FITUR 2027 is already on the radar of hotels, hospitality groups and destinations. With that in mind, Hosteltur has published an article (in Spanish) on turning a brand’s presence at the fair into a communications opportunity. In it, Bacana Communications, a hospitality and travel communications agency based in Madrid, sets out its approach. The starting point is simple: the stand is only one part of the plan.

The fair runs from 20 to 24 January 2027 at IFEMA Madrid, with Puerto Rico as partner country. Over those days, destinations, hotels, institutions and travel companies all compete for the attention of trade visitors, journalists, influencers and potential partners. As a result, having your own space does not guarantee visibility or new business on its own.

From stand design to brand activations

For this reason, Bacana treats FITUR as an integrated project. The stand works alongside a clear PR and media relations strategy, content and live experiences. In other words, the space is no longer just somewhere to hold meetings or hand out brochures. Its design can express the identity of a hotel or destination, make meetings easier and create moments that later become content.

What’s more, in a hall full of competing stands, a good programme draws people in. Options include presentations, food and drink sessions, cookery demonstrations, tastings, workshops, art installations and experiences inspired by the destination. However, the real starting point is a single question: what should visitors remember when they leave? From there, the agency builds events and brand experiences into the wider plan, so that no activity stands alone.

Networking beyond IFEMA and online reach

At the same time, FITUR does not stop at the exhibition centre. That week, Madrid fills up with meetings and industry gatherings. Consequently, a lunch, a dinner or a private get-together can bring journalists, tour operators, travel agents and partners together in a more relaxed setting than a quick chat on the stand. Bacana can handle the concept, venue, production, invitations and guest management.

Coverage can also travel much further. An influencer marketing strategy, a strong social media strategy and original content take the fair to people who are not in Madrid. That way, what happens on the stand keeps reaching new audiences.

Before, during and after the fair, and into AI search

Drawing on its strategic communications consultancy, Bacana splits the work into three stages. Before the fair, the team shapes the strategy, concept, space, activations, invitations and early press work. During FITUR, it manages the media, interviews, meetings, events and content coverage. Afterwards, the focus shifts to following up contacts, press opportunities and fresh content.

That continuity now matters in a new way. Irene Aguilar, of Bacana, points out that communications plays a vital role in how visible a brand is to artificial intelligence. When a company turns up consistently in the media, interviews, studies, professional directories and editorial partnerships, she explains, AI models find more evidence of its existence and expertise.

In short, the aim is for any investment in FITUR 2027 to keep paying off long after the fair closes. We would like to thank Hosteltur for sharing this approach with travel professionals. And if your hotel, group or destination is already thinking about IFEMA, now is a good time to start planning.