FITUR in Madrid is the leading trade fair event in the sector, whose last year was attended by 220,000 visitors. Of them, 136,000 were professionals in the sector, from 131 countries, during the professional days, while the weekend, open to the general public, received 86,000 visitors. As a global tourism and media showcase, FITUR had more than 6,300 accredited journalists from 46 countries in 2023.
In this way, tourism promotion and marketing will have an important role in Castile and León 's participation in FITUR, through a 909 square meter stand – 120 meters more than last year – in pavilion 9 of IFEMA, where they will be present. the nine provinces and the Regional Council of Bierzo, in addition to consolidated tourism products and references of the Community's offer, with a special prominence of its own brands, such as the rural tourism product club ' Brand "Posadas Reales"' and the wine tourism club 'Wine Routes of Castile and León'.
Promotion based on three pillars
The promotion of the tourist offer, through the motto ' Castile and León, legacy of Spain', aims to highlight the leadership of the Community as a heritage, food and wine destination and quality rural tourism. The stand will be articulated on the basis of the World Heritage Properties that Castile and León treasures and that make it the leading community, with nine properties declared by UNESCO: the cities of Avila, Salamanca and Segovia, the Burgos Cathedral, Las Medulas, the archaeological sites of Siega Verde and Atapuerca , the recently declared Soplado del Vidrio and The French Way of Saint James, as a cultural, historical, spiritual and heritage route that runs through the Community.
The wide range of cultural tourism will also feature the presentation at FITUR of innovative proposals such as the Master Plan of the Camino de Santiago, the new edition of The Exposition "Edades del Hombre" – which will be held in Villafranca del Bierzo and Santiago de Compostela in 2024 – , the Community's Holy Week or the Historical Recreations program.
Enogastronomy will be present at the stand with a specific space dedicated to gastronomy and wine tourism, highlighting the presence and participation of the nine Wine Routes certified by ACEVIN and which make Castile and León the Community with the largest number of itineraries at the level national.
Furthermore, the promotion at FITUR will reinforce Castile and León 's leadership in rural tourism, through the promotion of the Brand "Posadas Reales" quality brand and with a wide range of rural accommodation, along with nature and active tourism proposals.
Experience and multisensory stand
The entire promotional and commercial strategy of Castile and León will be reflected at FITUR through a new promotional stand in pavilion 9, with 909 square meters and which will have different thematic and specific spaces at a promotional level, to form a modern exhibitor, where the visitor will learn about the tourist offer through an immersive and multisensory experience.
From the façade of the stand, which will welcome the visitor with two large arches with LED screens, the visitor will access it and walk through corridors where the main tourist products of the Community are represented, simulating the exhibition route of a museum, playing with diverse textures and materials, as well as screens with images and videos, which highlight the idea of Castile and León as a great cultural space. Both corridors culminate in a large technological plaza, from where the visitor can interact in different activities or participate as a spectator in the activities that will take place on stage.
Technology will help the traveler to delve into the tourist offer, making every corner of the Community known through a technological and immersive activity to enjoy gastronomy and wine tourism guided by a virtual mini-chef. A new initiative that adds to the promotional space where the Wine Routes will carry out presentations, tastings and product tastings.
The heritage offer and The French Way of Saint James will be made known through two virtual and immersive spaces, where the visitor will feel like the protagonist of the trip, and which wants to be the reflection of the tourism that is developed from the Ministry, traveling the Jacobean route through its most emblematic monuments, on a journey of light, color and sound.
The Community's rural tourism and, in particular, the Brand "Posadas Reales" quality brand will be promoted with an augmented reality activity, while nature tourism will be made known through an inclusive experience with virtual reality glasses, in collaboration with the Natural Heritage Foundation.
Furthermore, among the promotional developments, a new space stands out to promote the Community as a filming destination, through the Castile and León Film Commission.
Play video Stand Castilla y León en FITUR 2024
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