With Route 40 as the protagonist, Argentina prepares to attend FITUR 2025
As part of the International Tourism Fair (FITUR) 2025, which will take place from January 22 to 26 in Madrid, Spain, Argentina reaffirms its commitment to international tourism promotion through institutional and commercial participation, focusing on the country’s natural diversity, its excellent gastronomy, and the high level of infrastructure and services in the tourism sector.
The prestigious fair will serve, among various objectives, to present a documentary produced by Visit Argentina about the iconic National Route 40 (RN40). The central idea is to position this legendary highway—spanning more than 5,000 kilometers from north to south—as the backbone of a transformative tourism experience.
The Argentine delegation, led by the Secretary of Tourism, Environment, and Sports, Daniel Scioli, will feature a 490 m² island-style stand, located at number 3C08 in pavilion 3. Through this space, visitors will be able to receive detailed information about Argentina’s tourism offerings, explore its natural and cultural wealth, and immerse themselves in the breathtaking landscapes surrounding the renowned Route 40.
Important Activities
The day before the fair begins, Scioli will attend the XXVIII Ibero-American Conference of Ministers and Tourism Entrepreneurs (CIMET), where the "Argentina" chapter of the CIMET 2025 Guide will be presented.
Later, the secretary will hold an important meeting with the Secretary-General of UN Tourism, Zurab Pololikashvili.
Another major reason for Scioli’s presence in Madrid is to promote Argentina as a leading Technology Hub, not only in the region but worldwide. For this reason, he will meet with Martín Umaran, co-founder and president for Europe, the Middle East, and Africa of Globant, a software and information technology company.
Following this meeting, Scioli will have an audience with Spain's Minister of Industry and Tourism, Jordi Hereu Boher, and the Secretary of State for Tourism of Spain, Rosario Sánchez Grau.
To conclude the day, Scioli will attend the launch event of “Argentina Parkour MiniGames II” at the Argentine Residence in Madrid.
At the Fair
On the first day of FITUR 2025, Scioli will participate in the Opening Ceremony, where he will greet the King and Queen of Spain.
After the ribbon-cutting at Argentina’s institutional stand, Scioli will take part in a press conference at 12:30 PM in the national pavilion to officially launch the documentary "La Ruta 40."
In the afternoon, aiming to strengthen the open skies policy, the secretary will meet with Marco Sansavini, president of the airline Iberia.
On the second day of the fair, Scioli will start with a meeting with Alberto de Paz, CEO and co-founder of Enfoque Comunicación. The objective is to gain insight into "Binómico," the Ibero-American Summit on Gastronomy and Tourism.
Later, he will meet with Julia Simpson, President and CEO of the World Travel & Tourism Council (WTTC).
Among other notable activities, at 3:00 PM, the launch of the 100% electric vessel named "China Zorrilla" will take place. This ship will connect Uruguay and Argentina across the iconic Río de la Plata, in collaboration with the company Buquebus and Uruguay’s Minister of Tourism, Eduardo Sanguinetti.
Following this event, Scioli will meet with Abdulaziz Al-Mawlawi, CEO of Visit Qatar, and later with Mexico's Secretary of Tourism, Josefina Rodríguez Zamora.
Positive Numbers
Argentina arrives at FITUR, one of the world's most important tourism events, with very promising results. With more than 208,000 Spanish tourists received in 2024, this figure represents a 3.7% increase compared to 2023. Additionally, the country has nearly recovered 100% of the pre-pandemic visitor numbers. Thus, Spain remains Argentina's primary European inbound tourism market and ranks seventh in the overall arrivals ranking.
The fair will be open exclusively to industry professionals from January 22 to 24, while the general public can attend on January 25 and 26.
For the final two days, the Argentine stand will offer various attractions, including interactive games about nature and national parks, a themed snow and ski center area, a photo booth featuring a touring motorcycle to promote RN40, dance performances, and engaging wine and gastronomy experiences.
The Argentine delegation will be accompanied by around twenty private sector companies, offering a wide range of tourism products to visitors at the Argentina stand.