You are currently viewing Fitur 2021: a year for hope

If there is a keyword to refer to Fitur this year, that’s Recovery. A mantra that appears in all papers and is on everyone’s lips: the recovery of tourism is, without a doubt, the objective. But not everyone understands the idea the same. To focus on the fair itself and on the European level, there are countries that take the courageous step of being present at the Madrid fairgrounds. Even with all the restrictions, requirements and inconveniences that, due to the covid (and of course with the best intention), are required of all tourism professionals who come to Ifema. Other countries simply do not attend.

It therefore seems reasonable that, when reviewing the horizons of European tourism in this Fitur, we start with the countries that are going to plant their stand and experience the fair from the front line. For example, Portugal. He has not missed any of the 41 editions of these meetings. And several times he has won an award for the brilliance and generosity of his bet. This year it lifts one of the largest positions, with 40 companies from all regions, including Madeira Y Azores, islands recently highlighted as preferred destinations, and a special attention to the Alentejo. With the Clean & Safe seal to welcome visitors -more than five million Spaniards in 2019-, its declared objective is to take care of the planet with a more sustainable and conscious tourism: for this they launch the campaign #CantSkipTomorrow (we can’t lose tomorrow).

Dos Alteirinhos beach, in Alentejo (Portugal) getty images

Another country that raises a stand is Poland. In addition to its star cities, Krakow Y Warsaw, present this year Wroclaw and the region of Lower Silesia, and, above all, the city of Lublin, less known in Spain and paradigm of a tourism slow on the Little poland, a historical region that has the Vistula route, spas, the Roztocze national park or charming cities, like Kazimierz Dolny.

Will also be Israel, advantageous in terms of vaccinations and that is preparing to celebrate this summer in Tel Aviv a face-to-face Gay Pride. His star offer is the negev desert and the “capital” of the Red Sea, Eilat, a very accessible hotel and spa emporium thanks to the good air links with Spain; something that also facilitates citybreak (short city break) to Tel Aviv or Jerusalem.

Landscape in the Rhodope Mountains (Bulgaria).
Landscape in the Rhodope Mountains (Bulgaria). EVGENI DINEV getty images

Will also be present Bulgaria, awarded in the XXVI Active Tourism Contest Fitur 2021 thanks to its proposal of cultural immersion in the Mountains of Orpheus; As supposed, the classical myth of Orpheus originated in the Rhodope Mountains, a natural jewel now traversed by a narrow-gauge tourist train. Slovenia wants to highlight the phenomenon glamping (camping with glamor) and his wine “of the fourth color” (orange, along with red, white or pink).

Countries like Greece, Cyprus, Turkey and Malta, that they are opening their hand in terms of sanitary requirements and dates, to be the first to take the cat into the water, that is, tourists to the beaches. Several polls confirm that the island of Crete, for example, already overtakes Mallorca among German tourists. Countries such as Russia, Georgia, Andorra or Albania, This country is not what it used to be, and which is making an aggressive advertising campaign to attract visitors to its splendid natural beauties and artistic treasures, veiled abroad for so many years.

Italian ephemeris

Italy goes and will not be at the fair. It is never clear the imbroglio of this beautiful country where everything is tragic, but nothing serious. It seems that some region, such as Veneto, will officially come to celebrate 1,600 years of the founding of Venice. The program of events for this reason will be added to the provisions to celebrate in 2021 the 700 years of Dante’s death, especially the route in 20 stages of Dante’s Ways, and the extension to this year of Parma as the Italian capital of culture.

That other European countries will not have an official presence in Fitur does not mean that they will not be present in some way or another. Because they will be in charge of promoting their excellence agencies and private entities, hotels, means of transport … And the heavyweights of European tourism will continue with their proposals, some postponed by the pandemic to this year 2021, but also with many new features in their offer. A) Yes, Germany focuses on a series of campaigns, some aimed especially at the Spanish public, such as German.Local.Culture, which puts the accent on small towns full of treasures, or FeelGood, which covers all facets of sustainable tourism, both urban and active, health and well-being, gastronomic, and so on.

Austria will have an unofficial booth to commemorate a series of anniversaries: the birthday of characters like the Salzburg writer Thomas Bernhard or the architects Adolf loos Y Josef Hoffmann, or centenarians of institutions like the Vienna Symphony, the Museum of Art History or the Albertina. UK puts the focus on Coventry as their city ​​of culture 2021, in addition to a huge battery of exhibitions and events. Among others, the projects Illuminated River and Estuary 2021 to enhance the palaces and activities that populate the banks of the Thames, “a river of culture.”

News in Belgium

Flanders keep focusing your attention on the painter Van Eyck, with the new visitor center and new location of the triptych The mystical lamb in the cathedral of St. Bavo, in Ghent, and announces three major open-air contemporary art festivals as a novelty: Bruges Triennial, Beaufort (on the coast) and Paradise Kortrijk. The other Belgian region, Wallonia, changes its brand and image, which will now be Visit Wallonia, and draws attention to its forests, parks or nature reserves (among others, the first Belgian geopark of UNESCO, Famenne-Ardenne). Also four cities: Namur, the Walloon capital with its citadel pierced by seven kilometers of tunnels; Mons, European cultural capital; Liège, the city of fire, and Waterloo, scene of the defeat of Napoleón in 1815, that remembers in a monumental Memorial.

France, Switzerland, Norway, the Netherlands, the Czech Republic, Hungary, Romania, Croatia … somehow they will be seen at the fair, through the stalls of the numerous network of companies that more than ever need to make valid this year’s mantra hopeful: recover tourism.

Five basics in Europe

1. Slow tourism in Lesser Poland The Polish region is the ideal enclave to enjoy a leisurely journey between natural environments, such as the Roztocze National Park and the city of Lublin.

2. Venice’s birthday The Italian city celebrates in 2021 the 1,600 years of its foundation with exhibitions, conferences and other events.

3. Austrian centenarians Austria presents in Fitur the centenary of institutions such as the Vienna Symphony, the Museum of Art History or the Albertina.

4. Flanders, with a lot of art The Belgian region announces three major open-air contemporary art festivals.

5. New life on the Thames The Illuminated River and Estuary 2021 projects enhance the palaces and activities that line the banks of the British River in London.

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