on tourism, in which the Deputy Tourism Ministers of Peru, Chile and Colombia as well as Mexico’s Tourism Secretary participated.
The best figures in history
The 36th staging of FITUR achieved the best figures in its history and a high rating for the quality and qualification of the contacts. The event again registered a new record in participation, which coincides with the best figures for the tourism industry in Spain and worldwide. Over its five-day staging, the Trade Show thus received 231,872 visitors (professionals and general public). Particularly noteworthy was professional participation, with 124,659 visitors and 2% growth, consolidating the high international representation that in its two previous editions had already shown growth of 7% and 12% respectively.
To this we must add the growth registered in attendance of general public during the weekend, which exceeded 10% to 107,213 visitors. Thanks to these results, IFEMA raises the figure for the economic repercussion this major event had on Madrid, more than 210 million euros. The impact generated by the FESTITUR programme alone, which was organised by Noche Madrid, registered 170.660 outings and 12.1 million euros spent on leisure venues, gastronomy and spectacles.
FITUR also registered a record in business participation. A total of 9,605 businesses participated, an increase of 3.4%. Particularly relevant was the major advance in the participation of international businesses, which grew by 4% against 3.1% of national participation. Equally, a significant increase was recorded in direct business participation. This edition saw the presence of 711 main stand holders between companies, institutions and organisations, representing 3% growth, with the incorporation of 178 new businesses of which more than 50% are international. The countries present at the Trade Show, 165, also grew with 16 reinstatements with official participation, among them the Netherlands, Indonesia, Puerto Rico, Belize and Guinea, and the new joins Burkina Faso, which came with official representation for the first time, as well as Latvia, which took part with business participation.
A positive outcome, in line with the highly favourable rating merited by the professional qualification and quality of the contacts, confirmed by the 25% growth experienced in the number of business appointments scheduled and arranged at FITUR, up to 6,200 appointments.
Not only FITUR’s leadership for Latin American Countries is confirmed but also, and gradually on the rise, for countries from the African continent, both of them markets to which the Trade Show offers its strategic potential for reaching out to Europe’s tourism business. This is confirmed by the participation of 42 countries from Latin America and 44 from Africa, a figure that grows more and more with each staging, driven by the programme organised together with the UNWTO and Casa Africa, INVESTOUR, which attracted 21 ministers, 350 participants and 99 investment projects to its forums and workshops and hosted 115 scheduled appointments.
Also contributing to these figures and the climate of optimism observed at FITUR 2016 was the high national and international institutional support received, with the presence of high-ranking representatives and officials. Since the Trade Show was inaugurated by the Queen of Spain on 24 January, FITUR received 80 tourism ministers and top authorities from the five continents. In addition, representing the highest state institutions as well as the Spanish Government and the Autonomous Regions, the President of the Government, the President of Congress, the Ministers of Industry and Tourism, Culture, Development and Justice and a broad group of regional Presidents and Government Councillors came to the Trade Show to support the tourism industry. We must also add the considerable support given by the World Tourism Organisation, which concentrates its principal actions into FITUR.
Moreover, FITUR once again confirmed its status as a reference within the tourism industry on Social Media. It was Trending Topic on its first day and set a new audience and hit record –far ahead of the major trade shows in the industry: more than 150,000 international followers on the principal social platforms, 64 million users reached on Twitter; more than 35,000 tweets with the #FITUR2016 and #FITUR hashtag and more than 16,000 users re-tweeting about FITUR.
Another significant detail revealing the outstanding international relevance of FITUR 2016 was the number of accredited journalists, 6,692, from 48 countries, as well as a total of 492 bloggers.
Specialised sections
FiturGreen, the Sustainability and Tourism forum organised by the Instituto Tecnológico Hotelero (ITH) and the World Tourism Organisation, discussed success cases nationally and internationally, with the intervention of more than 50 speakers including hoteliers, researchers, national and international public bodies, professional associations from the tourism and hotel industry, financial institutions and professionals from the world of communication, who transmitted a global vision to the forum’s more than 400 visitors.
Fiturtech, organised by the Instituto Tecnológico Hotelero and Fitur, was attended by more than 9,000 people and attracted the participation of companies such as HP, Cisco, Oracle, Phocuswright, Skyscanner, Sabre, Meliá, Iberostar, Palladium and others. Furthermore, this edition boasted an exhibition area recreating the Hotel of the Future, ITH Travelinmotion by Emotion Experience, which became one of FITUR’s principal attractions and was visited by numerous professionals from the tourism industry and the media.
Fitur Know-how & Export, organised by SEGITTUR in collaboration with ICEX and FITUR, welcomed thousands of people in a space where 36 Spanish businesses showcased the latest technological novelties applied in tourism. The exhibitor companies expressed their satisfaction with the increase in the number of contacts achieved and the trade agreements reached.
FITUR Shopping, in which 20 companies participated, attracted a large number of retail and tourism professionals. Among the participants were the principal national shopping destinations, national and global firms trading in fashion, complements, art and souvenirs, associations such as Friends of Paseo de Gracia and outlet spaces. The B2B Workshop Space of FITUR Shopping hosted more than 250 professional meetings.
FITUR Health awakened a great deal of interest among professional visitors and the stands of the companies attracted numerous visitors. 25 exhibitors took part, representing more than 150 healthcare centres and businesses from this sector; and there was a dedicated zone for negotiation (B2B), with 14 international buyers, as well as an academic space where 12 conferences were given.
FITUR Gay (LGBT) held its sixth staging, which enjoyed great success with the public by staging a comprehensive programme of professional workshops and a hectic schedule of entertainment and leisure activities. Prominent among this edition’s novelties was the exclusive female area and the staging of the 1st Edition of Acknowledgements of persons or institutions that have helped to improve the life of gay people (LGBT). During the Trade Show it was also officially announced that the “IGLTA HONORS” prize was being awarded to FITUR Gay (LGBT) and Diversity Consulting International for the internationally recognised organisation and success of FITUR Gay (LGBT) during its 6 years of existence.
Around twenty African Tourism ministers were present at Investour, the Tourism Investment and Business Forum for Africa organised by the World Tourism Organisation and Casa África. And as the Secretary-General of the UNWTO, Taleb Rifai explained, “we are seeing the more than 1,000 projects presented in recent years and how participation has multiplied, transforming this event into an international standard”. More than 400 industry professionals participated in the Forum and more than 150 businesspeople held B2B meetings.
In the Gymkhana staged during the weekend more than 700 people participated, in the Fitur Meet-Up more than 1,500 and in the Photography Workshop 850. Furthermore, 900 people dropped into the Traveller’s Corner; and more than 120 attended the 3 minube School sessions for professionals and 75 more attended the 1-to-1 sessions.
Strong business impact on the exhibitors
Some of the Trade Show’s principal protagonists summarise below the powerful trade and business impact that FITUR made on them.
Among the Autonomous Regions, Andalusia made a very positive appraisal. Javier Molina, of the Andalusian Tourism Press Office, explains that the stand “saw a large influx of industry agents and businesspeople, which reflects the business possibilities offered by the region”. Andalusia also took centre stage at the tourism trade show, connecting the brand to the image of FITUR as its partner at this staging, “allowing the hits of its promotion to be multiplied”.
Navarre came to the Trade Show with 20 co-exhibitor companies and numerous previously scheduled appointments, says Maitena Ezkutari, Director-general for Tourism and Trade of Navarre’s Autonomous Government. “We organised dozens of daily meetings and interviews as well as presentations of different kinds, among them cultural and gastronomic”. And the event promoted “a meeting with the rest of the Autonomous Regions traversed by the Eurovelo 1 international cycling network”. La Rioja, meanwhile, recorded very good results in public participation as well as in relations and contacts with the entire tourism industry, as stated by the councillor for Economic Development and Innovation, Leonor González Menorca. “37,580 pamphlets were handed out, the bar installed in the stand served 11,800 people and the ‘live cooking’ activities of the ‘Cooking Team’ or the tastings were particularly popular”.
Aragón, for its part, staged “more than 50 presentations of products and held around 100 work meetings with tour operators, tourism offices abroad, etc.”. This is explained by Carmen Montañés, who is responsible for the Press in the Tourism Department and who also highlights the important presence of cinema with the presentation of the film “Nuestros amantes” (Our Lovers) by Miguel Ángel Lamata.
As for countries, the new Tourism Minister of Argentina and president of the National Tourism Promotion Institute, Gustavo Santos, headed the delegation of this stand, which staged “an intense agenda of activities and meetings with representatives from tour operators, airlines, media, tourism associations and officials from America and Europe”.
Javiera Montes, Undersecretary for Tourism of Chile, indicated that “FITUR is important for this country as it is a space not only for Spain but for a broad segment of Europe. “We have 15 representatives from the country between products, regions and destinations, which are present with the idea of securing trade relations and embarking on new business lines with the different European marketing channels”. Montes held important meetings with countries from America, prominent among them a meeting with the Pacific Alliance at which Mexico, Colombia and Peru were present.
María Claudia Lacouture, Director of ProColombia, explained that “Colombia is already one of the stands of reference for industry professionals and visitors at FITUR. This year, at ProColombia we set out to transmit the diversity of landscapes and experiences offered by Colombia’s climate zones, and the figures of more than 10,000 visitors and 1,000 business meetings up to the closing of the sessions for the professional public ratify the interest that tourism in our country awakens”. José Napoleón Duarte, meanwhile, the Tourism Minister of El Salvador, indicated that “FITUR is a very important platform on a world scale, with more than 180 countries participating, and this allows us to make new contacts”. “We brought 16 businesspeople to this trade show –he indicates– with different specialities; and we are especially promoting coffee”.
Maruja Acevedo, deputy Director of the Guatemala Tourism Institute (INGUAT) claimed that for Guatemala FITUR is “one of the principal marketing and promotion platforms”. The country held meetings with Iberia and American Airlines. Also present at the stand were “a total of 17 tourism companies from the country, among them tour operators, an airline, hotels and other types of services”. And Pascale Hilaire, Tourist Promotion Coordinator of Haiti, said that “we held many meetings and for us it is imperative to come to FITUR. Each year we observe the significant impact it makes on our tourism”.
Javier Aranda Pedrero, Regional Director for Europe of Mexico’s Tourist Promotion Council, stated that “in the various meetings held by Mexico’s Tourism Secretary with hotel businesspeople, tour operators and airlines, there is a clear willingness in the Spanish market to continue working with Mexico”. For her part, Jennifer Champsaur, Deputy Tourism Minister of Panama, explained that her country’s party comprised 20 companies, plus authorities. “Operators and other companies stated that they had a full agenda of appointments and meetings”.
María del Carmen de Reparaz, Deputy Minister for Foreign Trade and Tourism of Peru, said that FITUR is a very animated, comprehensive and trend-setting trade show. “Last year we participated with 14 exhibitor companies and this year we came with 20” because it is an excellent business opportunity”. And Liliam Kechichián, Tourism Minister of Uruguay, pointed out that her country’s participation in the Trade Show was satisfactory. The government came with “local representatives from Maldonado, Colonia and Montevideo as well as operators of tourist transport, travel agencies and representatives from the property sector”. “We took the opportunity –she said– to meet with Air Europa and Iberia; and Iberia confirmed a fifth regular flight from February onwards”.
Israel was present at FITUR together with 25 co-exhibitors (travel agencies, hotels and an airline), says Almudena Granizo, Press Officer. It staged “more than 500 work meetings and encounters with journalists and bloggers”. In Portugal, the head of the Algarve stand, Desiderio Silva, explained that “continuous meetings were held each day, some particularly important ones with airlines that have had very interesting results”.
Belgium was represented by Flanders and Brussels in a space shared with 15 co-exhibitors, explains Jorinde Verpoorten, the manager of the stand, among them companies specialising in tourist attractions, museums, hotels and an airline. Their salespeople “held more than a hundred work meetings, resulting in likely agreements”. Montse Buil, press officer for Andorra Turismo, explains that they shared their stand with 13 co-exhibitor companies and signals her satisfaction with the “numerous contacts made”. They held “around 200 business meetings” and presented “a new Likids children’s spa”.
Turkey received hundreds of visitors. As noted by Mahmut Zontul of the Turkish Embassy, 34 co-exhibitors were present at the country’s stand. Their managers held “hundreds of business and work meetings with partners, suppliers and other institutions”. And Japan held “hundreds of work meetings” according to Kosuke Nakamori, from the Japanese National Tourism Organisation. And the country’s 10 co-exhibitors welcomed “numerous visitors”.
At its stand, China had 15 companies and institutions, says Zhang Zhi Yun, from the Chinese National Tourism Office in Madrid. And “multiple presentations were staged and more than 100 trade meetings held”. And Taiwan received “hundreds of visitors” and held “dozens of work meetings”, as indicated by Marino K. C. Chin of Taipei’s Economic and Cultural Office.
Norway expressed its satisfaction with the numerous visitors it received according to Eugenia Fierros, Director of the country’s Tourism Office. The ten co-exhibitor companies welcomed “tourism professionals and representatives from the media” as well as staging “around fifty meetings with potential clients”. And Slovenia received numerous visitors and professionals who took an interest in the country’s attractions and its business possibilities. Its sales managers held meetings and a workshop.
Africa. Satisfaction was widespread among African countries. This was confirmed by Miss Fatou, financial agent for tourism in Senegal; Amir Saad, manager of a travel company from Sudan that held numerous business meetings; Aimee Kwame, a officer of the company LuxeVoyage, from Ivory Coast; Charlotte Lydie, of Morocco, which staged dozens of meetings with other exhibitors from Zambia, Dubai, South Africa and Spain, with which discussions were held on different investment possibilities; and Elise Butalale, Director of the National Tourism Office of the Congo, which organised a workshop in association with the Agromakala Group and CIAO Group, companies interested in investing.
.Businesses
Businesses from every sector also received numerous visitors and staged large numbers of trade meetings. China International Travel organised more than 200 interviews and attended to almost 3,000 visitors, according to Javier Periañez, Product Director of the Office in Madrid. Furthermore, it met with tour operators, agencies and administrations. Meanwhile, Meliá Hotels registered “a continuous influx of professional visitors”, explains María Umbert, Corporate Communication Vice President of the hotel chain. The stand had “30 desks that generated more than 500 business meetings”.
NH Hoteles held hundreds of meetings, says Paz Sánchez, its head of Communication. Its stand also received a great influx of visitors, clients, suppliers, press, publishing groups, institutions and possible partners. And it closed “various national and international collaborations”. Paradores received a constant influx of visitors, says Ramón Ongil, Communication Director. “We signed more than 7 events and made more than 200 commercial contacts as well as closing 7 major agreements with associations and organisations from every sphere”. And Venues Place staged “more than fifty professional meetings”, says the head of the stand, Gonzalo Hamparzoumian. The meetings were with “clients, representatives of hotel chains, etc.”
Iberia confirmed “an average of 100 visitors in the stand at all times”, held “numerous trade and institutional meetings, fundamentally with Latin American governments”. It announced the new routes with Asia and celebrated the 70th anniversary of Iberia’s first flight to Latin America as well as the arrival of the new fleet of A330-200 aircraft. Air Europa presented the new 787 aeroplanes and the new loyalty programme. “We also held meetings with both national and international institutions, highlighting our collaboration with Paraguay”.
Trasmediterránea received more than 1,000 visitors, says Esperanza García, Communication Director. Furthermore, “we staged different institutional functions and events with clients from the hotel and tourism industry and travel agencies and industry associations”. And “we presented the new Centenary logo”. Avis’ 30 salespeople held “more than 500 work meetings”, says Alicia Pérez, Marketing Director. And closed “an agreement with Meliá and another one with the Network of Youth Hostels”. Europcar presented a new service, Selection, and attended to clients and journalists. It also displayed its new Audi A4. And at Goldcar Nadia Iglesias, Head of Communication, explains that they received “the visit of more than 1,000 professionals” and staged “dozens of meetings with potential clients”.
Kananga observed greater numbers of professional visitors than other years, claims Gillian Miller, the firm’s chief. The stand aroused a great deal of interest in agencies looking for “African destinations and new ideas”. And Neoturismo highlights the great professionalism of visitors, as explained by Esteban Petrone, Marketing Director. The company gave presentations with authorities from Mexico and staged dozens of daily meetings.
Idiso. Laura Darder, Marketing Director, says that they received “hundreds of visitors, held more than a hundred meetings and signed agreements”. Alejandra González, GAT Head of Operations, explains that they received “more than 100 trade visitors” and presented their platform. AGA welcomed “thousands of visitors and held more than 100 professional meetings”, particularly with hoteliers to which it presented its services. Appyourself received “large crowds, and every day 20 people took an interest in their products”, says its manager Theophille Lauzeral. And Doblemente Dispongo held “200 pre-arranged appointments as well as others that arose in the course of the show”, explains Jorge Mira.
Freixenet promoted wine tourism visits and appointments “through the promotion of wineries”, says Zaida Semprún. “We held between 15 and 20 daily meetings and organised tastings”. Sanitas Hospitales held “very productive B2B sessions”, claims Nuria Ochoa, Head of Business Development. Furthermore, “numerous professional contacts were made and dozens of meetings held”. And Ballesol contacted “international tour operators and Arabic travel agencies”, says Yosune Rodríguez, Marketing Director. “We also engaged in networking and held more than 100 work meetings”.
