SANTO DOMINGO. – The International Tourism Fair (FITUR), held annually at IFEMA Madrid, Spain, has become a space for economic diplomacy, where the Dominican Republic projects its brand beyond tourism and consolidates strategic alliances with Europe and the rest of the world.
FITUR 2026 will be held at IFEMA Madrid from January 21 to 25, and contrary to what one might think, the participation of the Dominican Republic is not limited to the promotion of destinations or sporting events.
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The 2025 results were interpreted by the organizers as a sign of regional leadership and the ability to compete in the European market. The country not only closed deals worth more than US$6.75 billion, but also announced 7,400 new hotel rooms, received the award for best booth at the fair, and further solidified its image as a reliable partner in the Caribbean.
Beyond the numbers, the Dominican Republic's participation last year demonstrated a strong exercise in economic diplomacy: bilateral meetings with European hotel chains, airlines and tour operators, as well as cooperation agreements with financial institutions that support tourism infrastructure projects.
Dominican negotiators transformed the fair into a space where the country projected political stability and legal security, factors that investors value when deciding where to place capital.
These meetings confirmed that FITUR also functions as a space for economic diplomacy, where the country projects political stability, legal security and a country brand capable of transcending tourism to become a platform for investment and international cooperation.
Tourism Minister David Collado emphasized that “FITUR is the ideal platform to show the world that the Dominican Republic is a reliable partner, with stability and a vision for the future.” For its part, the Dominican Republic Hotel and Tourism Association (ASONAHORES) highlighted that the fair “opens new opportunities for international cooperation and is vital for consolidating the country’s image as a multi-destination.”.
A country's brand is built not only on beaches and hotels, but also on narratives of inclusion, sustainability, and international competitiveness.
The Dominican presence at the exhibition is also understood as a soft power strategy, since by projecting this image of a diverse tourist destination, the country strengthens its position in economic and cultural diplomacy.
The projected Dominican participation in 2026 is a sign that tourism is more than an industry: it is a tool for foreign policy and economic development.
With the launch of the National Sports Tourism Strategy and the promotion of destinations like Pedernales, the Dominican Republic seeks to demonstrate that its country brand can compete in multiple scenarios, from the Caribbean to international investment and diplomacy circuits.
