The visit of Felipe VI and Letizia in Fitur: a bed of roses through Ecuador and artificial intelligence

Like a gymkhana. This has been the coverage of the inauguration of FITUR24, which the kings have presided over Felipe VI y Mrs. Letizia. A long hour and a half of frenetic and very intense visit. Race goes race comes, the media have followed the journey of the Kings between stands, visitors (mobile in hand) and participants.

Nine Ifema pavilions in Madrid host this great travel fair. We wait at number 10, in front of the Iberia stand. The Kings have begun their itinerary through Iryo, Avoris and NH until they reach Fiturtechy. An avant-garde space inspired by the science fiction film 'Total Challenge' (1990) with Arnold Schwarzenegger and Sharon Stone. Tourism technology and artificial intelligence go hand in hand at Fiturtechy. Felipe VI and Letizia were accompanied by the Minister of Tourism, Jordi Hereu.

Afterwards there have been stops in Turespaña, the Community of Madrid and the Principality of Asturias. Letizia's homeland usually has a presence on the official tour. The Queen has had a conversation with the Asturian president, Adrián Barbón. They have also visited the stands in Melilla, the Balearic Islands, Murcia and Ceuta and have visited Fitur4all. An initiative that recognizes the efforts of companies and destinations for inclusive tourism in collaboration with Impulsa Igualdad, creators of the brand.

In this journey through world tourism, the star visit of the Kings was Ecuador as the guest country. In fact, this same afternoon Don Felipe receives the president of Ecuador, Daniel Noboa, at the Zarzuela Palace. The meeting will take place at 4:30 p.m.

A colorful tunnel of orchids, Mindo butterflies and a wall of colorful roses has become an Instagrammable setting for visitors. It is booth 3C04 in Ecuador. The FITUR 2024 partner has put together a spectacular stage set to transport us to Ecuadorian lands, like a green and exotic oasis in the heart of Pavilion 3 of IFEMA. Some “long live the Kings” have been heard when they have approached. Behind his Majesties walked, always calm and discreet, Jaime Alfonsín, outgoing head of the King's House.

A display of folklore under the motto Shine Authentically, with the biodiversity and wonders of its four worlds as protagonists: Galapagos, Coast, the Chimborazo of the Andes; and the Amazon in the heart of the jungle. There is also a nod to the gastronomic richness of this great country of latitude 0 known as the Land of Origin of Cocoa.

In figures: 430 million euros

This 44th edition begins with record numbers: 9,000 participating companies, 152 countries and 806 exhibitors. An event that will mean income of 430 million euros for Madrid. Its doors will remain open at IFEMA, throughout 9 nine pavilions, until this Sunday, January 28. As for visitors, the forecast is around 150,000 professionals and 100,000 general public.