Illusion and opportunities beyond the pandemic

I have begun my journey around the world via Ukraine. All roads lead to the new Rome, the International Tourism Fair in Madrid. To Fitur'23. IFEMA gave a space of about 40 square metres to Kiev in solidarity. There were no videos or photos of the horrors of the Russian invasion. All the heroism of a brave people was expressed in a mural of some fifteen metres on which only one word was written in thirty languages: "Thank you".

To the right, half a dozen refugees put their faith in another call: "We need all your support". The young hostess was moved when I approached her to remind her that they are not alone in this unjust and unequal war.

"We will win," she said, smiling. I nodded because I am convinced that, at the next edition, her pavilion will invite us to see a burnt-out country rising from the ashes, free and united. Glory to Ukraine!

The King Felipe and Queen Letizia of Spain inaugurated this XLIII meeting, accompanied by the President of the Congress, the President of the CAM and the Mayor of Madrid. The monarchs are our best ambassadors at home and abroad. And the permanent promoters of this world event.

The figures for the year, after the hiatus caused by the coronavirus, are a suspension bridge of hopes and opportunities.136,000 industry professionals attended, 86,000 visitors over the weekend; 131 countries (Russia was not invited). 8 pavilions with 66,900 metres of exhibition space; 8,500 participating companies, 755 exhibitors and will generate revenue for the capital of the Kingdom of almost 500 million euros.

This world tourism conclave gives hope and enthusiasm back to all citizens, who are more eager than ever to cross borders because we are now all one world.

The director of the event, María Valcarce, expressed her pride at the end of this fantastic week: "For the first time we have included Big Data, Artificial Intelligence, smart destinations and start-ups". And she added: "It has been an incredible experience; the success is largely due to the fact that we did not close for Covid19. Tomorrow we will start planning for FITUR'24. Let's remember that the business offer has been extended this year to include Techy, Cruises, LGTB+, How & Experts, Sports and Lingua.

Morocco presented itself at FITUR'22 as the "Kingdom of Light". Tourism already represents 7% of the GDP of our southern neighbour. Its ambition is to attract travellers who love the sun, the Atlantic and Mediterranean beaches, the desert, the mountains and the imperial cities. The success of the World Cup in Qatar has been a new calling card. Tradition and modernity. 

The Arab Republic of Egypt has spent its best energies on the forthcoming inauguration of the Great Museum of the Pharaonic Empires. 4,500 years old with more than 50,000 exhibits, including the Treasures of Tutankhamun.

Israel promotes the cities of Jerusalem and Tel Aviv as the perfect getaway to get to know the Promised Land better. Its stand was one of the busiest. Communications managers confirm that potential tourists are interested in its museums, its Bauhaus buildings and its spiritual tour of the places where Jesus of Nazareth walked, such as the Wailing Wall, the Via Dolorosa, the Holy Sepulchre and the Mount of Olives. The Negev desert and its gastronomy are other points of interest.

We were surprised by the progression of very attractive programmes developed by African countries. I passed through Mauritania, Senegal, Nigeria, Angola, South Africa, the Democratic Republic of Congo and Kenya. Africa demands peace and solidarity. Tourism is the best way.

The best lesson we learn every year from our Autonomous Communities is that Spain is a great country; rich, diverse, with incredible landscapes, with unreachable horizons and full of decent people. Many accents, yes; but in Spanish we all understand each other better.

We are a world power where the climate, the gastronomy and the friendliness of our people are the best ingredients to continue alongside France, Italy and the United States as leaders in an industry that for almost sixty years has paid the energy bill.

Sun, beach and mountain tourism, sports such as golf, hunting and fishing. World Heritage Cities, cathedrals, castles, inns, thousand-year-old ruins, traditions, spas, gastronomy, rural world and, after the latest uncertainties, we have opened new windows to teleworking and to the reception of "energy refugees" from Northern Europe with residential stays from San Martín to San Juan on the Mediterranean and Canary coasts. Wifi is the Roman aqueduct of our time.

Andalusia is a multicoloured ocean. The provinces and villages besiege the Junta's pavilion offering a universe always to be discovered. Murcia demands more water. It guarantees us, however, an average of 19 degrees Celsius 300 days a year. You can't ask for more!

Cantabria, by jumping north, continues with an infinite vocation. Castilla-La Mancha, under the shadow of Don Quixote and Sancho, is the motorway of our life on which we go everywhere, savouring the wine routes. We miss Valle Hidalgo, the most beautiful Dulcinea since the 17th century.

Madrid was a mountain range of white linen to storm the skies of Alcalá de Henares claiming its most illustrious son, Don Miguel de Cervantes. Castilla y León bet on mining and nature in the open air.

The mayoress of Vitigudino herself, Luisa de Paz - an example of charro courage - presented the new figures of bullfighting in Salamanca, at a time when don Santiago Martín and the masters of bullfighting are banned by the inquisitors of political correctness.

In Toro, we tasted excellent quality cheeses and foodstuffs, together with the new wines produced to expand on the international market.

The Valencian Community, with paellas al punto, gave us a Mediterranean in Vivo, Navarre claimed the name of its ancient Kingdom and Euskadi became the stage for gastronomy. Catalonia, in collaboration with its Provincial Councils, offered a special Tour to discover that there are as many Cataluñas as there are tastes, hobbies and ages. Marc Márquez's motorbike was a convincing attraction.

Rioja proudly defended its Gran #Reserva wines and delighted us with Festivalia. Galicia constantly reinvents the Camino de Santiago and Asturias seduces us with the return to Paradise. Aragon focused the message on its four pillars of UNESCO World Heritage: the Aragonese Mudejar, the Pyrenees-Monte Perdido, the section of the Way of the Apostle Saint James and the Rock Art of the Mediterranean Arc.

Extremadura surprised with gastro experiences, live cooking, stargazing and musical performances. Ceuta and Melilla feel more Spanish than before and propose local initiatives. We end with the spectacular attraction of the Canary Islands. Permanent tourism, volcanic origin, plant diversity and sustainability. And fashion. Lots of avant-garde fashion. We tried their smoothie salad: incredible. "the taste of all the islands".

On this sightseeing tour we stroll, as if we were at home, through the two Americas. The colourful Mexico is an almost fatal attraction; Brazil was dressed in green, Cuba always has a special flavour, Peru is still irresistible and Colombia gathered dozens of people to taste its excellent espresso coffee.

Almost next door, Venezuela once again this year reflected its bad political, economic and social situation. Ecuador presented us with a champagne that surpassed the French. The Dominican Republic occupied a privileged place and Chile invited us to get to know it from north to south with the Andes as a path like a razor's edge and Easter Island as a reunion with extraterrestrials. Paraguay and Uruguay sold beauty at the tip of their toes. Nicaragua, Honduras, Dominican Republic, Guatemala, Costa Rica, Belize... are a temptation to live unique adventures.

Undoubtedly, the most incredible scenario was that of Argentina. Their star product was their third football World Cup. Messi was missing to make the audiences explode. Football remains the most universal added value. Canada and the United States projected a low profile. New York was sold on its own. A stroll in any case, with the same Latin American accent.

The Old Continent (France, Italy, the Netherlands, Greece, England) monopolised the largest number of business meetings. Many commercial transactions. Their history is our history. And they share with us the present and the future. On the Austrian stage, Mozart's music activates all the senses. The Balkan countries are gaining more market share every year, Croatia is coming to life and Slovenia is feeling its best after its accession to the EU. The Nordic and Baltic nations sell nature, health and quality of life in abundance.

This year's surprise was Portugal. Our neighbour to the west has presented to the world all the potential that we Spaniards love so much. To put it simply: the government and institutions have pulled out all the stops. From Oporto to the Alentejo via Lisbon and the islands of the Azores Archipelago, so lonely in the Atlantic, they have invested a lot of talent in presenting a very human tourism. Madeira, a candidate for World Heritage status, shone with the light of the star Ronaldo. 

We should have stopped a little longer on the Asian continent. We should have stopped a little longer in Asia. Japan is still the most sought-after destination. A Korean robot answered our questions like a faithful friend. China is the new tourist empire in the region. It wants to open wide to the world and will have no choice but to reciprocate. The "grand reopening" in the New Year of the Water Rabbit will be the starting point for a travel exodus that will kindly invade half the world with slanting eyes in the next five years.

Australia still fascinates us and even more so in this time of summer and total tennis. India has taught us new methods of meditation and Vietnam has brought two beautiful women dressed in deep blue as ambassadors.

The journalist is dazzled by the neon of the stages and the performances of artists from the ends of the earth. But IFEMA-FITUR's philosophy is to build a global meeting point for professionals to exchange information, offer dreams to future travellers and increase business.

We personally experienced an example of this interconnection at the Caixabank stand. Fifty professionals received exclusive information on the latest technological tools - with just a mobile phone - to transact financial transactions in complete security.  

These contacts make it possible to close tens of thousands of contracts of interest to hotels, airlines, restaurateurs, tour operators, travel agencies, insurance companies, banks and millions of people related to the service sector, from which economic and luxury packages will emerge so that the vast majority of citizens will have the opportunity to travel, dream and live again.

Tourism is the most dynamic social and economic phenomenon of our time. After two years of pandemic, the outlook has cleared up. Tourism is about meeting people, empathising with different cultures and freely choosing our destinations. 

It is the strongest link in the chain of peace. Tourism is like a bolero. It always enchants. Somewhere in the corner of this global fair I wrote down in my red moleskine. "Tourism is a gift: it creates employment, wealth, well-being and brings people together". It is the only activity that benefits everyone. We look forward to seeing you at FITUR'24. See you in Madrid, Spain. 

Antonio REGALADO directs BAHÍA DE ÍTACA at: aregaladorodriguez.blogspot.com