US Joins Mexico and Spain at FITUR 2026, Highlighting Strong Tourism Growth, Business Opportunities, and Enhanced Travel Connectivity Between North America and Europe

Published on December 21, 2025

At FITUR 2026, the United States joins Mexico and Spain to spotlight the thriving tourism sector between North America and Europe. The U.S. has seen remarkable growth in tourism to Spain, marked by a rise in both visitor numbers and economic impact, which highlights the strength of cross-continental travel. This year’s fair not only emphasizes business opportunities for the travel and hospitality industries but also highlights how enhanced travel connectivity—through more frequent flights and technological innovation—facilitates smoother exchanges. Additionally, the focus on sustainable tourism growth showcases a shared commitment to promoting responsible travel practices that benefit both local economies and the environment. This collaboration between the U.S., Mexico, and Spain underscores the continued importance of strengthening ties and boosting tourism growth in a post-pandemic world.

A Strong U.S. Representation at FITUR 2026

For the first time, the United States will make one of its most substantial showings at FITUR, reflecting the growing significance of the U.S. tourism market for Spain. The country’s presence will include key tourism organizations such as Visit USA Spain, Visit Florida, Visit Lauderdale, Explore Louisiana, and Visit Orlando, all of which will highlight their destinations and offerings. Over 40 U.S.-based companies will join them, including some of the biggest names in the hospitality sector, such as Hilton, Wyndham Hotels & Resorts, and All-Inclusive by Marriott Bonvoy. These companies are eager to expand their reach, forge new partnerships, and enhance Spain’s appeal as a destination for U.S. tourists.

Beyond traditional travel providers, FITUR 2026 will also feature leading technology innovators in the travel industry. Companies like Cloudbeds, ESCALABEDS, and RateHawk will demonstrate cutting-edge digital solutions that are transforming the way travel businesses operate, from booking systems to customer management. The presence of these tech companies underscores the growing role of digital transformation in shaping the future of the global tourism industry.

The Rising Significance of U.S. Tourists for Spain

In recent years, the U.S. market has become increasingly important for Spain, as evidenced by the latest data from Turespaña. In 2024, over 4.3 million American tourists visited Spain, marking an 11.2% increase from the previous year. U.S. visitors now represent 4.6% of all international tourists to Spain, contributing significantly to the Spanish economy. These tourists spent an impressive €9.01 billion, accounting for 7.1% of Spain’s total international tourism revenue.

This trend continued into 2025, with 3.4 million U.S. tourists already recorded by September, reflecting a 3.1% year-on-year increase. The consistent growth of the U.S. market demonstrates the strong demand for Spain as a travel destination, with its rich cultural heritage, diverse landscapes, and world-renowned attractions.

One of the standout aspects of U.S. tourism to Spain is the high average expenditure of American visitors. These travelers tend to spend more on accommodations, dining, shopping, and experiences, making them highly valuable for the Spanish tourism sector. Moreover, the cultural and historical ties between the two countries help facilitate easier travel and stronger business connections, further enhancing the attractiveness of Spain for American tourists.

Increased Air Connectivity between the U.S. and Spain

A crucial factor driving the growth of U.S. tourism to Spain is the improvement in air connectivity. Between October 2025 and March 2026, there will be a 8.6% increase in available seats on direct flights between the two countries, with over 1.3 million seats scheduled. Additionally, more than 5,000 flight operations are expected, representing a 13% increase in the number of flights between the U.S. and Spain. This enhanced connectivity will make it even easier for U.S. tourists to visit Spain and vice versa, facilitating stronger cultural and economic exchanges.

These improvements in air travel are essential for sustaining the growth of tourism between the two countries. As flight availability and frequency increase, both U.S. and Spanish travelers will benefit from more options, making it more convenient to travel across the Atlantic. This surge in direct flights will support the growth of tourism while also benefiting the wider travel and hospitality industries in both nations.

Mexico’s Role as Partner Country and U.S.-Mexico Tourism Relations

In addition to the United States, Mexico will be featured as the Partner Country at FITUR 2026. As the second-largest source of U.S. tourism, Mexico’s participation in the fair highlights the strong tourism connections between the U.S., Spain, and Mexico. The partnership between these three nations is crucial, as it enables greater business opportunities, collaborations, and tourism exchanges across the region.

The close relationship between the U.S. and Mexico will be a central theme of FITUR 2026, as these two countries share a deep cultural and economic bond. The fair will offer a unique opportunity to explore new ways to strengthen tourism ties and expand business opportunities in both the U.S. and Mexican markets, which are integral to Spain’s tourism strategy.

At FITUR 2026, the United States joins Mexico and Spain to highlight strong tourism growth, business opportunities, and enhanced travel connectivity between North America and Europe, while promoting sustainable tourism practices for future development.

A Promising Future for U.S.-Spain Tourism

As FITUR 2026 approaches, the U.S. tourism market remains a cornerstone of Spain’s tourism strategy. With U.S. arrivals continuing to increase, the expansion of air travel connections, and the active participation of major American travel brands, Spain is well-positioned to maintain its status as a top destination for U.S. tourists. The economic impact of U.S. tourism is expected to grow further, thanks to high-spending visitors who positively contribute to Spain’s tourism revenues.

FITUR 2026 will provide a critical opportunity for both nations to explore new opportunities, strengthen existing relationships, and look toward the future of tourism. As international travel rebounds and evolves, the U.S.-Spain connection will remain a vital part of the global tourism landscape, offering exciting prospects for further growth, innovation, and collaboration in the years ahead.