Diversity, inclusion and innovation for a growing sector

09.09.2025

Organised by Fitur in collaboration with JN Global Project, it will showcase the dynamism and potential of inclusive tourism and its contribution to the economic, social and cultural development of destinations.

Fitur LGBT+ will once again bring together professionals, institutions and travellers at Ifema Madrid from 21 to 25 January 2026 in the largest space dedicated to LGTB+ tourism, which continues to gain prominence as one of the fastest growing segments with the greatest potential in the global tourism industry. According to Research and Markets, the global LGBT+ tourism market reached a value of approximately USD 357.6 billion in 2024 and is forecast to exceed USD 532.8 billion by 2030.

In this context of growth and transformation, Fitur LGBT+ announces a new edition and consolidates its role in understanding the positive impact and potential of diversity in the tourism industry, as well as the trends and opportunities presented by this segment for destinations, institutions and companies.

In collaboration with JN Global Project, and under the 2026 slogan ‘Mucho más que turismo’ / ‘Much more than tourism’, Fitur LGBT+ presents a dual programme adapted to the needs of the professional from Wednesday 21 to Friday 23 January, and to travellers during the weekend (Saturday 24 and Sunday 25).

A central focus will be on building inclusive and safe destinations. Best practices and certifications that guarantee welcoming spaces for all identities will be presented, promoting the confidence of LGBT+ people when travelling, as well as local policies, tourism professional awareness and tools to evaluate the real inclusion of accommodation, companies and territories.

It will also focus on the new emerging destinations that are promoting this market, beyond the major capitals. Tourism linked to rural activities, nature or ecotourism is presented as an opportunity to diversify the offer and decentralise LGBT+ tourism, with successful examples in different regions.

The visibility and representation of diversity within the group itself will also play a leading role. The conference will address the real inclusion of trans and non-binary people in the tourism offer, as well as the visibility of lesbians, LGBT+ seniors and queer profiles. Culture becomes a key tool here, with diverse programming proposals that celebrate plural identities and narratives.

In an increasingly competitive environment, innovation in marketing and communication aimed at LGBT+ audiences will also be a major theme. It will look at how to connect with this segment through authentic campaigns, real and inclusive storytelling, as well as the role of influencers and content creators in the traveller's decision making. In addition, personalised experiences such as wellness, sports or gastronomic tourism, which offer high added value, will be explored.

The day will also serve as a meeting point for networking and the development of strategic alliances. Cooperation between the public and private sector will be promoted, with the aim of promoting joint projects, training and opportunities for travel agencies, startups and tour operators who want to specialise in this niche market.

Finally, the role of major events and celebrations, such as Pride festivals and LGBT+ sports competitions, which not only promote visibility but also generate a significant economic impact on the communities and play an important role in social transformation, will be analysed.

In addition to the professional programme, over the weekend there will be leisure activities open to all audiences, with cultural proposals, music and celebrations to enjoy in an inclusive and festive environment. These activities seek to bring the values of diversity and coexistence closer to citizens, beyond the professional sphere.