FITUR 2026, the most influential international travel trade fair in the Spanish-speaking market, was held from January 21 to 25 in Madrid, Spain. As one of the most important tourism industry platforms in the Spanish-speaking world, FITUR not only brings together local forces from Spain, but also connects multiple core outbound and inbound markets in Latin America, making it an important window for observing tourism trends and cooperation dynamics in the Spanish-speaking market.
At this edition of FITUR, HeyTrip participated as an exhibitor in Madrid, focusing on presenting our practical capabilities in connecting the China market with Spanish-speaking markets, as well as cross-market operational collaboration.
Through face-to-face communication with travel agencies, distribution platforms, hotels, and destination organizations from Spain and Latin America, we further discussed how to build more efficient and more executable tourism distribution cooperation models between the Chinese and Spanish-speaking markets under the current market environment.
Against the backdrop of the continued recovery of global tourism, the Spanish-speaking market is gradually regaining outbound travel activity, while attention toward the China market has clearly increased. FITUR is a direct reflection of this trend.
From the signals released on site, the Spanish and Spanish-speaking markets are showing several clear trends:
@FITUR
Outbound travel and cross-regional cooperation intentions have clearly rebounded.
Inquiries from Spain and Latin America regarding China and Asian destinations have increased significantly, and channel partners are paying more attention to how to establish long-term, stable, and executable cooperation channels toward China.
Technology capability has become a prerequisite for cooperation.
API direct connection, real-time inventory, price management, and fulfillment stability are becoming the “basic threshold” in cooperation discussions.
China inbound resources and operational capabilities have become key discussion points.
Many Spanish-speaking market partners are paying closer attention to whether partners possess genuine local resource integration capabilities in China.
These changes have also made discussions at HeyTrip’s booth at FITUR more practical and more focused on the long-term structural connection between the Chinese and Spanish-speaking markets.
At the FITUR venue, the design of HeyTrip’s booth incorporated local Spanish cultural elements. The design took inspiration from the commonly used Spanish greeting “Hola,” conveying a sense of welcome and openness. The background wall combined structural and linear elements commonly found in Spanish architecture, giving the overall space stronger regional identity. At the same time, the HeyTrip laser gift bags we prepared echoed Spain’s passionate and vibrant cultural character with bright and colorful tones, becoming a light connection during on-site exchanges.
For HeyTrip, FITUR is not a single-point exposure, but an important stop in our continued cultivation of the Spanish-speaking market and our efforts to connect China inbound tourism.
We place greater emphasis on how to establish stable and sustainable cooperation mechanisms between different markets:
On the supply side, ensuring controllability of inventory and pricing.
On the channel side, improving procurement efficiency and fulfillment stability.
At the service level, providing continuous multilingual and cross-time-zone support.
In the direction of China inbound travel, helping Spanish-speaking market partners enter the China market more smoothly.
This is also the core reason why we continue to participate in international exhibitions such as FITUR, ITB, WTM, and ATM — entering the market itself and building a long-term, trustworthy global cooperation network.
