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Seville sets sights on quality tourists at Fitur 2026
Mayor unveils striking Bienal flamenca poster as city eyes sustainable growth
Seville is gearing up to shine at Fitur 2026 (Spain’s biggest international tourism fair, held in Madrid from January 21-25), with a clear focus on welcoming“better tourism, not more tourism.” Mayor José Luis Sanz made the announcement on Wednesday, positioning the city as a top pick for discerning urban travellers who value culture, sustainability and year-round vibrancy.The Ayuntamiento will proudly showcase the poster for the 24th Flamenco Biennial, featuring singer and dancer Aurora Vargas in a powerful portrait by world-renowned photojournalist Emilio Morenatti. “It’s a work that initially shocks, but then you fall in love with it,” Morenatti explained. “I was encouraged by the fact that it could be a great opportunity to celebrate photojournalism… The expression of the work could reflect ecstasy and calm, liberation and oppression, and even the moment of birth.”
Sanz called the image far more than just publicity. “It is not simply an image; it is identity, truth, and emotion; the deepest expression and sigh of who we are as a people and as the cradle of flamenco,” he said. He described the Biennial as “the most important flamenco event in the world,” pointing to last year’s success: 39 sold-out shows, over 90% occupancy, 100,000 visitors to parallel events, and growing global prestige.
Tourism already powers 18% of Seville’s GDP directly (and over 25% indirectly), with record visitor numbers and overnight stays. Yet Sanz stressed balance. “We want better tourism, not more tourism; more value, more balance, and a vibrant agenda throughout the year,” he said. The city is doubling down on air connectivity, hotel growth and key meetings with international airlines at Fitur to make Seville not just a place to visit, but somewhere to live, invest and build a future.
It’s an exciting moment for Seville. Culture and flamenco remain at its heart, but with a modern, sustainable edge that promises to keep the city thriving for years to come.
Image: Ayuntamiento de Sevilla
