Puerto Rico Supports Women’s Empowerment at FITUR Woman 2026 in Madrid, Here’s All You Need to Know

Published on December 5, 2025

The FITUR Woman 2026 conference is expected to be one of the most important events in the global tourism sector, focusing on the subjects of investment and women’s economic empowerment in tourism. Organized by FITUR with the collaboration of Women Leading Tourism and under the patronage of the Puerto Rico Tourism Company, it will take place from 21 to 25 January 2026 during the International Tourism Trade Fair at IFEMA MADRID. The conference will bring together leaders from government, business, and academia to deliberate on pressing issues of gender equality, women’s leadership, and inclusiveness for growth in the tourism sector.

This is a leading event for the advancement of the role of women as key drivers of employment, entrepreneurship, and leadership in tourism, while focusing on how economic empowerment can help overcome barriers and foster sustainable growth in tourism.

Empowering Women Through Investment and Economic Empowerment

The theme for FITUR Woman 2026, “investment and economic empowerment in tourism,” reflects the growing importance of financial support, education, and resource accessibility to help women thrive in the tourism sector. By prioritizing these key factors, the event will examine how empowering women in tourism not only advances gender equality but also drives social transformation and economic resilience.

As global tourism recovers from the disruptions caused by the COVID-19 pandemic, the focus on women’s empowerment is more relevant than ever. With women disproportionately impacted by the crisis, boosting their participation in the tourism workforce and leadership roles is seen as a critical step toward building a more inclusive and sustainable industry. At FITUR Woman 2026, discussions will explore how targeted investments in education, skills training, and institutional support can unlock new opportunities for women while improving tourism competitiveness across the globe.

The Role of Puerto Rico in Advancing Women’s Participation in Tourism

A significant highlight of this year’s FITUR Woman will be the involvement of the Puerto Rico Tourism Company, which is partnering with the event to showcase its efforts to promote women’s leadership within the tourism sector. Through its destination brand, Descubre Puerto Rico, the company aims to highlight how the tourism industry can be a powerful tool for empowering women.

Puerto Rico’s commitment to gender equality and inclusive development in tourism will be on full display during the event, with the Tourism Company underscoring the importance of public policy that fosters real opportunities for women in the sector. The Puerto Rican government is focused on ensuring that tourism creates long-term economic, social, and professional opportunities for women, promoting female talent and striving to make the industry more sustainable.

By highlighting Puerto Rico’s initiatives, FITUR Woman will encourage other regions to follow suit in supporting female empowerment and in using tourism as a tool for positive social and economic change.

Programme Preview: Key Themes and Industry Recognition

The FITUR Woman 2026 program is structured to offer a comprehensive view of the challenges and opportunities that lie ahead in promoting women’s empowerment in tourism. The event will be organized into three thematic blocks, each focusing on a crucial aspect of women’s participation in the tourism industry.

Block One: Tourism as an Engine of Empowerment

The first block, titled “Tourism as an Engine of Empowerment,” will focus on financial inclusion, access to education, and the importance of technical, digital, and business training. The discussion will address how enhancing employability and supporting female entrepreneurship can create more opportunities for women to succeed in tourism-related careers. Key topics will include the need for work-life balance policies and greater representation of women in leadership roles across the industry.

This session aims to provide a roadmap for leveraging tourism’s potential to empower women through skills development and financial independence. By investing in these areas, tourism can become an even more transformative industry for women’s advancement.

Block Two: Challenges and Barriers to Women’s Empowerment in Tourism

The second block, “Challenges and Barriers,” will tackle the persistent obstacles that women face in the tourism sector. Despite progress, women continue to encounter issues such as job insecurity, the gender pay gap, and a lack of female representation in decision-making roles. The discussions will examine how global crises—such as the pandemic and economic downturns—have further exacerbated these challenges, and how the industry can take action to accelerate women’s advancement and address these inequities.

This block will explore how tourism organizations can implement policies and practices that ensure equal opportunities for women, helping to break down the barriers to leadership and economic equality.

Block Three: Optimizing Impact: Solutions and Benefits of Economic Empowerment

The third block, “How to Optimise Impact: Solutions and Benefits of Economic Empowerment,” will focus on best practices from around the world that highlight how women’s leadership strengthens the competitiveness and sustainability of the tourism sector. Experts will showcase how investment in training, innovation, and technology can help close existing skills gaps and create a more resilient tourism industry.

By focusing on real-world examples, this session will demonstrate how empowering women in tourism not only benefits the individuals involved but also contributes to the overall success of the industry, encouraging long-term growth and positive societal change.

Recognition of Industry Initiatives: Awards Ceremony

An important part of FITUR Woman 2026 will be the awards ceremony, which will recognize the most inspiring initiatives that advance gender equality in tourism. This event serves to highlight the innovative efforts of organizations and individuals who have made significant strides in promoting women’s leadership, inclusive tourism practices, and sustainable development.

The awards will celebrate organizations that have implemented programs to support women’s empowerment, entrepreneurship, and participation in all sectors of tourism. This recognition underscores the industry’s commitment to creating equitable opportunities for women and fostering a more inclusive tourism ecosystem globally.

FITUR Woman’s Growing Impact on the Global Tourism Sector

Since its inception, FITUR Woman has become a crucial platform for discussing and promoting gender equality in the tourism sector. By emphasizing investment and economic empowerment as key themes, the 2026 edition of the event will further solidify its role as an essential meeting point for thought leaders, policymakers, and industry professionals working toward inclusive development and women’s leadership in tourism.

FITUR Woman continues to serve as a space for meaningful discussions that shape the future of global tourism—one that is more equitable, sustainable, and empowering for women worldwide. As the industry continues to evolve, FITUR Woman 2026 will play a pivotal role in inspiring and driving positive change, demonstrating how investment in women’s leadership and economic empowerment can lead to a more resilient and inclusive tourism ecosystem.

A Step Toward a More Inclusive Tourism Future

The FITUR Woman 2026 event will be an important milestone in the global tourism calendar, bringing together diverse voices and creating economic opportunities for women through the power of investment. Underpinning the nexus between empowerment and economic growth, FITUR Woman reiterates that active policy intervention and leadership are key drivers toward determining the future of tourism. It will also provide participants and the sector as a whole with fresh insights and concrete actions for enhanced gender equality, more viable models of sustainability, and better representation of women’s voices in support.