Lanzarote faces its participation in FITUR 2026 with a strategic agenda, aligned with the main trends that will shape global tourism in the coming years: sustained growth of the sector, a firm commitment to sustainability, technological innovation, and market diversification.
According to the main industry analyses, FITUR 2026 is presented as a key edition to consolidate the tourism recovery and move towards a more resilient, responsible, and competitive model, where sustainability ceases to be an added value to become a structural pillar of destinations' tourism strategy
In this context, Lanzarote will attend the international tourism fair with an intense institutional, commercial, and technical agenda, which includes meetings with international organizations, tour operators, airlines, Spanish tourism offices in strategic markets, and leading companies in tourism innovation, data intelligence, and artificial intelligence applied to destinations.
Prior to the fair's inauguration, the president of the Cabildo of Lanzarote, Oswaldo Betancort, and the CEO of SPEL-Turismo Lanzarote, Héctor Fernández, will hold key meetings with the Iberia group and other strategic airline operators, with the aim of advancing new agreements to facilitate the arrival of tourists from the United States, a high-value market with growing interest in sustainable, safe, and differentiated destinations like Lanzarote.
The agenda also includes meetings with the Spanish Tourism Offices in Miami, New York, Los Angeles, and Toronto, as well as meetings with major international tourism groups, consolidating Lanzarote's position in North America and strengthening its medium and long-term projection.
Sustainability and regenerative tourism
Sustainability and regenerative tourism will have a cross-cutting role throughout Lanzarote's presence at FITUR 2026. The destination will actively participate in forums and presentations linked to climate action, environmental conservation, responsible territorial management, sustainable gastronomy, and tourism intelligence applied to decision-making, in coherence with its status as a Biosphere Reserve and its historical leadership in this area.
The president of the Cabildo of Lanzarote, Oswaldo Betancort, emphasizes that “FITUR 2026 is a key opportunity to continue positioning Lanzarote as a destination that not only grows, but does so with criteria, responsibility, and a vision for the future. Our agenda shows that we are committed to quality tourism, well-connected, committed to the territory, and aligned with the major global challenges”.
For his part, the CEO of SPEL-Turismo Lanzarote, Héctor Fernández, highlights that "we are arriving at FITUR with very planned work, with strategic meetings in priority markets, relevant agreements on connectivity, and a clear narrative: Lanzarote is an **innovative, sustainable destination ready to lead the new tourism cycle**. The presence in the **United States** and the incorporation of **technology** and tourism intelligence are key elements of our roadmap."
During the five days of the fair, Lanzarote and La Graciosa will develop presentations of international events, institutional acts, signing of agreements, meetings with the media, and technical meetings that reinforce the strategy of product diversification, de-seasonality, and positioning of the destination in segments such as sports, gastronomy, culture, and MICE tourism, always taking into account the guidelines of the recently adopted World Charter for Sustainable Tourism+30 and its objectives, as well as the reinforcement of the qualitative model, that is, the control of tourist growth and increase in spending levels.