The announcement of the collaboration agreement between IFEMA MADRID and the Government of Puerto Rico took place at the country’s stand during the International Tourism Fair.
Puerto Rico will be the Partner Country at the 2027 International Tourism Fair, as announced today at the country’s stand by Daniel Martínez, Executive Vice President of IFEMA MADRID, and Jennifer González Colón, Governor of Puerto Rico. Also participating were Willianette Robles Cancel, Executive Director of the Puerto Rico Tourism Company (CTPR), and Jorge L. Pérez, Chief Executive Officer of Discover Puerto Rico, together with Arancha Priede, General Manager of Trade Shows and Conferences at IFEMA MADRID, and María Valcarce, Director of FITUR.
The collaboration agreement, under which Puerto Rico will hold the status of FITUR 2027 Partner Country during the 47th edition of the International Tourism Fair in Madrid, will provide the country with a strategic opportunity to strengthen its international visibility, boost the promotion of its tourism offering and consolidate its global projection, after closing a record-breaking 2025 with more than 6.8 million arrivals at Luis Muñoz Marín International Airport, an increase of 3% compared to 2024, according to data from Discover Puerto Rico.
The appointment of Puerto Rico as Partner Country of FITUR 2027 represents a key lever for growth, offering it privileged international visibility and a reinforced positioning among the main players in the tourism sector. This status allows it to amplify the projection of its tourism offering in a first-rate global environment, facilitate direct contact with professionals and strategic markets, and accelerate opportunities for promotion, investment and business. In this context, FITUR becomes a unique showcase for the diversity, richness and competitiveness of a destination, backed by the world’s leading international tourism fair.
In the words of Daniel Martínez, ‘Over the years, Puerto Rico has managed to turn its presence at FITUR into a clear and coherent calling card: showcasing the diversity of its offerings, the richness of its culture and its ability to integrate innovation, sustainability and local talent. FITUR 2025, hand in hand with Puerto Rico, will once again be the great global tourism event with a Caribbean flavour and its own unique accent.’
“We proudly accept this designation, which represents an unprecedented strategic opportunity for Puerto Rico. We continue to move forward in a key stage of international positioning aimed at consolidating our presence in European markets, strengthening high-level institutional alliances and projecting ourselves as an innovative, competitive tourist destination with a vision for growth.
This alliance allows us to amplify the island’s visibility and reinforce a solid narrative before global audiences,‘ said Jenniffer González Colón, Governor of Puerto Rico. For her part, CTPR Executive Director Willianette Robles Cancel added that, ’this invitation fills us with great enthusiasm.
FITUR 2027 will be a comprehensive showcase for the best of Puerto Rico: our culture, hospitality, capacity for innovation, charms and natural attributes, as well as reaffirming the island’s potential as a cutting-edge destination.”
Source: IFEMA MADRID-FITUR Press Department