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This week, Madrid’s IFEMA exhibition centre is hosting the annual Feria Internacional de Turismo (FITUR), the largest and most significant tourism trade fair in Spain. From January 22 to 26, the Region of Murcia will take centre stage, presenting its diverse attractions under the theme of cultural, leisure and nature-based experiences.

 

A major highlight this year is the commemoration of the 1,200th anniversary of the city of Murcia’s founding. To mark the occasion, iconic regional festivals, including the Bando de la Huerta, the Burial of the Sardine, and the Moors and Christians festival, will be showcased with live parades through Madrid’s Puerta del Sol and surrounding streets. These vibrant displays aim to bring a slice of Murcia's cultural heritage to the heart of the Spanish capital.

 

Murcia’s stand, spanning 1,200 square metres in Pavilion 7, will host over fifty presentations to highlight the Region’s unique tourism offerings. The Mar Menor saltwater lagoon and the Ricote Valley slow tourism initiative will be key focal points.

 

Carmen Conesa, Regional Minister for Culture, Tourism, Youth and Sport, emphasised the importance of year-round, uncrowded tourism opportunities, calling Murcia’s blend of activities its “great strength as a destination”.

 

The stand will also feature a professional meeting space and areas dedicated to gastronomy and crafts. The ‘Monastrell Space’ will offer wine-tasting workshops led by the Jumilla, Bullas and Yecla Wine Routes, while the ‘Mano a Mano’ section will showcase live demonstrations by artisans, including the nine winners of the 2024 Crafts Awards.

 

The fair’s opening day, Wednesday January 22, will highlight Murcia’s blue tourism offerings, including the Mar Menor and International Tourist Interest Holy Week processions. It will also see the unveiling of the poster for the 2025 International Festival of Cante de las Minas de La Unión.

 

Thursday January 23 will be the Region’s designated day at FITUR, with President Fernando López Miras announcing Murcia’s new cultural ambassadors for 2025. Additional presentations include the ‘Camino de la Cruz de Caravaca 2025-2030’ strategy, a new cultural events guide, and updates on accessible and slow tourism projects. The day will also feature ‘showcooking’ sessions with leading chefs blending tradition and innovation in Murcian cuisine.

 

On Friday, representatives from 29 municipalities will present their tourism offers in a televised interview format, while the weekend will focus on festivals, traditions and crafts. Visitors can enjoy live performances, folklore groups, Carnival showcases and interactive activities.

 

Gastronomy and crafts will be heavily promoted as key tourism assets. Alongside wine workshops, the region’s culinary heritage will shine in ‘showcooking’ demonstrations featuring renowned chefs like Pablo González from Cabaña Buenavista and María Gómez from Magoga.

 

Murcia’s efforts will extend beyond IFEMA, with the ‘Festivals Region of Murcia’ brand being promoted at a special event in Madrid’s Las Ventas bullring, featuring a performance by the Murcian band Viva Suecia.

 

As FITUR 2025 unfolds, Murcia’s diverse offerings – from its historic festivals to its gastronomy and crafts – promise to captivate visitors and position the region as a premier, year-round destination.

 

Image: CARM