The 47th edition of the International Tourism Trade Fair will take place from 20 to 24 January 2027 at IFEMA MADRID, expanding by two additional halls.
Willianette Robles, Executive Director of the Puerto Rico Tourism Company, has announced an ambitious agenda for FITUR aimed at enhancing Puerto Rico’s international profile as a leading destination for both leisure and business travel. The strategy highlights the island’s diverse range of experiences and its growing appeal among key markets such as Spain and Europe.
Puerto Rico today unveiled its proposal as Partner for FITUR 2027, the International Tourism Trade Fair to be held from 20 to 24 January at IFEMA MADRID. The announcement took place at the Royal Botanical Garden in Madrid’s Retiro Park and was attended by Willianette Robles, Executive Director of the Puerto Rico Tourism Company; José Vicente de los Mozos, Chairman of the Executive Committee of IFEMA MADRID; María Valcarce, Director of FITUR; and Jorge L. Perez, CEO of Discover Puerto Rico.
During the presentation, Willianette Robles stated: “Becoming FITUR 2027 Partner represents a unique opportunity for the Island of Enchantment to showcase to the world the diversity of experiences that set us apart, while strengthening our ties with the European market. Under the leadership of Governor Jenniffer González Colón, our participation will drive new opportunities for business, investment and growth for Puerto Rico’s tourism industry, positioning the island as the heart of the Caribbean.”
FITUR 2027: a strategic global platform for inbound and outbound markets
Puerto Rico’s participation as FITUR 2027 Partner comes at a key moment of growth for its tourism industry and its international projection. According to the Puerto Rico Tourism Company, the island has reached record-breaking figures over the past two years, handling 14.5 million passengers across its three main international airports last year, alongside more than 1.82 million cruise arrivals to its ports—achieved one month before the close of the current fiscal year.
These strong results place Puerto Rico in a privileged position to capitalise on its role as FITUR 2027 Partner, strengthening its global visibility, driving new investment opportunities, and positioning itself before millions of potential travelers as a destination that blends gastronomy, culture, nature, music and the warmth of its people—delivering an authentic experience that confirms why Puerto Rico is the heart of the Caribbean.
With a tourism offering rooted in a unique combination of biodiversity, cultural heritage and vibrant Caribbean identity, Puerto Rico boasts hundreds of kilometres of pristine coastline, historic landmarks such as Old San Juan—a UNESCO World Heritage Site accessible infrastructure, and an experience-led proposition that connects directly with travelers on an emotional level.
All of this will be showcased at the 47th edition of FITUR, where Puerto Rico will feature a stand designed as a living destination experience. Beyond a traditional exhibition space, the stand will invite visitors to explore, feel and engage with the island’s culture, creativity and energy, reflecting a contemporary vision of Puerto Rico as a vibrant, innovative destination deeply connected to its people.
FITUR will thus serve as a top-tier platform to strengthen Puerto Rico’s tourism business ecosystem and reinforce its global positioning as a key destination within the international travel landscape.
“We want visitors to Puerto Rico at FITUR 2027 to discover much more than a destination. We aim to share the essence of our island: a vibrant culture, world-class gastronomy, fascinating history, and, above all, the warmth of our people. That ability to connect with others is what makes Puerto Rico an unforgettable experience in the heart of the Caribbean,” Robles added.
Finally, José Vicente de los Mozos, Chairman of the Executive Committee of IFEMA MADRID, emphasized: “It is an honour to welcome Puerto Rico as a FITUR Partner and to support the tourism growth the island has experienced in recent years through the 47th edition of the International Tourism Trade Fair. An island of immense cultural and natural value that will enrich the dialogue of the fair and present its extraordinary assets to the global tourism market.”
