MADRID — The FITUR international tourism fair in Madrid, held from 19 to 23 May, was seen by many as a model for other countries in Europe, which want to demonstrate their ability to organise large in-person events safely. Organised by IFEMA MADRID, this year’s event took place five months later than usual and was significantly different from previous ones.
Further highlighting the importance of the fair for Spain and the tourism industry, King Felipe VI of Spain and his wife, Queen Letizia, cut through the red tape on the opening day, and the participation of tourism ministers from around the world, the World Tourism Organization and Spanish national and regional authorities further underlined the importance of the fair.
In the case of FITUR, the numbers spoke for themselves — and it was indeed a turning point for the Spanish tourism industry, which suffered a deficit of 70 million international tourists, with losses estimated at more than $122 million compared to 2019. However, visitors arriving in Madrid for FITUR were expected to generate an economic impact estimated at around €100 million in the city.
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In total, FITUR 2021 welcomed 5,000 companies and 55 countries with over 62,000 participants (approximately 42,000 trade visitors and over 20,000 general public visitors). However, a strong hybrid element was also at play with over 40,000 online visitors at this first edition hybrid event: FITUR LIVECONNECT.
“IFEMA is taking very strict anti-COVID measures when holding face-to-face events,” said Maria Valcarce, director of FITUR, adding that they have received several national and international certifications to confirm their actions in this regard.
FITUR 2021 proposed most of the standard protocols, including mandatory mask-wearing, ventilation inside the halls with total air exchange in just 20 m (about 65 feet), widening of the corridors, strict capacity control, cleaning and disinfection, adoption of regulated catering measures, etc. But they also went further by requiring attendees to take a COVID-19 antigen test 24 hours before arrival. “This has proven to be very positive because it has given exhibitors and visitors an additional element of confidence while increasing safety,” Valcarce said.
Valcarce added that the exhibition areas had wider aisles than usual and they had also set up large meeting areas so people could hold meetings safely when the stands were too crowded. “However, there were also several presentations in the auditoriums, and audience seats were spaced at least 1.5 metres apart.”
Regarding food and beverages, the fair has applied the standard safety protocol for catering and catering, mandatory in Madrid. It provides that food and beverages are taken seated and served at the table, with a maximum of four people per table in the interior areas of the halls and six in the exterior areas, with a distance of at least 1.5 meters between people, in both cases. In addition, the halls of IFEMA MADRID have a ventilation system that completely renews the air every 20 minutes, and no air recirculation is carried out at any time.
“The vast majority of FITUR participants welcomed these protective measures; the health control mechanism worked very well and the overall assessment is satisfactory,” Valcarce said.
In-person fairs can be held, and this show demonstrated that, Valcarce said EAST“The important thing is to apply rigorous COVID protection protocols to ensure people’s safety and allow them to feel confident, and above all, to spare no effort in this regard. At IFEMA MADRID, we have worked hard and very seriously on this issue, and we now have four Spanish and international certification labels that attest to the quality and rigor of our COVID protection protocols.”
Contact Maria Valcarce macarena.ferrer@ifema.es +34 629 64 42 08