FITUR Madrid 2026: The future of independent hospitality starts here
From 21–23 January, join us at FITUR in Madrid and see what’s really shaping the future of hospitality.
Meet the Smartness team in the brand-new Pavilion 12, at Stand G15 and see how AI-powered pricing, guest communication and operations can give you back hours every week while helping you earn more from every room.
What to expect at FITUR 2026
FITUR is the world’s leading international tourism trade fair and the central meeting point for source and destination markets.
Here’s what awaits you at IFEMA Madrid:
21 January
12:05
How AI, Robotics & Mixed REality Transform Experiences in Cities
12:15
Los secretos de la IA para optimizar la gestión en la revolución digital
12:15
Spain travel market and European consumer Travel Report
12:30
Round table: Tourism governance in the age of IA
13:45
Debate: Turismo Regenerativo y Smart Destination
13:45
IA aplicada: qué está funcionando ya y que será imprescindibile en 2026
22 January
11:30
Revenue Nomads Show: Revenue Wars - Humanos vs Algoritmos
12:00
IA y robots negociando con OTAs: la nuea guerra del a distribución
12:00
Más Allá del Hype: La Realided de la IA en 2026
13:30
Mesa: La venta directa como palanca de destinos sostenibles
23 January
11:00
Casual Thinking: innovación aplicada a cada rincón del hotel
11:50
Debate: Nuevos viajeros, nuevas expectativas
How to reach FITUR at IFEMA Madrid
Getting to FITUR is simple. IFEMA MADRID is one of Europe’s best-connected exhibition centres, with fast links to the airport and the city.
By Metro
The fastest way is Metro Line 8 (Nuevos Ministerios ⇄ Aeropuerto T4).
Exit at Feria de Madrid station, right in front of the South Entrance.
By Bus
Multiple city lines stop at IFEMA:
Line 73: Diego de León ⇄ IFEMA
Line 112: Mar de Cristal ⇄ Barrio del Aeropuerto
Line 122: Avenida de América ⇄ IFEMA
Intercity bus 828: Universidad Autónoma ⇄ Alcobendas ⇄ IFEMA ⇄ Canillejas
By Taxi
Taxi ranks at South, North, and East entrances. Fixed €3 supplement applies for entering/exiting IFEMA.
By Plane
Madrid–Barajas Adolfo Suárez Airport is 10 minutes away.
Metro Line 8 connects all terminals to IFEMA.
Taxis and express buses are available 24/7.
By Train
From Atocha or Chamartín, take a taxi, bus, or connect to Metro Line 8.
By Car
IFEMA has multiple on-site car parks with clear access from M-40 and M-11.
Boost your revenue with Smartness
With Smartness you automate all the essential activities you need to grow and manage them from a single platform.
Smartpricing
Smartpricing software analyzes thousands of data points with artificial intelligence to help you optimize each booking price, automatically.
Smartchat
Smartchat is the AI assistant that manages guest messages from Booking.com, WhatsApp, Airbnb, and email. Deliver top-notch guest service without always being online.
Smartfree
Smartfree is the only free software that automates market analysis and provides concrete price suggestions to improve the positioning of your property.
Smartconnect
Smartconnect is the software that automates guest communication at every stage of the stay, sending personalised messages to increase direct bookings and boost revenue from additional services.
Smartreputation
Smartreputation is the software that centralises all your online reviews and replies automatically, helping you save time and strengthen your property’s online reputation. Effortlessly.
Smartpms
Smartpms is the all-in-one software for hotels and vacation rentals that combines PMS, booking engine, and channel manager to simplify daily operations while increasing sales and direct bookings. All in one click.
Why book a Smartness live demo in FITUR
Get a clear view of how Smartness can increase revenue, reduce manual work, and give you full control. Meet us at Pavilion 12, at Stand G15.
Before Smartness
Fragmented tools
One app per task, support hard to reach.
Manual work
Constant clicks, constant effort.
OTA dependence
Bookings come in, guests don’t return, commissions grow.
Limited visibility
Little time for market signals—missed opportunities.
With Smartness
One platform
Pricing, communication, and ops in one place—with one support team.
Automated processes
AI handles online workflows so you can focus on guests.
More direct revenue
Smart campaigns and communication reduce reliance on OTAs.
Full control
Clear data, clear decisions—no opportunity left behind.
Book your demo at FITUR and claim your gift
Want to see what Smartness can do for your properties? Book a live demo now during the FITUR. It's free with no obligation. You'll be amazed–guaranteed!
Get answers tailored to your property
Pick up your exclusive Smartness gift
Meet us at Pavilion 12, at Stand G15
