Germany-Spain Tourism Surge at FITUR 2026: Iberia/Lufthansa/Marriott Drive 10.7M Flows!

Germany and Spain’s powerhouse tourism alliance headlines FITUR 2026 (January 21-25 at IFEMA Madrid), drawing 250,000+ attendees from 150+ countries to spotlight airlines, hotels, and emerging trends, with Germany showcasing a robust pavilion of tour operators, cruise lines, sustainable tech, and diverse experiences from Rhine cruises to Black Forest hikes. From January to October 2025, 10.7 million Germans flocked to Spain—a 0.8% YoY rise—ranking third in arrivals while fueling 11.8% of total tourism spend on sun-kissed Costa del Sol beaches, Gaudí’s Barcelona wonders, tapas-filled Madrid nights, and Andalusian cultural gems; in return, 33% of Spanish visitors choose Germany for Berlin’s vibrant history, Munich’s Oktoberfest energy, Bavarian Alps adventures, and Rhine Valley romance.​

Iberia and Lufthansa power this connectivity with frequent direct flights from Frankfurt, Munich, and Berlin to Madrid, Barcelona, Seville, and Valencia, spanning economy deals to premium business class for seamless business-leisure trips, complemented by budget-friendly Vueling and Eurowings options that keep fares low for families and solo explorers. Marriott ramps up luxury with new sustainable properties in Barcelona’s Gothic Quarter, Madrid’s Gran Vía, and Valencia’s futuristic City of Arts, blending local flavors and eco-initiatives, while Hilton and Accor add high-end resorts and urban oases tailored for cultural immersion and conferences.​

FITUR 2026 amplifies these ties, fostering innovations like AI personalization, green aviation, and year-round packages beyond summer peaks, spurring job creation, higher spending, and mutual economic wins as both nations solidify as must-visit European hubs.​

Key Points:

• FITUR 2026: Jan 21-25 Madrid; 250K attendees, Germany major exhibitor.​

• Stats: 10.7M Germans to Spain (Jan-Oct 2025, +0.8% YoY); Spaniards love German culture (33%).​

• Airlines: Iberia/Lufthansa premium directs; Vueling/Eurowings budget flights.

• Hotels: Marriott/Hilton/Accor expansions—sustainable luxury in key cities.

• Trends: Business-leisure fusion, eco-travel, year-round appeal boosts economies.