
Held in Madrid, the Fitur Sports fair is a platform for exchange that aims to connect tourism and sport, exploring trends and opportunities in the sector
In recent years, sports tourism has positioned itself as a key industry with significant growth potential in Spain. According to data from the Ministry of Education, Culture, and Sport, travel for the purpose of practicing or watching sports generated a direct economic impact of 7.305 billion euros in Spain in 2024.
In this context, Johan Cruyff Institute will contribute its expertise at the Fitur Sports fair in Madrid. On Thursday, January 23, Román Pascual, Sales Manager at Johan Cruyff Institute, will take part in a panel discussion titled “The Sports Tourism Professional of the Present and the Future”. The goal of this session is to discuss the trends, challenges, and opportunities shaping the sports tourism industry.
Fitur Sports, a meeting point for the tourism and sports industry
From January 22 to 24, Fitur Sports will host 30 sessions, bringing together over 1,000 industry professionals to discuss innovation, sustainability, and strategies to boost sports tourism. Throughout the event, attendees will also have the opportunity to interact in the networking area, featuring exhibitors’ tables and work meetings. This is where professionals can connect with representatives from Johan Cruyff Institute to learn more about its educational programs, such as the Specialized Diploma in Sport Tourism Online and the Course in Sport Tourism Online, available in both Spanish and English.
“Sports tourism is an economic and social driver with enormous growth potential”
Román Pascual highlights: “Sports tourism is an economic and social driver with enormous growth potential. Participating in Fitur Sports allows us to share our vision and connect with other key players in the sector to further promote the synergy between sport and tourism.” The panel discussion featuring Román Pascual will also include prominent speakers such as Fabián Quesada, Director of the Spanish Sports Association (ADESP); África Álvarez, General Director of the International Institute of Excellence and Sports Certifications; and Juan Castro, CEO of Castro Tourism Advisors.
This year, Fitur Sports will focus its agenda on three main areas:
- Outdoor Sports and Active Tourism: Trends, destination management, product development and experiences, sustainability, marketing, and commercialization.
- Professional and Competitive Sports: Team sports, training camps, tournaments, campuses, golf, the needs of elite athletes, competitive team travel, medical travel, and emerging trends in sports tourism resorts and equipment.
- Event Strategies, Impact, and Legacy: Ticketing and VIP corporate hospitality experiences, sports marketing travel, and corporate travel within the sports sector (MICE & Sports). Synergies between brands, retail, and sports tourism.