UN Tourism has returned to the four-day FITUR international trade fair from January 21 to 24 to advance the sector’s shift towards greater accessibility and growth propelled by investments and innovation.
Looking to the next 50 years, high-level delegates gathered to celebrate the 50th anniversary for reaffirming once again to be used as a platform to advance priorities for the present and the future, with a focus on supporting new ideas and technologies and boosting investments into the sector.
“As UN Tourism celebrates 50 years, FITUR meets for the 45th time helped shape global tourism, building bridges between the public and private sectors, promoting dialogue and cooperation and advancing shared priorities around innovation, sustainability and resilience,” said UN Tourism Secretary-General Zurab Pololikashvili.
Organized in collaboration with the ONCE Foundation, UN Tourism welcomed its growing network of Affiliate Members to FITUR 2025 and held a series of high-level meetings in Madrid.
On this occasion, UN Tourism also published two new Investment Guidelines of Panama and Brazil along signed new Memorandums of Understanding with Affiliate Member CIFFT (Audiovisual Tourism Advertising), designed to advance creativity.