An industry in strategic transformation.
Every January, FITUR sets the pulse of the tourism industry. This year, however, the tone felt distinctly different. The conversations were less about recovery and more about transformation. What we witnessed was not simply a showcase of destinations, but a strategic recalibration of how tourism competes and creates value.
Six key insights emerged from this year's fair. Read them all on the next page > > >
Bridging Cultures: Alfabétiko and Kontextia Unite to Promote Granada in Buenos Aires.
In early December the Granada Tourism Board, Alfabétiko's longstanding client, embarked on a promotional mission to Buenos Aires, home base for Kontextia- Language, Marketing & Communication.
FITUR 2026
Insights
Castilla took the audience on a vivid journey through the poet's life - from the rural village of Fuente Vaqueros to key sites that inspired his work. The Tortoni was a perfect choice: Lorca himself frequented this hotspot of Buenos Aires' intellectual elite during his six-month stay in the city in the 1930s. The evening closed with actress María Marta Guitart performing excerpts from Lorca's masterpieces, “Llanto por Ignacio Sánchez Mejías” and “Doña Rosita la soltera”.
This joint initiative within the Travel Lifestyle Network exemplifies seamless collaboration across markets - leveraging cultural sensitivity, global reach and local expertise to connect travel brands and tourist destinations with their source markets meaningfully and with maximum impact.
Plan to reach out to Argentina?
Contact: victor.nine@kontextia.com
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