This article highlights the most important trade fairs in the Tourism & Hospitality sector in Europe, providing a concise overview of their locations, product showcases, and key organizers. These events are essential for industry professionals, travel agencies, hoteliers, technology providers, and tourism boards to stay ahead of the curve in the dynamic and ever-evolving world of travel and hospitality.
A Brief Overview of the Tourism and Hospitality Sector
The European tourism and hospitality sector is a major contributor to the continent’s economy, renowned for its diverse destinations, rich cultural heritage, and world-class hospitality services. The industry encompasses a wide range of businesses, including hotels, restaurants, airlines, tour operators, travel agencies, and technology providers.
Tourism and Hospitality Industry in Europe
The European tourism and hospitality industry is characterized by its resilience and adaptability. After facing unprecedented challenges in recent years, the industry is experiencing a period of recovery and transformation, driven by changing traveler preferences, technological advancements, and a growing focus on sustainable and responsible tourism practices.
Europe’s Most Important Tourism and Hospitality Fairs
Europe hosts numerous prestigious tourism and hospitality trade shows that attract industry professionals from around the world. Here are ten of the most influential exhibitions:
1- ITB Berlin – Berlin, Germany
ITB Berlin is one of the world’s leading travel trade shows, bringing together tourism professionals, travel agencies, tour operators, and destination representatives from around the globe.
- Date of foundation: 1966
- Period: Annually in March
- Attendance and visit figures for the last fair: Over 90,000 visitors and 5,500 exhibitors from 181 countries in 2023
- Country, city, venues of the fair: Berlin, Germany, Messe Berlin
- Product and service groups within the scope of the fair: Travel destinations, hotels, airlines, tour operators, travel technology, and tourism services.
- Organiser of the Fair: Messe Berlin GmbH
2- World Travel Market (WTM) London – London, United Kingdom
WTM London is a leading global event for the travel industry, connecting travel professionals, tourism boards, and technology providers to conduct business and explore the latest trends.
- Date of foundation: 1980
- Period: Annually in November
- Attendance and visit figures for the last fair: Over 25,000 attendees, including 9,000 senior travel buyers, in 2022.
- Country, city, venues of the fair: London, United Kingdom, ExCeL London
- Product and service groups within the scope of the fair: Travel destinations, hotels, airlines, tour operators, travel technology, and tourism services.
- Organiser of the Fair: RX (Reed Exhibitions)
3- Fitur – Madrid, Spain
Fitur is a leading tourism trade fair for the Ibero-American market, showcasing travel destinations, hotels, and tourism services from Spain, Latin America, and around the world.
- Date of foundation: 1981
- Period: Annually in January
- Attendance and visit figures for the last fair: Over 136,000 trade visitors and 8,500 exhibiting companies from 131 countries in 2023.
- Country, city, venues of the fair: Madrid, Spain, IFEMA – Feria de Madrid
- Product and service groups within the scope of the fair: Travel destinations, hotels, tour operators, travel technology, and tourism services, with a focus on the Ibero-American market.
- Organiser of the Fair: IFEMA – Feria de Madrid
4- MIPIM – Cannes, France
MIPIM is a leading international real estate event for property professionals, including investors, developers, and hotel groups.
- Date of foundation: 1990
- Period: Annually in March
- Attendance and visit figures for the last fair: Over 23,000 attendees, including 5,400 investors, in 2023
- Country, city, venues of the fair: Cannes, France, Palais des Festivals et des Congrès
- Product and service groups within the scope of the fair: Real estate investment opportunities, development projects, and hospitality-related real estate.
- Organiser of the Fair: RX (Reed Exhibitions)
5- International Luxury Travel Market (ILTM) – Cannes, France
ILTM Cannes is a leading trade show for the luxury travel market, connecting high-end travel providers with affluent travelers and travel agents.
- Date of foundation: 2002
- Period: Annually in December
- Attendance and visit figures for the last fair: Over 1,500 exhibitors and 1,800 buyers from 90 countries in 2022.
- Country, city, venues of the fair: Cannes, France, Palais des Festivals et des Congrès
- Product and service groups within the scope of the fair: Luxury hotels, resorts, spas, private villas, yachts, travel experiences, and concierge services.
- Organiser of the Fair: RX (Reed Exhibitions)
6- The Hotel Show Dubai – Dubai, UAE
While not in Europe, The Hotel Show Dubai is a significant event for the hospitality industry, attracting a substantial number of European exhibitors and attendees, making it relevant for those interested in global hospitality trends and suppliers.
- Date of foundation: 1999
- Period: Annually in May
- Attendance and visit figures for the last fair: Over 30,000 visitors and 600 exhibitors from over 90 countries in 2023
- Country, city, venues of the fair: Dubai, UAE, Dubai World Trade Centre
- Product and service groups within the scope of the fair: Hospitality supplies, hotel furniture and furnishings, technology solutions, catering equipment, and more.
- Organiser of the Fair: dmg events
7- IBTM World – Barcelona, Spain
IBTM World is a leading global event for the meetings, incentives, conferences, and events (MICE) industry, connecting meeting planners with suppliers from around the world.
- Date of foundation: 1988
- Period: Annually in November
- Attendance and visit figures for the last fair: Over 15,000 attendees and 3,000 exhibiting companies in 2022
- Country, city, venues of the fair: Barcelona, Spain, Fira Barcelona Gran Via
- Product and service groups within the scope of the fair: Meeting venues, hotels, destination management companies, event technology providers, and more.
- Organiser of the Fair: RX (Reed Exhibitions)
8- Reiselivsmessen – Oslo, Norway
Reiselivsmessen is the largest travel and tourism fair in Norway, showcasing a wide range of travel destinations, accommodation options, and outdoor activities.
- Date of foundation: 1994
- Period: Annually in January
- Attendance and visit figures for the last fair: Over 30,000 visitors in 2023
- Country, city, venues of the fair: Oslo, Norway, Norges Varemesse
- Product and service groups within the scope of the fair: Travel destinations, hotels, cabins, campsites, adventure tourism, and outdoor equipment.
- Organiser of the Fair: Norges Varemesse
9- Ferien-Messe Wien – Vienna, Austria
Ferien-Messe Wien is the largest tourism fair in Austria, showcasing travel destinations, hotels, tour operators, and tourism services, with a focus on Austrian and Central European destinations.
- Date of foundation: 1973
- Period: Annually in January
- Attendance and visit figures for the last fair: Over 150,000 visitors in 2023
- Country, city, venues of the fair: Vienna, Austria, Messe Wien Exhibition & Congress Center
- Product and service groups within the scope of the fair: Travel destinations, hotels, cruises, camping, caravanning, and outdoor activities.
- Organiser of the Fair: Reed Exhibitions Austria
10- Travel Turkey Izmir – Izmir, Turkey
Travel Turkey Izmir is a leading tourism fair in the Eurasian region, connecting tourism professionals from Turkey and surrounding countries with international buyers and investors.
- Date of foundation: 2008
- Period: Annually in December
- Attendance and visit figures for the last fair: Over 35,000 visitors and 1,200 exhibitors from 70 countries in 2022.
- Country, city, venues of the fair: Izmir, Turkey, Fuar İzmir
- Product and service groups within the scope of the fair: Travel destinations, hotels, resorts, tour operators, travel agencies, and tourism investments.
- Organiser of the Fair: TÜRSAB (Association of Turkish Travel Agencies) and İZFAŞ (Izmir Fair Services Cultural and Art Affairs Trade Inc.)
Conclusion and Brief Evaluation
These ten trade shows, while including one prominent event outside of Europe, represent some of the most significant gatherings for the tourism and hospitality industry, particularly within Europe. As the industry recovers and adapts to a new era of travel, these events provide crucial platforms for professionals, businesses, and destinations to connect, innovate, and shape the future of travel and hospitality.
