A delegation from South Korea has arrived in Madrid for FITUR 2026, aiming to enhance tourism partnerships and broaden global cooperation. The International Tourism Fair will take place from January 21 to 25, 2026, at the IFEMA Madrid exhibition centre, reaffirming the growing relationship between Korea and Spain in the tourism sector.
In 2024, the tourism exchange between the two countries reached significant heights, with 391,785 South Korean visitors traveling to Spain. These tourists contributed approximately €1.214 billion to the Spanish economy, averaging €3,098 per traveler and €405 per day. This spending rate positions South Korean tourists among the highest in international tourism. Conversely, it is estimated that over 55,000 Spaniards visited South Korea by 2025, highlighting a reciprocal interest in travel between the nations.
Turispagna reports that Korean travelers are drawn to Spain for its rich culture, gastronomy, and natural landscapes. This enthusiasm is also reflected in a survey conducted by Consumer Insight, which shows that Spain was ranked as the top overseas destination for Koreans in 2025. Notably, Spain achieved a satisfaction score that exceeded 800 points, marking a first in the survey’s history.
Strengthening Connectivity and Cultural Exchange
Air connectivity has been pivotal in reinforcing ties between the two countries. Alongside established routes between Seoul and Madrid, as well as Seoul and Barcelona, the introduction of a direct flight from Seoul to Málaga has broadened travel options for tourists. This expansion enhances Korea’s visibility in Andalusia, a region increasingly popular among travelers.
Additionally, South Korea has emerged as a significant market for the Camino de Santiago, appealing to those seeking cultural and leisurely travel experiences. At FITUR 2026, the Korea Tourism Organisation (KTO) will officially represent Korea, hosting various exhibitors such as eTourism Korea DMC, Golden Tour Korea DMC, and L-Tour Co., Ltd. This diverse participation demonstrates Korea’s commitment to enhancing its international profile and exploring new avenues for tourism cooperation.
The upcoming edition of FITUR has established itself as a benchmark event in the tourism sector, featuring representatives from 156 countries and attracting more than 250,000 attendees, including professionals and visitors. This year’s fair is poised to further solidify the partnership between Korea and Spain, promoting mutual growth in the tourism industry.
As the event approaches, the collaboration between these two nations underscores a shared vision for a thriving tourism landscape, fostering connections that benefit both economies.
