From 21 to 25 January, Portugal will participate in the 46th edition of FITUR in Madrid, the largest tourism fair held in Spain and one of the most prominent in the tourism sector worldwide. With its new exhibition stand, Portugal occupies an area of 880 m2 where, in addition to 118 companies, the 7 ARPTS will also be present.
As in 2025, the 880 m² of the main space of the Turismo de Portugal stand will be joined by an adjacent exhibition area of 400 m², creating an integrated whole that significantly enhances the impact and visibility of the Portugal brand. This configuration reinforces the national presence in what is a privileged location at the fair and generates an aggregating effect that simultaneously benefits the destination as a global brand and the entities installed in this complementary space, which now enjoy the projection, notoriety and attractiveness associated with Destination Portugal.
Portugal's new stand enhances the visibility of regional destinations and creates better conditions for business activity, with more business areas, more efficient workspaces and a strong focus on sustainability and technological innovation. Designed as much more than an exhibition space, the stand reflects the country's deep connection to the sea, culture and Portuguese way of life, incorporating a central element of great visual impact, inspired by the waves of the Atlantic Ocean, which combines nature, innovation and national identity. The architecture, marked by organic and undulating shapes, shades of blue and gold and a colour palette distinctive to each region, is combined with a paperless approach, based on the use of recycled materials and the elimination of plastics, reinforcing Portugal's commitment to sustainability.
As part of Portugal's participation in FITUR 2026, the Minister for the Economy and Territorial Cohesion, Manuel Castro Almeida, and the Secretary of State for Tourism, Trade and Services, Pedro Machado, will travel to Madrid to accompany the national presence at the fair, developing a series of high-level institutional contacts with Spanish and international entities in the tourism and economy sector. This trip reinforces the strategic dimension of Portugal's participation, enhancing Portugal's position as a competitive tourist destination and a key partner in major international forums.
Another highlight of Portugal's presence at FITUR is art, with a space at the Portugal stand dedicated to the Turismo de Portugal campaign ‘Portugal is Art’. This campaign celebrates the country as a destination of artistic inspiration, establishing a connection between creators, historical and cultural heritage and contemporary experiences. Sport, the sea, nature and the country's traditional symbols are also strategically integrated into the stand, allowing the essence and diversity of Portugal to be shared.
The promotion of Portugal as an events destination is also highlighted with the ‘Portugal Events’ module, dedicated to festivals, cultural entertainment and major international events, including the promotion of the 2030 World Cup through the installation of a 1.5-metre diameter LED sphere.
In addition to the scheduled activities, with the aim of strengthening the business component and boosting national participation, it is also important to highlight the weekend programme, which includes a wide range of initiatives, comprising more than two dozen cultural, artistic and gastronomic events. Throughout the weekend, the Portugal space will host presentations, musical and artistic performances, debate sessions, workshops, gastronomic and wine tastings, spread over two stages, providing visitors with a varied and impressive range of experiences.
Atualização visual da marca VisitPortugal
Nesta edição da Fitur apresenta-se a atualização visual da marca VisitPortugal. Criada em 1993, a identidade visual do turismo é um património gráfico com 33 anos de investimento e uma das marcas mais reconhecidas do país. Concebido por José de Guimarães como uma metáfora visual de Portugal, o símbolo mantém-se como elemento central da marca, introduzindo uma evolução no lettering e nas suas proporções para reforçar a eficácia na comunicação contemporânea, sem perder a sua essência. A nova identidade reforça o impacto e a presença da marca nos formatos digitais, em alinhamento com a estratégia “digital first" do VisitPortugal. A adoção dum tipo de letra mais moderno, minimalista e intemporal, confere maior flexibilidade às expressões da marca, enquanto a nova arquitetura de comunicação permite potenciar, de forma mais integrada e eficaz, a narrativa do destino.
Exposição imersiva no Centro de Madrid: “Pairing Portugal, um país que se decanta pela poesia"
Paralelamente à feira, Portugal marca presença no coração de Madrid, na Calle Belén 2, com a exposição “Pairing Portugal: Um país que se decanta pela poesia". Trata-se de uma experiência imersiva, instalada no piso inferior de uma galeria de arte, convertida em adega intimista, e que celebra a união entre 100 Poetas, 100 Vinhos e 100 Locais em Portugal.
É uma exposição que cruza tecnologia, vinho, palavras e lugares. Através da tecnologia NFC incorporada na rolha de cortiça Corkified, os visitantes podem viajar pelo país, conduzidos pelas palavras de 100 poetas que se inspiraram nos vinhos e no território.
