B2B tourism trade fair
For tourism boards, hotel groups, airlines, technology vendors and delegations that need apparel, booth giveaways, qualified-lead gifts and VIP kits ready for the five days of FITUR at Recinto Ferial IFEMA Madrid, 21–25 January 2026. EUR pricing with IVA 21% on B2B invoices via FACe and the Suministro Inmediato de Información (SII) at the Agencia Tributaria (AEAT), production from our hub in Madrid with direct delivery to the IFEMA halls or a Madrid hotel block.
FITUR is one of the world's three largest tourism trade fairs, organised by IFEMA Madrid and held every January in the IFEMA Recinto Ferial near Barajas airport. Across five days it brings together national tourism boards, regional authorities, hotel groups, airlines, cruise lines, technology vendors and the press in nine halls; the first three days (Wed–Fri) are trade-only, the weekend opens to the general public. Attendance in recent editions has been in the high tens of thousands of trade visitors plus a large weekend audience, with the FiturtechY, Fitur LGBT+, Fitur Know-how & Invest and Fitur Sports sections hosting focused content programmes alongside the main exhibition.
For exhibitors, tourism boards and delegations, the merch brief combines the precision of a B2B fair with the cultural reach of a tourism showcase. Booth staff apparel needs to read as the country or brand being shown; giveaways tend toward travel-friendly accessories that travel home in a suitcase; qualified-lead gifts are reserved for serious meetings with tour operators and trade press; and VIP kits are calibrated for ministerial, embassy and senior executive delegations. Madrid in late January is sharp — usually 3–10°C — so layered booth apparel and warm gifting pieces are the norm.
For tourism boards and hotel groups that combine FITUR with side-events across Madrid — workshop dinners in Salamanca, press breakfasts near Recoletos, partner trips out to Toledo or Segovia — the merch programme doubles as the visual carry across the whole FITUR week. A coherent travel-friendly pack — lanyard, luggage accessory, premium notebook — keeps the delegation visible at the stand and in the side-event venues, and a compact executive gift sustains the partnership conversation through the months between FITUR editions. International freight for FITUR arrives at IFEMA on a tight January schedule, and customs clearance for non-EU delegations is best planned so that the buffer pallet at the hotel or Barajas warehouse is in place three working days before the first trade day.
Beyond stand merch, hotel and IFEMA-access decisions weigh as much as production itself: hotels near the Recinto Ferial and along the Castellana-Airport corridor sell out weeks before 21 January, and vehicle-access passes to the IFEMA docks are regulated by IFEMA itself with annual quotas per stand. For corporate teams that combine FITUR with FiturtechY or Fitur LGBT+, coordination with the named contractor in the exhibitor manual is as important as the branding of the polos: the merch typically arrives in a short window and the stand deployment needs familiar hands.
The typical FITUR rotation kit combines polos and t-shirts with the country or region identifier, soft-shell jackets for the trade days, screen-printed lanyards and badge holders, A5 hardback notebooks, metal pens, lightweight backpacks for travel, cabin bags as delegation gifts, insulated bottles and premium travel sets for ministerial delegates. The fabric choice ranges from combed cotton for polos, technical soft-shell for the jackets and ballistic nylon for backpacks, with a clean drape and matte finishes.
Polo shirts, technical t-shirts, quarter-zips and soft-shell jackets for booth teams that work long hours in the IFEMA halls across the trade and public days. Sized per shift, with country identifiers and brand marks, plus a small stock of warm layers for the January climate.
Lanyards, badge wallets, notebooks, pens, luggage accessories and reusable bottles for fast booth hand-out across five show days. Calibrated for an international travel audience, with packaging in the country's primary language plus English back-up.
Compact travel accessories, premium notebooks, USB drives and country-themed gift sets reserved for serious conversations with tour operators, agents and travel journalists. Engraved with the country or brand mark and held back from the general booth hand-out.
Premium leather goods, fine drinkware, country-themed gourmet selections and embroidered accessories for ministerial delegations, embassy staff and senior travel-trade executives. Assembled by tier and delivered by name to the delegation hotel.
Before production begins, the artwork, quantities, the stand number in the IFEMA halls, and the named consignee must be locked. IFEMA publishes a freight-window schedule and a contractor-access list ahead of the show; both must be cross-checked with the current exhibitor manual. January weather in Madrid is cold and dry, so the freight must be packed for outdoor dock handling and the apparel brief should include warm layers. Many exhibitors split the shipment so that a buffer pallet sits at a Madrid hotel near the IFEMA or in the Barajas area, with named dock deliveries into each stand on a confirmed window. IVA 21% is added on the B2B invoice and reported via FACe (the General Administration's electronic invoicing platform) or the Suministro Inmediato de Información (SII) real-time VAT ledger at the Agencia Tributaria (AEAT); EU intra-community deliveries follow the reverse-charge rule on a valid VIES-registered VAT number. Some promotional and printed items may qualify for the 10% IVA reducido rate when they meet the relevant Spanish category, which we confirm line by line on the quote.
FITUR runs annually over five days in late January at IFEMA Madrid. The 2026 edition is scheduled for 21–25 January (Wednesday through Sunday); the first three days are trade-only and the weekend opens to the public. The IFEMA website confirms the exact dates, opening hours and registration deadlines; please cross-check before locking your merch timeline.
Yes, with planning. IFEMA publishes dock windows and contractor rules ahead of the show. We typically deliver to a buffer location — a Madrid hotel block near the IFEMA, the Barajas area or a nearby warehouse — and then move the freight to the stand in the agreed window with the named contractor. Many exhibitors also keep a buffer pallet for last-minute replacements.
Booth teams typically order 200–1,000 pieces per apparel item, giveaways 2,000–8,000 pieces for the five-day booth hand-out, qualified-lead gifts 200–600 pieces reserved for serious conversations, and VIP kits 50–250 pieces for ministerial and executive delegations. We size the run to the stand and can split a single order across several recipients.
No. Corp-Merch is an independent external supplier that helps exhibitors, tourism boards and visiting delegations prepare their own merch for the fair. We do not organise, sponsor or represent FITUR, IFEMA Madrid or any sponsor.
Corp-Merch is an independent external supplier to exhibitors, tourism boards and visiting delegations. This page helps those groups prepare their own merch for FITUR; it does not represent IFEMA Madrid, the Fitur organising team or any sponsor.