Tradition, sustainability and Formula 1

The Madrid City Council put forward all its resources on the occasion of the 45th edition of the International Tourism Fair (FITUR)which takes place at IFEMA until next Sunday. The councilor of the capital, José Luis Martínez-Almeida, accompanied by the delegate for Culture, Tourism and Sports, Marta Rivera de la Cruz, as well as the councilor in charge of Tourism, Almudena Maíllo, had the honor to welcome the kings of Spain during the inaugural visit to the Madrid stand.

This stand, designed according to high sustainability standards, invites visitors to explore the history, present and future of the city through two main themes: Madrid by dayillustrated by the Plaza Mayor, and Madrid at nightinspired by the Plaza del Callao. Under a cover of fabrics evoking Madrid sunsets, the design combines tradition and modernity to highlight the unique identity of the capital.

An interactive and lasting experience

Participants will have the opportunity to enjoy activities such as a Formula 1 simulator, which highlights the 2026 Spanish Grand Prixor take a photo of yourself alongside a plant replica of the bear and the arbutus tree. They will also be able to bring back a souvenir thanks to decorative spaces such as a green wall displaying the name of Madrid or an illuminated sign with the inscription “Madrid se vive”.

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The design of the stand incorporated sustainability criteria at every stage of the process: environmentally friendly materials were used, structural elements were designed to be reusable, and greenhouse gas emissions were minimized, thereby achieving zero emissions balance.

Promotion of Madrid culture and gastronomy

This stand will also be the setting for numerous activities aimed at introducing the cultural and gastronomic wealth of the capital. During the inauguration, emblematic products were presented, such as sweets from Formentor and Bernardos pastries, shoes from Franjul and hats from Alexia Álvarez de Toledo. Furthermore, the Islamic Culture Foundation offered a tasting of Arabic sweets and calligraphy workshops, while the Museum of Happiness organized a hug therapy workshop.

International recognitions and presentations

Alcalde Martínez-Almeida was appointed Brother of Honor for the Confrérie Gastronomique du Cocido Madrileñoin recognition of its commitment to the preservation and promotion of this typical dish. Additionally, in the afternoon, the UN publication on tourism will be presented Adoption of Artificial Intelligence in Tourism: Key Considerations for Industry Stakeholderswhich highlights the impact of this technology on the tourism industry.

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The program of activities will conclude with the awarding of prizes Madrid Hosts Hermestursaluting the work of young professionals and excellence in the field of tourism. Carla Marrero, housekeeper of BLESS Hotel Madrid, will receive the Madrid Acoge prize, while Domènech Biosca will be honored with the Hermestur prize for his career as president of Educators and Tourist Advisors.

With his remarkable participation in 2025 FEATURESMadrid not only reaffirms its status as a global tourist destination, but also projects an image as a city committed to innovation, sustainability and the preservation of its cultural and social heritage.

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