{"id":2899,"date":"2026-01-27T17:12:56","date_gmt":"2026-01-27T16:12:56","guid":{"rendered":"https:\/\/madisontraveltourism.com\/?p=2899"},"modified":"2026-01-28T10:38:24","modified_gmt":"2026-01-28T09:38:24","slug":"madison-travel-tourism-fitur-2026","status":"publish","type":"post","link":"https:\/\/madisontraveltourism.com\/es\/madison-travel-tourism-fitur-2026\/","title":{"rendered":"MADISON\u00a0Travel\u00a0&amp;\u00a0Tourism\u00a0impulsa el futuro del turismo desde\u00a0FITUR\u00a02026\u00a0"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">La semana de FITUR volvi\u00f3&nbsp;a situar a Madrid en el centro del turismo mundial. Una cita clave para anticipar tendencias, compartir conocimiento y, sobre todo, generar conversaciones que ayuden a construir el futuro del sector en un contexto global cada vez m\u00e1s exigente.&nbsp;Por eso&nbsp;desde&nbsp;<strong>Madison&nbsp;Travel&nbsp;&amp;&nbsp;Tourism<\/strong>&nbsp;estuvimos&nbsp;presentes.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Durante&nbsp;cuatro&nbsp;d\u00edas&nbsp;completamos&nbsp;una agenda centrada en la escucha activa, la asistencia a foros estrat\u00e9gicos y la celebraci\u00f3n de reuniones orientadas a impulsar&nbsp;<strong>nuevas oportunidades de negocio<\/strong>. Una presencia alineada con nuestra forma de entender el turismo: desde&nbsp;<strong>la reflexi\u00f3n, la estrategia y la colaboraci\u00f3n<\/strong>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">FITUR ha&nbsp;reunido&nbsp;este a\u00f1o&nbsp;a m\u00e1s de&nbsp;155.000&nbsp;profesionales&nbsp;y&nbsp;m\u00e1s de&nbsp;10.000&nbsp;empresas&nbsp;de 161 pa\u00edses.&nbsp;Una muestra del gran momento que vive el&nbsp;sector tur\u00edstico,&nbsp;que acaba de superar los&nbsp;<strong>1.500 millones de llegadas internacionales en 2025<\/strong>&nbsp;seg\u00fan ONU&nbsp;Turismo,&nbsp;y&nbsp;en el que&nbsp;Espa\u00f1a tiene un papel protagonista&nbsp;con&nbsp;<strong>97 millones de turistas extranjeros<\/strong>, seg\u00fan el Ministerio de Industria y Turismo.&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"801\" src=\"https:\/\/madisontraveltourism.com\/wp-content\/uploads\/2026\/01\/Image-37-1024x801.jpg\" alt=\"\" class=\"wp-image-2902\" srcset=\"https:\/\/madisontraveltourism.com\/wp-content\/uploads\/2026\/01\/Image-37-1024x801.jpg 1024w, https:\/\/madisontraveltourism.com\/wp-content\/uploads\/2026\/01\/Image-37-300x235.jpg 300w, https:\/\/madisontraveltourism.com\/wp-content\/uploads\/2026\/01\/Image-37-768x601.jpg 768w, https:\/\/madisontraveltourism.com\/wp-content\/uploads\/2026\/01\/Image-37-1536x1201.jpg 1536w, https:\/\/madisontraveltourism.com\/wp-content\/uploads\/2026\/01\/Image-37.jpg 1933w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Yolanda Perdomo y Santiago Vega (MADISON Travel &amp; Tourism) en el Foro Hotusa Explora<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong>Foro&nbsp;Hotusa&nbsp;Explora: reflexionar para avanzar<\/strong>&nbsp;<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Uno de los encuentros m\u00e1s relevantes de la semana fue el Foro&nbsp;<a href=\"https:\/\/www.forohotusaexplora.com\/\">Hotusa&nbsp;Explora<\/a>, una de las citas imprescindibles del calendario tur\u00edstico que Grupo&nbsp;Hotusa&nbsp;celebra anualmente en la antesala de <a href=\"https:\/\/www.ifema.es\/fitur\">FITUR<\/a>. En su XII edici\u00f3n volvi\u00f3 a convertirse en&nbsp;<strong>un espacio de referencia para analizar los grandes retos y oportunidades&nbsp;<\/strong>que afronta la industria tur\u00edstica en un entorno global cada vez m\u00e1s complejo y competitivo.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Durante la jornada&nbsp;tuvimos la oportunidad de escuchar de primera mano a algunos de los profesionales que est\u00e1n impulsando la evoluci\u00f3n del sector, abordando cuestiones clave como el liderazgo de Espa\u00f1a como destino tur\u00edstico,&nbsp;<strong>la conectividad, la innovaci\u00f3n y la aplicaci\u00f3n de la tecnolog\u00eda y la inteligencia artificial<\/strong>&nbsp;como palancas de transformaci\u00f3n.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En este contexto, el presidente de Grupo&nbsp;Hotusa, Amancio L\u00f3pez Seijas, puso en valor la posici\u00f3n de&nbsp;<strong>Espa\u00f1a como el pa\u00eds tur\u00edstico m\u00e1s competitivo del mundo<\/strong>, destacando factores diferenciales como la seguridad, la calidad de las infraestructuras y la fortaleza del tejido empresarial del sector. Al mismo tiempo, se\u00f1al\u00f3 como uno de los principales desaf\u00edos la mejora de las conexiones de transporte y la consolidaci\u00f3n de rutas intercontinentales, claves para seguir reforzando la competitividad del destino a largo plazo.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A lo largo del foro se abordaron, adem\u00e1s, algunos de los grandes retos estructurales del turismo actual:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La&nbsp;<strong>competitividad de los destinos<\/strong>&nbsp;en un mercado internacional en constante transformaci\u00f3n.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>El&nbsp;<strong>marco regulatorio<\/strong>&nbsp;y su impacto en el desarrollo sostenible del sector.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La&nbsp;<strong>evoluci\u00f3n de la demanda<\/strong>, marcada por un viajero m\u00e1s informado, exigente y orientado a las experiencias.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La&nbsp;<strong>atracci\u00f3n y gesti\u00f3n del talento<\/strong>, uno de los grandes desaf\u00edos de la industria.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La&nbsp;<strong>modernizaci\u00f3n de las infraestructuras<\/strong>, en un ecosistema estrechamente vinculado al transporte a\u00e9reo.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En este escenario,\u00a0<strong>el uso responsable de la tecnolog\u00eda y la inteligencia artificial<\/strong>\u00a0se destac\u00f3 como una herramienta clave para impulsar un crecimiento m\u00e1s eficiente y sostenible. Junto a ello, se subray\u00f3 la importancia de construir marcas s\u00f3lidas y experiencias diferenciales, capaces de generar confianza, reforzar la reputaci\u00f3n y contribuir a la construcci\u00f3n de destinos con visi\u00f3n de futuro.\u00a0<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong><strong>El turismo deportivo, una oportunidad estrat\u00e9gica en crecimiento<\/strong>&nbsp;<\/strong><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dentro de FITUR, el&nbsp;<strong>turismo deportivo<\/strong>&nbsp;volvi\u00f3 a consolidarse como una de las grandes \u00e1reas de oportunidad para destinos y marcas. Un \u00e1mbito que ya no se entiende solo como la celebraci\u00f3n de eventos, sino como una palanca estrat\u00e9gica capaz de generar impacto econ\u00f3mico, atraer nuevos p\u00fablicos y reforzar el posicionamiento de los territorios.&nbsp;<strong>En MADISON somos referentes<\/strong>&nbsp;internacionales&nbsp;en este aspecto.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Juan M\u00e9ndez<\/strong>, director de&nbsp;<strong>Madison&nbsp;Sports&nbsp;Marketing<\/strong>, particip\u00f3 activamente en FITUR para poner sobre la mesa una realidad cada vez m\u00e1s evidente:&nbsp;<strong>el deporte se ha convertido en un potente motor tur\u00edstico<\/strong>. Un fen\u00f3meno impulsado por la combinaci\u00f3n de grandes competiciones, experiencias diferenciales y una oferta de hospitalidad cada vez m\u00e1s sofisticada.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un ejemplo&nbsp;inmejorable&nbsp;de&nbsp;ello es el&nbsp;<strong>Valladolid Premier&nbsp;Padel&nbsp;P2<\/strong>, que demuestra c\u00f3mo los eventos deportivos de primer nivel son capaces de atraer visitantes, dinamizar la econom\u00eda local y proyectar&nbsp;el&nbsp;destino a nivel nacional e internacional, incluso en \u00e9pocas&nbsp;tur\u00edsticas&nbsp;menos atractivas&nbsp;hist\u00f3ricamente.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Esta visi\u00f3n tuvo un reflejo directo en&nbsp;<strong>FITUR&nbsp;Sports<\/strong>, donde Juan M\u00e9ndez fue protagonista de la mesa redonda&nbsp;<strong>\u201cLa Revoluci\u00f3n de los deportes de Raqueta\u201d<\/strong>. Un espacio de an\u00e1lisis en el que se abordaron los retos y oportunidades que disciplinas como el&nbsp;<strong>p\u00e1del<\/strong>&nbsp;y el&nbsp;<strong>pickleball<\/strong>&nbsp;ofrecen al ecosistema tur\u00edstico, gracias a su r\u00e1pido crecimiento, su car\u00e1cter experiencial y su capacidad para generar comunidades y eventos con alto valor a\u00f1adido.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La tendencia es clara: el deporte est\u00e1 redefiniendo la forma en que los viajeros viven su pasi\u00f3n, integrando competici\u00f3n, entretenimiento y destino en una misma experiencia. Un escenario en el que, desde&nbsp;<strong>MADISON&nbsp;Experience&nbsp;Marketing<\/strong>, trabajamos junto a nuestros clientes para convertir el deporte en una herramienta estrat\u00e9gica de desarrollo tur\u00edstico y de marca.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/madisontraveltourism.com\/wp-content\/uploads\/2026\/01\/Fitur-MadisonSportsMarketing-1024x768.jpg\" alt=\"\" class=\"wp-image-2901\" srcset=\"https:\/\/madisontraveltourism.com\/wp-content\/uploads\/2026\/01\/Fitur-MadisonSportsMarketing-1024x768.jpg 1024w, https:\/\/madisontraveltourism.com\/wp-content\/uploads\/2026\/01\/Fitur-MadisonSportsMarketing-300x225.jpg 300w, https:\/\/madisontraveltourism.com\/wp-content\/uploads\/2026\/01\/Fitur-MadisonSportsMarketing-768x576.jpg 768w, https:\/\/madisontraveltourism.com\/wp-content\/uploads\/2026\/01\/Fitur-MadisonSportsMarketing-1536x1152.jpg 1536w, https:\/\/madisontraveltourism.com\/wp-content\/uploads\/2026\/01\/Fitur-MadisonSportsMarketing.jpg 1800w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Juan M\u00e9ndez (MADISON Sports Marketing) en la mesa redonda de FITUR Sports<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong><strong><strong>Mirando al futuro<\/strong>&nbsp;<\/strong><\/strong><\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La presencia de MADISON&nbsp;Experience&nbsp;Marketing en FITUR refuerza&nbsp;<strong>nuestro compromiso con un turismo que se construye desde la estrategia, la innovaci\u00f3n y la colaboraci\u00f3n<\/strong>&nbsp;entre actores del sector. Una semana de ideas, conversaciones y oportunidades que nos impulsa a seguir acompa\u00f1ando a marcas y destinos en su evoluci\u00f3n, en un entorno donde el cambio ya no es una opci\u00f3n, sino una constante.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udc49&nbsp;<strong>Si quieres saber c\u00f3mo podemos ayudarte a impulsar una estrategia tur\u00edstica alineada con tus objetivos<\/strong>, puedes conocer m\u00e1s sobre nuestros servicios en&nbsp;<strong>Madison&nbsp;Travel&nbsp;&amp;&nbsp;Tourism<\/strong>.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-3e41869c wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-25 is-style-fill\"><a class=\"wp-block-button__link has-black-color has-luminous-vivid-amber-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/madisontraveltourism.com\/es\/contacto\/\"><strong>ESCR\u00cdBENOS<\/strong><\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>La semana de FITUR volvi\u00f3&nbsp;a situar a Madrid en el centro del turismo mundial. Una cita clave para anticipar tendencias, compartir conocimiento y, sobre todo, generar conversaciones que ayuden a construir el futuro del sector en un contexto global cada vez m\u00e1s exigente.&nbsp;Por eso&nbsp;desde&nbsp;Madison&nbsp;Travel&nbsp;&amp;&nbsp;Tourism&nbsp;estuvimos&nbsp;presentes.&nbsp; Durante&nbsp;cuatro&nbsp;d\u00edas&nbsp;completamos&nbsp;una agenda centrada en la escucha activa, la asistencia a foros [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2906,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"page_builder":"","footnotes":""},"categories":[21,26,1],"tags":[],"cx":[],"class_list":["post-2899","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-experiencial","category-noticias-y-actualidad","category-sin-categoria"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>MADISON Travel &amp; 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