FITURNEXT Observatory will award tourism initiatives that contribute to the balance between tourism and water with the aim of ensuring the minimum impact on water resources and promoting the sustainability of the planet.
FITUR, the International Tourism Trade Fair, which will be held from 21 to 25 January 2026 at Madrid in Spain, has announced the theme for the seventh edition of its FITURNEXT Observatory: how tourism can contribute to efficient and responsible water management. This initiative, which promotes sustainable and regenerative tourism, aligns with various United Nations Sustainable Development Goals related to clean water, health, climate action, and responsible consumption.
The Observatory is currently seeking innovative tourism initiatives that demonstrate a commitment to balancing tourism development with water sustainability, aiming to minimize the industry’s impact on vital water resources. Any organization, public administration, company, or project that champions sustainable water use in the tourism sector is invited to submit their proposals via an online form by August 31.
Selected projects will be evaluated based on their replicability and impact, and the winning initiatives will be recognized and awarded during FITUR in January 2026.
The Critical Need for Efficient Water Management in Tourism
Globally, water scarcity and pollution pose significant challenges to both human and environmental health. United Nations data reveals that over one billion people currently lack access to safe drinking water, and only a minuscule 0.5% of the world’s water is usable and accessible freshwater. Projections indicate that the global urban population facing water scarcity could double from 930 million in 2016 to between 1.7 and 2.4 billion by 2050, signaling an imminent global water crisis.
Within this context, tourism-dense areas often exhibit considerably higher water consumption. An average resident consumes about 127 liters per day, while a tourist’s daily consumption can range from 450 to 800 liters. To address this disparity, FITURNEXT’s upcoming edition is dedicated to researching and highlighting tourism initiatives that actively promote responsible water consumption and alleviate water stress.
Award Categories for Innovative Initiatives
The call for submissions is open to various stakeholders within the tourism sector who are implementing models that can inspire other destinations to improve their relationship with water resources. Initiatives can be entered into three distinct categories:
- Destinations and Other Territories: This category targets public administrations and territorial bodies that have implemented innovative strategies for sustainable water cycle management.
- HORECA and Transport Sector: This is for accommodation providers, catering companies, and transport businesses that utilize solutions to optimize water usage in their tourism services.
- Other Agents in the Tourism Value Chain: This category is open to travel agencies, tour operators, tourism experience companies, and other entities that have developed tools or initiatives promoting responsible water use within the industry.
Initiatives that fit these categories have a unique opportunity to join the FITURNEXT Observatory and be recognized as leading examples of best practices in the sector. Winning and finalist projects will participate in activities at the FITUR 2026 stand and subsequent engagements, benefiting from significant media visibility and synergistic opportunities within the FITURNEXT community.
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