At a Glance
- Africa boosts representation at FITUR 2026 with over 30% more exhibition space.
- New exhibitors include Zanzibar, São Tomé and Príncipe, Benin, and Angola.
- Private sector and sustainability-focused tourism boards strengthen continental showcase.
Africa is preparing a broader and more unified presence at FITUR 2026, one of the world’s leading travel trade fairs, as countries across the continent step up efforts to draw tourists, investors and airline partners.
The event, set for January in Madrid, comes as European interest in African travel shows renewed strength.
Improving air links, wider travel options and closer cooperation between governments and private operators are helping reshape how African destinations are presented abroad.
Tourism officials say FITUR offers a timely platform to turn that interest into bookings, partnerships and long-term ties.
This year’s approach reflects a more collective strategy. Rather than fragmented appearances, African destinations are aiming to present a clearer, more confident story to international buyers and travel companies.
Organizers say the scale of Africa’s participation will speak for itself.
Stand space allocated to African exhibitors is expected to rise by more than 30% from the previous edition, a tangible sign that tourism boards and operators see value in showing up together and in force.
Prime location, wider exposure
Africa will be based in Hall 6 at IFEMA Madrid, alongside Middle Eastern exhibitors.
The hall is among the fair’s busiest, giving African destinations steady exposure to tour operators, travel agencies and investors moving through the show.
A wide mix of countries has confirmed official participation, underlining the continent’s range.
Morocco, Tunisia, Senegal, Mauritania, Tanzania, Uganda, Kenya, Guinea, the Democratic Republic of Congo, Gabon, Namibia, Cape Verde, Mauritius, Algeria, The Gambia, Seychelles and Sierra Leone are all set to attend.
New faces and returning players
Several destinations will appear at FITUR for the first time.
Zanzibar will make its debut through the Zanzibar Commission for Tourism, while São Tomé and Príncipe, Benin and Angola are also confirmed as new exhibitors. Algeria is returning after a two-year break.
Uganda is expanding its footprint with participation from both the Uganda Tourism Board and the Uganda Sustainable Tour Operators Association, highlighting a growing focus on sustainability.
Kenya’s delegation will be led by the Kenya Association of Tour Operators, signaling the private sector’s central role in marketing the destination.
Tanzania’s presence reinforces East Africa’s continued appeal.
Another first is the participation of the African Travel and Tourism Association, offering a continent-wide platform for networking and deal-making.
Individual exhibitors from Rwanda, Ethiopia, South Africa, Zambia, Côte d’Ivoire, Botswana, Malawi and Madagascar will add further depth.
With more space, new entrants and broader industry representation, Africa’s presence at FITUR 2026 points to tourism as a practical source of jobs, foreign exchange and, for many destinations, a much-needed boost rather than a sudden windfall.
