As every year, Madrid’s Trade Fair (IFEMA) has hosted the finest leisure offerings nationally and internationally: FITUR. Once again, top tourism companies have chosen to showcase their services for this newly launched 2010—a challenging year due to the economic crisis.
Notably, there was a strong emphasis on leisure combined with adventure sports in all their glory, from water-based to aerial activities, including multi-adventure packages that will delight anyone eager to explore a city or country.
We were there to witness firsthand the significance of outdoor activities, which are transforming traditional tourism into active tourism—where visitors become the protagonists of thrilling adventures.
From north to south, east to west, the national and international landscape offers unparalleled opportunities. Unimaginable corners you’d never dreamed of, yet discovered thanks to FITUR.
Nearly 12,000 companies showcased their regions’ richness and most stunning hidden gems. And what better way to complement these discoveries than with adventure activities like diving in Egypt, rafting in Portugal, or closer to home, skiing in Andorra?
A world of colour, costumed performers, international music, and local products filled every pavilion, captivating all who passed by. Each stand featured explanatory brochures promoting their diverse services, positioning adventure sports as a key option for tourists.
The strategy adopted by each region of Spain was to attract international visitors while keeping domestic tourism engaged. Cuisine, wine tourism, and tradition joined forces to promote each Autonomous Community in depth, ensuring future travellers fully understand their destinations.
For other countries, the approach was to highlight their most iconic elements—where the exotic drew attention and the unknown captivated wide-eyed visitors who’d woken up that morning eager to experience FITUR.
In short, those of us at the only fair that lets you traverse the world without leaving the venue confirmed that active tourism thrives in every corner, and outdoor activities are the best way to embrace it. Dare to explore the world around you—by canoe, parachute, or surfboard.
Travel. Choose Yumping.
