Buenos Aires shines with its own light at Fitur

The decision to participate independently in Spain's most important tourism fair reflected the intention to strengthen its presence in the European market, especially in the Spanish one, considered key for the Argentine capital.

The Buenos Aires Tourism Board, led by Valentín Díaz Gilligan, was responsible for coordinating this initiative.

The stand was located in Pavilion 3, dedicated to American destinations, which allowed for greater visibility and projection within the event.

Díaz Gilligan stated that the decision to have their own space "came to stay," suggesting that this strategy would be maintained in future editions of FITUR and other international meetings.

A strategy to attract Spanish tourism

Although Buenos Aires maintained a presence in Argentina's national stand, the city opted for a differentiated promotion to capture the attention of Spanish travelers.

The Spanish tourism market has historically been the most important in Europe for the Argentine capital, not only due to cultural interest and historical ties but also because of air connectivity.

During FITUR, the wide range of flights between both destinations was highlighted. Iberia operated three daily flights from Madrid, while Aerolíneas Argentinas offered two daily frequencies.

This was complemented by Air Europa's nine weekly connections and Level's from Barcelona. This connectivity facilitated Spanish tourists' access to Buenos Aires, a key factor in the promotion strategy.

Díaz Gilligan explained that the idea of having their own stand didn't imply a break with national representation. The city had already developed similar strategies in specialized fairs, such as MICE and top-level tourism events.

However, at FITUR, it was the first time Buenos Aires had an exclusive space at an event of this magnitude.

MICE tourism and collaboration with the private sector

Karina Perticone, executive director of Visit Buenos Aires, highlighted the joint work with the private sector in planning and executing the promotion strategy.

According to Perticone, all actions of Visit Buenos Aires were developed in consensus with key companies and actors in the tourism sector.

Another aspect that Buenos Aires wanted to reinforce at FITUR was its positioning in MICE tourism (meetings, incentives, conferences, and exhibitions). The city led the ICCA ranking in Latin America, consolidating itself as a reference destination for holding international events and conventions.

The own stand allowed the Buenos Aires delegation to offer a more focused experience on the city's tourist, cultural, and gastronomic attractions.

Interactive activities were presented, and information was provided on hotel offerings, the most demanded tourist circuits, and nightlife entertainment options.

A firm step in international promotion

Buenos Aires's participation in FITUR 2025 with its own space represented a significant advance in its internationalization strategy.

The decision to have a differentiated presence replied to the need to capture more attention in strategic markets and enhance its image as a leading tourist destination in Latin America.

The fair allowed the city to establish new alliances and strengthen ties with tour operators and travel agencies. Additionally, media exposure and direct contact with potential travelers contributed to reinforcing the Buenos Aires brand on the global tourism stage.

With this participation, Buenos Aires made it clear that it was betting on a more ambitious and segmented promotion. The presence at FITUR 2025 was just the first step of a strategy that, according to its authorities, would be maintained over time to consolidate tourism in the city and increase the arrival of international visitors.