FITUR 2026, one of the world’s premier international tourism trade fairs held annually in Madrid, Spain, witnessed a strong presence from Nepal this year. The 46th edition of the fair, held from 21 to 24 January, hosted over 10,000 companies from 61 countries, a 5% increase compared to last year.
The Nepal Tourism Board (NTB) and Nepal Association of Travel and Tour Agencies (NATTA) jointly facilitated the participation of 30 Nepali travel, tour, and tourism entrepreneurs, alongside top officials, including Secretary of the Ministry of Culture, Tourism and Civil Aviation, Mr. Mukunda Prasad Niroula, NTB CEO Mr. Deepak Raj Joshi, NTB officials, and NATTA executive members. The event, which attracts leading travel professionals, tour operators, and media from around the globe, offered Nepal an ideal platform to showcase its diverse tourism offerings, strengthen international partnerships, and engage with the European travel market.
On the first day, the Nepal Pavilion was inaugurated by Secretary Niroula, who congratulated Nepali operators and wished them fruitful business engagements. CEO Joshi highlighted FITUR’s strategic importance in promoting Nepal not only as a trekking and mountaineering destination but also as a country rich in cultural, ethnic, linguistic, and natural diversity.
Nepal’s presence at the fair was highlighted by the official inauguration of the Nepal Pavilion, which served as the central hub for all Nepalese tourism activities during the event. The pavilion not only showcased the country’s unique landscapes, heritage sites, and adventure opportunities but also reflected Nepal’s growing commitment to sustainable and experience-driven tourism.
Strong Representation by Nepalese Tourism Companies
On the second day, NATTA and NTB organized “NepalConnect”, a networking event that brought together Nepali tourism entrepreneurs and over 50 international tour operators to explore business partnerships and collaborative projects. Secretary Niroula encouraged international operators to engage with Nepali businesses and assured them of quality services, while officials from the Nepal Embassy in Spain, UN Tourism, and various international organizations participated alongside media representatives, social media influencers, and bloggers.
A total of 30 Nepalese tourism companies actively participated at FITUR 2026, representing a wide range of services including trekking, adventure tours, cultural experiences, and wellness travel. The companies engaged in direct meetings with international buyers, travel agents, and tour operators, providing detailed insights into Nepal’s tourism potential.
“The enthusiasm and professionalism displayed by Nepal’s delegation left a strong impression on international partners,” said Coordinator Mr. Krishna Prasad Dhakal. “Our goal was to not only promote Nepal as a destination but also to create lasting business relationships that will translate into sustained tourist arrivals from Europe.”
Nepal Connect: Building Bridges with Europe
One of the highlights of Nepal’s participation was the Nepal Connect event, an exclusive networking evening organized to facilitate dialogue between Nepalese tourism professionals and key stakeholders from Spain and other European countries. The event provided a platform for strategic discussions, business collaborations, and knowledge sharing, enabling Nepali companies to better understand international market trends and buyer expectations.
The success of Nepal Connect reinforced the importance of public-private partnerships in tourism promotion. By working closely with NTB, NATTA ensured that the pavilion and events effectively represented both the national tourism brand and the individual strengths of participating companies.
Enhancing Nepal’s Global Positioning
Participation at FITUR 2026 also allowed Nepal to further strengthen its international brand as a diverse and experience-rich destination. From the soaring Himalayas and cultural heritage cities to adventure sports and spiritual tourism, Nepal presented a multifaceted image that appeals to modern travelers seeking authenticity, adventure, and sustainable experiences.
The coordinated program was led by Mr. Krishna Prasad Dhakal of Desire Treks and sub-coordinated by Mr. Krishna Prasad Dhakal of Kathmandu Holidays. Their leadership ensured seamless organization, effective outreach, and productive engagement with European tourism stakeholders.
Strategic Impact and Future Opportunities
FITUR 2026 has opened new avenues for Nepal to expand its presence in the European tourism market. By connecting local tourism operators directly with international buyers, the fair has strengthened existing partnerships and facilitated potential collaborations for future travel packages, joint promotions, and marketing campaigns.
Experts note that such events are crucial not only for immediate business opportunities but also for long-term tourism growth, positioning Nepal as a key player in global adventure, cultural, and wellness tourism. The exposure gained at FITUR will likely contribute to increased European tourist arrivals, enhanced foreign investment in Nepal’s tourism sector, and further development of sustainable tourism practices.
One of the fair’s highlights was the Nepali cultural show at the pavilion, showcasing traditional dances, music, and languages, which attracted crowds and engaged international visitors, including artists from neighboring booths. FITUR 2026 also introduced specialized segments such as FITUR Cruises, FITUR LGBT+, FITUR Lingua, FITUR Techy, and FITUR Woman, providing access to cutting-edge tourism technologies, sustainable practices, and global trends to industry professionals with high decision-making power.
As Nepal builds on the success of FITUR 2026, NATTA and NTB are expected to continue their collaborative approach in international tourism promotion. The experience gained, relationships forged, and visibility achieved in Madrid are seen as stepping stones toward establishing Nepal as a preferred destination for European travelers and reinforcing the country’s reputation as a hub for adventure, culture, and heritage tourism.
