A delegation from South Korea is attending FITUR 2026 to strengthen tourism partnerships and explore new business opportunities between Korea and Spain. The International Tourism Fair, taking place from January 21 to 25, 2026, at IFEMA Madrid, aims to enhance the growing relationship between the two countries in the tourism sector.
In 2024, approximately 391,785 South Korean tourists visited Spain, contributing €1.214 billion to the Spanish economy. This translates to an impressive average spending of €3,098 per traveller and €405 per day, positioning South Korean visitors among the highest spenders in international tourism. Conversely, estimates suggest that over 55,000 Spaniards traveled to South Korea by 2025, reflecting a reciprocal interest in cultural exchange.
The appeal of Spain to Korean travellers is multifaceted. According to Turispagna, motivations include relaxation, gastronomy, and the country’s diverse natural landscapes. Notably, a survey conducted by Consumer Insight revealed that Spain was the top overseas destination for Koreans in 2025, achieving a satisfaction score exceeding 800 points—the first time any country has reached this benchmark in the survey’s history.
Air connectivity plays a pivotal role in fostering these tourism ties. The direct routes operated by Korean Air, Asiana Airlines, and T’way between Seoul and both Madrid and Barcelona have facilitated travel. Recently, the introduction of a direct flight between Seoul and Malaga has further broadened travel options, enhancing Korea’s presence in Andalusia. Additionally, Korea has emerged as a significant international market for the Camino de Santiago, reflecting its cultural affinity and interest in leisurely travel experiences.
At FITUR 2026, the Korea Tourism Organisation (KTO) is officially representing South Korea. A diverse array of exhibitors, including eTourism Korea DMC, Golden Tour Korea DMC, Holiday Planners, Sally Tour, Curious Korea, Korea DMC FNF, and L-Tour Co., Ltd., will showcase their offerings. This varied representation underscores Korea’s commitment to enhancing international visibility and exploring further tourism cooperation opportunities.
The FITUR fair has become a major event in the tourism industry, featuring participation from 156 countries and attracting over 250,000 attendees, including industry professionals and visitors. As the global tourism landscape continues to evolve, events like FITUR provide a vital platform for countries like Korea and Spain to strengthen their ties and foster mutual growth in the sector.
