Warsaw on the global tourism scene: FITUR 2026 trade fair summary

Promotion of Warsaw during one of the most important tourism fairs in the world.

During this year's FITUR Madrid trade fair, held from January 21st to 25th, 2026 at IFEMA MADRID, the Warsaw Tourism Organization showcased Poland's capital on one of the most important stages in the global tourism industry. The event attracted hundreds of thousands of attendees from around the world.

FITUR 2026 attracted over 255,000 visitors over five days, including a strong representation of industry professionals and a wide range of travelers. More than 10,000 companies from 161 countries participated in the fair, including 967 major exhibitors, confirming the global reach and prestige of the event.

Our presence was part of the Polish national stand, where we jointly promoted Poland as an attractive travel destination. The first three days of the fair were dedicated to business and networking. Our discussions focused on promoting Warsaw as a dynamic urban destination, welcoming both individual tourists and event organizers, investors, and international partners. At the WOT stand, we met with tour operators, representatives of tourism organizations, and industry media, discussing the growing interest in the Polish capital among visitors from Europe and other markets.

During the public open days (January 24–25), we focused on directly promoting the city among trade fair visitors. We highlighted Warsaw's unique attractions – from its cultural and historical offerings, through its modern tourist infrastructure, to its well-developed gastronomic and event scene.

FITUR participants highlighted the diversity of our offerings – from historical heritage and contemporary architecture to year-round events and urban experiences. Warsaw was among the most frequently mentioned destinations as a potential travel destination in the upcoming season.

Our participation in FITUR 2026 resulted in numerous business contacts and strengthened Warsaw's international recognition. Our presence at key industry events remains an important element of our long-term strategy to promote the city as a modern, open, and competitive tourist destination.