Madrid, January 23, 2026.
Sport Travel successfully concluded its participation in the 46th edition of FITUR, held from January 21–23 in Madrid, taking part in the growing platform of FITUR Sport. This year’s event reached record levels, bringing together 255,000 visitors, 10,000 companies, and representatives from 161 countries, reaffirming its position as a global leader in the tourism industry.
Within this dynamic environment, Sport Travel focused on positioning itself as a specialized sports tourism operator and exploring new avenues of international cooperation. Across more than thirty professional meetings, the company identified potential partnerships with organizations interested in developing joint tourism packages for the Canadian and Spanish markets, aimed at promoting travel linked to sporting events and active experiences.
Sport Travel’s agenda included participation in high‑level panels on sustainability, social inclusion, investment in sports events, facility management, communication strategies, and the rapid evolution of racket sports. Additionally, networking with nearly 40 professionals from Europe and the Americas enabled the presentation of initiatives connected to Cuba 2026 and the exploration of bilateral projects with real implementation potential.
The results highlight a significant institutional impact, expanding Sport Travel’s visibility among global tourism and sports stakeholders. Key trends identified—such as sustainable sports tourism, digital innovation, and the growing relevance of public‑private partnerships—offer valuable opportunities for diversifying Cuba’s tourism offer.
Sport Travel will now prioritize follow‑up actions, the design of cooperation proposals, and the development of bilingual promotional materials to reinforce its international presence in upcoming negotiation and promotional spaces.
