Dynamic Participation of Greek Travel Agencies at the FITUR International Tourism Exhibition in Madrid
With the strong international footprint of Greek tourism as a base, and a clear focus on enhancing the outreach of Greek travel agencies, the participation of FedHATTA and HATTA at the 46th edition of the international tourism exhibition FITUR in Madrid comes to a close.
FITUR, which concluded on 23 January 2026, is a top international platform for further strengthening professional relationships and commercial agreements in tourism between Greece, Spain, and Latin American countries. At the heart of the Greek presence, with the Greek National Tourism Organization (GNTO) leading, were the travel agencies that are members of HATTA and FedHATTA. Representatives of these agencies held a series of substantive meetings with international tour operators, tourism organizations, and institutional bodies.
The discussions focused on expanding collaborations, mapping international demand for Destination Greece, enhancing outbound tourism, and exploring new trends that shape the operational environment of travel agencies in high-value markets such as Spanish-speaking countries. Through the exhibition, the role of Greek travel agencies was once again confirmed as a key link in shaping comprehensive travel experiences, at a time when global tourism is at historically high levels. According to UN Tourism data, the number of international travelers worldwide is projected to have reached 1.52 billion in 2025.
This year’s FITUR gathered more than 10,000 companies from 161 countries, of which 111 participated with official national representations, occupying nine exhibition halls and reaffirming FITUR’s position as a significant international hub for knowledge exchange, business agreements, and destination promotion worldwide. The honored country was Mexico, which presented the cultural and tourism highlights of its 32 states.
