The FITUR 2027 Partner Country is Puerto Rico.

An important turning point in Puerto Rico’s international tourism strategy has been reached with the announcement that the island will be the Partner Country for the 47th edition of the International Tourism Fair, FITUR 2027. Following the signing of a cooperation agreement between IFEMA MADRID and the Puerto Rican government, the announcement was made at Puerto Rico’s booth at the current International Tourism Fair.

In front of senior tourism and fair authorities from both sides, Daniel Martínez, Executive Vice President of IFEMA MADRID, and Jenniffer González Colón, Governor of Puerto Rico, publicly announced the designation. Arancha Priede, Managing Director of Trade Fair and Congress Business at IFEMA MADRID; Jorge L. Pérez, Chief Executive Officer of Discover Puerto Rico; María Valcarce, Director of FITUR; and Willianette Robles Cancel, Executive Director of the Puerto Rico Tourism Company (CTPR) were also present.

As per the agreement, Puerto Rico will be the main attraction at FITUR 2027, using the occasion to solidify its position in important international markets, boost tourism promotion, and greatly increase its worldwide visibility. According to Discover Puerto Rico, the announcement comes after a successful year for the destination, with over 6.8 million arrivals at Luis Muñoz Marín International Airport in 2025 a 3% increase over 2024.

Growth is anticipated to be accelerated by the Partner Country designation, which will give Puerto Rico unique visibility on one of the top tourism platforms in the world. While showcasing the island’s cultural diversity, innovation, sustainability initiatives, and competitive tourism infrastructure, it will facilitate deeper engagement with international tourism professionals, support market diversification, and create new opportunities for promotion, investment, and business development.

“Over the years, Puerto Rico has turned its presence at FITUR into a clear and consistent calling card: showcasing the diversity of its offering, the richness of its culture, and its ability to blend innovation, sustainability, and local talent,” stated Daniel Martínez. With Puerto Rico by its side, FITUR 2025 will once again be the premier international tourism gathering place, complete with a distinct personality and a touch of the Caribbean.

“We proudly accept this designation, which represents an unprecedented strategic opportunity for Puerto Rico,” stated Puerto Rico Governor Jenniffer González Colón. In order to improve our footprint in European markets, fortify our high-level institutional alliances, and portray ourselves as a creative, competitive destination with a clear growth goal, we are continuing to advance in a crucial stage of international positioning. Through this partnership, we can strengthen a compelling story and increase the Island’s visibility in front of audiences around the world.

“We are very excited about this invitation,” said Willianette Robles Cancel, Executive Director of the Puerto Rico Tourism Company. FITUR 2027 will be a complete presentation that highlights Puerto Rico’s culture, hospitality, inventiveness, natural beauty, and distinctive qualities while reiterating the island’s potential as a cutting-edge travel destination.