FITUR Sports 2025 presents an innovative programme on sports tourism, sustainability and marketing

The third consecutive edition of FITUR Sports, which is being held within the framework of the International Tourism Fair from 22 to 26 January organised by IFEMA MADRID, completes its professional days of the Fitur Sports Tourism Summit with high-level presentations that will provide the keys to the growth of sports tourism at a global level and will show the future trends of the sector. Organised together with SPAIN IS SPORT – AFYDAD, the Spanish Association of Manufacturers and Distributors of Sports Articles, the programme will revolve around the axes of Outdoor Sports, Competitive Sports, Sports Events & Sports Marketing.

Fitur Sports is completed with the Fitur Sports Zone, an exhibition area, work meetings and networking with the new time slots dedicated to networking and B2B meetings through the Fitur Sports section and the Fitur Live Connect application. At the weekend, Fitur Sports Brands & Events is dedicated to B2C activations by exhibitors with the general public.

 The opening of FITUR Sports 2025 will be on Thursday, January 23, in the section's own space located in Pavilion 4 of the Fairgrounds with the presence of the director of FITUR, María Valcarce, the president of Spain is Sport - AFYDAD Andrés de la Dehesa, as well as representatives of the CEOE Tourism Council, Turespaña and the Higher Sports Council.

 In addition, the main public and private stakeholders, as well as the various federations and professional associations linked to sport and tourism, will be present throughout the days, as well as important sponsors.

Full programme of FITUR Sports 2025, in Pavilion 4 of IFEMA MADRID:

Wednesday, January 22: Outdoor sports

The first day's thematic block will bring the experiences of renowned companies in the sector such as Wikiloc, Runnea, Orange and SEGITTUR. Also present will be representatives of the European Cyclist Federation and Conbici - Eurovelo Spain; Sports from the Provincial Council of Albacete to discuss cycle tourism, and the Latin American Sports Tourism Network and Almeria Sports Destination. The day will also feature the participation of Carlos Coloma, former Olympic MTB athlete and founder of the BH Coloma Team.

10:45 – 11:00. Presentation of Fitur Sports

11:00 – 11:45. Trends in sports tourism and the active leisure consumer

11:45 – 12:30. Cycle tourism as a driver of socioeconomic development

12:30 – 13:00.   Speed networking

13:00 – 13:45. Innovation and sports tourism destinations

13:45 – 15:00.   Speed networking & lunch

15:00 – 15:45. Marketing strategies in sports tourism

15:45 – 16:30. Challenges of sustainability of sports tourism in the natural environment

16:30 – 17:00.   Speed networking

17:00 – 17:45. Hybridisation of services in active tourism (activity companies, equipment rental and sale)

17:45 – 18:30.   After summit speed networking

Thursday, January 23: Competitive sport, sporting events and sports marketing

The second professional day will open the section and will be dedicated to all kinds of sporting and competitive events, with personalities from the sports sector such as Javier Guillén, president of Vuelta España; Alberto Tomé, general director of sports for the Community of Madrid; Fran Sánchez; general director of sports for the Region of Murcia; Bernabé Cano, Mayor of La Nucía; Gorka Lerchundi, general director of sporting events for the Junta de Andalucía; Jose Luis Hidalgo, director of operations for the Spanish Swimming Federation; Jorge García, director of competitions for the Spanish Triathlon Federation; Fabian Quesada, director of ADESP, Spanish Sports Association, among other representatives of hotels such as Playitas Resort Fuerteventura and agencies such as BCD Sports.

10:30 – 11:00. Official opening of Fitur Sports

11:00 – 11:45. The impact of sporting events on territories and communities

11:45 – 12:30. Applications for official sports competitions. Strategies, challenges and opportunities

12:30 – 13:00.   Speed networking

13:00 – 13:45. Social networks as a marketing lever in sports tourism

13:45 – 15:00.   Speed networking & lunch

15:00 – 15:45. Sustainability and inclusion in sports events and facilities

15:45 – 16:30. Keys to marketing trips for competition teams and athletes

16:30 – 17:00.   Speed networking

17:00 – 17:45. The sports tourism professional of the present and the future

17:45 – 18:30.   After summit speed networking

Friday, January 24: Competitive sport, sporting events and sports marketing

The last day will open with a ticketing session for sports events with professionals such as Juanan Fernández, quality director of the Triathlon Challenge Family; David Rumbao, Events, Sponsorship & Marketing Manager of Rock&Roll Madrid Marathon; Alberto Zaro, Associate Founder & Sales director of Rock the Sport. Sports tourism will be discussed as a generator of memorable experiences with Juan Méndez, director of Madison Sports Marketing, and Victor Casanovas of Sevenmila. There will also be representatives from Olympia Quirónsalud.

The Fitur Sports Tourism Summit will close its doors with a luxury session on sport business events with Rafael Grande, general manager of the Event Manager Association, Iñaki Collado, president of the Association of Incentive Agencies “I de MICE” & CEO of Imagine Events & Incentives, Angel Holgado, general manager of the Grand Hyatt La Manga Club, and a representative of Futbol Club Barcelona.

11:00 - 11:45. Trends in ticketing for participatory sporting events

11:45 – 12:30. Memorable experiences as keys to success and satisfaction for sports tourists (athlete & fan engagement)

12:30 – 13:00.   Speed networking

13:00 – 13:45. Trends in sport and health

13:45 – 14:30. MICE & Sports. A segment of Sports Business Events with great development potential

14:30 – 15:00.  Closing speed networking

Source: FITUR.